EBAY MARKETING OPPORTUNITIES: ADVERTISING PRODUCTS ON EBAY
There are lots of ways to promote a product on Amazon. But besides Amazon there are other marketplaces that have impressive selling statistics like eBay and Walmart. Today we are going to shed some light on how to promote products on eBay and increase your sales.
First thing you need to know is that eBay offers two major promoting opportunities: Promoted Listings – common advertising and Promotions – special time-limited offers. This article will reveal everything you need to know about eBay Promoted Listings. eBay Promotions will be described in our next article.
What is eBay Promoted Listings?
EBay Promoted Listings allows advertising of product listings by showing them higher in eBay SERP. Unlike Amazon where advertising is performed by choosing keywords to match customer’s search request, eBay uses its own algorithm to promote products. Supposedly, eBay uses the keywords embedded in the product title, features and product description. So it may be reasonable to seo-optimize your product listings before starting advertising on eBay. Advertised products will be tagged with a “Sponsored” label and displayed higher, like shown on the picture below:
How much is the ad fee for Promoted Listings?
Promoted Listings are way more favorable for a seller in terms of advertising fee. On Amazon you have to pay per each click, no matter if the product was or wasn’t sold. On eBay you only pay a certain amount of a product’s price upon the sale of a product. The amount, i.e. the ad rate you are ready to pay is set and regulated by you. So it looks like eBay offers a win-win advertising option. You are not charged until a buyer clicks on your product listing AND buys it within 30 days.
How to launch Promoted Listings?
It is possible to start promoting from within Seller Hub. Go to your “Listing details” page and browse down to the “Sell it faster” tab. Check the box and set the ad rate you are willing to pay in case your item is purchased.
One more way to promote listings is to choose “Listings” in the Seller Hub and press “promote” button for listings marked as eligible to promote. The trending ad rate (i.e. ad fee you’ll pay) can be seen from here too.
It’s also possible to start advertising on eBay using Campaign Manager. Go to Campaign Manager, select listings available to promote, set your ad rate and launch the campaign. If you want to promote in bulk (up to 50,000 listings per campaign), download a .csv-file with your eligible listings and trending ad rate suggestions, change everything you want to change, upload the list back and launch the campaign.
Ad Performance Report – Control Your Sales
To monitor advertising progress on eBay use performance dashboard disclosing the following metrics:
- Impressions – the number of times buyers viewed your promoted listing.
- Clicks – the number of times buyers clicked your promoted listing.
- Sold – the number of promoted items purchased within 30 days of a click on your promoted listing.
- Ad fees – the fees based on the ad rates set for your items.
- Sales – amount sold within 30 days of a click on your promoted listing.
If you need a more detailed reporting, view or download a more detailed sales report where all the advertising statistics is broken down by items.
Information on promoted listings performance is only available for the past 13 months.