Buy A Wife At Target
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
CEO & Founder
Ian Lurie is CEO and founder of Portent Inc. He’s recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch.
Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle.