In previous posts in this series, I eluded to the action of eBay users clicking through to the merchant website and purchasing a product. However, eBay doesn’t allow affiliate links in classified ads. In fairness to eBay; I can understand why classified ads have such restrictions. EBay has earned a great reputation for being an auction site. That is its primary function, after all, and they don’t want to risk changing a successful business model. They must guard against classified advertisers bypassing the listing charges associated with “standard” auction and “buy now” formats. Classified ads represent a very small portion of the listings on eBay. There are maybe 20,000 listings a month. Consider that the average cost of a classified ad is maybe somewhere around $11 USD. This would yield a monthly revenue stream of $220000.00 USD a month. This amount is really trivial compared to the overall revenue generated by eBay every month!
The Rules –
Unfortunately, eBay rules are not clearly stated on the website. In fact, there have been stories about eBay support staff not completely understanding the rules. The following rules have been passed-on to me from other Internet marketers and also from information provided in the eBay forums. This is not a list of “official” rules. I suggest that you contact eBay if you have specific questions about what is, and is not, allowed in your classified ad.
EBay states that a classified ad can only be used to gather a list of referrals. You cannot conduct any type of business transaction directly from your classified ad.
Things you cannot do...
- You cannot place text or image links into your classified ad when those links send the eBay user to an external website. This includes any affiliate hop link (a link to the affiliate product page that incorporates your affiliate ID). You can, however, link to products in your eBay store and to your eBay “about” page.
- You cannot incorporate an email opt-in form in your classified ad.
- You cannot include payment buttons within your classified ads. This includes PayPAL “buy-now” buttons.
- You cannot sell or trade, or otherwise fail to keep private, the email addresses that you receive through the classified ad referral form. You must, in fact, abide by the eBay Privacy Policy.
Things that you can do...
- You can embed video into your classified ad. You can, for example, include embed code for a YouTube video. You cannot, however, use the video as a link to an external website.
- You can incorporate a button to allow the user to directly download a free media product, such as a PDF e-book, MP3 audio file, video file, etc. Be sure to provide a direct download link... You are not permitted to send the user to a download page, as that constitutes an external website. I cannot guarantee that eBay won’t complain about the download button; but if they do, you could provide a link to your eBay “about” page and offer the free download from there.
- You can display an email address (to an opt-in email list, for example) or the address of your website. These addresses can be displayed in large bold fonts; however, they cannot be part of a link!
To Comply, or Not To Comply... That is the Question –
EBay classified ads are, in my opinion, a very modest vehicle for affiliate marketers. I believe this would be true even if you could place a hop link directly inside the classified ad. When you take away the hop link; your chances of getting the eBay user to the merchant website, with your affiliate ID intact, drops significantly. In fact, there are probably better places on the Internet where you can more effectively place your classified ad.
I am not advocating breaking any of the eBay rules! So far, eBay has not closely monitored classified advertisers; but that could change! You risk having your ad taken down without a refund of the ad charges. EBay could also ban your account. You have to decide if the advantages of breaking the rules are worth the risk! A large majority of the classified ads currently running on eBay break one or more of the rules. I can’t image that eBay is unaware of this. It’s probably a balancing act… overlooking the external links so to not discourage a large community of classified advertisers. Non-compliant classified ads, realistically, don’t endanger the profitable revenue streams that drive their business. (This is strictly my opinion, and others may disagree!)
Methods to Advertise and Stay Compliant –
Some classified advertisers are offering free downloads of a PDF e-book or report that contains links to their website, affiliate hop links and links to email opt-in forms. The free PDF report could, for example, compare your affiliate product to similar products being offered in “standard” auction and “buy now” formats. The download button can be placed directly inside the classified ad.
When the advertiser is adhering to the rules; it seems that eBay classified ads are better suited to building email lists; but, a large email list is a powerful marketing tool! Keep in mind that classified ads can be used to build email lists, help grow your branding, and drive traffic to your website.
Final Comments –
I’ve been told that new rules are in effect for affiliate marketers. For example, anytime your classified ad or website provides an affiliate hop link; you must state that a commission will be earned when the user clicks through to the merchant website and purchases the product. I include small print at the bottom of my ad stating that I earn affiliate commissions on all sales referred by the ad.
This series of BLOG posts has, by no means, provided a step-by-step guide to writing and placing classified ads. I’ve focused mostly on ad visibility and also challenged some the hype surrounding eBay classified ads. There are a lot of resources on the Internet regarding methods for writing good ad copy. I’ll cover a lot of this information in future posts; but definitely Google for any information that you need to get started now. Also check out some of the related YouTube videos. Just don’t fall pray to all the hype!
I'll follow-up, soon, with some eBay classified ad Q&A posts. Let me know if there are specific questions you would like me to answer.
As always, I would appreciate your feedback!
-Ron
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