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Fri Mar 20 2009 10:05:02

Paying to Get on eBay Search Results Pages

By: Ina Steiner

Sponsored Link

eBay launched a pay-per-click ad network last year to allow its sellers to advertise their listings on the bottom of search results pages. When it launched AdCommerce in beta in November, it said that in order to be eligible, sellers must have a standard or raised standing in Best Match searches.

The program allows eBay sellers to advertise on the US, German, UK, Australian, Canadian, French and Italian sites. eBay AdCommerce offers a choice of two campaign types:  keyword or category.  

A keyword-targeted campaign works very much like other keyword based online marketing products (think Google AdWords and Yahoo Search Marketing). A category-targeted campaign matches chosen categories against specific customer browsing or searching activities that are relevant to that category.  

The question sellers may be asking themselves is why they would pay eBay advertising dollars on top of the listing fees and commission fees they are already paying for exposure on the site.

Others might ask whether their ad dollars are better spent promoting their own websites on other ad networks.

However, eBay sellers may not be inclined to participate in any advertising network. Wall Street analyst Jim Friedland of Cowen and Company attended the Internet Merchants Association conference this month. In a research note published yesterday, he wrote, "Most of the sellers we talked to are not focused on the purchase of Google AdWords. We have found that the majority of small online retailers do not acquire traffic through paid search."

eBay's Sponsored Results section draws not only from eBay AdCommerce advertisements. eBay shows results from its Shopping.com comparison shopping site as well as advertisements from competing ecommerce websites. (Note that eBay sellers are not allowed to link to their off-eBay websites.)



Before eBay launched its Best Match algorithm with its emphasis on Recent Sales (or popularity, as eBay calls it internally), sellers were more confident in designing strategies to get natural exposure in eBay search results. Now, many sellers find it too complicated as well as difficult to compete with high-volume sellers. (Just look at our recent post about eBay taking away the restriction that limits the number of listings from a single seller to ten per page.)

eBay launched an incentive this week, sending sellers a $20 coupon to sellers to sign up and try the program. Let us know what you think.





Comments (87) | Permalink

Readers Comments

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Ha!

Fri Mar 20 10:37:06 2009

Paying TWICE to get seen on ebay... SAD!

It's probably the ONLY way your ads will ever be seen with that oh-so-clever Best Match though!

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: lmarie

Fri Mar 20 10:39:37 2009

As a powerseller, I deleted it. I'm tired of the Ebay Greed. Right now, sales have totally tanked.  Rolling blackouts - penalties for not listing many items in the same catagory and having a sell through history - buried under tons of like items people are finding they can do without (from those new BIG SELLERS) - take a break and don't list for a couple days, Best Match will make you disappear - Credit and Cards and their availability for the average American Joe that has lost his job, are disappearing - Who's going to buy?  Keep burying us Ebay - you'll sink into that Black Hole with us eventually that you created!

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: ebay = penny stock

Fri Mar 20 10:41:58 2009

You all gotta be really a moron to be throwing more money at ebay.

All you are doing is feeding THEIR bottom line.

Get out!!!!! Get out!!!!

Ebay is sinking faster than Donna hole can bail.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: do what

Fri Mar 20 10:43:59 2009

Amazing how a coupon will get people to spend more money.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Peter Leeflang / THE LEEFLANG ARCHIVES

Fri Mar 20 10:46:06 2009

1) At current increased listing fees/costs, Ebay delivers less qualified traffic and lower prices than in past.

Why would I add to my advertising cost per item with what is clearly a dying e-commerce site?

Did I miss the class where businesses ought to pay more for less value?

2) And even if I would want to spend extra on advertising, what would be m motive to pay for the worst location of 'screen real estate' on a computer screen, being the bottom of the screen and THAT after being required to scroll down? That location is not worth anything. The top across or top sides are what advertisers will pay for (can be seen on Google search results).

