If you’re a regular Google user, you’ll have noticed that Ebay is one of the biggest purchasers of Google Adwords.
The research team at Adwords took a look to see how effective it was by stopping PPC in certain territories and found that PPC appeared to have little effect.
This Harvard Business Review article summarises their research.
The actual research is available as a PDF
Wordstream (vendors of a PPC management tool) have written a good article on this suggesting that if Ebay hadn’t made such liberal use of the Adwords Dynamic Keyword Insertion tool which places the visitors search term into the advert, their campaigns would be far more effective
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