eBay Pulls Google AdWords Ads To Protest Google Checkout Moves
This week, eBay Live is
happening in Boston, but the event is likely to be overshadowed by a fascinating
and fast-developing controversy between the auction giant and Google. Rumors
ComparisonEngines.com and other sources last night and earlier today
reported that eBay had pulled its ads off Google to protest a planned party (now cancelled) to
promote Google Checkout, called "Let
Freedom Ring," that was to coincide with eBay Live.
Google planned the
party to expose eBay sellers to its PayPal competitor. Google said it was
doing so because eBay was rigidly refusing to discuss providing Google Checkout
as a payment option for sellers and buyers on eBay. Google said that eBay power
sellers and its ProStores webhosting subsidiary had approached Google to obtain
access to Checkout. According to Google, eBay wasn’t willing to talk about how
to work with Checkout.
eBay officially has taken the position that Checkout is unproven, even after
a year in the market. It’s fairly clear, however, that eBay is seeking to
prevent competition for PayPal on its home turf. For its part, Google seemed to
be seeking to tap the sometimes feisty eBay seller community to generate a
groundswell of support for Checkout among power sellers. In the past, eBay
sellers – and power sellers in particular – have been able to influence eBay
policies, especially fee-related protests.
After eBay got wind of the Google party the company expressed its displeasure
– the equivalent of "flipping the bird" — toward Google by removing its US
AdWords ads. The move by eBay
was confirmed by an eBay spokesperson this afternoon:
[eBay spokesperson Hani] Durzy characterized the decision to pull the U.S.
Google ads as an instance in a continued experiment eBay does to determine the
best allocation of its advertising and marketing budget.
No doubt there were calls between the San Jose and Mountain View
headquarters of the two companies, and Google
has apparently cancelled the party
now in deference to eBay:
After speaking with officials at eBay, we at Google agreed that it was
better for us not to feature this event during the eBay Live conference.
eBay says that it’s pleased by the decision but its "experiment" will
continue. eBay did not discontinue AdWords outside the US, where
partnership, Google is the exclusive provider of ads on international eBay
properties. However, last year, the Wall Street Journal reported that eBay had been actively seeking partners to
oppose what it perceived as a too-powerful Google. A wide-ranging partnership
with Yahoo was the outcome of that process (eBay disputes that characterization). In that deal, Yahoo is the sole
provider of ads on eBay’s US site. Yahoo also recently
partnered with eBay’s PayPal to have PayPal merchant promoted in Yahoo
listings in the way
Google promotes Google Checkout merchants.
What’s so fascinating about this is the fact that Google decided to make this
guerilla end-run around the eBay corporate channels after trying unsuccessfully
to persuade eBay to permit access to Checkout. Google must perceive access to
eBay’s marketplace as a strategic initiative for Checkout.
Whatever Google’s motives and rationale, some will perceive this cancellation
of the "Let Freedom Ring" party as Google blinking first and as an indication
that the party was a miscalculation on its part. However, eBay could also be
making a mistake in pulling AdWords, from which it derives huge amounts of
traffic. eBay will likely see that in its analytics and traffic volumes over the
next few days. I would guess that it will reinstate some or all of its US
AdWords spending in the near future.
The spat is quite reminiscent of the very public squabble between Google and
Viacom over YouTube. Discussion from across the web is starting and can now be found via Techmeme.
Postscript From Danny: I, for one, hope the "experiment" continues.
I’m sure many are familiar with the eBay ads that have constantly appeared on
Google for practically anything you search for.
For example, check out
with ads ranging from "Dead Pets" to "Severed Heads." Or how about
photoset. Or Boing Boing
how the apocalypse was for sale. Or
low priced women? Or even Google
being for sale on eBay.
Personally, I’d get regular emails from people who searched for my name
telling me I was for sale on eBay. Fortunately being in the UK, I can still see
that eBay is advertising
idiots on Google (that link should make the ad appear for anyone anywhere,
Postscript from Greg: I just spoke with an eBay representative who reiterated that fraud, security and related concerns were the basis of its refusal to date to allow Checkout to be used on eBay. She said that any negative experience would potentially adversely affect the user experience and related perception of eBay. I asked her, however, whether, if these fraud and security concerns were satisfactorily addressed, eBay would allow Checkout at some point in the future. She said she was unable to speculate on that at this time.
Postscript from Barry: Bill Tancer at Hitwise just posted explaining how this impacted eBay’s traffic, being that Google is eBay’s number one traffic source. He said; Google sent eBay “10.6% of its traffic for Tuesday 6/7/07. From daily clickstream, that percentage dropped to 9.86% for Tuesday 6/12/07, representing a near 7% drop from the previous Tuesday.”
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.
No fluff - just the best news in paid search marketing every week.