0 Improving Search Experience for Buyers & Sellers 2 Best Match Version 2.0 Seller Tool for Best...

1

Improving Search Experience for Buyers & Sellers

Improving Search Experience for

Buyers & Sellers

2• Best Match Version 2.0 • Seller Tool for Best Match v2.0• Change to optional Listing features • eBay AdCommerce

2

Current Best Match v1

Relevance

• Recent Sales• Reasonable Price• Free shipping• Item freshness

Item Quality

“ipod nano”

=Sort Result

• Title Relevance• Category Relevance• (Location Relevance

on small EU sites)

Seller Performance

• Reasonable Shipping Cost

• SNP Segment

100%

0%

X

100%

0%

SELECTIONSELECTION VALUEVALUE TRUSTTRUST

X

100%

0%

3

New Best Match v2

Relevance

• Search Impressions• Recent Sales• Reasonable Price• Free shipping• Item freshness

Item Quality

“ipod nano”

=Sort Result

• Title Relevance• Category Relevance• (Location Relevance

on small EU sites)

Seller Performance

• Reasonable Shipping Cost

• Top Rated Seller• Below Standard

100%

0%

X

100%

0%

SELECTIONSELECTION VALUEVALUE TRUSTTRUST

X

100%

0%

4

New Best Match 2.0 – US/UK/DE

• Impression and Sales-to-Impression ratio will replace Recent Sales• What is an impression?: Impression is any time a buyer sees the listing in a search results

page

• FP listings will be sales-to-impression ratio as a key factor in Best Match

• Example: a listing with 100 recent impressions and 10 recent sales will score higher than a similar listing with 1000 recent impressions and only 10 recent sales.

• Item Freshness Factor: Newly listed MQ (Multi-Quantity) & SQ (Single Quantity) FP listings will be given more exposure • Even with no sales history, these listings will be given a certain number of initial impressions

• This change will improve the exposure of new Fixed Price listings that are relevant to buyers.

• Only Top-Rated Seller will be promoted in Best Match • Top-rated sellers will get promoted in Best Match for fixed price listings.

• Sellers not meeting Minimum Standard will be demoted for both FP and auction listings.

5

Reminder: How Current BM 1.0 Works

• Issue with existing BM 1.0:

1. No exposure to new FP competing against established FP.

2. Recent Sales only measures Quantity, but not Quality.

Auctions

Fixed Price

Sorted byTime Ending Soon


Sorted by Recent Sales

Sorted by Recent Sales

Mixed by % of

weight

Mixed by % of

weight

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed sodales. Sed luctus. Fusce varius. Nunc purus magna, dictum sit


















Search Results Page

6

Best Match 2.0: Adding New 3rd bucket on Search Result Page

• New BM 2.0: 3rd bucket grants reasonable exposure to new FP listings

1. Sorted based on performance scores of similar listings.

Auction

Fixed Price

Established Fixed Price (Multi Quantity)

New Fixed Price (Multi / Single Quantity)



Sorted by Recent Sales / Impression Sorted by Recent

Sales / Impression

Sorted by PredictedConversion Rate

Sorted by PredictedConversion Rate

Mixed by % of

weight

Mixed by % of

weight



















Search Result page

7

How to get maximum exposure for your listings

• Follow Best Match v2 Best Practices:

1. Offer good service - Reduce low DSRs (1’s and 2’s), become a Top-

rated seller.

2. Make titles relevant - only use accurate & relevant keywords, in right

category. Otherwise, you risk generating ‘wasteful’ impressions

3. Have good photos! If people don’t click your listing, you wasted an

impression

4. Offer free shipping - especially for Fixed Price listings.

5. Price competitively – dynamically manage price, with reasonable

shipping fee.

6. Choose right listing Format (Fixed Price / Auction / Auction & BIN ).

7. Use Search Visibility tool to analyze your active listings !

8

New Search Visibility Tool – US/UK/DE(AKA, Best Match v2 Seller tool)

1. How much visibility is my listing receiving?

2. What to do to get my listing to Page 1?

3. Which one of my listings having problem with Best Match?

It could analyze any one of my items

Or my items in a particular category

9

What factors can I use to improve my listing rank when sorted by Best Match?

Is my listing being seen?

Indicates listings with variations (MSKU)

Search Visibility Tool – Top Half of the Report (Fixed Price)

10

Search Visibility Tool – Lower Half of the Report

Search some keywords imitating a buyer: Where does my listing

appear under this keyword?

How do I get to page 1?

This is the summary of all items showing on page 1.

11



Buyers & Sellers


1212

2.3 Changes to Optional Listing Features

• To eliminate buyer confusion, also reduces selling cost:

• Listing Features will be removed or adjusted:

1. Following features will be removed from US/UK/DE (except Motor):• Gift, Border, Highlight, Featured Plus, Home Page Featured, Pro Pack• Sellers will receive full or prorated credit:

2. Featured First, only available to eBay Top-Rated Sellers• Only be displayed on Best Match sorted results. • Featured First and Bold will only be effective on listing site.

