Back on keywords

So, last week I was talking about negative keywords but the unfortunate fact is, sometimes you just CAN'T control these things.

Case and point number one. This was in sideswipe in the Herald. The content talking about the ANZ World Visa campaign and placing adshels insinuating that the placements were less than the a perfect world. No way avoid this unfortunately. No way around it. Simply bad luck. (I do agree with the complaint however, kinda poor form on ANZ's behalf.)

Similarly this ad came through from @maxgen as unfortunate advertising placement. Now, I am going to have to make a couple of assumptions on this one.

Assumption 1: This eDM is sold as a 'sponsored' newsletter and the advertiser simply provides the creative.

Assumption 2: The 'most popular stories' is automatically generated as per the most popular stories - not something that is actually loaded by a human being (who would hopefully notice the issue here and alert someone).

Taking those assumptions into consideration, I am guessing this couldn't be avoided. Automatically generated content... stink buzz.

In other news, please tell me qantas, WHY are you not geographically targeting your ads? I live in Auckland - so why are you showing me sale fares for Wellington? What a complete waste of ad spend. (FYI - yes, this was a flash ad and it rolled through more that once, but both promo fares were for Wellington).

You can geo target on NZ Herald right?? I'm sure you can.

Stink about Eric Watson too. That's not so cool.

Negative Keywords People

OK, come on. This Internet thing, it's not new. Advertising online, it's not new. So why (oh why) are people not taking advantage of negative keywords when purchasing display space on news sites? It's really not a difficult thing. Honest.

Just tonight (I am talking in the last hour) 2 different people have tweeted unfortunately placed display, both of which were banks.

There is this one which was posted by Clarke Gayford. Awesome, 2 banks advertising across a story about a guard being attacked while filing an ATM. What I like about this the most is the 'easy money' statement on the BNZ ad. Classic. At least neither ad was ANZ (the bank which ATM was being filled...)

As a bit of an aside, Stuff - what on earth are you doing allowing 2 banks to run display next to each other. I would not be a happy camper if I was running either one of those campaigns...

Then there is this little gem which was on the Herald site, but was brought to my attention via mikiszikszai. I'm going to admit, I can understand how this one happened a little easier than the above, but oh my goodness, what an unfortunate coincidence!It's one of those times, where you kinda have to think about worst case scenario, you know? Just like airlines and travel centres have to put negative keywords up for plane crashes, people should be thinking about the content of their ad and all possible ramifications.

I mean, come on people, they same way that you target with keywords - you can make sure these sorts of things don't happen with NEGATIVE keywords. Do it!

Other than that though, how freaking awesome is it that there are no pigs in the BNZ ads anymore? YAY! You have no idea how happy I am to see this shift. Freaking awesome.