 | Does AdWords Work? How eBay Got it Wrong
| March 14, 2013 - There’s a story making the news this week about how eBay wasn’t able to make paid search work for them so they stopped using Google AdWords. Ray Fisman, who wrote up the study for Harvard Business Review, said “Their findings suggest that many paid ads generate virtually no increase in sales, and even for ones that do, the sales benefits are far eclipsed by the cost of the ads themselves.”
I couldn’t help but laugh when I read this, because it’s pretty well-known within the search engine marketing community that eBay is the butt of many jokes when it comes to adopting advertising best practices.
eBay is probably the world’s biggest abuser of an ad writing tactic in AdWords known as Dynamic Keyword Insertion or DKI. As its name suggests, DKI dynamically inserts the user’s query into the headline of your ad. When used correctly, DKI can be a highly effective ad writing technique. But when employed in the way that eBay uses it, the results are disastrous... Visit The WordStream Blog to read the rest of this article. | |
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