What is Promoted Listings?

Promoted Listings helps your items stand out among billions of listings on the eBay network and be seen by millions of active buyers when they’re browsing and searching for what you are selling, helping to increase the likelihood of a sale. The best part? You only pay when your item sells.


Promoted Listings is available to Above Standard and Top Rated sellers with recent sales activity.

Key benefits

1

Boost visibility

Your items are more likely to sell when more people see them. Promoted Listings puts your items in front of more buyers, boosting visibility by up to 36%.*

2

Pay only for sales

You’re not charged until a buyer clicks on your promoted listing and purchases the promoted item within 30 days.

3

Guided set-up

Our guidance tools help take the guesswork out and suggest which items to promote and at what cost.

4

Detailed reporting

Access detailed campaign metrics and sales reports to monitor performance and fine tune your campaigns.

Success stories

Promoted Listings helped an Electronics seller increase sales of their high quality refurbished items by 179%.**

Reebok doubles its sales with Promoted Listings while only paying 6% in fees.***

A Home & Garden seller increased sales of their garden tools, outdoor grills, and pool accessories with Promoted Listings.**

Getting started

Promote from within Seller Hub

The “Sell It Faster” option in Seller Hub allows you to quickly promote one or more items. Simply check the box, choose your ad rate, and add your listings to an existing campaign or start a new one!

Sell it faster > Promoted Listings > Set ad rate

You can also promote listings when you “sell similar” or relist items that you previously promoted. Your previous Promoted Listings settings will automatically apply.

Promote using campaign manager

Best for sellers who prefer a guided experience with recommendations:

  1. Select the listings available to promote.
  2. Set your ad rate.
  3. Review and launch your campaign.
Campaign Manager
Promote using Bulk listing selection

Best for consistent inventory with low turnover rates:

  1. Upload the listings in a .csv file, or use category selection.
  2. Set your ad rate.
  3. Review and launch your campaign.
Select campaign listings
Promote using Automated campaigns

Best for dynamic inventory with high turnover rates:

  1. Use filters to create your rules.
  2. Choose your ad rate strategy.
  3. Review the rules you’ve set and launch your campaign.

Note: Current and future listings will be automatically promoted according to the rule you set.

Create new campaign

Best practices

Which items to promote

We have handpicked listings that may benefit most from Promoted Listings. We recommend promoting these first by taking advantage of the items that have a “Recommended” tag next to them in the campaign manager when selecting listings to promote.

Stay competitive with suggested ad rates

Tailored to each of your items, suggested ad rates are designed to help you stay competitive while finding an optimal balance between performance and cost. Suggested ad rates are calculated based on a variety of factors that may include item attributes, seasonality, past performance, and current competition for each of your listings.

Monitor your sales

Review performance metrics, such as impressions, clicks, ad fees, etc., in near real time. Or track item-level sales data with sales reports. You can also download the data to an Excel file for further analysis.

Tip: Click on “Download report” in the campaign manager next to the campaign you wish to analyze and divide “Promoted Listings Sold” with “Quantity Sold” to measure the impact of Promoted Listings on your overall sales figures.

Performance dashboard

Campaign performance

Your advertising dashboard gives you the metrics you need to analyze how your campaigns are performing. Metrics include:

  • Impressions. The number of times your promoted listings have appeared on any eBay site.
  • Clicks. The number of visits to a listing page from a promoted listing.
  • Sold. The number of promoted items purchased within 30 days of a click on your promoted listings.
  • Ad fees. The total amount of fees incurred by items sold within 30 days of a click on your promoted listings.
  • Sales. The amount of sales generated by promoted items sold within 30 days of a click on your promoted listings.
  • CTR. Click-through rate. Clicks divided by Impressions. The CTR is the percentage of times buyers saw your ad and clicked on it.
  • Sales conversion rate. Sold divided by Clicks. The sales conversion rate is the percentage of promoted listings that are purchased after the buyer has clicked on them.
  • Average sold ad rate. Ad fees divided by Sales. This number represents the average ad rate for items sold within 30 days of a click on your promoted listings.
Sales reports

Review your sales reports to see detailed item-level report for your daily sales tracking needs. Metrics include:

  • Items sold. The number of items sold within 30 days of a click on your promoted listing.
  • Date sold. The date when the items were sold through the Promoted Listings service.
  • Quantity sold. The number of items sold.
  • Sold amount. The sales amount from the items sold.
  • Ad fees. The fees based on the ad rates set for your items.
Download report

You also have the ability to download a .csv file of your performance data to help you further analyze your campaigns. Additional performance metrics can be easily computed from the available data, such as:

  • Click-through rate. Clicks/Impressions.
  • Sales conversion rate. Sold Items/Clicks.
  • ROI. Sales/Ad fees.

