While studying the creatives of competitors throughout my years in the paid search industry, as any self-respecting SEM should, too often have I witnessed the same thing: It seems as though countless search engine advertisers use the same title and description to appear for all of their keywords. Of course that makes my job considerably easier. However this never ceases to leave me more surprised than a person trying to find a half-decent slice of pizza in Connecticut for two reasons. Firstly, when applied to a generous search advertising budget, this practice of lumping a massive amount of keywords together with a limited number of creatives basically translates into non-converting clicks that number in the thousands of wasted ad-dollars. Secondly, creatives that do not appropriately match the keywords they represent often fail to interest visitors who would otherwise visit the site.