📈 Strong Growth in Ad Revenue
eBay's Q2 2024 report revealed a 12% growth in first-party advertising, with total ad revenue now representing 2.2% of Gross Merchandise Value (GMV). With over 3.1M sellers adopting a single ad product and 1B live promoted listings out of 2.1B total listings, eBay's ad business is now a significant income stream, effectively doubling final value fees for sellers.
🛠️ Redesigned Advertising Platform
In July 2024, eBay launched a redesigned advertising platform that simplified ad creation and management. This new interface features a centralized dashboard with near real-time metrics and personalized campaign recommendations. Sellers can now see suggestions like adding keywords or lowering bids for better performance, while AI-optimized campaigns highlight trends relevant to their inventory.
🌐 Promoted Offsite Ads & New Solutions
eBay's Promoted Offsite ads enable sellers to reach broader audiences through channels like Google, using a dynamic CPC model. The new Promoted Stores format increases brand visibility. eBay has also unified its ad solutions into three distinct offerings, simplifying choices for sellers across auction and fixed-price formats.
🕒 Patience in Ad Optimization
eBay advises sellers to be patient with their campaigns, especially new Promoted Offsite ones, due to a learning period that can last weeks. Making changes too soon can disrupt this process, leading to suboptimal results. eBay suggests continuous campaigns for better long-term performance, allowing the algorithm to adjust and optimize effectively.
How will eBay's ad changes impact sellers in the long term?
