Google keyword advertising is waste of money, says eBay report | Technology | The Guardian: "In carrying out the study eBay removed paid-search keywords using its brand name from Yahoo and Microsoft search engines and kept paying to keep them on Google. "The results show that almost all of the forgone click traffic and attributed sales were immediately captured by natural search," the auction site found. Removal of these advertisements simply raised the prominence of the eBay natural search result. eBay also conducted a separate test of the effectiveness of non-branded keywords – such as "cell phone" – and found "search engine marketing had a very small and statistically insignificant effect on sales". The company said its findings were likely to be equally relevant for other major brands, and raised questions about the received wisdom that Google is an efficient way to market to consumers. "The efficacy of search engine marketing is weak, a conclusion that is likely to apply to other large brands that together spend billions of dollars a year on internet marketing," added the report."
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