One little trick a day! eBay sellers share CPC advertising experience

Yesterday, according to foreign media reports, an eBay seller named Jeffry Radspinner shared his experience of using CPC advertising.

Jeffry Radspinner runs an eBay store called Venture Surplus and has been selling for 11 years. On Friday, on the "eBay for Business" podcast , Radspinner talked about his experience using the advanced beta of eBay promoted listings, a new type of advertising on eBay where sellers have to pay for clicks, regardless of whether shoppers buy the item or not.

Radspinner said this campaign is not suitable for every seller, such as those who sell some unique items. "This campaign is better for sellers who sell a few or a large number of items. Sellers can create a campaign template during the replenishment process and complete the work in one go. For some sellers with a single listing, they will have to do all the work manually, which increases their time and energy consumption."

Radspinner noted that when planning a campaign, he picks up to 10 items to advertise. "I usually pick some very similar items because I don't want sellers to go to the page and see that this campaign will cover pants, jackets and backpacks, which is a bit too broad. I want to be able to go back and measure the effectiveness of that campaign. So usually I pick very similar items or items that are just in different conditions."

Beyond that, Radspinner stresses not to automatically use the keywords or budgets eBay suggests, and to conduct plenty of testing.

For example, when he was planning a campaign for warm gloves, eBay suggested a lot of broad keywords to bid on. If "gloves" was searched 28,000 times a month, he didn't want to pay for 28,000 people to see an ad that was irrelevant to all of them.

Typically, Radspinner scrolls through all the suggested keywords and selects the ones he thinks are most relevant. He also uses "negative keywords" to reduce the amount of irrelevant ad clicks he pays for. For example, for leather gloves, Radspinner doesn't want to pay for clicks from shoppers searching for leather gloves because the term is too broad for the type of gloves he sells.

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CPC Advertising