Businesses may be wasting billions of pounds a year buying up keyword advertising on search engines such as Google
, is the eBay’s assertation after carrying out research about AdWords.
Google has based its emporium and even conditionated the Internet idea through its initiative of selling
keywords to customers and in order to get visibility and improve brands’ positions on online searches. The brand’s competition is ruthless and e-commerce companies have to do their best to stand out from rest. Paying to get more visits in the homepage has been one of the mainstay of marketing strategies.
Years ago, some voices started to reject this brand placement cause its vague effects. The report states:
Results show that brand keyword ads (companies purchase ads on searches for their own name) have no short-term benefits, and that returns from all other keywords are a fraction of conventional estimates.
In the absence of paid search links consumers simply substitute to organic search links (based on Google’s free algorithm),
it further explains. This implies that brand keyword advertising has neither persuasive nor informative value to well-known corporations (…) New and infrequent users could be influenced by ads but existing
loyal users
go direclty to the website.
