I just finished reading this article about an EBay study that questions the value of Google’s main Adwords service. I’ve been really impressed with eBay’s performance as of late, especially their mobile efforts. But, I am concerned how this news will be interpreted by others.
I agree with them that any investment that is sub-optimal should be questioned about the value that is being returned. However, the first question they should be asking is, if their team’s efforts are really putting in the real value added efforts needed to make Adwords work most effectively.
Tell me you haven’t seen this silly dynamic keyword insertion (DKI) ads from eBay while you have searched for things. Do you think they are doing a fair evaluation?
What’s the silliest dynamic insertion ad you have seen?
How Can You Evaluate This Kind of Performance? http://t.co/B4RPYPSiI3 #RoyalPingdom
New @TheGrok How Can You Evaluate This Kind of Performance? http://t.co/10SNaauE1P
RT@TheGrok How Can You Evaluate This Kind of Performance? http://t.co/iVJWvvHUfx
How Can You Evaluate This Kind of Performance? http://t.co/RUbr2IFPGD via @TheGrok
How eBay got it wrong with Dynamic Keyword Insertion in Adwords’ Ad Copy…. http://t.co/NruT2J1qZy via @TheGrok
How Can You Evaluate This Kind of Performance? – http://t.co/Lo4QBcbUDN can’t take eBay’s criticism of Google AdWords too seriously
Seems to me it’s a little obvious… with such a strong brand awareness level, Amazon is probably close to the maximum market share they can achieve.
As a happy user of Adwords I just have to say that any influence Ebay’s article has on reducing competition is welcomed Bryan
How Can You Evaluate This Kind of Performance?:
I just finished reading this article about an EBay study tha… http://t.co/Aw3xjoItNz
How Can You Evaluate This Kind of Performance? – http://t.co/eyBrgVw0rm via @TheGrok [Schnauzers - free shipping!]
EBay thinks AdWords isn’t adding much value? Yet they run these ads…maybe look inward before blaming someone else? http://t.co/r2FgMdQdYq
How Can You Evaluate This Kind of Performance? http://t.co/M2vebaFCUI
Great point. I imagine their QS could be improved ALOT. How Can You Evaluate This Kind of Performance? – http://t.co/7CUlR5olxI @TheGrok
Izrādās ka skatos uz Google Adwordiem. Man likās ka neskatos. http://t.co/TFU2plncva via @TheGrok
“Even at the far smaller Decide.com, we’ve found that buying ads on Google was not cost effective.”
Go to Google and their ads show for the following queries:
decide
decide.com
There is more here too where I left more detailed comments:
http://blogs.hbr.org/cs/2013/03/did_ebay_just_prove_that_paid.html
Here is a link to the study if folks are interested:
http://conference.nber.org/confer/2013/EoDs13/Tadelis.pdf
#leo How Can You Evaluate This Kind of Performance? http://t.co/RvXrWsj11A
How Can You Evaluate This Kind of Performance? – http://t.co/WiJmmkFPtF #PPCchat
How Can You Evaluate This Kind of Performance? – http://t.co/jChcwJjINz by @TheGrok
@thegrok Are these REAL? http://t.co/4mzJyidTPl
I’m reminded of the old adage: “Advertising is the cost of being boring.”
Advertising, both online and offline has always had questionable effectiveness and poor ROI when compared to most other marketing methods.
So I think the eBay study is very pertinent
How Can You Evaluate This Kind of Performance? – http://t.co/ucIkgGGA8z via @TheGrok
Normal @ivangarcia con estos anuncios… http://t.co/9MV5efr3ho
How Can You Evaluate This Kind of Performance? – http://t.co/Sh8m3hAyeI via @thegrok
Well – in my last job we tried a raft of tests, mainly around well know brand keywords – the biggies. And this proved conclusively that we got far higher business driven by having great organic and PPC domination. Removal of the PPC ads was done by carefully controlled testing and we’re analytics folks – so we designed and checked out experiment.
My concern is the same as yours – people will just turn stuff off and then wonder why (a) nothing happened (b) things got better or (c) things got worse. It’s not about deciding to advertise or not – like you said it’s all about the quality of the experience you drive on the SERPS pages.
How Can You Evaluate This Kind of Performance? – http://t.co/LZv8IUDB84 via @TheGrok #ppc #adwords
I think it is tough for eBay to manage their keywords pool too. A negative exact keyword for “wife” might do the trick but it is massive effort.