It appears to be search engine marketing month, first the
FTC and now the NAD has also weighed in with a case of first
impression over use of ad copy in paid search results. Like
collecting postcards from our travels, we similarly have memories
of NAD lessons in the online travel agency wars, including on sales
pricing (click here for an early 2013 decision) and this adds
to the set.
When searching for "flights from DC to Hawaii" (one of
our personal favorites)?, companies bid for top placement in the
sponsored search results. Favorable placement is based on not just
the price the advertiser paid, but also the relevancy of the ad to
the search. Ads that get more clicks have a higher relevancy
rating. So in response to our query, we might see an ad for
"Flights to Hawaii as low as $300. Sign us up!" Expedia
challenged that CheapOAir was displaying the lowest price one could
get to Hawaii from any airport not specifically from a DC airport.
NAD agreed that this could
