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AdGooroo reports a significant increase in ads displayed per keyword on Google. In Q4, Google is serving 3.82 ads per keyword, which is about 50% more than it served during Q3. During the month of November, Google served an average of 4.38 ads per keyword, a 75% increase over its Q3 average.
The alleyinsider quotes that one probable reason for this dramatic increase in ads serves/keyword is that Google experimented with serving fewer ads against its search results during the first and second quarters of 2008, which didnt go well.