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Hector

Fri Mar 20 10:50:50 2009

If you want to spend money on Pay Per Click Campaigns, get a website and use adwords, keep in mind that eBay marketplace is no longer a priority for Ebay

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Ebay No More

Fri Mar 20 10:51:35 2009

Today you can pay Ebay extra fees for PPC ads for your listings. Then pay Ebay extra fees for international visibility. Of course don't forget the current outrageous FVF fees if you get lucky and actually sell an item on Ebay. Ebay has less traffic, lower STRS, lower page views, and yet think up ingenious new ways to charge sellers fees for previously included services.

I have to wonder who would continue to sell on Ebay knowing that Ebay has aligned with Diamond sellers. Best Match product visibility is stilted in favor of megasellers. So why throw more good money at the site praying for sales?

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Lulu

Fri Mar 20 10:53:05 2009

I will not be participating.  I will continue to advertise my own web site...and I will continue to turn my ebay customers to my website.  I look at eBay purely as a vehicle to funnel customers to my web site.  And, it's working!

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: noway

Fri Mar 20 10:54:05 2009

Ebay doesn't deserve another penny from any seller, especially with the fee upon fee they charge for listing now.  As long as Best Match rules the game your items won't get better exposure no matter how ebay squeezes you for more money.

Ebay has spent the last year enhancing the buying experience.  The result has been fewer buyers and an increase in non-paying buyers.  Now ebay wants even more money!  For what? So they can continue making money as sellers go out of business?

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: wtf

Fri Mar 20 11:40:56 2009

Isnt't that what insertion fees are for? Why isnt there a class action suit on this?

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Scriptorical

Fri Mar 20 11:50:38 2009

We sold on eBay for 10 years. Had over 50% repeat buyers in our 4000+ feedbacks. super high DSR's and 100 FB. eBay told us they didn't want us as sellers anymore because we would not take electronic payments. We list on Bonanzle and our website www.scriptorical.com

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Patricia

Fri Mar 20 11:56:05 2009

As mentioned above, those of us with websites are basically using Ebay to drain off customers and direct them to our websites.  I believe that's where a lot of Ebay's traffic is going these days.  Boy, did Donahoe ever open a Pandora's Box back in January of last year....I wonder if he sleeps nights knowing he's destroying a multi-billion dollar company?

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: tedo

Fri Mar 20 13:06:42 2009

I'm surprised that most people haven't realized it was Ebays intent to undermine many sellers in the Search in the 1st place. Sellers like me that realized early on that they did not need to give away their unique merchandise in auctions or purchase Bold fonts and all the little extra's that ebay really makes their money off of.

Before they started changing the search I was making a steady income for years and was comfortable. I didn't do any marketing or sales and would only occasionally throw up a auction or two.

Yet my income every month was always steady and traffic was about the same or better.

The problem is that on Ebays data it would show a decline in revenue, because sellers were getting smart.

Ebay needed to get us out of our comfortable beds because they weren't getting the revenue they used to get from us as we realized we could have a steady stream of income without purchasing their extra bold lettering.

I suspected this for many years and started  to watch as Ebay kept recomending me to upgrade my store, buy more fonts.

And then started taking actions to get me to do it.

And think DSR's. These actually have a 2nd more sinister purpose.

Make the standards so high that in a instant your ratings in the search can be further undermined at the drop of a hat. So now you have no choice but to get out of your comfortable bed and be active just to survive.

Now you'll be forced to pay for those extra fonts, ads, store upgrades and improved search exposure just to survive.

When in the past you had a enough customers and business, and they found you and your products even with the other competition.

You were happy with your cash stream, but ebay was not. They do not want to just want sellers to have a basic store with inventory and just get a FVF.

When sellers also got smart about not running all those auctions, what happened ? Ebay jacked up the FVF in the stores to about what it would have cost if you had run 2.5x auctions.

Now when you sell a item in your store you are paying the equivalent of about 2.5 auctions. *Please note I based this on my own quick calculations for the items I sell.

And they even said when they adjusted their fee's that they were losing money because auctions were dropping and they needed to compensate so they raised the store fee's.

But there was always more to it than just that.

