18 Mar '13, 5pm

eBay vs. PPC: Yes, Paid Ads Still Work

"Breaking apart brand/non-brand in the analysis seems to skew their results since non-brand performance in paid tends to drive volume in brand," Schwartz said. "The methodology of halting brand ads on adCenter raises a few eyebrows: Bing and Yahoo searchers do not behave the same as Google searchers, as I'm sure even eBay's own relative conversion rates would attest. But with data samples the size of theirs, I suspect that the systematic bias from that is minimal," Dent said. "eBay generated 25 cents of revenue for every dollar spent on advertising. I know a lot of direct marketers who'd be thrilled with those results for customer acquisition," Mackey said. "Even though eBay is well known, it's not known to everyone for everything. Certainly there are certain product categories yet to be discovered in search. An example of this is eBay motors. Typically when people search,...

Full article: http://searchenginewatch.com/article/2255547/eBay-vs.-PPC...

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