Some Etsy sellers continue to feel frustrated by a lack of control over the marketplace's ad program launched in August, and some are sharing their data in a bid to gain greater insight and to help them understand if their campaigns are effective compared to others.
Formerly, Etsy allowed sellers to set daily budgets for Promoted Listing Ads that appeared on the Etsy marketplace.
The new Etsy Ads program combines Etsy Promoted Listing Ads *and* Google ads with no ability for sellers to allocate their budget to one or the other program. Sellers must trust the technology to optimize their campaigns among the two ad platforms. As Etsy explained in its summer announcement
"Etsy Ads will unify Promoted Listings, which is our current on-site ads product, with our Google Ads tool to create one simple, turnkey solution. Sellers will set one budget, and then Etsy will leverage its data insights and marketing expertise to optimize how these dollars are spent across channels. Etsy Ads will help deliver the most visits for a seller's advertising budget."
In a post on the Etsy discussion boards
on Saturday, a seller provided data about their Etsy Ads campaigns and asked colleagues to share their numbers as well. The seller provided their daily budget; the time it took before their budget ran out for the day; the number of clicks; the cost per click; and the number of views and sales.
Another seller said knowing other sellers' cost per click won't help "because each shop is different with different items."
But the numbers sellers shared was fascinating, with many reporting their daily budgets were eaten up in a very short time. One seller set a daily budget of $5 and said it was eaten up in 1 hour for a total of 32 clicks - and presumably little or no attributable sales - "Etsy needs to go back to the time where we could set how much we want to spend per click," they wrote.
One seller was hopeful the program had started to be more effective. Of her four shops, she let one run untouched at a $10 daily budget every day after reading that leaving Etsy Ads alone would allow the AI technology (artificial intelligence) to work out the best spend.
"Up until today, this Shop spent $ 10.00 Daily Budget in 12 hours every day @ average of 0.42 per click
"Today, I have had 11,000 views and 53 Clicks at an average of 0.20 per click and the$ 10.00 Daily Budget lasted 24 hours.
"Perhaps the AI is now working better?"
Another seller said the program appeared to be working for them:
"My budget started at $1, but it (would) not last the day. I have slowly increased it. Now I am at $3.22, average price per click $.06. I have had decent sale with sales coming EA about 65%. So I will continue using them.
"It's nice to hear how others are doing or what they are doing, but try not to compare... all shops are different. Find your (niche), that's when EA work."
It's difficult to make apples-to-apples comparisons, though sellers may take comfort in hearing about others' experiences, and the conversation indicates that sellers lack confidence in the effectiveness of their campaigns.