|Mon Sept 15 2014 20:22:59|
eBay's New Ad Program for Sellers
By: Ina Steiner
eBay is testing a new ad program for sellers to let them advertise their listings on the eBay website. Some sellers may remember that eBay for many years let sellers pay extra to feature their listings at the top of search results. The Promoted Listings program is different:
"Promoted listings gives you another way to attract more buyers to your items - search results. This service - which is completely optional - gives sellers like you the chance for more buyers to see your items in new places on eBay."
Here's what we know about eBay Promoted Listings:
- Beta participation is by invitation only; it appears to be limited to eBay Stores subscribers only.
- There is no cost to participate in the beta. During the beta period, each selected seller will be allocated a free budget.
- Should sellers choose to spend more than the free budget allotted, they may be charged for the service.
- The beta testing will run from October 1 - December 31st, 2014.
eBay further explained:
"When you set up a campaign, the listings you select to promote are eligible to appear on key eBay pages, in addition to search results. A reports dashboard lets you see your campaign performance, so you can optimize quickly and easily. As a beta participant, you'll also have an opportunity to provide feedback on a brand new eBay service."
If a seller does a good job creating listings, and the marketplace has a robust search engine in place, that should be the end of the story as far as many sellers are concerned. But other sellers have been happy to pay for ads on eBay.
How do we know?
eBay has had other programs in the past, including eBay Keywords that launched in 2003 and was terminated in 2006, and the AdCommerce program.
Here's what it said when it discontinued AdCommerce in 2010: "Our goal is to keep the focus in eBay search results on surfacing the items most relevant to a buyer's search from sellers delivering the best value and service."
And when it discontinued the Featured First program in 2010, eBay explained it was "so that the listings most relevant to a buyer's search from sellers who provide great value and service are surfaced consistently at the top of search results-the underlying goal of Best Match."
Does the resurrection of ad programs for sellers mean eBay is disappointed with Cassini search? Are you one of the sellers who would happily pay eBay to get more exposure for your listings? Does the new program level the playing field for sellers who compete with big brands who get extra exposure on eBay?
Look for Tuesday's Newsflash story for more details, and let us know what you think!