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Home » Advertising » When Ad Targeting Goes Wrong

When Ad Targeting Goes Wrong

Posted on June 5, 2015 Written by Bill Hartzer

There are times when ad targeting just goes wrong, no matter how targeted you think you get. For example, a recent ad that I saw for a Brookstone, selling drones as Father’s Day gifts, showed up on a local Dallas news website. Brookstone was obviously targeting the keyword “drone” and since “drone” was in the headline of the news article, it was displayed.

Brookstone ad targeting

But this actual ad targeting does not want me to go buy a drone from Brookstone for Father’s Day. Granted, I still might want a drone for Father’s Day (hint, hint), but seeing this ad, and this ad placement, doesn’t make me want to buy one.

The headline, “FAA: Drone Comes Close To Southwest Flight” is a CBS article, linked from the Drudge Report, talking about how a drone was illegally flown into airspace at Dallas Love Field. This particular ad makes me feel as if the guy in the ad is “having fun” flying that drone into restricted air space, near an airport.

Ad targeting can be great, but honestly when it goes wrong, it’s just a nightmare for the advertiser. In this case, Brookstone.

Well done, Brookstone. Well done!

Filed Under: Advertising



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Bill Hartzer is CEO of Hartzer Consulting, LLC, an SEO Consulting firm that includes services such as search engine optimization, technical SEO audits, domain name consulting, and online reputation management.

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