When an eBay user browses an item category containing a combination of standard listings and classified ads; there is a strong likelihood that all of the standard listings will display before any of the classified ads. (I demonstrated this for a few subcategories in the previous post.) From the standpoint of browsing... If a category contains 100’s or even 1000’s of listings; then, the user may need to read through a great number of pages before he or she encounters the first classified ad. In the “best match” sorting of items, which is the default for eBay; standard ads are grouped together and then arranged so those nearing expiration list first. Likewise, classified ads are also grouped together and arranged so those nearing expiration are listed first. The entire standard ad group would generally display at the top of the listings, and then the classified ad group would follow. If your ad position is beyond the 3rd or 4th page of the listings; then, your classified ad may not get the visibility it deserves.
Before an eBay user chooses a category (or subcategory) to browse; he or she considers which category is most likely to contain the product of interest. If the product was perfume, for example; she would likely browse the Health & Beauty – Fragrances subcategory. If you were an affiliate for a fragrance company; you would not be permitted to place your classified ad inside the Health & Beauty category. You might be tempted to place your classified ad in a different category, such as the Advice & Instruction category where classified ads are allowed; but, you have to ask yourself – would anyone browse that category looking for perfume? Probably not! A lot of affiliate advertisers know this and still post to less desirable categories with the hope that their classified ads will at least gain visibility in the search results.
I’ll be discussing the topic of selecting keywords in the next post; but consider this... I personally believe that a large set of search results will, on average, contain the same ratio of standard listings to classified ad listings as is contained in the primary product category. Remember... Your classified ad will likely take a back seat to standard listings, and classified ads expiring before yours will usually display first. Always perform searches with each of your keywords to determine how they will fair in the search results before placing your classified ad. This is especially important if there are a lot of competing “standard” listings in the main product category.
I clicked through each and every category and subcategory that contains classified ad listings. I determined the total number listings in each of these categories and also the proportion of classified ads listed within that same category. Assuming that an eBay user is browsing the category where your classified ad is listed, and also assuming that he or she will probably not browse much beyond the 3rd for 4th page; I attempted to rate the visibility of your classified ad. Due to poor ad position, I discarded all categories and subcategories that had a large number of “standard” listing. Here are the rating criteria:
Great – The category contains 20 or more items, but less than 50 items. Your classified ad will always appear on the first page of the listings. The fact that the category contains more than 20 listings indicates that the category may be of more interest to eBay’ers. (I know... I’m making a lot of assumptions here. But you have to establish some baseline conditions, and then make adjustments, as necessary...)
Good – The category contains less than 20 items and may not generate a lot of interest; or it contains more than 50 items but less than or equal to 100 items. Your classified ad will always display on the first or second page of the listings.
Fair – The user is browsing the catch-all category “Other”; or the listings span 3 or 4 pages.
Poor – The listings span more than 4 pages. Your classified ad may not get a lot of visibility when the eBay user browses that category.
DATA COLLECTED 03/04/2010
CATEGORIES A B C D
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Everything Else
Information Products
How-To Guides 475 234 49% Poor
Wholesale Lists 73 50 68% Good
Funeral & Cemetery
Caskets 65 21 32% Good
Mortuary Supplies 79 0 0% Good
Specialty Services
Restoration & Repair
Cars & Other Vehicles 278 104 37% Fair
Musical Instruments 7 6 86% Good
Advice & Instruction
Diet & Fitness 34 19 56% Great
Business & Computer 76 10 13% Good
Web & Computer Services
Other 48 12 25% Fair
Web Hosting 98 2 2% Poor
Artistic Services
Custom Crafts 90 10 11% Good
Other 57 5 9% Fair
Photography 80 2 3% Good
Interior Design 11 1 9% Good
Home Improvement Services
Other 31 13 42% Fair
Kitchen 3 1 33% Good
Landscaping 6 3 50% Good
Flooring 3 1 33% Good
Roofing & Siding 2 1 50% Good
eBay Auction Services
Shopping Assistance 24 12 50% Great
Packing & Shipping 18 3 17% Good
Appraisal & Authen 4 2 50% Good
Other 14 1 7% Fair
Custom Clothing & Jewelry
Jewelry 97 5 5% Good
Costumes 21 3 14% Great
Printing & Personalization
Holiday Cards 51 0 0% Good
Business & Industrial
Business & Websies for Sale
Patents & Trademarks 80 13 16% Good
Vending & Coin-op 45 7 16% Great
Manufacturing 50 13 26% Great
Wholesale Trade & Distr 59 10 17% Good
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A = Total number of listings
B = Number of classified ad listings
C = Percentage of classified ad listings
D = Classified Ad visibility
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