Bid On A Misspelled Word, But Don’t Use It In Your Ad

There are plenty of times I would recommend bidding on misspellings in your PPC campaign. People often misspell search terms.

But don’t be stupid and use it in your ad. It’s bad PPC, and really bad advertising.


How the heck did ALL the businesses bidding on the term ‘chilrens’ end up using dynamic keyword insertion? (if it’s not that… then it means they actually MEANT to put the typo in their ad? WTF?).

How relevant do they feel a search for ‘childrens’ or ‘chilrens’ is for allergy medication & alarm clocks?

www.RightHealth.Com  –  www.Boots.Pronto.Com  – : Your PPC sucks!

Just because someone misspells the seach term, you aren’t relating or ‘connecting’ to them though by using that same misspelling again in your ad. Your ad represents your business. Pretend this is your billboard or magazine ad. You all look stupid.

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03 2009

4 Comments Add Yours ↓

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  1. Ron #

    That dynamic keyword inseryion will get you every time.

  2. 2

    I agree 100%. Unless you have only upto like 12 kws in exact/phrase only… Avoid DKI like the plague. Probably 99% of the material on this site we make fun of is due to DKI – “dynamic keyword insanity” 😉

  3. 3

    I agree that DKI can kill a campaign and make you the fool that day at, but there are higher CTRs to consider, right?

    Having said that, there is probably no more dangerous combination in online marketing than DKI, a broad match keyword list and an agency not paying daily attention to data (which is why you use tools other than the engine’s to look at referrer strings)

  4. 4

    No, I enjoy mis-spellings in adwords, if they typed that, let them have it their way. This is different from billboard because user is not ‘searching’ or having a ‘mis-spelling’ handy

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