In my opinion, Best Match is one of the most significant changes that eBay has introduced in the last few years. It is designed to change the Buyer experience in a big way. And every time the buyer experiences changes, it presents a challenge for sellers.
There are three types of people in the world of ebay; those that watch a change, those that complain about a change, and those who find a way to make that change work to their benefit. For those of you in the third category, I strongly suggest you listen to a podcast that I had the pleasure to record with Ina Steiner of AuctionBytes. Here’s a link to the article, which will allow you to connect to the podcast:
The runtime is almost a half-hour, which, if you look at Ina’s podcasts, you will note is one of the longest ones she’s ever done. There’s a reason for that. Ina understands how important Best Match is to eBay sellers, and wanted to make sure that we provided as much information as possible to her listeners.
But for those of you who absolutely refuse to invest a half-hour of time in your business, let me give you a couple of key thoughts. First, Best Match is an algorithm, and it’s new. So it’s going to change on a pretty regular basis. What’s NOT going to change is eBay’s commitment to Best Match being the tool that will optimize buyer search. So you need to find the best way to exploit Best Match now, and then you need to regularly go back and re-test, to make sure that those findings are still operative. Second, you must, you MUST, you MUST think like a buyer. That’s a fundamental part of any marketing campaign. But it’s absolutely crucial with Best Match. Remember, eBay is trying to optimize the buyer experience. So they’re going to watch buyers, and they’re going to tweak the algorithm based on buyer reaction. If you can get into your buyer’s head, you can get into their pocket. Third, don’t trust the tools that are out there. While they may give you some general guidance and good ideas, the algorithm is constantly changing, and some tools will not keep up with the pace. So do your own testing. Do comparisons with your competition. Run two of the exact same ad at the exact same time, with only one variable, and analyze the results.
There is one other thing you should consider doing. And that’s joining the IMA (you didn’t think you were going to get away without a quick sales pitch, did you?). We have a very active discussion forum with lots of experienced (and well connected) sellers, complimented with giants in the service provider industry like Scot Wingo, CEO of ChannelAdvisor, Brian Lawe, President of MyStoreRewards.com, and others. As changes are made, the Forum is always buzzing with the latest information. The information and ideas you will receive about Best Match alone can make you enough money to pay for your dues ten times over.
So listen to the podcast, understand Best Match, and DON’T JUST SIT THERE!! MAKE IT WORK TO YOUR ADVANTAGE!!
2 comments April 11th, 2008