It seems that Harbor Freight paid for an ad targeting anyone that searches for “Dremel rotary tool” or similar via Google. Clicking the link takes you to a page featuring Dremel-style rotary tools ranging in price from $10 to $28.
That’s pretty clever but at the same time somewhat nasty. I greatly dislike advertisement tactics like this. What about you?
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Personally, I’d pay more for a Dremel tool. Their customer service is exceptional, and their tools are high quality rock-solid performers.
KMR
Aggressive – did HF make you click their ad? Does the Google results page contain Javascript that forces Harbor Freight’s website to load in another browser window?
Google Adwords exists solely for advertisers to take advantage of keyword searches. HF is using Google’s service correctly and is using the correct keywords. Dremel is as much a brand name as it is now a generic term for that type of handheld rotary tool.
eldy151
ditto to KMR’s comments. Google Adwords puts the advertised links at the top based on the search keyword and where someone clicks when they search that term. So… HF gets put at the top because thats where people go when they search for dremel.
Stuart
I didn’t mean aggressive towards consumers, but aggressive against their competitors. I just have beef with the wording. If the ad said “why pay more for a rotary tool”, it wouldn’t have bugged me as much.
But maybe you guys are right, and that all rotary tools are likely to be called “Dremels” these days. In that case, I’d be overreacting.
With Google Adwords, a particular ad might be positioned higher, not because it’s more popular, but because they’re bidding more for those keywords.
JeffD
Maybe I’m old-school, but I still think a Dremel is a Dremel. Everything else is just a wannabe knock-off. Obviously HF is using Google AdWords to their advantage. But is the cost per click really worth it?
kythri
I see Sears and Lowe’s are doing the same thing.
Plus, it’s masked in pink to identify it as a paid result. I usually ignore those.
teicher
Heh, I’ve never, ever heard anyone use the term “rotary tool”. Everyone calls them “dremels”. They also ask for bandaids for their cuts, not adhesive bandages. I think Dremel lost their brand identity long ago…
uthscsaedu
I noticed something else related to HF, but not to advertising.
If you get an email from them with coupons, you can click the coupon to print it.
However, it never prints a single coupon, it always ads something related.
For example, click to print the coupon for a table saw, and it will also print a coupon for a blade, or safety glasses, etc.
Stuart
That’s pretty normal these days. Buy a camera, get a coupon for a camera bag. Buy a computer, get a coupon for accessories and add-ons.
Ed
Gotta have HF in my life. You buy the grade of tool you need and use it appropriately and get great results. They sell low end, medium grade and high grade depending on what you are purchasing. Purchase it is a good enough grade for your needs. I couldn’t imagine not having the option of searching HF. It has saved me a ton of money and so far their merchandise I bought was great.