GM eBay Ads Elisabeth Rommel is teasing two new ad types "coming soon" - Promoted Display cost per click ads on the View Items page and direct seller funded Google ads.
https://www.mediapost.com/publications/article/374618/ebay-reveals-ad-roadmap-for-2022.html
eBay will launch an ad unit -- code-named Promoted Display, based on a cost-per-click (CPC) pricing model. The company will test it in September, with the goal to roll out the ad unit in a closed beta during the second half of 2022.
The ads will serve up on eBay’s “View Items” page, where merchants highlight their products.
“We have a test and learn culture and always think of a placement with high visibility above the fold,” Rommel said. “It will be targeted at a higher level above search. We learn and make changes before rolling it out more broadly.”
This Promoted Display ad unit will target repeat customers -- the type of consumer who knows, for example, that Adidas sells shoes and sportswear...
...Rommel said eBay also wants to help sellers drive search traffic from engines like Google and Bing to eBay. It would mean piggybacking on eBay’s quality score and brands in the market. This would be helpful for sellers who do not have a recognizable name or a website in which to send traffic.
Rather than just accept the traffic that comes from eBay’s advertising efficiency goals, the seller can fund advertising on Google that moves directly to their products on eBay.
Pilots -- which began during the latter half of 2021 -- have been successful in driving more efficient rates of return. About 100 sellers have participated. eBay hopes to fully launch the feature in the third quarter of 2022.
