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To block eBay or not too block eBay?

All alone in my competitive filter

     
3:17 pm on May 26, 2007 (gmt 0)

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About 2-3 weeks back I added eBay to my competitive filter in an attempt to increase my EPC. The following week saw an increase in EPC but it seems to be taking a bit of a downward slide nowadays.

My question is: assuming that we may be able to clear out our competitive filters come June 1st should eBay be one of the only sites we leave in there?

Also do you think they are supplying conversion statistics back to Google?

I find it hard to believe that blocking eBay can't be anything other than a good thing but my current EPC has thrown a bit of a spanner into the works on that theory.

4:09 pm on May 26, 2007 (gmt 0)

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Yeah I would leave it. There are still "Find Dead Cats On Ebay" type ads out there still.
4:21 pm on May 26, 2007 (gmt 0)

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i'll definitely keep the ebay ads in the filter.
what i have found out when i let them back in was, that ctr increases while epc mostly decreases (ymmv). personally as a publisher, i don't like these "keyword ads" at all and i'd like them being kicked out sooner rather than later due to a quality offensive. but unfortunately visitors actually click on them. also at least in the case of ebay, landing page quality shouldn't be a factor. but hey, i hate them, i think they pollute the web and eventually they do no other as catchy mfa ads, exploiting insufficiencies in the market. if there was enough good paying and well written ad inventory for every topic, they wouldn't stand a chance, would they?

it's a two-edged sword and there is no definite answer for the question of blocking them. look at your stats, do some testing or rely on your personal taste.

4:45 pm on May 26, 2007 (gmt 0)

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Definitely block them...

Unless you are advertising diabetic supplies - then you deserve to have ebay ads.

5:24 pm on May 26, 2007 (gmt 0)

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I'll continue the eBay-blocking experiment and hope that the downturn is due to other factors (deep down I believe it is).

Thanks all.

if there was enough good paying and well written ad inventory for every topic, they wouldn't stand a chance, would they?

I wondered about this too. What has always puzzled me is how eBay can come first on the ad unit. Do they outbid everyone else? Is it because they are such a big advertiser? I definitely don't believe that they are the highest paying click in the ad unit.

11:37 pm on May 26, 2007 (gmt 0)

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I wondered about this too. What has always puzzled me is how eBay can come first on the ad unit. Do they outbid everyone else? Is it because they are such a big advertiser? I definitely don't believe that they are the highest paying click in the ad unit.

the ads that occupy the top spots in your ad blocks are not the highest paying but the best performing ads.
performance is a fuction of click price and ctr. so if an ad is popular and therefore has a comparably high clickthrough rate, it stays along with ads that need to pay more.

in the case of ebay, unless they have a special agreement with google which overrules this performance principle (which would be one more reason to put them in the block list because this agreement would be in disfavour of the publisher), believe it or not: network-wide these "keyword ads" are clicked like crazy. it must be, because stats show, that they rather pay minimum. contrary to traditional mom and pop ads, they are highly optimized. they were affiliates' best friends until google kicked out same ads running simultaneously by different affiliates. still they show up from time to time operated by sneaky cj redirects even if you thought you've blocked them. another indicator why it might not be useful to show them in your ad slots.

people click on these ads, because:
a) the ads are simple-minded like the folks who click on them
b) lack of clickable alternatives/offerings that interest them
c) catchy ad copy ("find everything in large choice for cheap")
d) broad match of consumer needs, less specialized
e) brand recognition, ebay is a place where they want to go anyhow.

ann

12:12 am on May 27, 2007 (gmt 0)

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I also block yahoo, I think with those kind of large companies they are probably paying next to nothing...

Ann

7:06 pm on May 27, 2007 (gmt 0)

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