eBay introduced new reporting capability for users of its AdCommerce ad program. According to a spokesperson representing the program, "The idea is to provide greater transparency to advertisers and help them invest their ad dollars in the most targeted and best performing campaigns."

eBay AdCommerce is a text advertising solution - the enriched text ads look similar to eBay listings, but sellers get more control and flexibility than with a typical listing. (See this interview with Alexis Van De Wyer, Director of Advertising & ProStores, for more information about the program.)

The new feature, called ROI reporting, is available in a section on the Reports tab that allows users to see the amount of revenue their ads are generating compared with the amount they are spending, providing clearer insight into ad campaign performance. It provides data on bids and sales that occur as a result of ad clicks.

The spokesperson noted that it takes 30 days after an initial click for final numbers to be generated, and users should not make any optimization decisions until the full data is available.

eBay will accompany the rollout with an educational push to help advertisers fully understand the tool and learn to use it to their greatest advantage.

eBay AdCommerce will host an introductory webinar on March 9 and another webinar on optimization in April.

Understanding ROI Reporting with AdCommerce Webinar
March 9, 2010 11 am PST
This webinar is designed to familiarize AdCommerce partners with the exciting new ROI reporting feature being introduced on March 8. AdCommerce is eBay's pay-per-click advertising platform, designed to give sellers increased visibility of their products among eBay's millions of online shoppers. The recently announced ROI reporting tool allows sellers to see the amount of sales their ads are generating compared with the amount they are spending, providing clearer insight into ad campaign performance. The webinar will give sellers an overview of the tool and how to use it, as well as cover some basic optimization tips.

(Updated 3/3/10 to include webinar date and description)