eBay made its ad platform, Promoted Listings
Advanced, on Wednesday generally available to all eligible sellers directly on the eBay platform.
The cost-per-click (CPC) model gives sellers access to promote their listings in the key top
slot in search with more keyword control and enhanced budget management.
The ad platform is still in beta.
Advertisers now have two options — Promoted Listings Standard and
Promoted Listings Advanced — as eBay continues to build out its ad portfolio to support sellers. The idea is to get the products to stand out among billions of listings across the eBay
marketplace as millions browse and search.
Promoted Listings Advanced -- which is still in beta -- as of today is available to all eligible sellers on eBay’s U.S., U.K., German and
Australian sites, on the Advertising Dashboard found in Seller Hub.
The platform has seen early success with The Perfect Part, a U.S.-based family-owned business started by two young
entrepreneurs, who have sold on eBay for more than a decade. They initially used Promoted Listings Standard, but wanted more control over keywords and budget. After adopting Promoted Listings
Advanced, in combination with Promoted Listings Standard, The Perfect Part saw a 66% increase in daily sales, 44% impression increase, 86% increase in
clicks with a 8.5% click-through rate.
eBay also published four best practices when using Promoted Listings Advanced:
- Focus on keywords buyers are most likely to use to discover
the listings that you have included in your campaign. For best results, target at least 10-15 unique keywords per each listing in an ad group.
- The platform provides suggested bids that can
increase the likelihood of appearing at the top of the search results. For a given keyword, eBay aggregates bids from listings that have received clicks in the top slot of the search results page to
convert them into a suggested bid range.
- Include high-quality listings in the campaign. Along with the CPC bid, things like the daily budget, keyword relevancy, listing quality and competing
ads are a few of the variety of factors that determine whether the ad will win the auction and appear in the top slot of a buyer's search results.
- Organize campaigns with ad groups because
they can help to build effective campaigns by organizing listings. Grouping together similar listings allows you to target them with the same set of keywords.