eBay UK has announced the launch of its new Adcommerce product which allows sellers to buy text links at the bottom of eBay search results using a bidding system mirroring Google’s Adwords.
Clearly part of eBay’s aggressive attempts to monetize the eBay site through the increased use of advertising, sellers (including those with imperfect DSRs) can enjoy enhanced prominence in search and get traffic by buying text advertising.
How does it work? You choose a search term and category you want your ad to appear in, add descriptive text and a picture. You then bid against other advertisers: high bids win. eBay information pages live here.
Traffic can be channelled to a Shop homepage, Feedback page, an item list (such as all your items) or your MyWorld page. One fairly disappointing aspect of the system is the inability to send your text ads to a specific Shop category or Shop search page. Equally, the adverts positioned at the bottom of page aren’t particularly prominent and are certainly less obvious than third-party ads displayed at the top of search results.
Also, as anyone who has had any experience monitoring and optimising a CPC campaign with Google will know, getting the most out of and getting best value from a system such as this can be both time-consuming and complicated. It also begs the question: if you’re going to invest in some search engine marketing, why do it on eBay? It’s only a small leap to take that money to Google and reach out to a bigger audience.
Has anyone tried using the new Adcommerce product? Any perspectives are most welcome. Will you be taking the plunge with Adcommerce?