Rimm-Kaufman uses screenshots and the
aforementioned CDW example, noting that during his search for "laptops" within CDW, he's presented with ads for Dell, HP and Lenovo laptops, in addition to retailers like Office Depot.
"Serving competitor ads against SWTS serps is a bad user experience, Google. You're ignoring what your users asked for," Rimm-Kaufman says. "When someone asks for results from X.com, don't toss ads at them for Y.com and Z.com. That's tossing burger at vegetarians. Yes, you pick up additional revenue doing it, but don't be evil."