pla @ ebay
TRANSCRIPT
Product Listing Ads @ eBay
Jun Yu
eBay Marketing Science
Oct 2016
About Me
Applied research tech lead in eBay paid search and eBay Partner Network.
• Ph.D. in CS from Oregon State University and my research focuses on Probabilistic Graphical Models.
• Applied researcher @ eBayo Seller risk management & defect predictoro Paid search o eBay Partner Network (eBay affiliate program)
• Passion for data (a lot of data) and using machine learning to make sense of data.
• 15+ publications in top ML conferenceshttps://www.linkedin.com/in/junyuorst
Paid Search & eBay Partner Network
TextAds
ProductListingAds
ePN
Product Listing Ads (PLA)
Our Mission
Drive more traffic to eBay by showing our best inventories on Google search result page.
• Traffic (click and conversion)
• Revenue
• New Buyers and Reactivated Buyers
• Brand awareness
• …
Challenges
• Marketplace datao Semi-structured o Highly customized o eBay scale
• Data is extremely sparseo CTR and CVRo Dynamic inventory
• Fast-changing marketo Competitiono Trending
Antique clock
iPhone7 jet black 128GB
Challenges
All LiveListings
Listingswithimpressions
Listingswithclicks
Listingswithconversions
• Marketplace datao Semi-structured o Highly customized o eBay Scale
• Data is extremely sparseo CTR and CVRo Dynamic inventory
• Fast-changing marketo Competitiono Trending
Challenges
• Marketplace datao Semi-structured o Highly customized o eBay Scale
• Data is extremely sparseo CTR and CVRo Dynamic inventory
• Fast-changing marketo Competitiono Trending
Workflow
Google/Bing
ImpressionClickCost
eBay
Filtering Grouping Bidding
BidsFeeds
Traffic
PLA Model
Budget
RevenueConversion
PLA Model: Filtering
Filtering Grouping Bidding
PLA Model
• Seller Risk Filter
• High Price Filter
• Google/Bing restrictions
PLA Model: Grouping
Filtering Grouping Bidding
PLA Model
Group listings based on their similarities:
• Estimated Revenue per Click (RpC)
• Estimated Cost per Click (CpC)
• Product information
PLA Model: Bidding
Filtering Grouping Bidding
PLA Model
The bidding strategy:
• Estimate the relationship between cost and revenue
• Allocate budget to each group to maximize overall ROI
• Adjust the bid to hit the budget
Evaluation
10% Listings
10% Listings
80% Listings
Control
Treatment
Production
Lift ± CI ROI
A/B Testing Framework
Champion
Challenger
Other Bidding Optimizations
• Device-level bidding
• Geo bidding
• High frequency bidding
• Item image optimization
• Item title optimization
• Retargeting