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Sun Sept 24 2017 20:41:16

Etsy Changes the Way It Tracks Sellers Ads

By: Ina Steiner

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Etsy is changing the way it tracks ad performance for sellers who use its two advertising programs. There's no change in how much a seller will pay for Promoted Listings as a result of the change - at least for now. But sellers who advertise on Google Shopping through Etsy could end up spending more as a result of the change.

Beginning next month, Etsy will attribute sales to an ad when a buyer clicks on an ad for an item, then purchases any item from the shop within 30 days. As the announcement explains: 

Currently, we attribute sales to an ad in two cases:
- A buyer clicks on an ad for your item, then purchases that item within 30 days
- A buyer clicks on an ad for an item, then purchases any item from your shop within 24 hours.

Starting October 4, we will attribute sales to an ad when:
- A buyer clicks on an ad for an item, then purchases any item from your shop within 30 days.

Sellers debated the change, wondering if a shopper who clicked on an ad but didn't buy the item and returned 3 weeks later from a search engine and bought a different item from their shop would have been influenced by the initial ad or not. Some said they thought the information was valuable, others felt 30 days was too long a period. 

Unlike eBay, Etsy doesn't charge a commission for ads - it's a cost per click model, so Promoted Listings should not be any more costly as a result of the change. 

However, sellers who advertise on Google Shopping through Etsy could end up spending more of their daily budget since Etsy will be bidding more aggressively as it counts a greater number of ads leading to more sales. But that should also theoretically lead to more sales.

One seller told EcommerceBytes the change seriously over-values the ads. And if Etsy were to move its Promoted Listing Ads from CPC to a commission-based system at some point, the current change paves the way for Etsy to generate more revenue through the program.

Remember that if you have unique items, proceed carefully, since those listings may come up high in search results anyway. Former Etsy CFO Kristina Salen was candid when she said in March that Promoted Listing Ads were not a good fit for the majority of Etsy sellers. "It is really a service that best serves those sellers who can handle high-visit volumes in a shop," she said.

Is a cost per click (like Etsy PLAs) a better way to budget your ad spending, or do you prefer pay-for-performance (like eBay Promoted Listing ads)? And when you click on ads and view a product, how long does that ad influence your future purchase behavior?




Comments (3) | Permalink

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Etsy Changes the Way It Tracks Sellers Ads   Etsy Changes the Way It Tracks Sellers Ads

by: Flying Childers This user has validated their user name.

Mon Sep 25 10:17:09 2017

As somebody said on the forums "re-imaging statistics."

The promoted listings pretty much don't work as claimed and for many people who use them, they are a waste of money.  Keep in mind that just because you pay for promoted listings doesn't mean that potential buyers will actually see your items.

Now Esty would have us believe that people with the attention span of a flea are going to remember something they clicked on a month ago.

Most people can't remember what they did 30 minutes ago let alone 30 days.

Etsy Changes the Way It Tracks Sellers Ads   Etsy Changes the Way It Tracks Sellers Ads

by: hopeforthebest This user has validated their user name.

Mon Sep 25 11:38:53 2017

"It is really a service that best serves those sellers who can handle high-visit volumes in a shop," she said.

Laugh out load spitting out my drinking water on the screen!

That was stunningly ridiculous self-serving promotional hype! In other words, "Don't use tour Promoted Listings UNLESS you can handle the AMAZINGLY HIGH VOLUME IT WILL BRING YOU!!!"

Seriously, does everyone think their customer is an idiot?

Most people spend money on these gimmicks and get nothing back at all.





Etsy Changes the Way It Tracks Sellers Ads   Etsy Changes the Way It Tracks Sellers Ads

by: betsys.bijoux This user has validated their user name.
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Mon Sep 25 21:00:24 2017

Of course I'm disliking changes because they always seem to cost me more without producing more.  Yes, it can be pricey but even a couple of cents will get you in the game and for the last 3 months at least 25% of my dollar volume has been through clicked ads.

My biggest gripe about the promoted listings is that other sellers click on them to research their own items rather than find the item in the search results.  



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