Ian Lurie // Oct 5 2007
Google Adwords and other major pay-per-click providers have a tool called dynamic keywords. It lets you place a variable in your ad, so that the search phrase entered shows up in the ad.
Unfortunately it’s become a tool for lazy PPC marketers, leading to ads like this:
Please, if you must use dynamic keywords in your ads, at least think it through first. I like my children just fine – I don’t need to buy another one on Amazon or at Target. Honest.
There’s a serious side to this, too: It’s trademark infringement to use a brand name in an ad without permission. If you create an ad and buy a keyword for a competitor, that’s fine. But if you use dynamic keywords in the ad, then your competitor’s name will show up, too. So this:
Buy great signs and Portents
On the Interwebs. Free shipping!
Could become this, if you bought ‘nike’ as a keyword:
By great signs and Portents
On the Interwebs. Free Shipping!
You do not want Nike’s lawyers on your doorstep.
PS: If you have any other great instances of dynamic ads gone wrong, let me know. I’ll post ‘em.
Technorati Tags: ppc marketing
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More