{"id":3702,"date":"2020-02-27T07:46:34","date_gmt":"2020-02-27T07:46:34","guid":{"rendered":"https:\/\/www.maria-johnsen.com\/million-dollar-blog\/?p=3702"},"modified":"2024-01-02T08:44:58","modified_gmt":"2024-01-02T08:44:58","slug":"a-case-study-on-ebay-classified-and-future-of-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.maria-johnsen.com\/million-dollar-blog\/a-case-study-on-ebay-classified-and-future-of-digital-marketing\/","title":{"rendered":"A Case Study on eBay Classified and Future of Digital Marketing"},"content":{"rendered":"

Internet is filled with wrong tips and suggestions on PPC ad management and paid social media marketing. They are basically fairy tales and in practice do not work. In this case study, I analyse one of ebay classified divisions in Denmark to show case paid and organic search performance along with future of digital marketing. eBay is struggling to compete with Amazon.com. Ebay is taking steps toward a potential sale of its classified-ads business, which could be worth roughly $10 billion. The classifieds unit primarily operates internationally and allows users to post goods and services in their local communities, similar to Craigslist in the U.S. EBay in the U.S monitors their employees in the UK, USA, Canada, Denmark, Netherlands and Germany constantly in order to increase productivity and results on ROI.<\/p>\n

Although a part of their faulty campaigns performance has something to do with lack of proper digital marketing knowledge among their head of marketing and PPC managers, but we are not going to analyse the collaboration of their internal work environment and employees performance in this case study.<\/p>\n\"\"\n

This case study is about DBA.dk which is one of ebay classified divisions in Denmark.<\/p>\n

Current Situation:<\/strong><\/p>\n\"\"\n

This business claims that they spend 2 million dollars yearly on PPC, while based on my research their PPC is not doing well.<\/p>\n\"\"\n

Here is what their SEO vs. PPC is doing.<\/p>\n\"\"\n

Here is the company’s keyword positioning<\/p>\n\"\"\n

The company claims spending 2 million dollar a month, below is their actual PPC budget.<\/p>\n\"\"\n

The company’s desired goal:\u00a0 Decreasing CPC down to $0.25<\/strong><\/p>\n

Cost per Click (CPC) <\/b>is calculated by dividing the total cost of your clicks by the total number of clicks. Your average CPC is based on your actual cost-per-click (actual CPC), which is the actual amount you’re charged for a click on your ad. Note that your average CPC might be different from your maximum cost-per-click.<\/p>\n

Decreasing CPC doesn’t happen in one night. It requires benchmarking and testing. So how can we lower cost per click anyway?<\/p>\n