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Google is rapidly increasing the number of ads per keyword. It served around 4.38 ads per keyword in November, an increase of 75% over what it served in its third quarter. One reason for this is Google lessened the number of ads it served in the first two quarters and results weren’t impressive. From this rapid roll out of ads it obviously appears that there is a sense of urgency to generate more revenue  or is it something else (Any clues what?)