Singapore Institute Of Management Advertising On Golf Clubs?

Oh my… this is so weird (plus a waste of ad dollars!).

Have a look at this:

Ok, why do I say this is a waste of ad dollars?

As you can see on top, the keyword I was searching on was golf clubs; as in the thing rich people use to hit tiny, pimpled balls.

Now as an internet user, when you type in golf clubs into a search engine, what’s on your mind?

Golf Clubs!

You’d be looking for information about golf clubs, probably looking for some reviews on which wood or iron you’d want to buy. OR maybe you’re looking for information about a golf country club to join and play your links at. (see how keywords can sometimes mean different things to different people?)

So if an internet user who types golf clubs into the search engine is most probably (like 99%) looking for information about that, why would a university advertise a success seminar in this market?

It is totally irrelevant and un-targeted to the traffic. In short, it’s the wrong ad in the wrong place.

Plus it appears as No.2 on the ad results. I wonder how much they’re shelling out per click on this ad?

Sure, the ad tries to make a connection between golf and being successful, but do all successful people play golf? No. Besides do you think the user is going to figure out this flimsy connection OR just focus on what he’s here to find out (golf clubs)?

I think you get the point.

SIM can probably afford forking out a few quid a click and be a-ok, but we as internet marketers have no such financial luxury. Advertise very tightly around your target market and their keywords, make sure you track their profitabilty, or you could just be flushing your ad dollars down the drain.