Whether you’ve been selling on eBay for years or haven’t yet listed your first product, you may be wondering if advertising on eBay can help you reach your goals. With 183 million shoppers on eBay, advertising can certainly help your products stand out. If you’re considering advertising on eBay, this guide will tell you everything you need to know to get started.
There is only one kind of ad on eBay: Promoted listings. Promoted listings look just like any other eBay listing, but with “Sponsored” above the product title.
The below image is an example of a promoted listing appearing in the search results. You can see the “Sponsored” tag and how it looks otherwise identical to the other listings.
Promoted listings can appear in three places:
eBay makes it easy for anyone to set up eBay promoted listings quickly. Follow these simple steps and you’ll have an eBay promoted listing ad campaign up and running in a matter of a few minutes.
Simply click “Create a new campaign” or “Create your first campaign” for first timers.
You can select listings individually or upload a spreadsheet to select large numbers of listings in bulk. Up to 50,000 listings can exist in a single campaign.
Ad rate is unique to eBay advertising. Simply put, it’s a percentage of the final sale price that you’ll pay if someone clicks on your ad and then purchases the promoted item within 30 days. Unlike other forms of digital advertising, you do not pay per click with eBay—you only pay when someone makes a purchase. This makes eBay advertising advantageous because you can rest assured that your marketing dollars will always be well spent.
eBay shows the trending ad rate to help you decide a good starting point. Try playing around with your ad rates to find what works best. You could try setting a higher ad rate and see if that leads to more sales. Or lower your ad rate and find out if you can keep your sales volume while improving your ROI.
Give your campaign a name and launch it.
That’s really all there is to it. Once you’ve launched a campaign you can view performance at any time in the promoted listings dashboard. All you’ll need to do to optimize your campaign(s) moving forward is adjust your ad rates and add/remove promoted products. There are no keywords, negative keywords, search terms, bid adjustments, audience targeting, etc., to worry about like with other digital advertising platforms.
Having read this article, you’re now an expert in eBay advertising. All that’s left for you to do is build your very first ad campaign and start increasing your sales!
Looking for help on marketplaces beyond Amazon or want to start selling on eBay? We’ve got you covered. Pattern helps established ecommerce brands take advantage of the full global ecommerce market, and that includes advertising. Reach out to schedule a demo of our services here.
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
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.