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 Understanding and maximising eBay "Best Match" 
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Post Understanding and maximising eBay "Best Match"
eBay Best match has now become the default search result display across the UK and US sites, and many sellers have noticed a big drop in sales since its introduction, with many of their items not showing on the front page of search results, even when they are due to end.

I found an excellent guide available for free download and distribution by a prominent US eBayer called Doug Feiring from AuctionInsights.com.

A brief summary of what influences best match as taken from the book.

Quote:
Understanding Best Match is important because your auction listings can be rewarded or punished in the search result listings based on the factors listed below.

If your listings are punished, you may never find your way to the first page of the eBay search results. This is a precarious fate for an eBay seller, because that means bidders aren't seeing your listings. And if they aren't seeing them, they are not bidding on them and you're not making the sales.

Conversely, if your listings are rewarded because you have mastered these factors, they may linger at the top of the search results for much longer than they would have under the old default search algorithm and sort method. Improve any of these factors and your rankings in eBay's search results will improve as well.

Relevancy.
The relevancy score is determined by historical buyer behavior for a particular search query. For listing titles that are similar to yours, eBay determines how many times in the past those auctions were clicked on, added to watch lists, bid upon, and ultimately resulted in a sale. The more often these bidder activities occurred, the higher the relevancy score for the keywords in a particular auction title.

Desirability.
Another factor influencing eBay's Best Match search results is something termed “desirability.” This is a relatively basic function of supply and demand. If most searchers on eBay using the query “iPod nano” are actually looking for the MP3 player vice iPod accessories (such as chargers or cases) then the demand for listings of Apple MP3 players is high. If most of the listings with the keywords “iPod nano” in the title are actually selling accessories, then the supply of iPod nano MP3 players is low. Auctions where supply is low and demand is high will score well for desirability.

Keywords.
Keywords are the words that the eBay seller includes in the precious 55 characters of the listing title. These words are used to determine the relevancy and desirability scores of the auction listing. Selecting the right keywords represent the most efficient way to influence your search result ranking in Best Match. Visit the “BayEstimator” on the eBay Labs website to test how your keywords score for a particular search query. Click ► http://labs.ebay.com/raghavgupta/demoto/to

Item Specifics
Much the same as Search Engines rank webpages, Best Match also gives higher ranking to listings that have relevant or related Item Specifics in the listing. In conjunction with the new search layout, Item Specifics are vital as these are being offered up to viewers as a further method of filtering results.

Time Remaining.
Although time remaining used to be the only factor that influenced the default eBay search results, it still carries substantial weight in the Best Match algorithm. Due to the influence of the other factors in the algorithm described in this book, having the listing that is ending the soonest no longer guarantees you the top spot in the search results. It won't even assure of being listed on page one!

Seller Performance.
Sellers with positive feedback ratings of 95% or less over the last 30 days will see a decrease in exposure under the Best Match search result listings. Remember, neutral is the new negative – so neutral feedbacks count against this seller performance score. Sellers with Detailed Seller Ratings (DSR's) less than 3.9 for the past 30 days will also see their listings appear lower in the search results. Conversely, sellers with shipping and handling DSR's above 4.7 and/or an overall DSR average of 4.8 will be rewarded with higher rankings.

Shipping and Handling.
Quoted in the New York Times Technology Blog, John Donohoe, the new CEO of eBay, made it clear that shipping and handing fees and shipping methods influence a listing's rankings in the Best Match search results. He said, “Sellers that provide reasonable and fast shipping, even free shipping will rise to the top.”


The rest of this article can be downloaded here -
http://www.powersellersforum.com/BestMatchMadeSimple.pdf

It's vital reading for anyone needing to get to grips with the basics, and wanting to develop a long term listing strategy.


Fri Oct 03, 2008 7:34 pm
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Thanks Steve, useful information!

