Bravada International Ltd (BRAV)

[Jammin1]

Sometimes it can make sense to spend that adword money even if your ROI is negative, because it keeps you in customer's minds, so that when they're ready to spend, they'll remember you.

In other words, some Q3 (negative ROI) adwords spending might have helped with Q4 revenues.

There's no way for us to know for sure whether it made sense or not to cut Q3 adwords spending.

One thing I know: reach was up, but pageviews were down in Q3, meaning, more people were coming to the websites than the previous Q3, but they weren't staying long and buying. To me this says that extra adwords spending in Q3 probably would not have helped much.
Again, just a theory. No way to know.