iProspect response to eBay’s paid search study

As you know, the search marketing industry is abuzz about eBay's recent claim that paid search is ineffective for their brand and thus ineffective for all.

While eBay thinks their results apply to the paid search industry as a whole, most advertisers agree that the study  – with its flawed generalizations –  further proves the importance of tailoring digital marketing strategies to each unique business.

iProspect has joined the conversation on MediaPost, where my recent article examines why you should take eBay’s findings with a grain of salt:

  • It’s apples and oranges.
  • eBay doesn’t have promotions or seasonal messaging.
  • Observe the rules of remarketing.

You can read the full article on MediaPost.