|Wed Sept 21 2011 14:05:51|
What Do You Think of Etsy's New Advertising Program?
By: Ina Steiner
Etsy sellers can now pay to have their listings appear at the top of search results on the handmade/vintage marketplace (see story in EcommerceBytes Newsflash). Sellers can pay a minimum $5 for 5,000 impressions in a week. The ad program is deliberately simple and accomplishes a few things for Etsy:
1) It generates incremental revenue while allowing it to keep tight control on which ads appear in search results (only ads with relevant keywords and tags are displayed);
2) It satisfies sellers who may feel they are not receiving exposure through its new relevancy search algorithm, which launched last month.
Sellers can advertise their entire store, a section of a store, or a particular listing, but they cannot set up multiple campaigns with different ad spends.
In a briefing with Etsy this week, Frank Harris emphasized that the program is not just for large sellers. Anyone can participate for as low as $5/week. And because the program is not set up on a pay-per-click model like Google AdWords, sellers who want more exposure simply add more funds to their campaign budgets. "If you spend more money you will get more impressions," he said.
Harris is Product Manager for Etsy Search. He joined the company from Google in April and was tasked with the two major search initiatives - relevancy search and Search Ads.
Only four ads are shown at the top of search results pages, and they look like other listings on the page with a very subtle indicator to show they are ads.
Sellers are bound to be concerned whether Etsy can really display relevant listings - they don't want shoppers to be turned off by seeing dresses when they're really searching for earrings, for example. That's why Etsy displays only ads containing keywords that are actually associated with listings.
But could Etsy's search inadvertently display a row of ads showing pumpkin colored dresses when shoppers are searching for earrings in the shape of pumpkins?
Harris said the Search Ads system uses phrase matching when displaying ads. "Phrase match" is a standard technique used by Google among others.
"We further incorporate additional analysis along with phrase match to match the best possible keywords according to possible candidates. For example, a query for "unique cocktail dress" will match the keyword "cocktail dress" before "unique cocktail" (or "cocktail" or "dress")," Harris explained.
Sellers can set up campaigns as early as today, and the ads will go live to the site beginning September 27. Let us know how Search Ads for Etsy will impact you!