Additional resources

Getting Started: In this quick-start guide, you’ll find tips and strategies to help make Promoted Listings your competitive advantage.

Suggested ad rate: Not sure how to set ad rates for your Promoted Listings? Consider our suggested ad rate guidance. Tailored to each of your items, suggested ad rates are designed to help you stay competitive while finding an optimal balance between performance and cost. Suggested ad rates are calculated based on a variety of factors that may include item attributes, seasonality, past performance, and current competition for each of your listings.

Promoted Listings Optimization Guide: Learn how to take your campaign to the next level to improve results. Create effective campaigns by understanding your data.

eBay Advertising Blog: eBay Advertising’s official blog for news, tips, and information.

Do you use a third party listing tool?

Good news! Promoted Listings is available through third party listing tools, including:

  • Auctiva
  • ChannelAdvisor
  • Frooition
  • InkFrog
  • SixBit
  • Webinterpret

Learn more about what each partner supports on our third party providers page.

  • What is Promoted Listings and what is the eligibility criteria?

    Promoted Listings 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.

    Promoted Listings is currently available to Above Standard and Top Rated eBay sellers with recent sales activity. Sellers can promote fixed price listings for most categories except Vehicles, Real Estate, Everything Else, and some Travel categories. Auction and Auction Buy It Now listings are not eligible at this time. When you create a Promoted Listings campaign, only listings that are eligible for the service will appear in your selection view.

  • How much does Promoted Listings cost?

    A Promoted Listings fee is charged based on the ad rate selected by the seller.

    Ad rate is the percentage of an item’s final sale price (excluding shipping and taxes), and is only charged when a buyer clicks on the promoted listing and purchases the promoted item within 30 days of that click. The fee is based on the ad rate that was in effect when the promoted listing was last clicked.

    The Promoted Listings fee is additional to other eBay listing and selling fees. All fees appear in your Payments tab or on your monthly eBay invoice.

    Note: We usually recognize 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 utilize internal models and signals across accounts and devices to link clicks to purchases of your promoted items.

  • Why should I use Promoted Listings when I am already optimizing for Best Match?

    Promoted Listings helps boost your items’ visibility by showing them in prominent places on eBay, including search results and product detail pages; and also on the eBay network. Because you cannot edit the look and feel of the listing, optimizing your listings for Best Match remains an important best practice. High quality listings have a higher potential to get more clicks and ultimately more sales.

  • Are there any promotional credits offered for Promoted Listings?

    Not at the moment.

    We had offered promotional credits when we initially launched Promoted Listings to allow you to test and learn the system.

    We will continue to re-invest into other promotions to offer you in the future to help continue evolve and elevate your business.

  • Is Promoted Listings available via third party listing tools?

    Yes. Promoted Listings is available through third party listing tools, including Auctiva, ChannelAdvisor, Frooition, InkFrog, SixBit and Webinterpret. Please contact your third party tool provider to learn more and get started.

  • What does a promoted listing look like?

    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:

    PL Example
  • Where do promoted listings appear?

    Promoted Listings 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.

  • Can the same promoted listing appear in more than one placement on the same set of search results?

    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, depending on which one ranked highest for the buyer’s search query. Your promoted listing will only be shown if it needed the boost to rank higher than its organic counterpart.

  • Do my promoted listings appear internationally?

    Your promoted listings may appear anywhere your listing is eligible for sale.

  • Can I use Promoted Listings in combination with Promotions Manager and/or Best Offer?

    Yes. You can promote any eligible listings 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, including if you accept a Best Offer as the final value price.

    PL Best Offer
  • Can a third party promote a listing that I am also promoting?

    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.

  • Will ad blockers block my promoted listings?

    Ad blockers generally are intended to block intrusive ads (like pop-ups) that disrupt the user experience. We have designed our Promoted Listings 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.

  • What is the eBay network?

    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.



Campaign management FAQs

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  • How do I promote my listings?

