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The problem with QCP for auto sites...

The problem with QCP for auto sites...

(20 Replies / 1,626 Views)
The problem with QCP for auto sites...
Sep 20, 2009 03:04 AM
I've watched QCP value steadily decline on my auto site since data started being offered in August. Like clockwork EPC has been dropping by a penny or so every other day despite nothing having changed on my end in that same period. My average daily EPC under QCP is not acceptable, literally, and even adsense on the very same pages pays twice as much.

In reading "Quality of Traffic Evaluated" https://publisher.ebaypartnernetwork.com/files/hub/en-US/quality.html it's apparent there is a glaring problem with how QCP is applied to auto based sites.

From the article
Long Term Value - Publisher sites that establish relationships with their users, and keep those users coming back to eBay to buy, will drive better long-term value than sites that send users who shop on eBay once and never visit the site again.

I had a forum regular purchase a 79,000 Mercedes this week which to me is great value BUT I highly doubt there's anything I can do to make him (or anyone) buy a vehicle once a week/month/whatever.

In other words car buyers simply do not buy very often and QCP EPC is showing me that i'm likely being paid less because of this despite sending hundreds of people to eBay daily.

Can a pink shed light on if there is any possibility that QCP for autos is going to be re-evaluated anytime soon?
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by hernangn (23 ) View Listings
(20 of 20)
Re: The problem with QCP for auto sites...
Oct 5, 2009 10:59 AM
Sad, so sad.

After 5 days of QPC, I'm seeing how my earnings are dropping 75% in comparison with last months under old system.

There isn't motivation here to keep improving my site for eBay Motors. This QPC program is... :(

I'm wondering one more time, what we can do under the QPC program in order to keep the same earnings we had w/ old system?? ?:|
(19 of 20)
Re: The problem with QCP for auto sites...
Oct 1, 2009 07:02 AM


We also checked the data two ways – one for publishers whose primary category was motors (who drove more traffic to motors vs. any other category as seen in the category report), the other for folks who were vehicles heavy (where there motors category represented >50% of all the revenues). The interesting result was that the folks who’s sites were more targeted (publishers for whom motors were >50% of their revenues, vs. just a majority of their revenues), tended to do even better vs. CPA.


1) Was this an analysis of targeting? Were you comparing the landing category to the sales category or just looking at the sales category and assuming targeting? Sounds like you looked for motors, then assumed targeting from the quality results and the percentage of sales.

2) Can we assume that category focus is rewarded? From your last sentence above, it sounds like category variances are ranked lower in quality. A general shopping site would have greater disparity. A site that allowed open search would too, though it would probably drive more traffic than if it had no search feature. Or is the higher revenue just a reflection of the higher dollar values in motors?

3) Was this done at the campaign level or overall? Does it hold up at the campaign level?

4) Will a site that presents items from a single category score higher? This is a core issue. If QCP primarily rewards category focus, we can focus our sites on specific categories rather than say, keywords.
(18 of 20)
Re: The problem with QCP for auto sites...
Oct 1, 2009 05:41 AM
Thanks Will.

I noticed in the beginning of the month the qcp earnings are low but then the catch up at the end. much of a relief for me.
(17 of 20)
Re: The problem with QCP for auto sites...
Oct 1, 2009 02:03 AM
Thanks for the reply Will.

I posted the OP after seeing QCP drop steadily day by day but I am still ahead with the new system, my fear was the trend aiming straight for the cellar. Ironically the trend reversed itself when I wrote the OP and has climbed steadily since.

I know were in good hands but it does still come down to earnings and big changes like this are life altering at times. In my case I've been devoting more time to my online efforts and had plans of continuing to make EPN a central part of that. I think the title of this thread should have been slightly different too, ah well.

I just wanted to add that in my case the downwards trend reversed itself after I made some (rather minor) quality improvements on my end. Quality is the new name of the game and I think that's a good thing.

Thanks again Will for letting us know we're in good hands.
(16 of 20)
Re: The problem with QCP for auto sites...
Oct 1, 2009 12:00 AM
Hi hotstuffdesigns and planetearthautos,

Thanks for sharing your concerns on how QCP affects auto sites. As you point out, vehicle sales are special in that there tends to be a longer purchase cycle than for other items. We spent a good amount of time thinking about the effects of QCP for publishers primarily promoting the vehicles category. For these publishers, as Chris was saying there tends to be more of the value that comes from the long-term component of the QCP calculation.

Our analysts just re-ran the numbers for all publishers since Aug 19th and we confirmed that under QCP there are actually more publishers making more money or staying about the same (vs. the current rev share model) as were losing in the vehicles category. This was true across publishers of all sizes.

