They're using dynamic keywords in the worst possible way. Often times the landing pages will be empty, junk, or misleading.
What that means is that they will form an ad around your query targeted to a particular page on eBay, often times insensitive to the existing inventory or improperly matched.
Compare this to Amazon's dynamic keyword campaigns, which usually only trigger when they have relevant inventory, and match to a dynamically generated page that does its best to match the inventory results to the query. This is not easy to do, but not impossible, either. eBay looks to just set up their dynamic campaigns and scream #yolo.
Comments
They're using dynamic keywords in the worst possible way. Often times the landing pages will be empty, junk, or misleading.
What that means is that they will form an ad around your query targeted to a particular page on eBay, often times insensitive to the existing inventory or improperly matched.
Compare this to Amazon's dynamic keyword campaigns, which usually only trigger when they have relevant inventory, and match to a dynamically generated page that does its best to match the inventory results to the query. This is not easy to do, but not impossible, either. eBay looks to just set up their dynamic campaigns and scream #yolo.
This is the best article written about their terribleness: http://www.wordstream.com/blog/ws/2013/03/13/dear-ebay-its-n...