Improving Search Conversions: Why eBay buys the keyword 'eBay'

[regic]

o Why eBay buys weird terms (a.k.a. 'eBads')

Ackley noted there are several independent Web sites and blogs dedicated to tracking so-called 'eBads' -- Google ads bought by eBay under terms no one would reasonably think could sell a darn thing. Terms such as 'hole in the head' and 'dung' for example.

He explained his team has a database of 250 million possible keyterms to runs ads under -- and generally they're running campaigns for five to 15 million of these. To make this possible, everything is automated and analyzed like crazy.

"We evaluate whether we think that keyword is going to make us any money or not, and then we go out and we buy it on Google at the minimum CPC, which is often a penny."...

full article: http://www.marketingsherpa.com/sample.cfm?ident=29783

MP3 Interview with eBay VP Internet Marketing Matt Ackley:

Converting Web Site Browsers to Buyers
http://www.norcalbma.org/programs/Ann-Ho...-15-06.mp3

[BellisimaJ.]

Good article, ty, Reg!

Improving search conversions

You can't convert high-end products on seller reputation alone. eBay finds the more expertise (factoids, content, reviews, detailed product guides, etc.) a listing has, the better the conversion rate.

Once again, real content is king=more actual buyers