Sellers asked to use Promoted Listings Advanced to drive holiday sales while eBay does no TV ads?

[masterblasterplanet]

If you're a seller and you've logged into your My eBay recently you've probably noticed a banner near the top of the page "Wrap up more sales this season with Promoted Listings Advanced. Get your listings in front of interested buyers and drive holiday sales with ad placements across eBay."

My question to eBay is where is eBay advertising to help sellers and ultimately themselves bring in business? Where are all the tv ads to drive traffic to eBay? Most of eBay's competitors are doing some type of tv advertising: Amazon, Poshmark, Mercari, Threadup, Etsy, Stock X, Bonanza, Dealdash, Overstock, Walmart, Target, etc etc. These are all competitors of eBay and they're all doing some form of advertising simply to remind buyers about their site. eBay isn't the only game in town any more and they used to have some rather good tv commercials. The only commercials I've seen from eBay over the past 5 years are from eBay Motors. It would be extremely helpful for eBay to ramp up some type of ad campaign as we move toward the holiday season. Part of what eBay should be offering to it's sellers is a legitimate ad campaign that benefits not just eBay Motors, but all categories.

[devon@ebay]

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@my-cottage-books-and-antiques wrote:

@chapeau-noir 

I am one of those sellers, and still, no response.

To be clear, I'd like to know the plans, at least in a general way. My own concern is less about the media ebay chooses---TV, radio, Social media, Streaming, etc---and more about the timing and the content. We just went through the Big Retail Kickoff with Amazon Prime and many businesses riding the coattails of that, but ebay? Not much about ebay doing anything.

As far as the rest of the business world is concerned, we are well into the Holiday Season....ebay has made some token nods to this on the site's Home Page, but little else that I've seen. 

The last couple years, ebay has done NO real Holiday Marketing for the SITE....it has done marketing for the FOCUS CATEGORIES (P&A, Luxury Goods, Trading Cards, etc) This has not been by accident. If you watch Jordan's presentation from ebay open (available on YouTube), it is clear that ebay believes this limited marketing benefits ALL of us, not just Focus Category sellers. I, personally, am unconvinced, despite Jordan's efforts. 

So for me the biggest question is: Is this going to be a THIRD straight Holiday Season where most sellers are relegated to the table crumbs that result from the Focus Marketing, or will ebay FINALLY recognize that the rapid increase in competition has made it imperative that ebay market the SITE and the huge selection on the site?

I suspect ebay's non-response to seller questions might, in itself, be the response: Focus Category Marketing, Full Speed Ahead! No Site Wide Marketing Campaign...yet again.

But, it sure would be nice if ebay had the guts to say so. Or would surprise me and tell me it won't all be Focus Category marketing this year.

devon@ebay  kyle@ebay  elizabeth@ebay  How about it? Can we get an answer from the Marketing Team about just what ebay is going to be doing? We are fully immersed in Q4 already, so it isn't like they don't know their plans. Can we PLEASE get an answer?

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@my-cottage-books-and-antiques We have asked the Marketing team for any insight that can be shared and as of now we do not have anything that can be shared but if there is something we will be sure to let you all know.

[thelongball]

I'm probably showing my age but many many years ago eBay would send out a 10.00 eBay gift card to all buyers around the holidays. It really gave a shot in the arm to holiday sales for sellers. It would be a especially good way for eBay to attempt to bring back people who haven't shopped on eBay in awhile. A good way to bring back the customers who its lost to the competition. It would be alot more effective than TV advertising. Ebay recovers a part of it when used as the seller is paying the commission on the sale.  

Just a idea as sometimes what is old is new again. 

[masterblasterplanet]

eBay Motors? eBay Sneaker Authenticity Program? Specifically what are the ads for? I'm on social media every day and I haven't seen one eBay ad outside of the two categories I just mentioned. What about the rest of the eBay sellers?

[masterblasterplanet]

I spend most of my day online as many professional eBay sellers do. I'd be fine with eBay advertising pretty much anywhere. Facebook, Instagram, TikTok, YouTube, Yahoo home page, etc... as well as on TV. Again we all know without question how well Amazon is doing. They aggressively run tv ads. If it didn't work they wouldn't be doing it. Better question is why do so many eBay sellers think it makes sense for eBay not to advertise?

