Disadvantages Ebay

eBay: SEM “Ineffective”

The company discontinued paid search ads containing brand (eBay) keywords for a limited time. It also looked at the impact of paid-search using non-brand terms. The studies have seemingly rigorous methodologies. In both cases eBay claims it saw little or no impact on traffic or sales from ending the SEM campaigns.

Branded keywords — eBay argues that the impact of ending branded paid-search campaigns was negligible because people clicked on eBay’s organic links:

The evidence strongly supports the intuitive notion that for brand keywords, natural search is close to a perfect substitute for paid search, making brand keyword SEM ineffective for short-term sales. After all, the users who type the brand keyword in the search query intend to reach the company’s website, and most likely will execute on their intent regardless of the appearance of a paid search ad. This substitution is less likely to happen for non-brand keywords…

Non-branded keywords — The company found a marginal traffic impact after discontinuing non-branded SEM but no impact on sales:

Search advertising only works if the consumer has no idea that the ?rm has the desired product. Large ?rms like eBay with powerful brands will see little bene?t from paid search advertising because most consumers already know that they exist, as well as what they have to offer. The modest returns on infrequent users likely come from informing them that eBay has products they did not think were available on eBay. Active consumers already know this and hence are not effectively in?uenced.

The company argues that SEM only works in instances where consumers are nearly totally ignorant of a brand and its offerings. By not-so-subtle implication eBay urges other well-known brands to stop using SEM:

“This begs the question: why do well-known branded companies spend such large amounts of money on what seems to be a rather ineffective marketing channel?”

If eBay is correct and other marketers take its research and recommendations seriously there are some profound implications for not only Google but the SEM industry as a whole.

Fut
Hi, this is Irina. I am sending you my intimate photos as I promised. https://tinyurl.com/y4neq3hf

We have prepared a special offer for you. Take your 500$ https://tinyurl.com/y6t8m33n

Ваше Имя:
Ваш E-Mail:
  • bowtiesmilelaughingblushsmileyrelaxedsmirk
    heart_eyeskissing_heartkissing_closed_eyesflushedrelievedsatisfiedgrin
    winkstuck_out_tongue_winking_eyestuck_out_tongue_closed_eyesgrinningkissingstuck_out_tonguesleeping
    worriedfrowninganguishedopen_mouthgrimacingconfusedhushed
    expressionlessunamusedsweat_smilesweatdisappointed_relievedwearypensive
    disappointedconfoundedfearfulcold_sweatperseverecrysob
    joyastonishedscreamtired_faceangryragetriumph
    sleepyyummasksunglassesdizzy_faceimpsmiling_imp
    neutral_faceno_mouthinnocent
Код:
Кликните на изображение чтобы обновить код, если он неразборчив
Введите код:
Share with friends:
Views: 3 191
Date: 11-06-2016, 15:51
Category: Disadvantages

Disadvantages Yahoo

Disadvantages Yahoo
The American company, which owns the second most popular search engine in the world and provides a number of services, united by Internet portal Yahoo!
MORE

Disadvantages Amazon

Disadvantages Amazon
The American company, the world's largest in terms of turnover among selling goods and services via the Internet and one of the first online services focused on sale of real goods of mass demand.
MORE

Structure Ebay

Structure Ebay
The US company, which provides services in the areas of online auction (the main field of activity) and online stores.
MORE

Earnings Ebay

Earnings Ebay
The US company, which provides services in the areas of online auction (the main field of activity) and online stores.
MORE

Competitors Ebay

Competitors Ebay
The US company, which provides services in the areas of online auction (the main field of activity) and online stores.
MORE

Real Estate Ebay

Real Estate Ebay
The US company, which provides services in the areas of online auction (the main field of activity) and online stores.
MORE
Copyright © 2016 Kolokoltsev Inc. All rights reserved.
Authorization