We also checked the data two ways – one for publishers whose primary category was motors (who drove more traffic to motors vs. any other category as seen in the category report), the other for folks who were vehicles heavy (where there motors category represented >50% of all the revenues). The interesting result was that the folks who’s sites were more targeted (publishers for whom motors were >50% of their revenues, vs. just a majority of their revenues), tended to do even better vs. CPA.

Finally, we also broke out the motors category into publishers who drove primarily parts and accessories and those who drove primarily vehicles. We did not see publishers who drove traffic primarily to vehicles were disproportionally affected negatively, given again that we’re taking both long term and short term value into consideration when we calculate EPC.

So we feel confident that the system is rewarding motors affiliates appropriately and according to the numbers this group is not losing more often than other categories under QCP.

As to your specific question about whether QCP for autos will be re-evaluated soon, we will definitely continue to monitor traffic coming from vehicles publishers and hope to evolve pricing in the future as the vehicles category evolves to make sure we are as attractive of a program as possible for our best affiliates.

Will
(15 of 20)
Re: The problem with QCP for auto sites...
Sep 29, 2009 09:38 AM
@planetearthautos: You must have really good traffic, if you're traffic is consistent like that. Too bad eBay doesn't like that.
(14 of 20)
Re: The problem with QCP for auto sites...
Sep 28, 2009 01:57 PM
@Chris.uk

Quality Click Pricing Preview...

Date - Clicks Current EPC ($) Current Earnings ($) QCP EPC ($) QCP Earnings ($)

9/14/09 - 78 1.00 77.87 0.04 3.12
9/15/09 - 49 1.68 82.12 0.04 1.96

So $77 is now $3... and $82 is now $2

And why did you avoid the OP's original question..
"Can a pink shed light on if there is any possibility that QCP for autos is going to be re-evaluated anytime soon?"

I don't think I can stay here with a 90% plus decrease in revenue.

.
(13 of 20)
Re: The problem with QCP for auto sites...
Sep 28, 2009 01:27 AM
Under the new QPC, how or what we can do to get the same revenue per car sold ?

Under the current system is among $60 and $70 which is fear... under QPC is like $10 or $15 ?:|....

Please, an advice for a beginner.

Thanks.



Good luck with that. Do the math, take the difference, divide by EPC then divide by average clicks per day to get the days required to recoup the difference. Each time you make a sale, recalculate using the outstanding balance plus the new balance. Looks a lot like never to me.
(12 of 20)
Re: The problem with QCP for auto sites...
Sep 27, 2009 01:15 PM

If you are driving new users to eBay and they are purchasing a car, the revenue eBay makes from those purchases will contribute to the long term value aspect of your earnings under Quality Click Pricing just as they currently contribute to which ACRU value tier you are in.


"long term"... so that means auto site owners will be broke for an awful long time. And then what? Learn that the "long term" values still equal to bad business? These are words without any actual projected figures to say what that will add up to, if anything worthwhile to the view of a publisher.
(11 of 20)
Re: The problem with QCP for auto sites...
Sep 27, 2009 11:07 AM
Under the new QPC, how or what we can do to get the same revenue per car sold ?

Under the current system is among $60 and $70 which is fear... under QPC is like $10 or $15 ?:|....

Please, an advice for a beginner.

Thanks.
(10 of 20)
Re: The problem with QCP for auto sites...
Sep 25, 2009 02:11 AM
If the initial value is incorporated into the long term value for big ticket items, which isn't the impression I got from the wording in the FAQ or seeing my stats drop like a rock, then I would think there's hope for ebay motors based affiliates. Please understand my concern is coming from the data I am seeing in this early stage.

I'm also happy to say that some changes on my end, parsing of some campaign links and other various minor changes seem to have my average EPC under QCP heading back up slightly. There's light at the end of this tunnel still, and thank you for that reply Chris.
(9 of 20)
Re: The problem with QCP for auto sites...
Sep 25, 2009 01:42 AM
Actually, since you can't assign any long term value to someone buying a car only once is there any chance that eBay motors be paid out under the existing system until this has been resolved?

Long term value + car buyer = not a good match, the price is too high to expect multiple car purchases.


Hotstuffdesigns, thanks for the question. When we talk about 'long term value', in simple terms what we're looking for is how much the new ACRUs you drive to eBay are worth. This is essentially the same under Quality Click Pricing as it has been under the Value Based ACRU system for the eBay US program.