    There are multiple ways in which you can promote your items:

    • From within Seller Hub:
      • The “Sell It Faster” option in Seller Hub allows you to quickly promote one or more items. Simply check the box, choose your ad rate, and add your listings to an existing campaign or start a new one.
    • Using campaign manager:

        Go to the advertising dashboard, click on Create campaign and choose one of the options below:

      • Simple listing selection:
        • To promote visually through a guided experience.
        • Select the listings available to promote.
        • Set your ad rate.
        • Review and launch your campaign.
      • Bulk listing selection:
        • For consistent inventory with low turnover rates.
        • Upload in bulk with a .csv file, or use category selection.
        • Set your ad rate.
        • Review and launch your campaign.
      • Creating rules (automated campaigns):
        • Use filters to create your rules.
        • Choose your ad rate strategy.
        • Review the rules you’ve set and launch your campaign.
    • Using third party listing tools:
      • Check with your third party tool provider.
    • By setting up your own API access:

    Note: There is no limit to the number of items a seller can promote or campaigns a seller can set up. Campaigns can have up to 50,000 listings in one campaign.

  • My listing has sold or ended. Will the associated promoted listing automatically stop displaying?

    Promoted Listings 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 settings.

    Note: Multi-quantity Good ‘Til Cancelled listings remain promoted until removed from their campaigns.

  • How do I edit or delete my Promoted Listings campaigns?

    Editing a campaign

    You can edit the campaign name and end date on the dashboard by moving your cursor over the field and typing in the revised name and date.

    To edit listings and or ad rate:

    • If you used the “Simple listing selection” option to create your Promoted Listings campaign:
      1. Click the “Edit” link next to the campaign you wish to edit.
      2. Add or remove listings from the campaign from step 1.
      3. Change your ad rate strategy from step 2.
    • If you used the “Bulk listing selection" option to create your Promoted Listings campaign:
      1. Click the “Edit” link next to the campaign you wish to edit.
      2. Adjust the ad rate, or to individually edit your ad rates or listings, switch to the .csv upload.
      3. Modify the file and re-upload it.

      Note: Large files may take up to an hour for the changes to be reflected.

    • If you used the “Creating rules” option to create an automated Promoted Listings campaign:
      1. Click the “Edit” link next to the campaign you wish to edit.
      2. From here, you can edit your ad rate strategy only.
      3. If you want to edit your listing rules, please end your campaign and create a new one with your desired rule.

    Deleting a campaign

    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 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.

  • What are Promoted Listings “Recommended Listings”?

    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 to promote those listings first, although you can still promote any of your eligible listings for greater visibility.

  • My Promoted Listings campaign’s performance has been increasing (or decreasing) recently even though I did not make any changes to my campaign. Why is this happening?

    The eBay Marketplace is a dynamic environment. A number of factors can cause an increase or decrease in your Promoted Listings visibility, clicks, or sales. They include:

    • Buyer traffic or demand for a certain item
    • Seasonality
    • Changes to the competitive landscape (e.g., other sellers start or stop promoting items in the same category and/or make significant changes to their ad rates)
    • Third parties, such as a brand manufacturer, choosing to start or stop promoting certain items
    • General platform improvements and quality thresholds

    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.

  • How do automated campaigns work?

    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.

  • How do I create a rule for my inventory in an automated campaign?

    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.

  • What are automated suggested ad rates?

    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.

  • Will active promoted listings that meet my automated campaign rules be pulled into my automated campaign?

    No. Automated campaigns will only promote eligible listings that meet the criteria you set. Listings that are already promoted are not considered eligible.



Performance and billing FAQs

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  • How do I get the most out of my Promoted Listings campaign?

    To get the most out of Promoted Listings service, ensure that you:

    • Re-promote listings as you relist items on eBay.
    • Use “Recommended items” option when selecting listings to promote.
    • Consider bidding at or slightly above the trending rate to stay competitive.
    • Utilize your advertising dashboard to monitor and optimize performance.
    • Set up enticing offers such as Markdowns or Best Offer, and consider promoting them to help maximize visibility and sales.

    We recommend following eBay’s listing best practices to help ensure your promoted listings are high quality and attractive to buyers:

    • Categorize your listings properly.
    • Include relevant keywords in titles.
    • Price items competitively.
    • Use high quality photos with clear backgrounds.

    Review your advertising dashboard frequently to keep track of your sales and campaign performance. The Dashboard includes metrics such as:

    • Impressions. The number of times your promoted listings have appeared on any eBay site.
    • Clicks. The number of visits to a listing page from a promoted listing.
    • Sold. The number of promoted items purchased within 30 days of a click on your promoted listings.
    • Ad fees. The total amount of fees incurred by items sold within 30 days of a click on your promoted listings.
    • Sales. The amount of sales generated by promoted items sold within 30 days of a click on your promoted listings.
    • CTR. Click-through rate. Clicks divided by Impressions. The CTR is the percentage of times buyers saw your ad and clicked on it.
    • Sales conversion rate. Sold divided by Clicks. The sales conversion rate is the percentage of promoted listings that are purchased after the buyer has clicked on them.
    • Average sold ad rate. Ad fees divided by Sales. This number represents the average ad rate for items sold within 30 days of a click on your promoted listings.

