eBay Local Services Ads is a brand new product designed to help local service organisations reach new customers and grow their businesses. It’s the platform’s first offer for service firms and is initially being piloted in the UK, with Germany also trialling it this month.
Businesses such as plumbers, hairdressers, DJs and cleaners will be able to use the platform to serve their own ads and offer their services to relevant eBay customers in their area.
With access to one of the world’s largest shopper audiences, businesses will be able to expand their reach and effectively target customers using eBay’s wealth of data and insights on customer search and purchase behaviour. They will also able to engage shoppers earlier in the shopper journey – putting their business in front of people who might not currently be searching for that service, but could be interested in the near future.
This new product complements eBay’s existing offerings. Showing users ads for services that are relevant to the products they’re viewing will boost the customer experience by giving them easy access to services they’re likely to need, and in turn help to convert more sales for its sellers. For instance, if an eBay user is searching for a fridge with a built in ice maker, they could be shown an ad for the services of a local plumber, breaking down a barrier to purchase as they know they can get their new fridge professionally installed. It’s known that just by offering the services makes the consumer more likely to purchase, even if they don’t take up the service offer displayed.
“eBay wants to become a marketplace for services as well as products – and we think that this is a great place to start. Our Local Services Ads will particularly help small service-based businesses to use our inventory to target local, relevant customers. And crucially, we’re helping them reach users when they’re already in a buying mood, and when we know they’re in the market for a particular service, to deliver maximum ROI.”
– Rob Bassett, eBay Local Services Ads
Businesses will be able to use eBay Local Services Ads by signing up for an account on the ebaylocalservices.com website. Users will have the option to upload their own ads to the self-serve platform, or alternatively use a standard native format supplied by eBay. They will be able to choose who they want to target, segmenting their audience by product category and searched keywords on eBay, as well as by location and various demographic categories, and then be able to choose where on eBay’s website they want their ad to be placed. Customers will have access to a detailed FAQ, tutorial videos and webinars, and will be able to contact support services online with any questions.
eBay Advertising is currently offering a £50 discount on first-time orders over £70. Businesses can access the discount by using the promo code ‘JUNE50’, valid until 20th June 2018.