So now you will no longer be able to sit back and make a comfortable income. If you do not pay the Ebay mob for protection your going to suffer because ultimately then they do not want your business.

The basic store and inventory model was not their cash cow; unless of course your selling so much inventory that it puts you above the basic bronze or silver powerseller.

And if you complain about what they have been doing to you and your store, you'll be simply told to get those DSR's up and buy more exposure.

Of course forcing you to buy more to get the same thing you've always been getting for less  was the intent from the start, wasnt it.

I used to make the same income and sells for years and slowly now I have had to get active. My sales have been steadily dropping and in more than 5 years I am about to lose my powerseller status. And it has nothing to do with just the economy. I sell enough of a variety of things and the type of things that people buy because they need them, not just because they want to. And also enough unique things that you just also cant find anywhere else.

These items have allowed me to stay on top in many searches, including Google. I can google many items I have and be the 1st person on the list and the second and the last.

it also used to be that my items showed at the top of the search, now if i do not give Free shipping my items are buried at the bottom of the page or the next page after other similar items costing more but giving free shipping.

The ways they have underminded me in the search are so many i have stopped counting.

Now its either pay for protection or leave. And my 100% Feedback, almost perfect record is no longer enough to keep my head above water.

The lessend site traffic is not the only reason for the decline in sales, and the increase ebay showed in sales was only because sellers started to panic when they noticed they were being buried in the search and forced to but perks just to stay alive.

Typical of any one that gets a death threat; and Best Match was exactly that.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Frank Driscoll

Fri Mar 20 14:11:19 2009

I'm a member of a forum composed of high-dollar comic book collectors, and I can tell you that shenanigans like this are exactly why eBay keeps losing sellers by the dozen every day.

Apparently their new business model consists of becoming less of an auction house and more of a mass-listing site for high-volume sellers.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

This user has validated their user name. by: Ming the Merciless

Fri Mar 20 14:32:51 2009

My coupon went into the trash like everything else I receive in the mail from ebay.

Anyone care to speculate whether the Diamonds are paying for pay-per-click?

The putrid odor of ebay desperation increases everyday.

If sellers don't buy into ebay's latest blackmail game, the sooner ebay's corpse will stop twitching.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Rudy

Fri Mar 20 14:45:11 2009

You know, I've been out of the auction game for a long time.  2 years now.  I have to tell you I miss the early days, from 2000-2002 when things were so exciting and fun...and the money!  I honestly could have done it for the rest of my life, and planned to, too.

I really hope some new non-corporate auction site springs up.  Because I'll support them fully.  I still have a ton of inventory just waiting to be sold...but I will never, ever give ebay one more single penny.  You cannot create that kind of hatred and succeed.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Rudy

Fri Mar 20 14:51:15 2009

I should note that in the last 2 years I've not been aggravated by ebay once!  Sure I've lost tons of money in sales but I'm patient.  I know the day of their demise is coming.  And something MUST spring up to take its place.
I guess what I'm saying is to all you people ranting on here: let it go.  Just put ebay behind you.  Its so much less aggravating!  And your own website costs 5% of what you pay ebay a month.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: mindelec

Fri Mar 20 16:18:14 2009

there was a coupon?  i didn't get it.

trusting ebay to accurately report pay per click advertising doesn't sound like a good idea to me.  btw those sponsered links are also going on the close item pages ABOVE that sellers other items.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Kal

Fri Mar 20 16:54:23 2009

@@@Patricia

''I wonder if [Doughnuthole] sleeps nights knowing he's destroying a multi-billion dollar company?''

Yea, he does, and you can be sure he isn't going anywhere soon either. Did you see the other Auctionbytes story about him being elected to the board of Intel?

You don't get elected to boards of other companies, especially one like Intel, if you are thought of as a pariah in the business community. So I guess he's though of as a ''smart guy''.

Sad, very sad.

Paying to Get on eBay Search Results Pages   Paying to Get on eBay Search Results Pages

by: Herb

Fri Mar 20 17:10:52 2009

Keep whining losers! I am stealing your customers for pennies per click! Record year so far !

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