When a Google ad offers something the advertiser can't deliver
(Three of the eight results when you type in “ski jackets” on ASOS.com, an online fashion store.)
The closest thing to a ski jacket on the online fashion store ASOS.com
is a designer raincoat that even on the more mild slopes probably wouldn’t stave off the cold for long. So why then is there a Google ad saying, in part, “Ski Jackets at ASOS – Shop The Latest Jackets”
That’s exactly what Twitter user Chris Toogood
was musing on this morning after googling “ski jackets” and seeing the ad pop up. Frustrated, he tweeted at ASOS:
Companies that use Google AdWords select keywords
that relate to the product or service they offer. (Staples, for instance, might choose, well, staples.) When there’s a match with a term someone has googled, the company’s ad, which companies can write
themselves, will appear at the top or side of the page along with other search results.
TINA.org reached out to ASOS for comment but has yet to hear back. We also contacted Google to inquire about whose responsibility it is to ensure that information in its ads are accurate....