2 min article

Promoted Listings

You can use Promoted Listings to give greater exposure to the items you're selling. You can get your listing in front of more buyers, and you're only charged for the ad if it's helped your item sell.

Promoting your listing makes it stand out with higher placements in search results, increasing your items' visibility and likelihood of being sold. Promoted Listings is available to all sellers in good standing with recent sales activity.

Using Promoted Listings

You can promote listings using My eBay - opens in new window or tab, Seller Hub - opens in new window or tab, the Quick listing tool - opens in new window or tab or the Promoted Listings dashboard - opens in new window or tab

To promote listings from My eBay Active:
  1. Open the dropdown menu beside the listing you want to promote.
  2. Select Promote listing.
  3. Use our trending ad rate or, under "Ad rate (%)", set your own rate. 
  4. Select a campaign.
  5. 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.

 

 
To create a Promoted Listings campaign from the Seller Hub Active Listings page:
  1. Open the Create listing dropdown menu in the top right corner.
  2. Select Single listing to list one item or Multiple listings to list more than one item.
  3. Once you’ve created your listing, select Sell it faster from the bottom of the Listing details page.
  4. Set an ad rate.
  5. Select the List item button.

To promote individual listings from the Seller Hub Active Listings - opens in new window or tab page:

  1. Select the Promote listing bubble under the listing title or select the Edit dropdown beside any listing with the Promote listing bubble, then select Promote listing.
  2. Select Promote.
  3. Set an ad rate.
  4. Select an existing campaign or create a new one.
  5. Select Promote.

To stop promoting a listing at any time from the Seller Hub Active Listings page:

  1. Select the Actions dropdown menu beside the listing. 
  2. Select Edit promoted listing.
  3. Select Stop promoting
  4. Select Edit promoted listing to save your changes. 

To promote listings in bulk from your Seller Hub Active Listings - opens in new window or tab page:

  1. Tick the boxes next to the listings you want to promote, or tick the box at the top of your listings to select up to 200 listings at once.
  2. Select the Sell it faster dropdown above your listings and then select Promote your listings.
  3. Use the trending ad rate or select Advanced options to adjust ad rates or set a maximum ad rate.
  4. Select an existing campaign or create a new one.
  5. Select Promote.
 

To promote listings via the quick listing tool simply accept the offer to promote your item which appears in a pop-up window at the end of the listing process when your listing is eligible.

For a listing to be eligible it needs to meet all of the following criteria:

  • The listing is in fixed price format (auction-style listings, including auction-style listings with a Buy It Now option, aren't eligible)
  • The listing price adheres to our recommended price guidance
  • The item is listed under any category except for Cars, Motorcycles & Vehicles, Property, and Holiday & Travel
  • The listing includes at least 1 picture
  • The item condition isn't listed as "Parts not working"
  • The listing doesn't offer local collection

Fees when you use Promoted Listings in the Quick listing tool

You'll only be charged a fee for a promoted listing if it helped your item sell. The fee is a percentage of the item's final sale price (similar to a final value fee).

  • In the quick listing tool, a fee is selected based on the trending ad rate for items similar to yours, which you will be able to see and confirm as you’re creating your promoted listing. The fee represents a percentage of the final sale price of your item, excluding postage and taxes. If you're promoting a listing via My eBay Active, you can choose between the trending ad rate or your own ad rate
  • If a buyer clicks on your promoted listing and then buys the item within 30 days, you'll be charged the ad fee
  • If you accept a Best Offer price, the agreed-upon ad rate will be applied to the new Best Offer price
  • If your item doesn't sell, or if a buyer finds your item through a non-promoted listing in search results, you won't be charged an ad fee
  • Ad fees are shown on your seller invoice
 
To create a Promoted Listings campaign using the Promoted Listings dashboard - opens in new window or tab:
  1. Select Create new campaign.
  2. Choose either Select listings individually (up to 500 listings) or Select listings in bulk (up to 50,000 listings).
  3. We'll take you through the process – selecting which listings to promote, choosing how much you'd like to pay for the ads, and then reviewing and launching your campaign.

Selecting your promoted listings individually

If you choose to Select listings individually from the Promoted Listings dashboard, here's what to do next:

  1. Select the listings you want to promote - you can filter your listings based on criteria such as category, price and quantity.
  2. Set your own ad rate or select Apply trending rate. The trending rate is the average ad rate, set by sellers, for similar items that have sold through Promoted Listings.

Selecting your promoted listings in bulk 

If you choose Select listings in bulk from the Promoted Listings dashboard, you'll be given two options; Help me select my listings or I'll upload my listings in a CSV file.

