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Advertising on brand keywords for eBay was not profitable primarily because searchers tended to click on eBay's organic listings when the advertised listing was not available. This behavior indicates that consumers were already familiar with eBay and preferred to interact with the organic search results, which could lead to scenarios where advertising did not translate into additional traffic or conversions.

When users search using brand keywords, they typically have a strong awareness of the brand and often look for organic search results instead of paid advertisements, especially if they are looking for specific products or services. This suggests that eBay's brand recognition was high, and users felt confident in clicking on the organic links, leading to less reliance on paid ads to attract traffic.

In terms of other considerations, while factors like Return on Advertising Spend (ROAS) and the cost of keywords are relevant in general scenarios, the specific insight that users often favored organic results over paid ads revealed a key behavioral pattern that significantly impacted profitability for eBay in this context.