    Use the advanced insights on your advertising dashboard to gain a deeper understanding of your performance. Advanced insights includes features such as:

    • Comparative data. Compare last month’s performance to your current performance using the comparative data underneath each Summary metric. When you change the time period, the comparative data changes accordingly.
    • Organic data. Compare your promoted listings and organic performance for items in Promoted Listings campaigns. You can see organic data for impressions, clicks, and sales.

    Your advertising dashboard also provides detailed item level data for your daily sales tracking needs. Click on Sales Reports to see information such as:

    • Items sold. The number of items sold within 30 days of a click on your promoted listing.
    • Date sold. The date when the item was sold through Promoted Listings service.
    • Quantity sold. The number of items sold.
    • Sold amount. The sales amount from the items sold.
    • Ad fees. The fee based on the ad rate set for your items.

    You also have the ability to download data on to a .csv file to further analyze your campaigns. Additional performance metrics can be easily computed from the available data, such as:

    • Click through rate.
      • Clicks divided by Impressions. This number represents the ratio of clicks to impressions. The CTR is the percentage of buyers who clicked on your promoted listings after seeing them for the time period you’ve selected.
      • Advertisers generally aim to keep CTR constant or set a goal of raising it. Use this figure to measure how well your listings are convincing potential buyers to click on them.
    • Sales conversion rate.
      • Quantity Sold divided by Clicks. The sales conversion rate is the percentage of promoted listings that are purchased after the buyer has clicked on them.
      • Advertisers generally aim to keep STR constant or set a goal of raising it. Use this figure to measure how well your listing pages are converting potential buyers.
    • Cost of Sales.
      • Fees divided by Sales. This number represents the ratio of advertising costs to sales revenue. For every $1 generated in sales via Promoted Listings, the Cost of Sales figure represents the percentage you’re spending on advertising fees.
      • Use this figure to measure how your ad fees factor into your overall margins.
    • Promoted Listings Contribution.
      • Promoted Listings - Quantity Sold divided by Quantity Sold. This number represents the items sold via Promoted Listings as a percentage of total items sold.
      • Use this figure to determine the percentage of total sales you’re driving via Promoted Listings.
  • Do I pay the Promoted Listings ad fee if a buyer finds my listing via non-sponsored search results?

    No. The Promoted Listings ad fee is charged only when a buyer clicks on your promoted listing and purchases that same item within 30 days of that click.

  • Will my promoted listing impact my organic search result for the same item?

    If your promoted listing ranks higher, your organic listing will not show in the same set of search results. Conversely, if your organic listing ranks higher, your promoted listing will not show in the same set of search results.

    Your Promoted Listings campaign performance may impact your overall listing rank over time.

  • How can I see the ad fees I am being charged for Promoted Listings and the ad fee credits for unpaid, returned, or cancelled items?

    Both your ad fees and ad fee credits for unpaid items, returns, or cancelled transactions appear in your Payments tab or on your eBay invoice.

    Promoted Listings fees appear in the expenses section of your Payments tab, netted directly from your total funds, or in the Account Summary section of your invoice. The itemized details (such as Item title, sold to, sale price, ad rate, and ad fee) will appear in the expenses section of your Payments tab or further below on your invoice.

    Promoted Listings credits for returned items, unpaid items, and canceled transactions are reflected in the expenses section of your Payments tab or on your invoice as well, along with the itemized details (such as date, title, itemID, fee type, and amount).

  • What ad rate am I charged if a buyer clicks multiple times on my promoted listings, and I’ve changed the ad rate during that period?

    We measure the 30-day sales attribution window from the last click received and charge based on the ad rate in effect at the time of the click closest to the sale.

    Example: If a buyer clicks on the same promoted listing three times before making a purchase, you will be charged the ad rate in effect for the click closest to the sale. In this case, that would be the ad rate in effect at the time of the buyer’s third click.



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*Disclaimer: Results may vary. Average based on a comparison of item-page views before and activating promoted listings in 2018.

**Disclaimer: Results may vary. These results were based on data from 2016.

***Disclaimer: Results may vary. These results were based on data from 2018.