eBay sellers noticed ads appearing on some search results pages on Tuesday. This is a part of the agreement eBay entered into with Yahoo! in May. “Yahoo and eBay announced that they have entered into a multi year partnership today which will fortify the offerings of one another.
The ads appearing on eBay pages are paid-search ads from Yahoo! Search Marketing (similar to the Google AdWords program). Many sellers surprised about the Yahoo! Sponsored Search ads appearing in results commented that they were ignorant of the agreement.
In May, eBay North America President Bill Cobb had stated that the Yahoo! ads would be for complementary products and services. “For example, a buyer searching for a hair dryer might be presented with sponsored search ads for related items like shampoo or hair brushes”. He adds, “… what we are currently testing is the display of Yahoo! text ads on eBay searches that yield no results. As the test continues, we will continue to refine what gets displayed and when.”
However, the tests running this week appear to be for competing products in some cases. A search for “burberry rain boats” (a misspelling for both burberry rain coats and burberry rain boots) brought back zero eBay listings and three Yahoo! advertisements, including one with a link to the Burberry website.
eBay spokesperson Catherine England explained , “Bill Cobb spoke about the possibility of presenting “complementary” ads on eBay searches that yielded results – where the ads would feature items related or complementary to the term searched. That may be something we test in the future; what we are currently testing is the display of Yahoo text ads on eBay searches that yield no results. As the test continues, we will continue to refine what gets displayed and when.”
England said, "We believe our partnership with Yahoo will enhance the experience for shoppers on the site and that this could result in an incremental increase in traffic and activity, which of course, would be great for sellers as well as buyers."
Another area eBay will work with Yahoo! on is improving keyword ad program.
Over the summer, eBay and Yahoo! will also be testing new text ad placements on some eBay pages. This will include testing some sponsored search ads for complementary products and services – for example, “a buyer searching for a hair dryer might be presented with sponsored search ads for related items like shampoo or hair brushes. To be clear, we will not place ads on view item pages.”