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Ebay Study Causing Backlash Against PPC?

You may have seen that Ebay have presented some research around a study concerning the effect of switching off branded paid search – read more here and the full paper here.

This is some cogent research however there are some important points to remember:

  • Ebay is a huge and well known brand so these results do not apply to everyone
  • Ebay’s key campaign metric is sales online – this is not true for every brand
  • The test switched off search on Bing and Yahoo, but retained coverage on Google which has the largest market share and performance significantly varies between engines
  • PPC allows more rapiditity and flexibility for advertisers who have many offers or new landing pages to switch around regularly. SEO takes more time to optimise for these items.
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