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Featured Your Guide to eBay ‘Promote Your Listings’: Why, What, and How

Discussion in 'Community News' started by Ethan Morgan, Oct 19, 2017.

  1. Ethan Morgan

    Community Team Volo Staff Volo Marketing

    Nov 28, 2016
    Featured Threads:
    Client Communications Executive
    London, UK
    Local Time:
    10:21 PM
    +47 / 0 / -0

    There’s plenty of tips and tricks to optimise your products for search on eBay, but if you’re looking to launch a new product successfully or build sales history and conversion on a listing, ‘Promote Your Listings’ is a great tool to boost their visibility.

    We're going to be running a webinar with eBay to tell you all about Promote Your Listings and how you can use this tool to boost your peak period sales this winter. If that sounds good to you, sign up here.

    It comes as part of the package of tools alongside Promotions Manager, and is available to Store subscribers – Anchor and Feature stores receive a monthly credit which can be used in a Promote Your Listings campaign.

    What is a Promoted Listing?

    Promote Your Listings is a program of pay-per-sale advertising enabled by eBay. It requires a Store subscription, and looks like this in search results and item pages:

    ebay promote your listings.png

    You pay when the ad is clicked and the item is purchased in the next 30 days by the buyer. It’s not a pay-per-click program, so it’s different to Amazon’s Sponsored Products or Google’s Adwords. You only pay when the ad converts.

    For example, if you get 100 clicks on your ad, and 20 of those people go on to buy the product in the next 30 days, you’ll pay 20 times, not 100.

    So what do you pay? Promote Your Listings works based on “ad-rate”, or the percentage of the sale price that you pay to eBay in exchange for promoting it. Let’s say you sell a pair of shoes for £30 (before shipping cost if applicable), and your ad-rate is 5%. When a buyer clicks on that promoted listing in their search results and purchases the item, you’ll pay £1.50 (5% of sale price excluding shipping) for the promotion.

    Ad-rate is the metric for bidding for your ad to appear in search results for a given search term – but it’s important to remember that relevancy and conversion are also taken into account when eBay’s algorithm decides which Promoted Listings are displayed.

    Remember: auction listings aren’t eligible to be promoted. All other listing types are eligible.

    Why should you consider using the eBay Promote Your Listings program?

    First and foremost, promoting your listing to relevant buyers means more sales. The promoted listings program stretches across eBay’s site structure, from search results to “View Item” pages to “My eBay” pages.

    Compared with a PPC program, Pay-Per-Sale gives you a much clearer view of the Advertising Cost of Sale (ACOS) – the amount you spend on promoting the product for each sale. With eBay it’s totally up front because you decide what percentage to spend – ACOS and ad-rate are the same thing.

    That means you can calculate carefully based on your own margins and products what the most appropriate level of spend is. PPC campaigns require you to indirectly calculate your ACOS based on results, which can make it hard to assess return on investment and hard to know how to bid initially.

    You also only pay when you make a sale – so it’s a low risk model compared with PPC, which will incur costs simply for clicks without any guarantee of conversion.

    There are also long-term benefits to your store performance, and to the best match ranking of the listing you promote.

    Assuming you promote a listing that’s already optimised for conversion (for example, having a descriptive, keyword-rich but readable title), you should see a rise in sales on the listing which improves its long-term performance in organic search.

    That means that promoting a listing is usually not necessary for its entire lifespan – though there are cases where having “always-on” best sellers is worth the investment for key product lines – because as the sales history and best match ranking improves due to the increased sales, the organic ranking will improve, and you’ll achieve good visibility in search without the aid of promotion.

    Of course, there is also the short-term benefit of increasing sales on the listings which you promote. This needs to be weighed carefully against the ad-rate you’re paying, but there’s no reason why the net effect shouldn’t be positive if you have the right data to hand and a good supplier relationship to ensure you get the product at the right price.

    How can you get it working?

    There are three simple steps to set up the Promote Your Listings campaign.

    1. Choose the listing or listings

    2. Select your ad-rate

    3. Name your campaign and set start and end dates

    Ads are automatically created for you based on listing information, including photo, title, price, and format. Any edits you make in the listings will be picked up in the ads.

    From there, you can monitor impressions, clicks, sales and fees in the Campaign dashboard.

    Here’s a handful of tips:

    1. Select the right listings – timing is important. Consider seasonality, new items & bestsellers.

    2. Ensure listing is fully optimised before you invest in promoting it.

    a. Is it categorised correctly?

    b. Are there relevant keywords in the title?

    c. Do you have a good quality main photo and several extra images?

    d. Are all the relevant product identifier fields filled?

    3. Spend wisely – making a loss initially might be worth it to kick-start the listing’s life but monitor closely.

    4. Automate listing upload – as with all elements of multichannel online selling, the more you can automate and manage centrally, the better. eBay offers a Bulk Upload functionality which enables you to create a campaign of up to 25,000 listings.

    5. Be proactive and creative, as well as monitoring consistently. Experimentation brings rewards!

    Don't forget, we're running a webinar next week with eBay, where we'll learn how to use the tool to boost winter peak revenues - you can sign up here.