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The Business Blog at Intuitive.com
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Dave Taylor has been involved with the Internet since 1980 and
is widely recognized as an expert on both technical and business
issues. He has been published over a thousand times, launched four Internet-related
startup companies, has written twenty business and technical books and holds both an MBA and MS Ed.
Dave maintains three weblogs, The Business Blog at Intuitive.com, focused on business and
industry analysis,
the eponymous
Ask Dave Taylor
devoted to tech and business Q&A and The
Attachment Parenting Blog,
discussing topics of interest to parents.
Dave is an award-winning speaker, sought after conference and workshop participant and
frequent guest on radio and podcast programs.
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Why do AdWords advertisers target so poorly?
I'm digging around on Google trying to ascertain where my sister's new site, doll street dreamers, a site that's been focused on doll classes and Googled the phrase "doll classes" to see where it ranked.
Unfortunately, it's not yet on that first page (we'll work on it!) but check out the adverts that appeared on a search for doll classes:
I am not surprised when one or two ads in a set of ads is poorly targeted, but I've never seen a situation where all of the ads are mistargeted for the search!
Note particularly the very last match. Mortgage refinancing for "doll classes"? What on earth is this company thinking??
Its a common misconception of many publishers. The fact that we know at some microlevel of targeting what a site is about doesn't mean that a directly relevant advertiser is available or able to convert the traffic better then massive advertisers and lead gen companies that are good at converting and monetizing remnant traffic. Small advertisers tend to stick to search only traffic and google sells most of the cheap traffic to mortgage, edu, "win a laptop", and ringtone, type affiliate advertisers, because their monetization schemes are better at getting clicks and generating revenue for google and themselves.
Posted by: Jim on December 7, 2007 9:37 AM
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The Business Blog
