With one in five purchases on eBay starting with a listing that appeared at the top of the search results page1, Promoted Listings AdvancedBETA was created to give sellers the high visibility they demand and the control they need.

Promoted Listings AdvancedBETA campaigns are based on a cost-per-click model and drive traffic to listings with preferred access to the top slot of search using strategic keyword and budget controls. This enables sellers to select and bid on the keywords that matter most to them (not available via Promoted Listing Standard).

Background

An eBay member since 2003, Andee Cables is a specialist retailer of high-quality computer cables, connectors and related accessories. The Herefordshire-based seller has an impressive 99.8% positive eBay feedback score. A top-rated business seller, Andee Cables has successfully used multiple eBay marketing tools in order to drive sales via their eBay Shop.

Computer cables and connectors is a very competitive category on eBay, with sellers offering low prices and fast and free shipping to attract customers. Andee Cables has enjoyed great success running Promoted Listings Standard campaigns across 98% of its 1,000+ listings, ensuring prominent positioning across eBay.

To continue to enhance its product offering and address seller demand for additional control levers, eBay developed Promoted Listings AdvancedBETA. This campaign type is designed to build on the visibility boost that Promoted Listings Standard offers, adding higher visibility with all the control a seller needs. Keen to explore further opportunities to drive sales across the eBay marketplace, Andee Cables became one of the early testers for the Promoted Listings AdvancedBETA programme.

Objectives

Andee Cables was excited to see whether the enhanced visibility and control features of Promoted Listings AdvancedBETA would help them grow their sales whilst maintaining a competitive return on ad spend.

Campaign

From 17 June 2021, Andee Cables added Promoted Listings AdvancedBETA to their campaign portfolio to increase the likelihood of appearing in the top of search slot. They ran Promoted Listings Standard and Promoted Listings AdvancedBETA concurrently to increase visibility and sales of their items.


Using Promoted Listings AdvancedBETA campaigns, they created two ad groups, with five similar listings in each ad group. To optimise the performance of the campaign, 185 carefully selected keywords were associated with each of the two ad groups (an average of 37 keywords per item). This represented 81% of the top keywords used by buyers.

Results

Following the addition of the Promoted Listings AdvancedBETA campaign on 17 June, total impressions for the seller’s account increased by 70% which resulted in total clicks increasing by 212% and sales velocity trebling, with an increase of 203%.


Overall, Promoted Listing AdvancedBETA drove conversion for the seller which in turn increased the propensity for the seller’s listings to appear in organic traffic.

We at Andee Cables are proud to be a family run UK business
delivering high quality products for our loyal customer base
across multiple marketplaces including eBay.

As a small business, we have to be smart with the marketing
solutions we deploy to advertise our products without eroding our
margin. The low-risk nature of Promoted Listings Standard has
always been attractive to us and generated good results.

Consequently, we were delighted to be asked to be one of the first sellers
to beta test Promoted Listings Advanced and based on the results of this
campaign will be looking to include Promoted Listings Advanced in our
mix of marketing tools to help us continue to punch above our weight.

Dee Aust, Director, Andee Cables

1eBay data; July 2020
2For the comparison of impressions, clicks and sales velocity (GMB), the pre-Promoted Listings AdvancedBETA campaign period is defined as 01/28/2021 to 06/16/2021 and the post-Promoted Listings AdvancedBETA period is from 06/17/2021 to 10/31/2021