Skip to main content
5 min article

Promoted Offsite

Promoted Offsite is an advertising solution that lets you easily promote all of your eligible inventory on external channels, like Google. Now, with AI-powered enhancements, your listings are automatically optimized for even greater visibility. Reach new buyers and increase external traffic with easy to launch ads that are shown to buyers who start their shopping journey outside of eBay.

Want to learn more about our advertising tools? Learn more about what we offer on our eBay Advertising overview page

Promoted Offsite showcases your eligible fixed price listings on leading external channels like Google to increase your visibility with interested buyers.

This puts your items in front of buyers actively searching for what you offer, even if they aren't on eBay yet. When buyers click on your ads, they land directly on your eBay listing page, where they can see item details and make a purchase.

Campaign setup is simple: Set a budget, name your campaign, and pick the dates you want your campaign to run. Once you launch a campaign, eBay handles the rest, optimising your ads for success.

Fees for using Promoted Offsite

Promoted Offsite is an advertising tool that applies a cost-per-click model and automatically adjusts for each listing on a daily basis. You only pay when a potential buyer clicks on your ad.

The cost-per-click for your listings is determined by a number of factors including:

  • The external channel on which your ad appears
  • What eBay's partners charge us for your ads
  • Historical cost-per-click averages that eBay’s external channel partners have charged for your listings or similar listings
  • Service fees

Each channel has its own cost structure and audience, which influences the cost-per-click you are charged for your listings. For some channels, eBay uses a dynamic cost-per-click that adjusts automatically, while for other channels eBay uses a fixed cost-per-click that may occasionally change based on performance factors.

Your target daily budget determines how much you could be charged per month for clicks on your ads (exclusive of any applicable VAT/GST).

  • You set a target daily budget for your campaign, and eBay calculates a monthly budget. You'll never be charged more than this monthly budget (excluding VAT/GST) within a calendar month
  • eBay may spend above your daily budget up to twice when there's increased interest in your products, to help you capitalize on these opportunities. However, you can rest assured that your campaign won’t exceed your monthly budget
  • If you end a campaign early, your daily spend might be up to twice your daily budget. This is because the campaign may not have had the chance to average out the budget over time

How do my ad fees get calculated?

For each campaign, the total ad fees charged for Promoted Offsite can't exceed the monthly budget.

When you choose to run a campaign, we’ll calculate your monthly budget as 30.4 times your target daily budget. Over the course of your campaign, you won’t be charged more than this total budget per calendar month.

  • eBay closely monitors the marketplace to identify fluctuations in demand for your products, so when we notice an increase in buyer interest, we may spend up to twice your target daily budget to help you capitalise on these opportunities. Your campaign won’t exceed your monthly budget, however
  • If you end a campaign early, you may be charged up to twice your target daily budget on a daily basis. This is because the campaign may not have had the chance to average out the budget over time. However, see the example below for how we ensure your average over the course of your campaign won’t exceed your monthly budget
    • Example: if your target daily budget is 10 for a continuous campaign, you won’t be charged more than £304 per calendar month (30.4 times your target daily budget). Your daily spend may vary from £0 to £20, but your monthly spend won’t exceed £304
  • Sales will be attributed to your ad if a buyer purchases any item from you within 30 days of clicking on any of your Promoted Offsite ads. This means even if they don't buy the exact item they clicked on, the sale can still be attributed to your ad

Note the following when changing your target daily budget:

  • If you make a change, your daily spending limit will be based on the highest target daily budget that you chose for that day. This means that for most campaigns you will never be charged more than 2 times your highest target daily budget on that day. For example, if your daily budget is originally set to £15 but you change it to £10, you may still be charged up to £30 for that day because it uses the highest target daily budget on that particular day
  • When you change your budget, your spend for the rest of the month won’t exceed your new average target daily budget multiplied by the remaining days in the month
  • Ad fees are shown in your Payments tab in Seller Hub, or the transactions page in My eBay

Promoted Offsite best practises

  • Review and use suggested budget - Demand and traffic can fluctuate, tap into any spikes or shifts in buyer demand to maximise reach
  • Have patience during learning period - When launching a campaign, it can take time for machine learning to optimise ad performance, as the algorithm gathers data
  • Set a continuous end date - Longer campaign durations will help machine learning to optimise ad performance more efficiently
  • Follow eBay’s best practises for listings - Use clear titles, accurate descriptions, high-quality photos, avoid photo overlays, and include detailed item specifics to boost performance

Promoted Offsite campaign set up

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

  1. In Seller Hub, go to your Advertising dashboard - opens in new window or tab.
  2. Select Create new campaign.
  3. Select Promote offsite from the ad type options.
  4. Follow the prompts to set up your campaign where you can set your target daily budget.
  5. Once you review your campaign details, you can Launch your campaign.

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

AI-Powered title optimisation

We've introduced a new capability that leverages eBay.ai to automatically rewrite and optimise your listing titles for external platforms like Google Shopping. This helps your products gain better visibility and potentially attract more clicks from buyers searching off-eBay, without you needing to do any extra work.

  • This enhancement only changes the title used for your advertisements on external platforms like Google. Your original listing title on eBay.com will remain exactly as you created it. You can see examples of rewritten titles by selecting Learn more in your campaign settings
  • No action is required from you. This optimization happens automatically in the background for eligible items included in your active Promoted Offsite campaigns
  • This enhancement doesn't change how your ad fees are calculated or charged

Promoted Offsite FAQs

How can eBay help me promote my listings externally to potential buyers?

Promote your listings externally through Promoted Offsite. Attract new buyers off eBay and increase your listings’ visibility. With the ability to further promote your listings on popular external channels, you can capture a wider audience of interested buyers and drive more traffic to your listings.

Where can my ads appear?

Your listings can appear as an ad on external channels, like Google. We are constantly looking to improve the experience of Promoted Offsite so we may expand to other placements in the future.

Which listings are eligible for Promoted Offsite?

Only fixed price listings are currently eligible for Promoted Offsite. Auction listings are not eligible at this time. Some channels may require fixed or free postage. Placement eligibility is subject to the external channels' policies and requirements.

How do suggested campaigns for Promoted Offsite work?

Suggested campaigns are ready-to-launch, tailored campaigns that promote your eligible inventory across leading external platforms like Google. They'll display on your Advertising Dashboard, when you don’t already have an active Promoted Offsite campaign and your listings have strong or projected strong performance.

If you'd like to launch a suggested campaign, start by selecting Review campaign in the widget that says "Made for you, ready to launch, Boost your visibility with Promoted Offsite".

When you launch a suggested campaign, all eligible listings are included. Suggested campaigns refresh daily, so what you see may change based on performance data and other factors.

You can only run one active campaign at a time per site. If you don’t see a Promoted Offsite suggested campaign, it may be because you already have one active, your listings don’t currently meet eligibility requirements, or another type of suggested or trend-based campaign is showing instead.

Where and how do I measure the performance of my Promoted Offsite campaign?

For detailed metrics on how your campaign is performing, go to your Advertising dashboard. From here you can monitor: 

  • Impressions
  • Clicks
  • Click-Through-Rate (CTR)
  • Ad fees
  • Sales
  • Sales conversion rate
  • Return on Ad Spend (ROAS)

Was this article helpful for you?

Related help topics

See other articles in: