Target: That's Not How Any of This Works
The Internet is where the majority of consumers turn to in order to research products.
In fact, the 2014 Pulse of the Online Shopper from UPS (read PDF) indicates that 61 percent of consumers like to research products online (rather than in-store, through a catalog, etc.). From there, Google is typically where most people start their journeys. Today's consumers, however, aren't happy when they select a search engine result (whether it's organic or paid) and it is not what they expected.
Target, for example, is getting users' hopes up and letting them down because they are bidding for a not-so-common baking item, "wafer paper."
Target will need to rethink the keywords it is bidding on, however, because once the paid search ad is clicked on, users are taken to a landing page with tortillas - that's not how any of this works. Trying to decorate a cake out of tortillas might present a challenge.
While a quick look at SEMrush shows there is demand for "wafer paper" searches, Target will want to drop out of this race because it appears they do not offer the item at all. The "ad copies" results in SEMrush further prove Target's race to win clicks for "wafer paper" searches:
Once clicked on, users will be directed to on-site search results for "wafer paper" on Target.com.