Disastrous Google AdWords Campaign

And What You Can Learn from It

It never ceases to amaze me how pay per click ad campaigns from giant multinational corporations can be so bad.

Why is this?  I think that PPC is their lowest priority, frankly.  At the top of the list are TV, radio, and print campaigns -- and then they give the PPC side to the college intern.  Or they outsource to a fancy PPC management that is experienced at sweeping the broken glass under the rug. 

Look bravely at this Google AdWords campaign from a giant company that should know better, Kodak.  Wouldn't they have enough money to run a PPC campaign correctly?  I believe that "too much money" is the problem.  From ad copy to landing page to conversion mechanism - it's all wrong. 

Is this AdWords example the worst in the world?  No.  I've seen much worse.  It's more an example of being asleep at the wheel, than anything else.