eBay rolls out new Promoted Listings offering

eBay is constructing upon its Promoted Listings paid promoting service.

Introduced in 2015, Promoted Listings lets eBay sellers pay a share of gross sales ensuing from listings that obtain particular promotion on the location. Officially often known as Promoted Listings Standard, eBay says the device supplies sellers on common, double-digit gross sales will increase.

Now, eBay is introducing a complement to the Promoted Listings Standard referred to as Promoted Listings Advanced Beta. This new marketing campaign kind allows sellers to advertise their listings in prime slot in search outcomes to extend the probability of a sale, with extra key phrase management and enhanced price range administration.

Promoted Listings Advanced Beta makes use of a cost-per-click mannequin (CPC), the place sellers ppc on a promoted itemizing. According to eBay, the new service is finest suited to bigger sellers, sellers with higher-priced stock the place a CPC mannequin could also be cheaper than Promoted Listings Standard, and sellers who’re already operating a CPC promoting mannequin on different marketplaces. 

eBay has been rolling Promoted Listings Advanced Beta out to pick sellers all through 2021. Promoted Listings Advanced Beta is now obtainable to all eligible sellers on the e-commerce big’s U.S., U.Okay., German and Australian websites, straight on the promoting dashboard present in vendor hub.

As the service turns into extra extensively obtainable, eBay has developed an inventory of 4 finest practices based mostly on insights gathered to this point:

1. Reach lively customers with advised key phrases
Suggested key phrases are designed to assist retailers keep aggressive. They give attention to key phrases that patrons are most certainly to make use of to find the listings that particular retailers have included of their campaigns. For finest outcomes, eBay recommends retailers goal not less than 10-15 distinctive key phrases per every itemizing in an advert group.

2. Stay aggressive with advised bids
To assist optimize campaigns, eBay supplies retailers with advised bids that may improve their probability of showing on the prime of the search outcomes. For a given key phrase, eBay aggregates bids from listings which have obtained clicks within the prime slot of the search outcomes web page to transform them right into a advised bid vary.

3. Include high-quality listings in your marketing campaign
Along with cost-per-click bid, components like a retailer’s every day price range, key phrase relevancy, itemizing high quality, and competing adverts will assist decide whether or not an advert will win the public sale and seem within the prime slot of a purchaser’s search outcomes.

4. Organize campaigns with advert teams 
Ad teams assist retailers construct simpler campaigns by organizing their listings by a typical purpose or class. Grouping collectively comparable listings permits retailers to focus on them with the identical set of key phrases.

“Our mission is to assist companies develop additional with eBay,” mentioned Alex Kazim, VP of world promoting and GM, eBay, in a corporate blog post. “Across our market, we’ve been investing closely into expertise to make it simpler for sellers to run their enterprise on-line, from those that are simply beginning out to those that need to scale and develop extra globally. With our sellers’ success and development as our north star, we’re creating extra promoting options round key phrase search and most popular listings, so sellers can select what’s finest based mostly on their enterprise wants.”