Deep insights on the advertising strategies efficiency
help to define the tools and approach that will be effective for your sellers in a long term.
The University of Washington researched
the efficiency of the search-based ads and social media endorsement, and found the following correlation:
1. Search-based advertising is more effective for low-reputation sellers because high-reputation sellers' items appear at the top of the search results, and if their ads are displayed alongside, it can create an over-exposure.
2. Sellers with less product variety and a higher price level are more likely to use search-based ads.
3. Search-based ads have
a higher marginal effect on traffic than social mediaendorsement.
The Carnegie Mellon University research
revealed another trend—the advertising effect is different for different types of products:
- in clothing, ads conversion rate is higher than the organic listings;
- in electronics, ads convert with a lower probability.
Knowing those trends and the unique patterns that work for your ecommerce marketplace shopping center, you can choose the advertising tools that best suit your web multi-seller shopping mall platform, sellers and the product type. Kick-start advertising for the sellers-newcomers
that lack the resources and knowledge by providing them with guidelines and affordable tools.
the sellers on online advertising: