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Promoted Listings Standard puts your merchandise in front of more buyers when they’re actively searching and shopping on the eBay network, increasing item visibility and helping to improve the likelihood of a sale. There are over 60 different placements across the eBay network where your promoted listings could surface. Prominent examples include the search results page and sponsored modules on view item pages.
Promoted Listings Standard is available to Above Standard and Top Rated sellers with enough account activity.
Sellers can promote fixed price listings for most categories except Wholesale & Job Lots, Cars, Motorcycles & Vehicles, Events Tickets, Property, E-Cigarettes, Vapes & Accs and Everything Else categories. Auction and Auction Buy It Now listings are not eligible at this time. When you create a Promoted Listings Standard campaign, only listings that are eligible for the service will appear in your selection view.
Your listing can be promoted on every eBay site where you offer postage. For example, if on your listing you offer postage to the US, your listing is eligible to be promoted on the US site.
A Promoted Listings Standard fee is charged based on the ad rate selected by the seller.
Ad rate is the percentage of an item’s total sale amount (including item price, postage and any other applicable fees) that you’re willing to spend when a buyer clicks on one of your Standard ads and then purchases any of your Promoted Listings Standard items within 30 days of the click. The ad fee will be calculated based on whether the item is a Direct sale or a Halo item sale.
For a Direct sale, the ad fee will be charged when a buyer purchases the item from a Standard ad that they clicked on within 30 days, even if the item is no longer participating in Standard ads at the time of the sale. The ad fee will be based on the ad rate in effect at the time of the click.
For a Halo item sale, the ad fee will be charged when a buyer purchases a promoted item other than the Standard ad item they clicked on within 30 days, as long as the purchased item is in an active Standard campaign at the time of sale. The ad fee will be based on the ad rate for the item sold at the time of sale.
The Promoted Listings Standard fee is additional to other eBay listing and selling fees. Your local VAT rate may also be added to your ad fee. All fees appear in your Payments tab or on your monthly eBay invoice.
Please note that we usually recognise the buyer when they are logged in across devices. However, in some cases, buyers may not be logged in when they click on your ad. In those cases, we utilise internal models and signals across accounts and devices to link clicks to purchases of your promoted items.
If your items are well positioned in Search, Promoted Listings Standard can boost your listings to higher slots. Your promoted listing will show in Search only when the boost from your ad rate is enough to achieve a higher placement than your organic listing would have.
Promoted Listings Standard also boosts your items' visibility across the eBay network, not just in Search. Promoted listings can appear in 60+ placements, including on view item pages, the checkout page and more.
Each month, Featured Shop subscribers receive a £10 credit and Anchor Shop subscribers receive a £20 credit.
To be eligible for the credits, you must:
Promoted Listings Standard is available through some third-party listing tools. Please contact your third-party tool provider to learn more and get started.
Yes, you can use Promoted Listings Standard via the eBay Merchant Integration Platform under the Marketing Management section. The first step is to upload your listings feed in the “Promoted Listings eligibility” section to determine which listings are eligible for Promoted Listings Standard. Once you have your eligible listings, upload the feed in the “Promoted Listings” section and include the ad rate you want to set, the campaign name and the Promoted Listings action. You can also return the suggested ad rate for your listings within this section.
For more information visit the Merchant Integration Platform User Guide.
Promoted Listings include relevant information from your listing, including your primary photo, price, format etc. Any changes you make to your listing are automatically reflected. Sample ad:
Promoted Listings Standard ads may appear throughout the eBay network, including desktop and mobile search results, and product pages. Placement and ranking are influenced by a variety of factors, including ad rate, quality, relevancy, and competing listings.
Placement and ranking are influenced by a variety of factors, including ad rate, quality, relevancy and competing listings. Just having a high ad rate doesn't necessarily guarantee you a prominent placement, as eBay has strong quality and relevancy measures in place to ensure a good buyer experience.
It's important that you also optimise your listings for Best Match to give them the best chance of performing in Promoted Listings Standard.
No. An individual listing will only appear once in the same set of search results. If your listing is promoted, it will either appear as a promoted listing or an organic listing.
