Giving sellers more options with Promoted Listings

We’re introducing Promoted Listings Advanced (Beta), a new cost-per-click campaign type that allows you to bid on the top spot in search results. The existing Promoted Listings offering will continue to exist under the name ‘Promoted Listings Standard'.

Read this if:

  • You use or are interested in using Promoted Listings

Key dates:

  • 20 September

    • Promoted Listings Advanced (Beta) launches

What’s changing?

We’re always looking for ways to enhance the Promoted Listings tool including the expansion of its capabilities and visibility on and off eBay. As part of the expansion of our Promoted Listings portfolio, Promoted Listings will be rebranded to Promoted Listings Standard. It’ll remain a cost-per-sale model so you’ll only pay when you sell.
In late September, those eligible will be introduced to the beta version of our new cost-per-click campaign type, Promoted Listings Advanced (Beta). This will offer you preferred access to the top spot in search results across eBay on desktop, mobile and app. It will also offer keyword selection and provide you with the control you need to help increase your sales.

Why is eBay making this change?

With billions of listings across eBay globally, it can be hard to make sure your items are visible to the right buyers on eBay. We wanted to give you more choice in how you run your Promoted Listings campaigns. 

Promoted Listings Advanced (Beta) lets you bid and gain preferred access to the top spot in search results. This sponsored ad placement helps you get improved visibility when buyers are actively searching for items like yours.

How Promoted Listings Advanced (Beta) works

Promoted Listings Advanced (Beta) is based on a cost-per-click model and you’ll be able to set-up your campaigns as usual in the Seller Hub marketing tab. You start by deciding how much each keyword and click is worth to you. Then you bid to target placements at the top of eBay search results. This shows your listings to buyers right when they need them. 

With this new type of campaign you’ll be able to:

  • Bid for the top spot in search using keyword and budget controls and pay per click
  • Select the keywords that matter to you
  • Set a daily budget for additional control

How your sales are tracked with Promoted Listings 

The way your sales are attributed has switched from what's called "first-click attribution" to "last-click attribution" for both Promoted Listings Standard and Advanced. This means:

  • If you participate in both types of campaigns, you will only ever see a sale attributed to the campaign that the listing was in when the last paid click occured 
    • For example, if a buyer clicks on an Advanced ad, and then later purchases through a Standard ad, the sale will be attributed to the Standard ad and you will pay the Standard ad fee. Please note, you will still be charged for every click on an Advanced ad
  • If you only run a Standard campaign, you will be charged the ad rate that is in effect at the time of the buyer’s last click. For example, if a buyer clicks on your Promoted Listings Standard ad when the ad rate is 5%, then later clicks the ad again when you’ve changed the ad rate to 4%, and then makes a purchase within the 30-day attribution window, you will pay the 4% ad rate in effect at the time of that last click

How to set up Promoted Listings Advanced (Beta) campaigns 

To set up your first campaign, head to the Seller Hub Marketing tab. You can create a new campaign within the Advertising dashboard, by following these simple steps: 

  1. Name your campaign
  2. Choose dates and a daily budget 
  3. Name your Ad Group
  4. Add your listings and keywords to the Ad Group
  5. Select a maximum cost-per-click for the keywords - you’ll see this as “CPC bids” in the tool

You’re then ready to review and launch your campaign. 

What should I do next?

From the end of this month, the Promoted Listings Advanced (Beta) will be open to all eligible Promoted Listings sellers. If you are eligible, you’ll be able to opt-in to the Promoted Listings Advanced (Beta) to start targeting that highly-coveted top spot in the search results, as soon as it has been made accessible.

All existing Promoted Listings campaigns will be renamed Promoted Listings Standard campaigns, without you having to do anything. The only changes are to the name and attribution logic (described above).

Promoted Listings Advanced (Beta) top tips:

  • Use the features like suggested keywords and bids to help you set up effective campaigns

  • Be sure to include high-quality listings in your campaign for the best chances of gaining high visibility. Alongside your bid, things like your keyword relevancy, listing quality, competition and daily budget determine whether your ad will appear in the number one position

  • Use the daily budget feature to manage your ad spend

You can also use both Promoted Listings Standard and Advanced together to help achieve maximum visibility for your ad placements across the eBay network and utilise both budget approaches for your ad spend.