How to optimize the Best Match ranking and keyword advertising strategy of eBay products

For eBay sellers, it is important to understand the Best Match rules, because this directly affects the traffic acquisition of the store. Best Match is the default search sorting method on eBay platform, aiming to provide buyers with the most relevant product display.

eBay Best Match ranking rules

eBay’s Best Match ranking rules mainly include the following aspects:

1. Recent sales conversion rate: The higher the sales conversion rate, the higher the ranking.
2. Removal time: Products that are closer to their removal time are ranked higher.
3. Product relevance: The greater the relevance of the title to the buyer’s search terms, the higher the ranking.
4. Price and shipping cost: The lower the price, the higher the ranking; products with free shipping/free shipping usually rank better.
5. Seller service level: Including product quality assessment, seller service, logistics service, logistics arrival time, shipping and handling fees, etc.
6. Seller’s safety and integrity performance: Such as seller service level ratio, buyer complaint ratio, buyer satisfaction and evaluation.
7. Return and exchange service: Products that provide high-quality return and exchange services are ranked higher.

Methods to improve eBay Best Match ranking

Upgrade seller level

Make sure your seller level is always above the minimum standards, as seller products that do not meet the standards will be demoted in search results.

Choose the appropriate publishing method

Choose an appropriate listing method based on the buyer habits of the target market, such as auction or fixed price.

Write an effective title

• Use keywords that are highly relevant to the product.
• Clear description and include information such as brand, designer or purpose.
• Set product detail attributes.
• Spell correctly and avoid punctuation and asterisks.

Choose the correct product category

Publishing products in the most relevant categories can help increase purchase rates.

Set competitive prices

Pay close attention to the prices of competitors and adjust the prices of your own products in a timely manner.

Free shipping

Products that offer free shipping are more attractive to buyers and can help increase sales and rankings.

Consideration factors for different publishing methods

Auction items

• Product relevance
• Detailed Seller Review/DSR
• Remaining time of product

Auction items can get more exposure before the end.

Price-priced products

• Recent Sales
• Relevance of product title
• Detailed Seller Review/DSR
• Total cost of goods
• Latest release time

The shelf time of priced items will affect their search ranking.

Keyword advertising strategy

Being familiar with keyword ad ranking rules can help reduce advertising costs. The order in which your ads are ranked is determined by your keyword quality score and the price per click set by the seller.

Keyword Quality Score

• Predicted click-through rate
• Ad online performance
• Relevance

Set CPC price

The price per click that the seller is willing to pay will not be higher than the set price per click for the keyword.

Advertising placement steps

• Early stage: Optimize title keywords, product main images, descriptions, reviews, etc.
• Mid-term: Select advertising products and keywords and carry out delivery planning.
• Post-production: Data analysis and optimization, eliminating products that cannot be ordered, and optimizing products that can be ordered.

Automatic and manual delivery

• Automatic selection: Suitable for sellers who want to simplify the operation process. The system automatically optimizes and adjusts ads.
• Manual selection: Suitable for sellers who want refined operations and can manually adjust keywords.

In summary, by optimizing Best Match rankings and rationally using keyword advertising strategies, the exposure and sales performance of eBay products can be effectively improved.