Your item may appear in more than one sponsored placement on the same view item page.
Your promoted listings may appear anywhere your listing is eligible for sale.
Yes. You can promote any eligible listing that has a Promotions Manager offer or a Best Offer on it.
If you use Promotions Manager to offer a markdown sale event, the markdown sale event price change will appear in your promoted listing. If you offer Best Offer, your promoted listing will show the Best Offer label (see example listing below).
Note: Ad fees are based on the final sale price. This includes the final price accepted as a Best Offer.
Yes. A third party can promote your listing at the same time you are promoting it. This can help increase the likelihood that it will appear prominently. For example, a major shoe brand may choose to promote eBay listings featuring its shoe products.
Note: Your ad rate will be based on your own campaign settings, and third-party promoters will be charged separately.
Ad blockers generally are intended to block intrusive ads (like pop-ups) that disrupt the user experience. We have designed our Promoted Listings Standard ads to align natively with our site experience, and most ad blockers do not block that sort of non-intrusive content. However, there are a host of ad blockers on the market, and each maintains its own user settings and policies distinguishing between intrusive ads and acceptable native content. Currently, our data suggests that promoted listings are being blocked for less than 2% of traffic. Like other marketplaces and social networks, we are constantly evaluating our user experience and our advertising programs, including the impact of ad blocker software on the content we make available.
The eBay network is a group of sites where your promoted listings could be featured, including eBay and partner sites across the internet.
Your promoted listings may appear in sponsored placements externally, including search engines, to help drive traffic to your listings when buyers are actively searching and shopping across the internet.
There are multiple ways you can promote your items:
Using the "Sell it Faster" option when creating a new listing in Seller Hub:
Active Listings page in Seller Hub
Filter your listings by Promoted Listings eligibility.
Check suggested ad rates from a customisable Promoted Listings column.
Select all listings or a group of listings to promote in bulk. You can also select single listings to promote individually.
Promoted Listings Campaign Manager, under "Marketing" in Seller Hub
Simple listing selection
Set your ad rate.
Select the listings you'd like to promote.
Review and launch your campaign.
Bulk listing selection
Download a .csv file with your eligible listings and suggested ad rates. You can also upload your own .csv file, just be sure to note the format required for a successful upload.
Modify and upload the file.
Review and launch your campaign.
Creating rules (automated campaigns)
Through using our Merchant Integration Platform:
Upload your listings feed in the "Promoted Listings eligibility" section to determine which listings are eligible for Promoted Listings.
Upload the feed in the "Promoted Listings" section and include the ad rate you want to set, the campaign name and the Promoted Listings action.
For more information visit the Merchant Integration Platform User Guide.
Using third-party listing tools:
Check with your third-party tool provider.
By setting up your own API access:
Register for the eBay Developers Programme.
Create an eBay Developer Programme account and read best practices.
Read the Marketing API Overview and Marketing API Technical Reference.
Build integration and Terms & Conditions acceptance flow.
Test and launch.
Promoted Listings in My eBay - Active:
Open the dropdown menu beside the listing you want to promote.
Select Promote listing.
Use our suggested ad rate or, under "Ad rate (%)", set your own rate.
Select a campaign.
Select Promote listing now.
You can also edit or stop promoting a promoted listing in My eBay Active. From the dropdown menu beside the promoted listing, select Edit promoted listing. You'll then have the option to Update promoted listing or Stop promoting.
Promoted Listings Standard does not show listings that are not active—whether sold, expired, or ended. If an item was previously promoted and has sold, expired or ended and you ‘Sell Similar’ or relist that item, it will be automatically promoted and inherit its previous Promoted Listings Standard settings.
Note: Multi-quantity Good ‘Til Cancelled listings remain promoted until removed from their campaigns.
You can edit the end date on the dashboard by moving your cursor over the field and typing in the revised date.
To edit name, listings, or ad rate:
Note: Editing listings will still be via .csv upload. Large files may take up to an hour for the changes to be reflected.
Only a campaign that has ended can be deleted. If your campaign is active or paused you may not be able to delete the campaign.
