Market | eBay Promoted listings
boost visibility pay only when you sell
eBay claim this can boost visibility across eBay by up to 40%.
With Promoted Listings, products are displayed in prominent locations on eBay, where buyers are shopping for related items such as at the top of search results pages.
Where and when the ads appear is based on factors like the chosen ad rate and the relevance of the item to a buyer’s search.
There are over 50 places across the site where ad campaigns are displayed. The locations cover desktop, mobile and the eBay app and cover many page types, including Search, View Item, My eBay and Browse. Some of these locations are also exclusive and unique to Promote your listing campaigns.
We’ve worked with eBay to develop strategies to maximise the performance of Promoted Listings campaigns and take all the hassle out of maintaining your campaigns.
there’s more to ebay’s CPA model than meets the eye
EBAY SCORED A BIT OF A WIN WITH THEIR PROMOTED LISTINGS TOOL BUT YOU NEED TO INVEST IN IT TO GET THE MOST OUT OF IT
The Trending rate is your friend
Unlike many other advertising tools, which are cost per impression or click, you only pay when a buyer clicks on your ad and goes on to buy the item within 30 days of the click (commonly know as CPA – Cost Per Acquisition).
Sellers can specify how much will be paid in fees. This is called the ad rate. Advice from eBay is that rates over 7% open up better placements and results in additional exposure subject to competition.
We’ve conducted our own tests to compare the performance of a fixed rate to a rate tracking the trending rate to bidding above and below the trending rate and as a result we will usually track the trending rate.
DON’T GET COMPLACENT
While the trending rate is a good place to start, it isn’t the be all and end all. You may not have the margin to bid that much, you may not have the software or the manpower to adjust your bids as needed.
Even bidding just 1% is beneficial and, from a return perspective, can be the most cost effective way to use the tool.
In the same way, you shouldn’t just treat all items the same. Why not bid more on newer items? Or where the margin supports it.
This kind of flexibility isn’t easy to achieve as it requires thought, testing, ongoing changes, reporting and analysis.
Thankfully, we can do it all for you.