eBay’s answer to Google Product Listing Ads launched a new tool for advertisers. The new Bid Groups allows merchants to set custom bids for their products by category, brand, and price range.
eBay had rebranded Shopping.com the eBay Commerce Network in 2013 as it launched the ad network, giving merchants the ability to advertise on Shopping.com, eBay, and a network of sites including Cnet. Confusingly it now seems to use three names to identify its ad network: eBay Commerce Network, eBay Advertising, and eBay Product Ads.
eBay explained that Bid Groups is a new bidding feature for eBay Product Ads, which it said was “the only advertising solution that helps advertisers promote their products to eBay shoppers and more than 100 million consumers across a network with highly targeted product ads.”
eBay Product Ads calls itself a “cost-per-click, bottom-of-the-funnel, cross-device advertising solution,” and it allows advertisers to promote products to shoppers on eBay and across its network of over 2,000 publishers.
eBay Advertising Senior Director Kristy Troup stated in an announcement of the new feature on Wednesday, “Our advertisers want more campaign control, and more choices to reach the customers who matter to them, and Bid Groups offers new ways to surface the right content to the right shoppers.”
The new customized, self-service feature will help advertisers elevate product visibility and better manage campaign efficiency by enabling them to set custom bids to promote top-selling brands and categories and increase product selection among lower-margin products.
Bid Groups has been in a beta with a set of retailers for eight months. “Many participants reported advances in better managing their ROI and providing the eBay Commerce Network with more selection,” eBay said.
You can find the full announcement on the eBay corporate blog.