Why You Shouldn’t Use Keyword Insertion on the Content Network
I found this Google ad on LinkedIn today which is an excellent example of why you shouldn’t use dynamic keyword insertion in your PPC campaigns:
TripAdvisor are obviously using the content network (either site or keyword targeted) to display their ads here but the ad title was generated from the page content where the word “Stuart” appeared on my profile page. The content network generally has a very low clickthrough rate anyway but having so little control over the ad title is likely to see this drop much further.
This looks like another one to add to the list of content network mistakes.
