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I guess it also depends on the product type on your auction. I've recently launched an MMORPG auction too, and I find marketing it through forums is near impossible because of the nature of the subject.
SEO by itself might help, but the effect is hard to quantify and might only bear fruit in a long enough time.
Generally, if you have the marketing cash, I'd say put it into pay per click ads. But then again, the nature is the auctioned products might be significant enough to consider other methods too.
You wanna tell us about it?
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