In order to end a campaign, click “Actions” next to the campaign you wish to end and choose “End” from the dropdown.
Note: It may take a couple of minutes for the campaign to end. Once the status of the campaign(s) changes to “Ending,” check the box next to the campaign(s) you wish to delete and click “Delete.”
Edits to active campaigns generally take effect the same day. Edits to non-active campaigns take effect when you resume the campaign.
Recommended listings are those with the highest potential to benefit from being promoted, due to the marketplace trends like buyer demand and the competition in the item’s category. eBay recommends that you promote those listings first, although you can still promote any of your eligible listings for greater visibility.
There are no right or wrong answers regarding which listings you should promote, but as a good first step we suggest promoting our recommended listings which can be found in the Promoted Listings Campaign Manager.
Other suggestions include:
The eBay Marketplace is a dynamic environment. A number of factors can cause an increase or decrease in your Promoted Listings Standard visibility, clicks, or sales. They include:
If you observe any unusual activity, please contact eBay customer service through “Help & Contact” or via the “Give us feedback” option in the campaign manager.
Create a rule for your inventory using filters, choose your ad rate strategy, and launch your campaign.
After launch, we'll regularly assess your new, revised, or newly eligible listings to see if any should be added or removed from your campaign according to the rules you set. If there are, we will add or remove them automatically on a daily basis.
If you choose to automate your ad rates, we'll automatically adjust each listing at their daily suggested ad rate.
Note: Listings that are already promoted are not considered eligible.
Use the filters provided to choose which eligible listings you want to promote. Review which listings your rule currently applies to by clicking the "View details" button in the summary box.
If you choose to automate your ad rates, we'll automatically adjust each listing to their daily suggested ad rate after you launch your campaign.
Suggested ad rates may change as your performance, competition, and the marketplace changes. We check for updates daily.
Note: Automated suggested ad rates are currently only available within automated campaigns.
No. Automated campaigns will only promote eligible listings that meet the criteria you set. Listings that are already promoted are not considered eligible.
There are four selections from the Condition filter in automated campaigns: New, Certified Refurbished, Seller Refurbished, and Used. See the below groupings to see the item conditions that are included within these four consolidated selections.
“New" grouping:
"Certified Refurbished" grouping:
"Seller Refurbished" grouping:
"Used" grouping:
If you use the price filter to select your listings, we will use the lowest price of your variations to determine if it should be included.
Example: You have a listing with three different prices for three different colours (£8, £10, £12). You set your price range filter as £10 - £100. This listing would not be included because the lowest price for the listing (£8) does not meet your price range criteria (£10 - £100).
Your campaign dashboard lets you see detailed listing-level reporting and make edits quickly within context of your performance.
Campaign dashboards are currently available for all Standard campaigns created using simple or bulk listing selection. Automated campaigns don't have a campaign dashboard at this time.
To get there, go to your advertising dashboard and click on the campaign name from your campaign grid.
Review your advertising dashboard frequently to keep track of your sales and campaign performance. The Dashboard includes metrics such as:
Use the advanced insights on your advertising dashboard to gain a deeper understanding of your performance. Advanced insights include features such as:
Your Advertising dashboard also provides detailed item-level data for your daily sales tracking needs. Click on Sales Reports to see information such as:
Review performance metrics, such as impressions, clicks, ad fees, etc., in near real time. Or track listing-level sales data from your campaign dashboard. You can also download the data to an Excel file for further analysis.
Your campaign dashboard also provides detailed item level data for your optimization needs. Click on the campaign name from your campaign grid to monitor listing-level performance including these new metrics:
You also have the ability to download data onto a .csv file to further analyse your campaigns. Additional performance metrics that we provide include:
Firstly we recommend following eBay's listing best practices to help ensure your listings are high quality and attractive to buyers:
Once you've followed eBay's listing best practices, to get the most out of your Promoted Listings Standard campaign ensure that you:
Your listings will appear across a number of related search queries and there is varying competition for each query. This competition is continually changing and thus it may be difficult to pinpoint exactly where your promoted listing is being shown in search.
