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Keywords advertising has 'little effect' on sales: study
- Middle East: Thursday, March 14 - 2013 at 05:22
According to a study by global auction website eBay, paying for advertising in the form of keywords on search engines has little effect on sales, BBC has reported. The report said that most people who clicked through as a result of this service were loyal customers who would have come to the site anyway. "[In the absence of paid search links] consumers simply substitute to organic search links [the results Google's search algorithm brings back without companies having to pay]," said the report. "This implies that brand keyword advertising has neither persuasive nor informative value to well-known corporations."
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