eBay: Paid Search Is Worthless

A study done by eBay on the effectiveness of paid search for established brands has found it to be worthless.

The eBay study called Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment (no, I'm not kidding) concluded...

There is no short-term value in brand keyword advertising.


Stopping brand keyword advertising resulted in no detectable drop in traffic and