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Sun Oct 05, 2008 2:45 pm
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Post Re: Understanding and maximising eBay "Best Match"
Two of eBay UK’s top search managers hosted a webinar yesterday - Jay Spanton, Finding Manager, and Mark Davis, Best Match Manager both spoke at the event co-hosted by ChannelAdvisor.

http://www.channeladvisor.co.uk/webinar ... 00pCf.html (possibly expired if not registered in advance)

Somebody else has very kindly summarised the key points

Quote:

eBay emphasized the difference between Search and Best Match - Search determines which products are selected based on the keywords a buyer searches for. Sellers need to understand what terms buyers use and include popular alternatives in 55 character title. (eg motorcycle/motorbike). Good keywords, along with selecting the best category and item specifics, will avoid your item being filtered out of search results before they’re sorted by Best Match.

Auctions are sorted by time ending first and DSR (4.3 or lower they are demoted) but over this - its just time ended first.

Buy it now
-Recent sales (something which sold 5 in the last 2 days, is higher promoted than something which sold 10 in the last 7)
- Sellers with DSRs under 4.3 are demoted
- Relevance i.e Number of keywords you stuff into the title
Price lowest to highest - although eBay are relying on people charging high postage being demoted by buyers on DSRs, and look on price on its own - not price and postage. The price used in Best Match does not include P&P but reasonable charges will help keep DSRs high and avoid demotion

Then - these results are merged to a mix of auctions and buy it nows which the buyer sees based on their query, this is based on what buyers looked at on similar searches - and it varies across the categories, what applies to clothing wont necessarily apply to DVDs

The exact keywords which are top scorers depend on the title - Use alternatives in the title - Motorbike, Motor Bike, MotorCycle was the example they gave (55 characters!!!) - your description at the moment has no relevance to where you are returned in best match, your title and item specifics matters most with this.

Do not use dashes or stars in your title - eBay suggested looking at completed items and seeing why it was visited so often

They suggest if you have 10 of an item to put them on a single listing

They showed a matrix of what to list and how,
Low demand/with certain price, and high demand and a certain price - use Fixed Price

For items which have an uncertain value, and low demand, specialist stuff, they say Fixed Price, with best offer or auction with a BIN

If its a high demand item and price is uncertain use auction.

They are encouraging sellers who have lots of one item to list it on 30 days with a fixed price

The scoring they give on best match based on recent sales does not apply to auctions. . . Even if you relist it - just BINS

Shop Owners, use markdown manager to drive sales, and best offer - both are available free to shop owners, - its worth putting best offer auctions are private so peeps can not see what the lowest price was which you took for something!! (Only the canny will work it out)

Relist it within 7 days else your best match score is zero'd

They say if you use Featured First then you are guarenteed to be at the top of the first page of all listings - but there are 2 slots, so if more than 2 selers have used Featured First - then you will all be rotated - so for instance in clothing - its worked for one seller in particular as they have 300 of one top, but I wouldn't consider it on anything else. Plus when they relist that item, they switch Featured Plus off and will retain any best match score providing they do not amend the category on eBay, the title or put the price up.

Featured First returns your item at the top of the page which Best Match places it on - so if your items are on page 10 consistently, it will be putting them to the top of page 10 - not page 1

To find successful keywords
Think - what you would use when looking for something?
They suggest looking at eBay pulse
http://pulse.ebay.co.uk/ (although I strongly believe that this has little relevance to top selling lines, more just unusual listings )and also www.kmap.com and the Keywords Index - http://category-keyword.ebay.co.uk/defa ... egory.html

They also suggest you monitor your 30 day DSRs - although these are simply an average across all sales so will not show if you have a problem in one category, or if they have dropped due a number of 4 ratings, rather than a deliberate 1 rating

Item location is important, check yours is right on your listings as peeps are filtering out the countries which they are no resident in.

eBay are looking at the choice policy for clothing sellers, so eventually we wont have to list everything in a size 8 10 12 14 16 18 etc - they are encouraging people to report anyone who is listing like this in their titles -so please dont!

They are asking for improvement ideas on the search and category chat board in the forums - http://forums.ebay.co.uk/forum.jspa?forumID=5

I.e. Ann Harvey is spelt in the drop downs in clothing as Anne Harvey! O'Neill isnt there, they say they won't implement everything but its the place to go to be heard.

