The initial results from eBay's use of Yahoo's search advertising to help buyers at its auction site find products were promising, so it plans to continue and increasing its use, reports Reuters.

Some eBay sellers had voiced concern that incorporating ads from providers such as Yahoo alongside online auction listings may siphon away customers. But eBay CFO Bob Swan told investors at a Merrill Lynch investor conference in New York that sellers' fears had proved unfounded.

Swan also said eBay has begun testing search ads on its international sites with Google, but that the effort would not affect financial results for several quarters yet.

Last year, eBay reached agreements with Yahoo and Google to use web search tools to help eBay buyers find products to purchase.