Google Adwords are currently limited beta-testing options to alternate ad copy by time of day/day of week in an automated fashion. E.g. Creative A talks about ‘Get your cinema tickets’ and Creative B says ‘Orange Wednesdays Cinema Tickets’ – because Creative B is Wednesday specific, you would currently have to manually pause Creative A on Wed and enable Creative B, and then pause Creative B on Thurs and re-enable Creative A. The new beta test will allow you to automate this process. This has numerous applications and allows creative to be more flexible dependant on time of day or day of week and also therefore allows copy writers to be more creative.