I just received a message from eBay today for Holiday 2023 about how/why sellers should advertise... "Maximize your sales potential with advertising".  Again I'll ask why is it ok for eBay not to advertise?

Here's what the eBay Holiday HQ 2023 says about advertising:

50 % Sellers saw 50% more sales when using Promoted Listings Advanced on average, compared to non-promoted items

81 % of consumers said they are likely to click on ads such as a promoted listing

33 % of online shoppers say they are very influenced by ads

55 % of holiday shoppers expect to spend more than planned on holiday-related expenses this year

[masterblasterplanet]

eBay decided a few years ago to focus on trading cards, their Sneaker Authenticity Program, and eBay Motors. eBay needs to broaden that horizon like they did many years ago. eBay means different things to different people. Not to mention I don't think the majority of women would be very interested in those categories not to mention kids.

[masterblasterplanet]

Why does Amazon advertise on tv? Why does McDonald's advertise on tv? Why does Walmart advertise on tv? Why does KIA advertise on tv? These are all companies trending in a positive direction and they all advertise on tv. eBay's numbers are down. They've been going down. I don't care if they advertise on tv, but they need to advertise somewhere. Social media, YouTube, Yahoo home page... It's basic business 101, to stay relevant you have to advertise. As eBay sellers we should be aware of exactly what that ad strategy is and where it will be implemented.

[masterblasterplanet]

You're never too big to fail. Simple business; you have to advertise to stay relevant and keep your company in the customer's mind. eBay has a lot of competition now so it's even more important than ever to advertise everywhere. There's no excuse not to. Many companies challenging eBay for the same customers are aggressively running ads while eBay sits on it's hands. eBay's financial info that's recently been released is trending downward. Sellers and buyers are leaving eBay by the millions.

[masterblasterplanet]

"they need to remind people of the wide variety of items available on eBay that are not available just anywhere."

I think part of the problem with eBay is they don't know what makes them special. I've had numerous conversations with eBay Concierge and they've agreed with me that it makes sense for eBay to figure out which markets exist to make eBay special over other online platforms. For example I sell BMX bikes and components which eBay is the most successful online marketplace for these items including vintage. Amazon is sparse and has only new items in this category in comparison. eBay is the place to go for this type of market. Same with urban vinyl art toys. eBay is the best place for these items especially vintage as well as used or missing packaging. Amazon is for current brand new items for the most part. In several major categories like clothing "used" items aren't unique to eBay because when it comes to sneakers and street wear you can go to Poshmark and for new items theirs a huge number of options. I would think stamps and trading cards are a special category where eBay shines. That said eBay Motors is the main focus of their commercials and that's an extremely competitive market with tons of online sales. eBay is just one of many options, yet they focus the majority of their advertising resources on it. My question to eBay is what are the niche categories that make eBay unique and market those strongly.

[vintagecraze50]

You got a point there for sure.

[vintagecraze50]

Maybe because Walmart  and Ronald Mc and the others are raking in a lot more.

[vintagecraze50]

AD spend phobia.

[vintagecraze50]

I suppose they are not that concerned about LOW spend customers. Nah! We don’t need that anymore now do we ?

[thelongball]

All that is needed on any form of media is a 15 second ad that says:

  Need a holiday gift for that toughie on your Shopping list ?

      Chances are that you can find something on eBay. 

No actors or actresses needed. (They are on Strike anyways) Just the eBay Logo.

This way its a generic for all sellers, not just one category. Just to drive clicks. It could be paid for by all the extra dollars that the Advanced Promotion revenue bring in. If your paying for clicks then the ads will cause them. Then sellers see what their dollars are doing for themselves. 

[onefootflipper1]

Everyone talking about how Wal-Mart, Target and General Motors are still advertising is missing a huge point.

Those other companies have actual, honest to goodness competition. 

Ebay has essentially no effective competition in the sell anything arena. 

Ebay something like a 95 percent marketshare in what it does with 20 competitors fighting over that 5 percent of scraps left over. 

[vintagecraze50]

What makes them special? Luxury goods, car parts, trading cards, etc.  Much of it has to do with more bang for the advertising buck.