Promoted Stores

Promoted Stores is an eBay Advertising solution designed to drive more traffic directly to your eBay Store. These ads spotlight a specific coupon or category within your store and include key brand elements such as your store's name, logo, a headline, several of your top performing listings and a direct link to your store.

If a buyer clicks on a listing image on a Promoted Stores ad they are directed to the listing page to view the item and make a purchase. If a buyer clicks anywhere else on the ad, they are taken to either a specific category page or a sale page on your eBay store, depending on whether the ads are highlighting a category of items or a coded coupon.

Fees for using Promoted Stores

Promoted Stores uses a cost-per-click (CPC) model, meaning you only pay for clicks on your ads, up to your set target daily budget.

The cost for each click is based on a second price auction, which means the fee charged will be determined by factors like historical performance on eBay, your bid amount, other sellers' bids, and a reserve price (the minimum amount we've determined a click is worth, taking competition and marketplace thresholds into consideration).

Once your campaign has reached its target daily budget, your campaign will stop serving ads until the next day, when the target daily budget resets. Any unused target daily budget will not roll over to the next day.

Promoted Stores best practices

• Optimise your storefront first: Ensure your store is well organised, visually appealing and reflects your brand. A polished storefront improves buyer trust and engagement when traffic arrives via ads
• Use eye-catching store assets: Upload or create a high-resolution store logo and store video, and write a compelling store description to increase buyer interest and maximise ad engagement
• Tell a strong brand story: Leverage your store headline and visuals to reinforce your brand identity and create a memorable, cohesive shopping experience
• Choose the targeting method that best suits your goals:
  • Smart targeting: eBay automatically optimises targeting and bidding daily based on real-time market and competitive data. You control your target daily budget and campaign dates
  • Manual targeting with Dynamic bidding: You select sub-categories and keywords; eBay dynamically adjusts bids daily to stay competitive
  • Manual targeting with Fixed bidding: You manage both targeting and bidding manually, ideal for sellers who want full control over their campaigns
• Monitor performance regularly: Track key metrics like store visits and new-to-store visitors. Use these insights to optimise your campaigns and identify what's driving the best results

Promoted Stores campaign set up

You can create Promoted Stores campaigns from your Advertising dashboard - opens in new window or tab. Here's how:

1. In Seller Hub, go to your Advertising dashboard.
2. Select Create new campaign.
3. Select Promote your store from the ad type options.
4. Follow the prompts to set up your campaign. You can choose to highlight a category or a coupon.
5. Once you review your campaign details, you can Launch your campaign.

Tip
You may see a suggested Promoted Stores campaign on your advertising dashboard, titled "Made for you, ready to launch", or on the campaign setup page, titled "Launch a campaign designed just for you." These are custom-built, optimised campaigns based on historical data and eBay's best practices, making it quick and easy for you to launch your advertising campaigns.

Category

If you select to promote your store with a category, in the dropdown menu you’ll see a list of all the eBay categories that have active listings in your store. Select a category you would like to highlight in your Promoted Stores ads. You can only select one category per campaign, but you can create as many campaigns as you’d like.

Tip
eBay may make occasional updates to our category structure. Your campaign will automatically adjust to reflect any category structure updates.

Coupon

If you select to promote your store with a coupon, in the dropdown menu you’ll see a list of all your active, public coupons. Select a coupon you would like to highlight in your Promoted Stores ads. You can only select one coupon per campaign, but you can create as many campaigns as you’d like.

Promoted Stores keyword and sub-category bids

The bid amount you set for each keyword or sub-category is important in determining if your ads are shown to buyers. A higher bid can improve the competitiveness of your campaign. Here are some tips on setting your bids:

• Use Smart targeting or Dynamic bidding to keep your bids competitive
• If you select fixed bidding, regularly monitor performance after you launch your campaign to optimise your campaign

Suggested bids

Suggested bids are designed to help you select a competitive bid for your sub-categories and keywords. They are derived from a variety of factors, including historical bid averages for sub-categories and keywords. Using suggested bids can help increase the likelihood of your ad being shown to buyers.

Note that suggested bids can fluctuate. With Dynamic bidding, we’ll automatically update your bids to our suggestions daily.

Tip 
Use Smart targeting to take the guesswork out of setting up your campaign.

Visit our Seller Center - opens in new window or tab to learn more about Promoted Stores.

Budget pacing

Promoted Stores campaigns use monthly budget pacing to help you make the most of your advertising spend. Instead of managing spend one day at a time, campaigns are optimized across an entire calendar month. This approach allows your budget to adjust dynamically, spending more when buyer traffic is high and less when it's not, while keeping you within your overall limit.

Your target daily budget is the foundation of monthly pacing. It's used to calculate the maximum amount your campaign can spend in a month, which will not exceed 30.4 times your daily target. On days with strong buyer activity, spend can be higher than your target, up to double the set amount. On slower days, spend may fall below the target. These fluctuations balance out so that your campaign remains within its monthly cap.

If your campaign reaches its daily maximum, ads will pause until the budget resets the next day. This ensures spend is controlled while still capturing high-traffic moments. Adjustments you make to your target daily budget during the month will recalculate your cap based on the days remaining. We define a month as a calendar month, meaning it begins on the first day and ends on the last day of the month. However campaigns can be launched or ended during a calendar month.

If your campaign launches mid-month, your total monthly spend (for the partial month) will not exceed your target daily budget multiplied by the remaining days in the calendar month, including the start day. For example: If you start a new campaign with a $10 target daily budget on January 15th, there are 17 days left in the month (including the 15th & 31st). Therefore, the maximum spend for the remainder of the month would be $170 ($10×17 remaining days).

If your campaign has an end date scheduled in the middle of the month, your total monthly spend won't exceed your target daily budget multiplied by the number of days from the start date to the end date, unless you end the campaign prior to the originally scheduled date. For example: If your campaign starts on the 1st with a $100 target daily budget and is set to end on the 15th of the month, the maximum spend for the month would be $1,500 ($100×15 days, including the 15th). Read our budget pacing blog post - opens in new window or tab to find out more.

Visit our Seller Center - opens in new window or tab to learn more about Promoted Stores.

Promoted Stores FAQs