If you are driving new users to eBay and they are purchasing a car, the revenue eBay makes from those purchases will contribute to the long term value aspect of your earnings under Quality Click Pricing just as they currently contribute to which ACRU value tier you are in.
(8 of 20)
Re: The problem with QCP for auto sites...
Sep 23, 2009 11:52 PM
High price items in general and cars in particular are obsolete now. Ebay does not want to pay affiliate for cars any longer because ebay think cars' buyers will check Ebay anyway for cars.
If you have sites selling items where commissions are higher than $20-$30, move on. This is not what Ebay is looking for.
The next move should be laser targeted site for low price items. The less you put in ebay's wallet, the more they pay you...until they'll find out it's not going to work forever.
A car is a high price item where a buyer can save substancially on Ebay. Cheaper items are less attractive for buyers because you can get them anywhere anyway and you won't save much money on them, especially when the shipping makes the item (most of the time used) more expensive than in store.


Where do you come up with this stuff... I sell more than a 100 cars a week (mostly NOT on eBay), but still, your logic makes no sense. I have one buyer that bought more than 200 cars last year. Cars are (were after Oct 1st.) a $60 plus per transaction deal on ePN.


That's a very nice quantity and a very good revenue with the current system, however, have you checked your earnings under the new QCP system? Are they more than $15 per car sold? What you think about it? ?:|
(7 of 20)
Re: The problem with QCP for auto sites...
Sep 22, 2009 09:04 PM
High price items in general and cars in particular are obsolete now. Ebay does not want to pay affiliate for cars any longer because ebay think cars' buyers will check Ebay anyway for cars.
If you have sites selling items where commissions are higher than $20-$30, move on. This is not what Ebay is looking for.
The next move should be laser targeted site for low price items. The less you put in ebay's wallet, the more they pay you...until they'll find out it's not going to work forever.
A car is a high price item where a buyer can save substancially on Ebay. Cheaper items are less attractive for buyers because you can get them anywhere anyway and you won't save much money on them, especially when the shipping makes the item (most of the time used) more expensive than in store.


Where do you come up with this stuff... I sell more than a 100 cars a week (mostly NOT on eBay), but still, your logic makes no sense. I have one buyer that bought more than 200 cars last year. Cars are (were after Oct 1st.) a $60 plus per transaction deal on ePN.
(6 of 20)
Re: The problem with QCP for auto sites...
Sep 21, 2009 12:27 PM
Yeah, that's what I'm thinkin'
(5 of 20)
Re: The problem with QCP for auto sites...
Sep 21, 2009 12:26 PM
Maybe it's just a voice in his head. ;)


------------------------------------------------------------------------------- ---------------------- Thin isn't thin unless it's OneLung Thin

(4 of 20)
Re: The problem with QCP for auto sites...
Sep 21, 2009 10:14 AM
Ebay does not want to pay affiliate for cars any longer because ebay think cars' buyers will check Ebay anyway for cars. If you have sites selling items where commissions are higher than $20-$30, move on. This is not what Ebay is looking for. Who from eBay told you this?
(3 of 20)
Re: The problem with QCP for auto sites...
Sep 21, 2009 10:06 AM
High price items in general and cars in particular are obsolete now. Ebay does not want to pay affiliate for cars any longer because ebay think cars' buyers will check Ebay anyway for cars.
If you have sites selling items where commissions are higher than $20-$30, move on. This is not what Ebay is looking for.
The next move should be laser targeted site for low price items. The less you put in ebay's wallet, the more they pay you...until they'll find out it's not going to work forever.
A car is a high price item where a buyer can save substancially on Ebay. Cheaper items are less attractive for buyers because you can get them anywhere anyway and you won't save much money on them, especially when the shipping makes the item (most of the time used) more expensive than in store.
(2 of 20)
Re: The problem with QCP for auto sites...
Sep 20, 2009 06:47 AM
it's not just cars, it's many high priced items. if i had a site for ovens, i could sell some high priced ovens but nobody's going to come back to a buy a second oven from me.

and now that i think about it, it's not even just high priced items. a highly focused niche will not get repeat customers for many categories. if i sell jeans for 3 month old babies at my jeansfor3montholdbabies.com site or whatever, i might be the top 3 month old baby jean site on the net but I'm not going to get a lot of parents coming back unless their kids never grow.
(1 of 20)
Re: The problem with QCP for auto sites...
Sep 20, 2009 03:10 AM
Actually, since you can't assign any long term value to someone buying a car only once is there any chance that eBay motors be paid out under the existing system until this has been resolved?

Long term value + car buyer = not a good match, the price is too high to expect multiple car purchases.
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