Search & Advertisement Ranking Disclosures
How Does Outlet Avenue Search Work?
When a user searches for an item on Outlet Avenue, Outlet Avenue’s search engine works to return the most relevant matches. This is accomplished in two phases for organic search results. First, Outlet Avenue search scans keywords across titles, attributes (e.g. color), categories, and tags in each product listing related to the search terms (a query) and returns an initial set of results. This phase is known as query matching.
Second, once Outlet Avenue search gathers all listings related to a buyer’s query, we use the information we have about each listing and shop to rank the listings so people browsing Outlet Avenue are shown items that they are most likely to purchase earlier in the results. This is the second phase, which we refer to as ranking. There are a number of different factors that are used when ranking listings in search results. Each is weighted differently and impacts ranking in organic search results.
The most important factors are discussed below:
- Relevancy: relevance refers to how proximate keywords in a listings’ tags, titles, or attributes are relative to the search query a member is searching for.
- Listing Quality Score: to determine a listing’s quality score, we factor in a combination of data such as clicks, views, favorites, and purchases to determine how well the listing will convert into a purchase or may be relevant to shoppers. The higher the quality score the higher the item may appear in search results.
- Recency: how recently an item was listed or re-listed by a seller. When a new listing is created, it gets a small, temporary boost in search results so that Outlet Avenue search can learn more about how buyers interact with it to determine the listing’s quality score. Renewed listings get a similar, though smaller, boost.
- Customer & Market Experience Score: to determine a shop’s Customer & Market Experience Score, Outlet Avenue considers a variety of factors such as user reviews of products, whether or not a shop has completed an about section or its shop policies (e.g. returns), whether or not the shop may be able to fulfill orders in a timely fashion, whether or not the shop may have violated any Outlet Avenue policies, or if any buyers have submitted a dispute against the shop.
- Shipping Price: shipping price is a factor in search ranking. If sellers offer a US free shipping guarantee or free shipping to US shoppers or if they offer lower shipping costs to buyers in their own country, it may improve their listings rank in search results.
- Translations, Location, and Language: the titles and tags sellers add to their listings are typically in the language chosen during shop setup or based on their preference. Outlet Avenue translates seller keywords and serves buyers results that match their query and language settings. In certain markets, Outlet Avenue search also prioritizes ranking local shops in search results.
- Frequency Capping: to limit the number of times the same listing or shop appears at the top of results for a specific user or keyword.
- Context Specific Ranking: when available, search results are customized to individual buyers based on Outlet Avenue’s Context Specific Ranking technology, which takes into account, among other factors, related keywords and what buyers are interested in and likely to purchase.
Outlet Avenue may highlight a cross-section of shops or listings organically, above or alongside primary search results, based on some or all of the factors above.
How do Outlet Avenue Ads work?
Outlet Avenue Ads are based on an auction for ad space on Outlet Avenue’s properties. Outlet Avenue enters “bids” for this ad space on a seller’s behalf based on a daily budget set by the seller. Specifically, Outlet Avenue Ads use a sealed bid generalized second-price auction system to determine the cost and placement of ads. In other words, ad inventory is “auctioned off” at varying prices, depending on the competition related to a query. For example, if more Outlet Avenue Ads qualify for a particular search query, the auction price may also increase. A bid is the maximum amount of money a seller will be charged if a buyer clicks on the seller’s Outlet Avenue Ad. Outlet Avenue’s calculation of bids is based on information provided, such as the seller’s daily budget or the listings the seller wishes to include for Outlet Avenue Ads. It may also be based on other information collected by Outlet Avenue, such as, for example, search relevancy, listing variety, listing quality (including seller compliance with Outlet Avenue’s policies), or likelihood of views or sale. For more information on the factors that go into Outlet Avenue search relevancy, see Outlet Avenue’s Ultimate Guide to Search.
For each Outlet Avenue Ad, Outlet Avenue’s bid management system will automatically determine a seller’s bid selection (“auto-bidding”). Auto-bidding is designed to determine the bid price that will deliver positive return on ad spend for a particular listing within a given budget over a day, where those auto-bids are subject to the auction process described above.