A lot of those aren't done by ebay, but by affiliates. It's common to see a word where the affiliates dominate the market and the actual site doesn't even advertise.
um, no, the ads are cleary for ebay, and the links lead directly to ebay.
I think they have some cozy little business setup where ebay is allowed to violate adwords rules.
It may be that eBay is just willing to throw down the money for broad matching generic terms. Setting up a slew of nearly identical but not misleading ads and a tremendous list of keywords in the campaign could be done by a small department of people.
|um, no, the ads are cleary for ebay, and the links lead directly to ebay |
Almost all of the ebay affilliates I see on Adwords always link directly to ebay. On some of my keywords, these types of ads can hold 50% of the real estate.
yeah, it is hard to tell the ebay affilliates many times. they are supposed to identify themselves as affilliates according to the Adwords rules, but Google seems to be pretty lax on this. Even when the affilliates do decide to id themselves, they more than likely will claim something like "aff" is enough. The problem is that I would be surprised if even 10% of the general searching public had any clue what that means.
The general public probably doesn't care, they see an ad, they click they find what they want & its all good.
Ebay definitely does not go in and manually setup AdWords. There is probably a PPC management company that works on optimizing and tracking and you can be sure that Ebay has account reps at Google to handle the setup of a campaign the size of Ebay.
It's round about now though that Ebay themselves tend to drop out of PPC as they either have hit their budgets or they have run out of money for the month.
The affiliate issue is very contentious and I agree that it could be handled better, the fact that all the visible URL's are ebay is not good in my opinion, but you have to take your hat off to them that they have one of the few affiliate schemes where doing PPC is paying off in depth. Most schemes will have the super affiliates but ebay have depth.
A lot of the deals were done on Northern Banners and the keyword data that would have been available to ebay would be of immense benefit.
I'd be interested to know strategy. CTR must be pretty poor on a lot of the keyword inventory they bid on, just by nature of the lousy creative, but hey deep pockets will give you good negotiating power, you'd hate to be the Google rep that went to the head guys and introduced themselves as the guy/girl who lost the ebay account to overture......
I would think it was Ebay mining popular categories that are selling well on their site. An affiliate would be rather dumb to just link into an Ebay search category. First it shows all the competitorsí products and second Ebay offers a 50% credit if you bring someone in to your site not the general Ebay or 1/2 site.