3. Buy it Now price at least 10% higher than bidding start price on an auction listing.

• Action items for sellers:

1. Sellers should focus on Best Match to get the best position.

2. Improve quality of service, reduce Low DSR, become a Top-rated Seller.

3. As New FP will get exposure in BMv2, reduce the use of Auction & BIN.

4. Sellers could try an alternative, Adcommerce. www.adcommerce.com.

13



Buyers & Sellers


14

2.4 Why do I need Adcommerce?

•Almost all Features will retire by Sept 09 to reduce buyer confusion.

•Adcommerce Ads show up on eBay Search/Browse pages.•Any good-standing eBay seller could bid for those placements.

15

What is Adcommerce?

• An advertising tool that helps you:

1. Drive more traffic for your business so you can sell more products!

1. Reach millions of buyers• eBay US, DE, FR, CA, IT, UK

2. Only Pay for Results

3. Quick to Set Up

4. Customize Your Ads

5. Monitor Your Results

• www.adcommerce.com

• Try it TODAY!

Key Benefits

www.adcommerce.com

16

Adcommerce Pricing

Cost per click (CPC)Cost per click (CPC) – Your text ads are displayed for free.

You are only charged when someone clicks on your ad.

Set your Maximum CPC!

Higher Bid + Higher Relevance = Better Probability!

Cost per click (CPC)Cost per click (CPC) – Your text ads are displayed for free.

You are only charged when someone clicks on your ad.

Set your Maximum CPC!

Higher Bid + Higher Relevance = Better Probability!

17

AdCommerce Promotion – US$10 Spending Rebate

Eligibility:

• New sellers whose country of residence as registered with eBay is SG

• Those who open their first AdCommerce account

• Those spend over USD 20 during the promotion period

Promotion Period:

• 1 September – 30 September 2009

What should I do to get the USD 10 AdCommerce credit?

1. Qualified sellers must register a new eBay AdCommerce account (www.adcommerce.com ) during the promotional period.

2. Each new AdComerce account must be linked to 1 valid eBay user ID.

3. Spend more than US$20

19

Other BM Updates on Smaller Site: Australia & small EU sites (FR, IT, ES, NL, PL)

• Key Highlights:

• Store and Search result change • Merging Store Inventory Format (SIF) and FP formats, SIF will have full visibility in main

search results.

• Listing fee drop significantly by store owner, FVF will raise slightly

• Best Match 1.0 launching on above sites, considering below factors:• Higher minimum DSR

• List multi-quantity item with long duration

• Recent sales.

• Reasonable price and relevant item title

• Free shipping

• Minimum DSR 4.4, launching on above sites:• Below minimum DSR, May got demoted from Best Match

• EU small sites, Feature First will replace Gallery Featured.• Seller Requirements: have store on the site, search Ranking good, Powerseller.

20

Onsite Links

eBay.com

Overview www.ebay.com/sell/July2009Update/Overview

Details www.ebay.com/sell/July2009Update/Details

FAQ www.ebay.com/sell/July2009Update/FAQ

Best Practices www.ebay.com/sell/July2009Update/BestPractices

Seller Checklist www.ebay.com/sell/July2009Update/Checklist

eBay.cn

Overview http://www.ebay.cn/Sep2009Update/index.html

Details http://www.ebay.cn/Sep2009Update/Details.html

FAQ http://www.ebay.cn/Sep2009Update/MasterFAQ.html

Best Practices http://www.ebay.cn/Sep2009Update/BestPractices.html

Seller Checklist http://www.ebay.cn/Sep2009Update/Checklist.html

Seller Standard http://www.ebay.cn/Sep2009Update/Chart.html

Site differences http://www.ebay.cn/Sep2009Update/New.html

21

Onsite Links

eBay.com.hk

Overview http://pages.ebay.com.hk/Sep2009Update/index.html

Details http://pages.ebay.com.hk/Sep2009Update/Details.html

FAQ http://pages.ebay.com.hk/Sep2009Update/FAQ.html

Best Practices http://pages.ebay.com.hk/Sep2009Update/best_practices.html

Seller Checklist http://pages.ebay.com.hk/Sep2009Update/Checklist.html

Seller Standard http://pages.ebay.com.hk/Sep2009Update/TRS.html

Site differences http://pages.ebay.com.hk/Sep2009Update/differences.html

eBay.com.sg

Overview http://pages.ebay.com.sg/Sep2009Update/index.html

Seller Standard http://pages.ebay.com.sg/Sep2009Update/TRSchart.html

Site differences http://pages.ebay.com.sg/Sep2009Update/differences.html

0 Improving Search Experience for Buyers & Sellers 2 Best Match Version 2.0 Seller Tool for Best...

Documents

Transcript of 0 Improving Search Experience for Buyers & Sellers 2 Best Match Version 2.0 Seller Tool for Best...