Then come up with effective titles and descriptions for your keywords to ensure as many clicks as you can. Use keyword in your title and description for a more targeted response.

Bidding on hundreds of keywords that aren't as popular will reduce your cost per click and give you a better Return On Investment for your advertising dollar. Which means more profit for you!

It is a great alternative to bidding on "pricey" popular keywords that Won't give you most bang for your buck.

Creativity is more than breaking rules.

Similarly, Joseph Heller was able to break rules of English grammar in his book, Something Happened (Scribner, 1974), only because he was intimately familiar with them. Having taught English at University of South Carolina, he was a master of grammar. And only out of his expertise could he creatively exploit, expand and redefine boundaries of grammar. And so it is with regard to thinking outside box.

Thinking outside box apart from being able to think inside box is worthless.

Such thought is just plain sloppy. Thus, suggestion that creativity lies in ability to think outside box is mostly nonsense. Creativity issues from talent, ability and discipline. Talent must be forged and shaped on anvil of discipline in order to develop ability. Great ability is always result of study, discipline and practice.

Creativity is more a matter of seeing that boxes themselves are inadequate and suggesting a better arrangement or a better definition. Creativity doesn't simply discard boxes, it redefines and/or rearranges them after becoming intimately familiar with them. Real creativity is always fruit of discipline and order. Creativity, in order to be genuinely creative and not simply sloppy disorganization, must emerge out of discipline and order as an intentional effort.

While a creative idea often comes unbidden out of unexpected places, it requires discipline, study and order to make something of it. Apart from discipline and order, what passes for creativity is nonsense, and to suggest otherwise actually undermines and/or weakens creative process.

What does this mean for our industry? Distributors and suppliers should apply themselves to mastering basics before attempting to break rules in name of creativity. Don't start outside box. First, establish your ability to think within box. Master rules before you suggest breaking them. For example, before a distributorship presents a wild, innovative concept to a client for a campaign, it should first establish its expertise with campaigns and/or ideas that have a track record of yielding good ROI. Designers, artists, and copy writers should establish their mastery of basics before experimenting outside box. For most part important stuff is inside box.

©2002 Phillip A. Ross