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E-commerce sites dominate paid search marketing

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E-commerce sites are the most frequent benefactors of paid search marketing, according to a study made by ComScore, leader in providing statistics-based research of the digital world. This study based on the March 2007 qSearch Marketer report shows that the top 10 paid search marketers are either online retailers or comparison shopping sites.

About 20 billion sponsored link exposures were generated in March from the top search engines, the top 16% of which are e-commerce sites. Leading the list was eBay.com with 802 million sponsored link exposures (4.1%) followed by Smarter.com with 366 million (1.9%), and Shopping.com with 357 million (1.8%).

Comscore Study on Paid Search Marketing

“It’s clear that retail e-commerce sites are the most aggressive in using sponsored search to drive traffic to their sites,” James Lamberti, senior VP of comScore Search Solutions, said. “The top ten sites generating sponsored links — all of which are retail or comparison shopping sites — account for about one out of every six sponsored links served to U.S. Internet users. Given that retail e-commerce is now a $100 billion a year industry, it’s not surprising that top online retailers are willing to bid for premium placement at the major search engines.”

Based on the same study, Google accounted for 57.3% of the total referral activities (or click-thru rate), 53.8% of which were directed to, you got it, e-commerce sites.

eBay acquires StumbleUpon for $75 million

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stumbleupon.jpgeBay Inc. announced that it has acquired StumbleUpon, an early-stage company that helps people discover and share content online, for an aggregate transaction value of approximately $75 million. This acquisition will provide eBay with in-depth exposure to a fast-growing community-based service with approximately 2.3 million users. StumbleUpon gives people a new way to discover relevant and entertaining content based on personal preferences and community recommendations.

“StumbleUpon is a great fit within our goal of pioneering new communities based on commerce and sustained by trust,” said Michael Buhr, senior director, eBay. “StumbleUpon’s downloadable toolbar provides an engaging and unique experience to its users, but it is the similarities in our approaches to the concept of community that make it such a compelling addition to eBay.”

Buhr will serve as general manager of StumbleUpon effective immediately. StumbleUpon’s current founders and management team will remain in their respective positions and will work with Buhr to enhance the user experience, evolve its unique product and grow the community.

eBay wants StumbleUpon; Yahoo’s auction site stumbles

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eBay is reportedly in talks to acquire StumbleUpon, a start-up that lets web users discover sites that may match their interests. The price? $75 million?

Meanwhile, Yahoo Inc. told its users that its North American web auction site will be retiring. A message posted on Yahoo’s auction site said that the service will not accept new lists starting June 3 this year. The last day to bid or buy goods and services will be on June 16. Yes, this year.

YouTube, eBay lead winners in 11th Webby Awards

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The winners of The 11th Annual Webby Awards will be saluted alongside a remarkable slate of special achievement honorees, including rock legend David Bowie, eBay President and CEO Meg Whitman on behalf of the eBay community, and the co-founders of YouTube, at the June 5th gala in New York City, Webby organizers announced.

The Webby Awards winners were revealed in a wide range of categories, including Websites and brand new categories honoring online film and video, interactive advertising, and mobile content.

In addition, over 400,000 votes were cast by people around the world for their favorite sites, videos, and ads in The Webby People’s Voice Awards presented by Verizon. A full list of both Webby Awards and People’s Voice Awards winners can be found at www.webbyawards.com.