Rules are Made to be Broken. But first you have to know the rules. Do I ever break these rules? Often. And almost as often the market's response is humiliation reminding me that however good I think I am the market still runs things around here. Occasionally, I make a breakthrough and come up with a winner that breaks the rules. If all you do is just follow these rules, you'll dramatically improve the results of your ads. If you want to do something different - go for it. Test it - and see for yourself. If it works, great. If it doesn't, you are only out of pocket the cost of one advertisement. There's only one rule you can never break (because if you ignore it, it will break you) and I will discuss that rule in my next article.