- For low margin businesses, it doesn't make sense; at least to me. You are already paying for listing fees and FVF on the items you sell, so paying for clicks also just doesn't make sense.
- They only allow you to link to eBay items or stores. If they allowed you to advertise your website, I would be one of the first people in line.
Friday, October 24, 2008
A First Look at the eBay AdCommerce Program
Several years ago, eBay had a banner ad program for sellers that allowed them to bid on certain keywords and have a banner displayed at the top of search. I participated in this program at Glacier Bay DVD.
I remember that I loved the idea of my company name getting millions of impressions on eBay, but that the click thru rate was terrible. It made sense for me at the time because, I sent buyers to my store and the FVF at the time was 5%.
Now, many years later eBay is trying to sell ads to sellers again, with AdCommerce. In fact several select sellers are now part of a pilot program that will begin running soon.
I'm on record for not liking this idea for a couple of reasons:
It may be a good program, or at least worth a test, if you have high margin, high velocity product. With "recent sales" such a big part of Best match right now, AdCommerce may be less expensive than Featured First and Featured Plus to get that additional exposure and increase your odds at winning the sku in Best Match.
The biggest problem I see with the AdCommerce program, is that the Diamond Sellers who have a lower fee structure and can afford to spend a little more on this AdCommerce program, will quickly be bidding up the keywords, so much that the regular sellers can't afford the program.
Just my 15%