I couldn't help but notice the ad shown here to the left when I was checking my Gmail the other day.
“PPC Advertising Doesn't Work” the ad loudly proclaims and then goes on to say that “You're Throwing Away Money Since Your Visitors Don't Trust You“.
Wait a sec.
The company is USING Google Adwords, Google's pay per click advertising to advertise its service.
So, unless they're complete idiots who are purposely throwing money down the PPC drain, doesn't the PPC Advertising Doesn't Work ad title make them liars — or guilty of misrepresentation to say the least? Especially considering their product has NOTHING to do with PPC advertising, a marketing method that isn't even mentioned on the site.
They are selling a product that is supposed to enhance visitor trust – a seal to place on your website that guarantees that your testimonials are real – so wouldn't it make more sense for these advertisers to try a different pitch? How about “Your Visitors Don't Trust You”, “Beware Fake Testimonials” or “Build Customer Confidence”?
The point is, don't believe everything you see under that “Sponsored Listing” column. While Google spouts its commitment to relevant advertising, the truth is that because ads don't go through an editorial process before being displayed, Google advertisers are still getting away with breaking the FTC's most basic rule of advertising:
Advertising must tell the truth and not mislead consumers. In addition, claims must be substantiated.
And just for the record, PPC advertising DOES work. I've been using it every day since 1998, and wouldn't want do business on the Internet without it.
[tags]ppc, advertising, testimonials[/tags]