This week’s best creative is actually a bad creative courtesy of all the advertisers down the right hand side in the screenshot. Not only do they all share the same headline but also 4 of the ads have identical copy.
Talk about a bad user journey! How can a user decide which ad to click on from these too similar ads. I think Google should have an identical ads editorial policy.
The websites are sufficiently different but someone is either running ppc campaigns for all the advertisers or there is a lot of copying going on. This could also be some kind of automation.
I often see brands protecting brand search space by using several affiliated sites or parallel microsites. This could be an example of that practice however identical ads are offputting and may mean low CTR and poor QS. When trying to dominate the landscape ad differentiation is key otherwise the user may be put off altogether!