Auction website eBay has announced it is to increase the use of Yahoo! search advertising as it looks to increase buyer activity.

A series of tests revealed the service was well received by eBay users despite concerns over conflicts between internet advertisements and items already listed on the auction website, chief financial officer Bob Swan told Reuters.

Now eBay is set to trial advertising services from rival search engine firm Google.

The move follows an agreement between eBay and the two search companies to use internet search tools to help users of the auction site to find items they are looking to purchase.

However Mr Swan claimed the firm would not yet see any financial impact until the second half of 2007 as it is "just beginning testing now".

Earlier this week, Yahoo! announced it is to roll out its mobile advertising service to countries across the Americas, Europe and Asia.

Under the scheme, British-based users will be able to view advertisements displayed near the top of Yahoo!'s mobile internet home page.