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Adverts have no measurable benefit?

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Offline andrewwilson

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Re: Adverts have no measurable benefit?
« Reply #1 on: June 06, 2014, 09:04:01 AM »
Without seeing the original research and going by what the article says there seems to be some contradiction between the headline and thrust of the article and the data underlying it.

For example, people new to eBay were significantly more likely to click on search ads than long term eBay users. Well, duh! Facepalm!

eBay has huge brand presence, something that most of us here do not.

Here's a thing, it is generally accepted that before a person will choose to buy from a 'new' supplier they need to see the name of that supplier several times. We used to work on 7 sightings back in the days before the Internets so we used to use Yellow Pages, very distinctively sign-written vans, newspaper ads, and leafleting campaigns as a minimum.

Online we don't have that luxury, but still we try to use different means to get in front of people. SO does eBay. If we stopped using Yellow Pages for a year we'd probably not have noticed much difference to our business, as long as we did the other stuff. But if we never used Yellow Pages then we'd have suffered.

Because of their brand presence eBay is not a good model for us to look at.
For most of us we are in the phase of our business where almost all of our clients are, in the same context as the article used,  new clients or new contacts of our business. We NEED the top of page exposure in search engines whether we pay for it directly (PPC) or indirectly (organic).

It may be that eBay looks at using their PPC budget slightly differently but I bet that they do not stop, or even reduce, their PPC budget. But I bet they are pushing for discounts from Google for their Adwords campaigns - that's probably the reason for planting this story. ;)

Re: Adverts have no measurable benefit?
« Reply #2 on: June 06, 2014, 11:19:40 PM »
Andrew, I always learn something when you post. Thank you.

Offline andrewwilson

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Re: Adverts have no measurable benefit?
« Reply #3 on: June 09, 2014, 11:10:43 AM »
Chris you made me blush!   :-[