It does make me smile a little inside when I see BIG companies doing their own thing badly.

Take this example of Google Adwords coming up against the search term “web design brighton“. Some of you might argue out there that this is OK. It’s a related service and they are trying to increase brand awareness. I don’t disagree, they do after all have bottomless pockets of budget to splash out on such frivolous broad matched terms.

I do take issue with the point that they really don’t need to be advertising against such an irrelevant term. Mainly because it drives up cost for small business owners on terms which are already heavily competitive and thus expensive. It’s be interesting to get their feedback on this as to whether they’re not using their negative keyword effectively or if this is part of their strategy. Hopefully it is not the latter.

That said Google Adwords in littered with big companies with campaigns so badly targeted that if they were in a darts match I would not be placing money on them to win! Which is why it’s even more important for smaller advertisers to spend their digital marketing budgets more wisely and make sure they are well targeted.