In response to my Blog of 2/14 on Google ad plagiarism, search engine marketing expert Andrew Goodman of Page Zero Media
wrote in:"Another reason that marketers should 'care' about such plagiarism is that ad which generates the most interest (where multiple ads exist for the same keywords) rises to the top. The 3rd and 4th place ads generally get far fewer clicks, and since you pay for impressions, a good CTR is absolutely vital. In essence, Google is forcing marketers to compete with one another with copywriting pizzazz. (Some have remarked that this might actually wind up giving you lower conversion rates, since unrealistic promises or eye-grabbing copy might generate more frivolous clicks.)
On one hand, I guess that looking at the characteristics shared by "risers to the top" might be a good bit of research, if you are looking at ads written by those who aren't your direct competition. If a direct competitor steals your copy, they're actually negatively impacting your ROI by possibly pushing your ad down a rung or two into a slot that gets fewer clicks."