The order of the keywords in your title currently (and thats the key bit) currently doesnt matter - they are not sorted by relevance from title.

They also said - controversially, "new" isnt required in the item title as People do not search for it - they say this is a waste of characters and there are better things to use - I do not agree with this. As a Buyer myself, I like to see the word "new" jump out at me in a title, and the keyword index also suggests that "new" is indeed a regualr term in searches.

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Thu Dec 11, 2008 11:19 pm
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Post Re: Understanding and maximising eBay "Best Match"
usfull info,

thanks steve.

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Sun Dec 14, 2008 8:25 am
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Post Re: Understanding and maximising eBay "Best Match"
Thanks for posting this :)

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Tue Feb 10, 2009 5:30 pm
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Post Re: Understanding and maximising eBay "Best Match"
Just when I thought I had the hang of it a new "science" has taken off.
Thanks for the info

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Wed Apr 15, 2009 6:32 am
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Post Re: Understanding and maximising eBay "Best Match"
good advice..
thanks steve..


Tue Jul 21, 2009 7:28 am
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Post Re: Understanding and maximising eBay "Best Match"
Hey Steve,

This is exactly what the doctor ordered, to me you need to get the "best match" feature under wraps in order to level the playing field on eBay otherwise i feel newbies will be just a non starter in the game!

John.

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Post Re: Understanding and maximising eBay "Best Match"
Hmmm, best match is not the most important eMarketing aspect to be aware of.

Simply ensure your listing is accurate and addresses the main selling points, make sure it comes across proffesionally. If you get the keywords right then yes, this will have a large impact. eBay is an increasinly tough market to enter so as John mentioned - newbies be ware!

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Wed Apr 27, 2011 11:04 am
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Post Re: Understanding and maximising eBay "Best Match"
Thanks for articles! :D


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At that point - these outcomes are converged to a blend of sales and get it nows which the purchaser sees in light of their question, this depends on what purchasers taken a gander at on comparable pursuits - and it changes over the classes, 500 Word Essay Example what applies to dress wont fundamentally apply to DVDs


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Post Re: Understanding and maximising eBay "Best Match"
thanks steve.. useful information...










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Post Re: Understanding and maximising eBay "Best Match"
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Post Re: Understanding and maximising eBay "Best Match"
Best Match is the default sort order used by eBay, and the idea is to help buyers find the products they need efficiently, and from sellers they trust. What this means for you as a seller is getting your listings in front of those buyers most likely to be interested in your products, and this is one of the keys to succes














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Post Re: Understanding and maximising eBay "Best Match"
The thing is, there are 28 aspects of Gold Standard listings. That's a lot of optimising. Sure, I'd really like to be a 'Gold Standard' person; volunteer more, learn new languages, save the world, read more, meditate daily, grow my own vegetables, spend quality time with family ... I think you get the point ... but that's not exactly feasible to tackle all at once. Instead, we all make personal goals a few at a time, based on what we expect to have the most impact and be reasonably achievable given our limited time. The same applies to listing optimisation. Not all optimisations are equal ... at least that's our hypothesis.




















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Post Re: Understanding and maximising eBay "Best Match"
It was in 2008 when eBay’s marketplace started to change and the company implemented detailed seller ratings (DSRs). Prior to this, it was just about getting feedback from buyers and also leaving feedback for buyers. If you had more positive feedback compared to others in your category, you would have better rankings in search and better conversion rates. Ultimately, customers looked at feedback to make their buying decisions.































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Post Re: Understanding and maximising eBay "Best Match"
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Post Re: Understanding and maximising eBay "Best Match"
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Post Re: Understanding and maximising eBay "Best Match"
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Post Re: Understanding and maximising eBay "Best Match"
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Very useful information! THanks!

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Sat Sep 23, 2017 10:33 pm
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Everyone should keep these tips in mind.

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Great post! Thanx for the share!!!

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