Gumtree, which according to its website generates an average of 85,000 new ads each day in Australia, said the service is designed to make advertising more accessible to small businesses on restricted marketing budgets.
“We are constantly looking to optimise our advertising offerings, which is why we have decided to add a self-service option,” said Laura Hill, Gumtree’s director of commercial business.
“The self-serve tool is designed to make advertising on Gumtree available to individuals and companies who are working with smaller budgets, with packages starting from just $250.
“Businesses can use the tool to better connect with local customers, through categories and location targeting, strengthening the platform as Australia’s number one community marketplace.”
The site said its new tool uses a three-step development process to generate 30-day advertising campaigns, covering two ad placement options: a 728x90 pixel leaderboard at the top of the web page, and a 300x250 pixel MREC banner on the right-hand side of the page.
Both types of ad appear on the site’s home screen, search results page and “view items” page.
The first step involves setting a budget — which ranges from $250 to $3,000 — and specific target locations by geographic area. This could be done as a state or region of Australia. The relevant category or categories are also selected at this point.
Pricing is determined by the volume of ad views being sought. The basic $250 price tag covers 25,000 views, and increases in $250 allotments with a corresponding increase in ad views.
The top $3,000 package covers 300,000 ad views.
In step two, advertisers upload their own ad designs and images, while the final step involves verification and approval of the finished campaign, which Gumtree said will go live within 72 hours.
As well as listing new and second-hand products for sale, Gumtree’s marketplace has branched out into other categories including jobs, real estate, services for hire and even business sales.
It claims to have more than 7 million unique monthly visitors to its site and over 3 million listings.