And waste your marketing budget

By Ilan Adler

Groupon is a big company. In fact while writing this post I looked up their market cap, which now sits at $4.71 billion. Yes, billion with a B. So why are they messing up their Adwords ads? How can they possibly expect us to take them seriously when they have ads like this, on a search for “monogram necklace”:

So they expect people to click their ad just because they are using Dynamic Keyword Insertion? Or do their creatives think that people searching for this term aren’t really looking for jewelry, but rather want to take a long needed getaway?

I assume that this error originated in targeting a broad term like “Necklace”, having ads with the aforementioned DKI, and using the same description line 1 +2 text as the other generic ads. Regardless the poor ad quality of this campaign is probably causing problems with their campaign, and they are losing money by having to bid higher. All this from an oversight of not putting such high volume keywords such as this on the negative keyword list.

Groupon, I’m calling you out. With such a large marketing team, mistakes like this should be avoided.