Steve Lobo, Senior Manager Search Marketing at eBay gave an informative talk on paid search at the eBay Live conference in Boston.

The two Internet marketing channels are paid and organic search. Organic search has no payment influences and relies on optimization of various pages and site developments. Results will differ by search engine and algorithms.

You should target users where they search, Google, MSN, and Yahoo.  You can reach demographics across the Web by using AdSense and site targeting. Choose the right keywords and customize the message to increase brand awareness.

eBay paid search attracts millions of potential buyers per day to eBay sellers. eBay has one of the largest portfolios on every major search engine. eBay sellers can take advantage of eBay paid search by using rich and specific keywords in listing descriptions.

Other things sellers can do are use the paid search suggestion box, utilize attributes and keep your account information up to date. Collect data about consumer behavior in your store and use eBay and search engine tools to grow your portfolio.

Web sites that are good resources include Search Engine Watch, WebmasterWorld and it must have slipped his mind but also WebProNews and WebProworld.