How are expensive clicks actually different from cheaper clicks for cost-per-click on-site advert

[iamcara]

For Priority Smart Advertising (Onsite CPC advertising) what is the actual difference between expensive clicks and cheap clicks? How does eBay determine the value of a particular click?

[kenneth686321]

DO NOT use pay per click on Ebay. You are setting your money on fire 

The biggest downsides to per per click on Ebay. Since other seller's items show up on your listing, a potential buyer will click on your item, see a similar, cheaper, newer, prettier item sold by another seller and purchase from them instead of you. Since the buyer clicked on your listing, you get charged  per per click fee and the other seller gets the sale. 

Pay per click is only suitable for your own selling website when you control 100% of the buyer experience and can create an efficient sales funnel leading to a purchase. you can't do that on Ebay.

Stick to PLS promotions where you pay when you make a sale. 2%-5% max 

[meme6253]

I Totally agree with kenneth!, Do Not Use Pay Per Click At All, I mean really expensive or cheap click tells you right there it's nothing but a money grab!, No Way of determining between the two!, Save your money.

[ten_o_nine · Accepted solution]

eBay's Click Valuation Factors:

1. Keyword relevance: Ad relevance to search queries and listing content.
2. User intent: Buyer's purchase intent, indicated by search history and behavior.
3. Listing quality: Listing completeness, accuracy, and attractiveness.
4. Category competition: Number of advertisers bidding on similar keywords.
5. Ad placement: Ad position on the page (e.g., top of search results).
6. Device and location: User's device and geographic location.
7. Time of day: Ad click timing (e.g., peak hours vs. off-peak).
8. User behavior: User's eBay history and engagement.

Expensive Clicks:

Typically characterized by:

1. High commercial intent (e.g., "Buy now" searches).
2. Competitive keywords (e.g., popular brands).
3. Prime ad placements (top of search results).
4. High-value listings (e.g., expensive or rare items).

Cheap Clicks:

Typically characterized by:

1. Low commercial intent (e.g., informational searches).
2. Less competitive keywords (e.g., niche or long-tail terms).
3. Lower ad placements (further down search results).
4. Lower-value listings (e.g., inexpensive or common items).

[iamcara]

Thank you, exactly the answer I was looking for. A concise and technical evaluation.

I have a couple of questions though, how does the following affect the rate?

"3. Listing quality: Listing completeness, accuracy, and attractiveness."

Does a more complete listing increase cost or lower it?

"4. High-value listings (e.g., expensive or rare items)."

And do you know how much of an effect this has on cost per click compared to the other categories?

[ten_o_nine]

@iamcara 

"3. Listing quality: Listing completeness, accuracy, and attractiveness."

Does a more complete listing increase cost or lower it?

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eBay's algorithm assumes that well-crafted listings are more relevant and valuable to buyers. This can lead to:

- Lower CPC (as eBay considers your ad more relevant)
- Better ad positioning
- Increased impressions

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4. High-value listings (e.g., expensive or rare items)."

And do you know how much of an effect this has on cost per click compared to the other categories?

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Comparative Impact:

Here's a rough estimate of the impact of each factor on CPC:

1. Keyword relevance: 30-50% impact
2. User intent: 20-40% impact
3. Listing quality: 10-30% impact
4. Category competition: 20-40% impact
5. Ad placement: 10-30% impact
6. Device and location: 5-20% impact
7. Time of day: 5-15% impact
8. User behavior: 5-15% impact
9. High-value listings: 10-30% impact

[meme6253]

Sorry i wasn't very concise & technical, But i would still save my money!