Reasons For Continuation Of Paid Searches In Business Promotion

turn on paidRecently a review titled “Did eBay just Prove That Paid Search Ads Don’t Work” made by Harvard University on the study conducted by eBay to know the effectiveness of PPC on their online business has given rise to debate regarding relevance of paid searches, that whether practice of paid searches should be continued or totally eliminated. This has emerged as a hot topic among the SEO experts and they have divided into two groups with each one claiming his concept stronger than other. Though debate still continues but thoughts expressed by experts in favor of PPC seem to be convincing then the thoughts expressed against removal of PPC. Those who are favor in continuation of PPC have given following statements in favor of PPC:

1. Execution:

An interesting feature of EBay is that it facilitates sellers to sale different types of products on its platform varying clothes to different electrical equipments. This increases the relevance of PPC in current scenario due to erstwhile paid search ads which failed in delivering better returns on PPC. The use of appropriate keywords has succeeded in increasing the relevance of PPC to great extent:


Going through the relevance of keywords it has become necessary that for enjoying maximum profit from PPC campaign it is necessary that it should be conducted effectively.

2. Awareness regarding brand name:

Since its inception few years back eBay succeeded in establishing as a strong platform to manufacturers of different products for selling their products on its website. The feasibility of eBay is not hidden from anyone and use of PPC on eBay increases its relevance much more. It is necessary that advertisement posted by you should appear in front of consumers instantly at the time when they search for same kind of product being manufactured by you.

3. Messages for Promoting products:

Paid search provides the better option of increasing popularity of your product without any promotional message for your product.

Epilogue: The above mentioned thoughts are expressed by experts in favor of paid search, however the debate is still going on. However it will not be an easy task for eBay to neglect the relevance of PPC. There might be various reasons due to which PPC of your paid search campaign may not be working. PPC is not a magic stick for your business promotion.

Vikas Singal, Co-founder and CEO of Ribbun Software, is a well known expert in the industry of search engine marketing. Since 2002, Vikas has been involved in developing successful search engine and social media marketing campaigns for large and small businesses.

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