Thank you all for your input, however the converation seems to be shfting towards quality scores and the idea of technological capabilities for uploading new creatives, as opposed to the general jist of where this thread began.  My original question was about mirroring.  Tradtional wisdom states that creatives that feature the keyphrase would achieve better CTR.  However, at a recent seminar, a Google representative suggested that better CTR's could be achieving by focussing less of mirroring the keyphrase but more on outlining the benefits.  So, for example, for the keyphrase "holiday in Turkey" instead of somethin like "Great Holiday Deals to Turkey" (which features the keywords), they suggested something different like "Turkey - Great times, great sun, amazing fun, amazing prices".  I know that I am being silly here but I think that you get the point.  In our experience and testing, this "new" way is not working well and I was wondering if anyone else had played around and tested this....and what thoughts you had on this. Thanks, Frank