Search is not the only place you'll get visibility, as your promoted listing can appear elsewhere, including sponsored modules on relevant view item pages, checkout pages; and throughout the eBay network. The best way to determine the performance of your campaign is to check your Promoted Listings Standard reporting and see whether you're generating impressions, clicks and sales.
In some cases. The Promoted Listings Standard ad fee is charged only when a buyer clicks on one of your Standard ads and then purchases any of your Promoted Listings Standard items within 30 days of that click.
They could. When sorting listings, our Best Match algorithm considers a variety of factors, including:
Many of the factors listed above are based on historical performance metrics, which can be impacted by your Promoted Listings Standard campaign performance over time.
Both your ad fees and ad fee credits for returns or cancelled transactions appear in your Payments tab or on your eBay invoice.
Promoted Listings Standard fees appear in the transactions section of your Payments tab, netted directly from your total funds, or in the Account Summary section of your invoice. The itemised details (such as Item title, sold to, sale price, ad rate, and ad fee) will appear in the transactions section of your Payments tab or further below on your invoice.
Promoted Listings Standard credits for returned items and cancelled transactions are reflected in the transactions section of your Payments tab or on your invoice as well, along with the itemised details (such as date, title, itemID, fee type, and amount).
Please note that if you issue a partial refund for an item that sold via Promoted Listings Standard, your Standard ad fee will be credited at the same rate as your partial refund. For example, if you refund a buyer 50% of the item price, you’ll also get a 50% credit on the associated Standard ad fee.
You are in control of setting the ad rates for your Promoted Listings Standard campaigns. For items in an active Standard campaign, you will only pay the ad rate you selected for the listings at the time that they sell.
There are two ways an ad rate will be charged on listings that are active in the Promoted Listings Standard programme: as a Direct sale or a Halo item sale. A Direct sale is when a buyer purchases the same item that was featured in the Standard ad they originally clicked on within 30 days. A Halo item sale is when a promoted item, different from the item originally featured in the ad the buyer clicked on, is purchased within 30 days of the original click.
For Direct sales, we measure the 30-day sales attribution window from the click closest to the sale, and charge the ad rate in effect at the time of that last click.
For Halo item sales, you will only be charged an ad fee if the purchased item is in an active Promoted Listings Standard campaign at the time of the sale, and you will be charged the ad rate of the sold item.
The ad fee for Halo item sales will be calculated based on the ad rate in effect for the sold item at the time of the sale.
Direct sale example 1: A buyer clicks your item before you revise the ad rate and purchases it after your revision.
When a buyer clicks on your promoted listing before you revise the ad rate but purchases the item after it has been revised, you will be charged the original ad rate before you revised it.
Direct sale example 2: A buyer clicks and purchases your item after you revise the ad rate.
When a buyer clicks on your promoted listing after you revise your ad rate and purchases the item, you will be charged the updated ad rate that is active at the time of the sale.
Note: Both examples assume the purchase occurred during the 30-day attribution window. The ad rate doesn’t apply after expiration of that window.
The eBay Marketplace is a dynamic environment. A number of factors can cause a fluctuation in your Promoted Listings impressions, clicks or sales. They include:
The best way to understand your Promoted Listings Standard campaign performance is twofold. First, create benchmarks from current performance data to understand where you're starting from. Second, use your benchmarks to set goals for your Promoted Listings Standard campaigns that make sense for you and your business.
Some of the metrics to keep an eye on are your click-through rate (CTR), sales conversion rate, and average sold ad rate. Those will give you insight into the overall health of your Promoted Listings Standard campaigns – namely, they can tell you where you can work to improve your performance.
You can also track listing-level sales data from your campaign dashboard to better understand how specific items are performing. This is helpful if you are looking to optimise your campaigns on a listing-level.
For example, if your CTR unexpectedly drops, it can be a signal that you're receiving the same volume of impressions, but something has stopped buyers from clicking through to your listing pages. That would indicate that key buyer signals like price, postage and seller rating may have recently changed and is having a negative impact on your CTR.
