The most important thing about adwords is this...your keywords have to be relevant and not nessesarily the same keywords on the ad itslef.
If your website landing page is about dog breeding then you need keywords that pertain to dog breeding but not "dog breeding" by themselves.
Use " how to breed dogs, type of dogs, canine breeding, information about dog breeding" This way the google adwords team will give you a "great quality score".
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