All advertisers should run tests to determine paid search’s value and place in their marketing mix.
Did eBay just prove that paid search ads don’t work? According to HBR, eBay conducted a study into its paid search marketing habits and found that paid ads are not worth their expense and were focused on consumers who would shop on eBay regardless of whether they saw paid ads. Speaking generally, eBay suggested that brand-keyword ads have no short-term benefits, and that returns from all other keywords are minimal. We offer a rebuttal.