luke175 - 9:59 pm on Mar 26, 2011 (gmt 0)
No, it's like you wanting to go to McDonalds but after being showed Burger King decide to go there. The ads are marked as ads, at least technically.
Again, we're talking least sophisticated consumer here.
If someone searches for Mcdonalds and gets an ad at the top of the page that shows something like "Looking for Great Hamburgers?" but directs somewhere else then I can see clear confusion.
But these are bad examples because both Mcdonalds and Burger King have such brand recognition.
Years ago when I worked in a retail store (before moving to my online businesses full-time) we had a couple of instances of customers bringing in products that were not made by the company store I was working in, and then claiming they had to be because "they ordered them from the first listing online!". Because I was web-savvy these incidents really stuck out in my mind.
I think with smaller companies there is real risk of confusion for Joe middle-America consumer who has no idea or care how these ads work.
There is really no good physical world analogy for PPC ads like this- it's new territory. The closest might be something like searching for "Honda" in the Yellow Pages and there is a phone number for a Nissan dealer under their heading. Even that example doesn't really compare though.
And then there is the issue of dynamic keyword insertion which could actually cause many more issues.