Recently I was invited to attend a telephone conference and put a few questions to some of the heads of the eBay Best Match European Team and I asked a couple of awkward questions about eBay best match tips and eBay best match optimization. Some of the main points I will mention here.
How does the eBay best match work?
If you are ‘tech savvy’ you will know that search engines operate based on a mathematical formula namely an algorithm and eBay’s best match search is no different.
Key factors that influence eBay Best Match Optimization
- Free shipping helps. Buyers like to see free shipping and eBay’s again rewards listings with free shipping. Yes if you include your shipping costs in your selling price you will pay a percentage to eBay in fees. eBay say “The amount of extra sales you generate by using free shipping will offset the small increase in the amount of fees you pay”
- It was confirmed that Feedback percentage is not as important as Dsr’s when it comes to determining search standing in eBay best match. High dsr ratings and seller status will affects search standing more than your feedback percentage.
- Keywords are important. Do not include any keywords in the title which are irrelevant to the product. If your listing obtains more search impressions and the buyer is not looking for that particular product this will have a negative effect on search standing.
- DO, include as many laser targeted relevant keywords in the title as possible. Basically anything that a buyer would type in to buy the exact product you are selling. For example people looking for Ipods are not looking for ipod skins so you would not include the word skins in your listing title and vise versa.
Some of the main points which came directly from the horses mouth (Tom Wagstaffe from eBay’s European best match team) are summarized here;
- Sales history is important, listings with more recent sales get more best match points
- The number of search impressions divided by the number of sales a listing receives is important. The eBay best match algorithm calculates a conversion rate for every buy it now listing. When a potential buyer types in a relevant keyword into the eBay search bar, every time a listing is displayed on the search page it gets an impression count. If the buyer clicks through and buys the product then that counts as a sale. Suppose your listing had 50 search impressions and generated 2 sales from those impressions, the conversion rate would be calculated like this;
(Number of Sales) ÷ (Search Impressions) x 100 = (conversion rate percentage)
2 Sales ÷ 50 Search Impressions x 100 = conversion rate of 4%
Listings with higher conversion percentages receive more eBay best match brownie points and the eBay Best Match Boost listing strategy shows you exactly how to make your buy it now listing conversion rates soar.
Anyone who grabs a copy of the eBay Best Match Boost listing strategy will also get to download the complete 50 minute conference call on MP3, where I get to ask a couple of questions confirming these key points with eBay’s top dogs. On this MP3, Tom Wagstaffe from eBay’s head office also reveals insider information on how to make sure you’re an eBay best match maverick!
eBay Best Match and related eBay articles:
- Ten tips to sell your unwanted presents on eBay (timesbusiness.typepad.com)
- eBay is a Style Barometer: Plaids, Rocker-Chic and Leather Jackets are Hot, Says Constance White (beet.tv)
- What eBay Can Teach the U.S. Treasury (blogs.wsj.com)