By Ginny Marvin
Quietly, eBay has dumped Google AdWords sponsored text ads from mobile devices in favor of Bing Ads. The move was noticed by RKG, the agency’s Director of Research, Mark Ballard, wrote about the change today.
EBay serves syndicated text ads at the bottom of category search pages as a way to further monetize its content, just like Amazon (more on that below) and thousands of retail and publisher sites. For years, eBay has served ads from Google exclusively. Now, on Ebay’s mobile site, these ads are served by Bing Ads.
As Ballard notes, this move comes on the heels of eBay acknowledging to investors that a Google SEO penalty cost the company as much as $200 million in revenue. “The Google penalty may have also prompted eBay to reconsider its status as a Google search partner,” says Ballard.
Maybe, though the fact that eBay is testing a move to Bing Ads on mobile only to start shows that the company isn’t making brash moves to get retribution against Google for the organic search penalty.
RKG found that as a result of this change, mobile accounted for 36 percent of Bing’s ad clicks in Q3, up from 25 percent in Q1. Meanwhile, Google’s mobile click share remained flat around 38 percent.
Ballard says that, typically, these sponsored listings result in high impressions but very low click-through rates. When they looked at the Bing Ads accounts of several clients, RKG found that eBay now drives 50 to 90 percent of all tablet impressions and 30 to 60 percent of smartphone impressions. Click share from eBay, though, is in the single digits. So now Bing Ads average click-through rate across RKG’s client base has dropped dramatically, down 25 to 30 percent year-over-year. …read more