I can definitely see your point about them setting their ad to be seen worldwide for an exact query, but at 4,400 on average a month is not exactly a low number for searches (not high either) for the English version of “Homestead” (on broad match) in China, I would not consider this a low volume.

To me it is a blunder as they should have been able to see the high traffic/CTR with no conversions, but not something majorly awful since this is for their brand name; and I have seen a fair share of marketing blunders as no campaign is perfect with humans at the helm.

My point was that if you are marketing internationally, then it’s a basic international marketing blunder to not double check your landing pages. Then again, this was a campaign on Google and not Baidu.

I’m not so sure though whether this specific case can be called a marketing blunder per se although they could have saved themselves some dollars maybe.

I imagine the PPC guys at Homestead decided they wanted their ad to be seen worldwide for each exact query of the word Homestead plus some other combi’s like “homestead web” etc as also mentioned.

I doubt if they are, in this case targeting Chinese consumers. If they would specifically target the Chinese Market I agree it would be a bit foolish but like I said I don’t think they intend to and they probably also don’t want to waste resources to check for each country if their site works (and in most places of the world it will work)

Search volume is also rather low in China for the keyword “Homestead” so the few clicks they get won’t make a big dent in their budget.