In Brief

EBay study says billions spent by advertisers on keywords to maximise Google ranking has little effect on sales.

This article titled “Google keyword advertising is waste of money, says eBay report” was written by Mark Sweney, for The Guardian on Wednesday 13th March 2013 17.47 UTC

Businesses may be wasting billions of pounds a year buying up keyword advertising on search engines such as Google, a new report has claimed.

The study by auction website eBay claimed that most of the money spent buying up search terms was a waste of time and had little effect on sales.

Google has built its business on the back of persuading advertisers to buy keywords – such as their company name or a term such as “insurance” or “Christmas” – to get a link to their website high up on Google search rankings.

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