If you choose Help me select my listings:
  1. Tick the boxes beside the eBay categories or Shop categories that you want to promote.
    • We'll promote all listings in the categories you select (e.g. Coins – category)
    • If you tick the "Include all recommended listings" box we will promote all recommended listings as well, even if those recommended listings are not in the categories you selected
    • Any listings that are already being promoted in another campaign will not be included
  2. Set your ad rates for each item. You can choose from the following options:
    • Exceed trending rates by X% - ad rates will be set to trending rate + the selected percentage for each listing
    • Apply a single rate to all listings - the same ad rate will be applied to all listings. This is a good option if you have a strict maximum rate you want to pay
    • I will set my own ad rates - You choose the ad rate for each item individually by downloading the campaign file, editing ad rates, then uploading to eBay as a .csv file
  3. Review and launch your campaign.
If you choose I'll upload my listings in a CSV file:
  1. Prepare a .csv file with the item IDs that you wish to promote in column A, and the ad rates for each item in Column B.
  2. Upload the file. (See file format specifications below).

You can also edit your listings in bulk using a .csv file. Here's how: 

  1. Select Actions next to the campaign you want to edit.
  2. Download the campaign file and include trending ad rates.
  3. Make your changes to the .csv file and save the updated file. 
  4. Upload the file.
  5. Review and launch your campaign.

File format

  • The file needs to be in .csv format
  • You can add up to 25,000 Item IDs in one file
  • Ad rates can be provided in 0.1% increments.
  • Item IDs need to be in number format with no decimal points
  • Do not use the "%" sign
  • Large files may take up to an hour to upload

 

Any changes you make to your listing will automatically appear in your ad.

 

Tip
You can monitor the performance of your promoted listings in the Promoted Listings dashboard - opens in new window or tab.

Promoted Listings fees

You choose how much you want to pay for your promoted listings – we call this the ad rate. The Promoted Listings system chooses which listings to show and where, based on the listing's ad rate, relevancy to buyer search, and quality of the listing.

Here's how the fees work:

  • You choose an ad rate from 1% or more of the item's sale price. A higher ad rate means a higher likelihood of ad placement, leading to increased visibility and promotion
  • Trending rates are calculated based on ad rates for similar items sold via Promoted Listings.
  • You will only be charged when a buyer clicks on one of your ads and then buys that item within 30 days
  • The ad fee is based on the ad rate you chose
  • Ad fees are shown on your seller invoice

Visit our Seller Centre to learn more about Promoted Listings.

Promoted Listings FAQs

What if someone looks at my promoted listing but doesn't buy the item right away?

If a buyer clicks on your promoted listing, we only charge the ad fee if they buy your item within 30 days.

 
Am I charged multiple fees if a buyer clicks on my promoted listing multiple times?

No. You are charged the fee that applied when the buyer first clicked on your promoted listing within the 30-day window.

 
What fee am I charged if I revise my listing and change the ad rate?

You will be charged whichever ad rate was active when the buyer first clicked on your promoted listing within the 30-day window. You can't change the ad rate with Promoted Listings in the Quick listing tool.

 
What happens if I accept a best offer?

If you accept a Best Offer price from a buyer who clicked on that listing through Promoted Listings, you'll be charged an ad fee based on the final sale price.

 
Where will my Promoted Listings ad appear?

Promoted listings will appear in prominent placements across eBay, including the search results page and related items section. Listings will only be promoted on the eBay site of the country you listed in, even if they feature international postage.

 
Can listings be promoted on multiple eBay sites?

To promote listings on another eBay site (e.g. ebay.com), log in to that eBay site and create campaigns using that site’s local Promoted Listings tools.

 
How do I find out how my campaigns are performing?

For detailed metrics on how your campaigns are performing, go to your Promoted Listings dashboard - opens in new window or tab. From here you can monitor:

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 buyers who clicked on your promoted listings after seeing them.

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.

 
Why do organic metrics sometimes outperform Promoted Listings metrics in my performance graph?

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:

  • Recent changes to ad rate
  • Recent additions or removals of listings in a campaign
  • Changes in organic search rank for promoted listings (e.g. boost from Promoted Listings sales increases overall organic sales)
  • 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)
  • Buyer traffic or demand for a certain item - Seasonality - Third parties, such as a brand manufacturer, choosing to start or stop promoting certain items 
  • General platform improvements, quality thresholds, or eligibility changes
 

Promoting your listing makes it stand out with higher placements in search results, increasing your items' visibility and likelihood of being sold.

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