(PRWEB UK) 14 March 2013
eBay have reviewed the effectiveness of Google’s PPC for leading ecommerce brands, raising questions about the value of ads bought on Google from the global auction site.
The report, carried out by eBay’s research team, found that revenue from paid search was smaller than expected because existing customers could have come to eBay regardless, either directly or through other marketing channels.
The research team analysed eBay sales between April and July 2012 after halting purchases of some Google search ads, while keeping ads going in some regions, then comparing results from two different approaches. eBay said they found no appreciable drop in sales from ebay listings in parts of the country where ad purchases were switched off.
They estimated that PPC ads brought in around 25 cents in extra revenue for each $1 spent. However the study noted that paid search may work better for other companies.
Ben Austin, Managing Director at SEO Positive, has responded to the data with interest:
“This research questions the effectiveness of PPC for ecommerce global giants who have a huge following. It seems understandable that customers would usually visit the site directly instead when it comes to sites such as eBay and Amazon. However for SMEs, paid search remains an effective way of attracting customers for your industry. Without the global scope of brands such as eBay, it can be difficult to attract regular customers to your business.”
SEO Positive was established in 2007 in Chelmsford, Essex with the aim of bringing effective yet affordable online marketing services to companies from all industries and backgrounds. The company offers a huge range of services including search engine optimisation, Pay Per Click account management, social media marketing and reputation management.