I don't know whether to wince or laugh at the latest story doing the rounds on why eBay has stopped its PPC campaign on Google. The company spent a whopping $51 million on paid search in 2012 using 170 million keywords and has suddenly given up on PPC saying Adwords don’t work for big brands.Being in this industry for significantly long now, I have seen eBay practically abusing the Dynamic Keyword Insertion (DKI system) to create monstrously hilarious ads. And I believe (emphasize on the I), it is largely the weakness of the campaign than the brand's popularity that causes it to fail. Google says Adwords is totally no-nonsense and it is time we learn from eBay how NOT to play with it. Isn't it?If you were to tell me what is it that can really jack up your click-through-rates (CTR), Quality Scores and subsequently your Adwords ROIs, you'd probably ...

Continue Reading...