scout - 9:11 pm on Dec 23, 2008 (gmt 0)
I'm talking more about big box brick and mortar retail companies. They and their agencies justify they're bidding practices as brand awareness, or that online ads drive "foot traffic", or that first time purchasers will come back again and again. The big agencies that handle these accounts drive and encourage this kind of behavior, whether valid or not, because most often their fees are affected by the customer's spend. These are agencies dream clients - spend as much money as possible, with very little optimization, and talk your way out of the negative ROI if the hammer comes down.