For any seller on eBay, the idea of boosting your product views by 36% is enticing, especially if you only have to pay when a sale is made. In short, you will get more eyes on your products at only the cost you’re willing to pay for an acquisition—a value proposition that’s hard to argue with. That’s what you get with eBay’s Promoted Listings advertising feature.
Promoted Listings on eBay are similar to Amazon’s Sponsored Products or Google Shopping ads. They are best used to show your brand’s products to potential customers within the eBay platform.
Unlike other ad platforms, eBay ads do not allow you to choose your targets—no keyword, category, demographic, or product targets—but will simply show an ad to shoppers eBay’s best match algorithm has determined are most likely to buy based on key factors such as your title and keywords matching up with the customer’s search. While Promoted Listings could draw comparisons to automatic campaigns on Amazon or Walmart, for example, the difference here lies in the ad rate.
Ad rate makes eBay unique in that the ad rate allows you to set the amount you will pay for an acquisition based on the price of the product you have selected to advertise. While bidding may require manual optimization and monitoring on other platforms, eBay’s ad rate will remain constant, and you’ll rest assured knowing that with every dollar of ad spend, there was a predetermined and calculated return.
There are 4 basic steps to getting started with Promoted Listings: 1. Selecting Products, 2. Setting the Ad Rate, 3. Launching the Campaign, and 4. Reviewing Performance.
Make sure your brand has a Seller Hub with products in stock and uploaded into eBay ready to be sold. You won’t be able to build any campaigns if there isn’t product in stock.
Once logged in to the account associated with your brand, navigate to the Promoted Listings hub. You get there by hovering over the ‘My eBay’ tab at the top right of the page, clicking ‘Selling,’ hovering over the ‘Marketing’ tab right underneath the Seller Hub heading, then clicking Promoted Listings.
From here, you will be able to create campaigns. Click the “Create new campaign” button, then choose to either select listings individually or create Promoted Listings in bulk.
Now you will need to search for the product you’re wanting to advertise by either name, part number, price, category, or quantity available. Select the product you want to advertise.
Once you’ve selected the product, you will set your ad rate. As discussed earlier, you can choose to either remain at the suggested ad rate or set your own. This lever is your chance to outbid competitors and ensure your ad is shown often.
As stated earlier, the ad rate is the price per acquisition based on the price of the product. For example, if the ad rate is set at 10% for a $22 product, the ad fee the seller would pay upon a consumer’s purchase of the product from the ad would be $2.20. This is one of the only levers advertisers have to pull on eBay, as the higher your ad rate, the more likely your ad will show but the more you will have to pay as a result.
If you’re lost on what to bid, there is a “Suggested ad rate” that is calculated based on a variety of factors (competition, seasonality, past performance, item attributes).
While here, there are also a few provided options for ad rate strategy. You can
Apply the suggested ad rate eBay provides.
Set the ad rate to a percentage below or above the suggested rate.
Apply a single ad rate to all listings you’ve uploaded.
With option 2, you’re able to set up a dynamic bid that changes up or down by the percentage you’ve set based on the bids of your competitors, similar to an auction system. This can be extremely useful as you could pay significantly less than you might have otherwise with a set ad rate. However, with that comes the risk of paying significantly more as well.
To account for that, eBay has added the option to set a “maximum ad rate” that guarantees you will not have to pay above that cost of sale. Although this fixes the problem of potential budget-busting, this could mean you miss out on some placements as competitors outbid you.
Next, you will review, name, and launch your campaign. Make sure to include the variation type (if there is one) in the name of the campaign as well to make it easy to find. You can also set a start and/or end date for the campaign on this page.
Launch your campaign! It will take you back to the main Promoted Listings dashboard, which is the place where you will be able to track the metrics for your campaign over time.
If your campaigns have been running without much traction, you may want to consider editing your campaigns to reflect a higher ad rate.
And that’s it! Advertising on eBay is a relatively simple process that can lead to real growth for sellers. With an average of 36% more impressions and a set rate of return, selling products through eBay using Promoted Listings can be a great opportunity to expand your brand. Interested in learning more about expanding your ecommerce reach through eBay? Check out this blog, or contact Pattern experts through the form below.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.