What is Promoted Listings?

Promoted Listings helps your items stand out among billions of listings on eBay 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.

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 30%.*

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%.

A one-of-a-kind item seller paid only $70 in ad fees and generated $900 in sales with Promoted Listings.

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!

Seller-hub
Promote using campaign manager

Use the Promoted Listings campaign manager to create a campaign in 3 easy steps:

  1. Select the listings available to promote.
  2. Set your ad rate.
  3. Review and launch your campaign.
Campaign Manager
Promote in bulk using a .csv file

Upload listings in bulk if you have a large volume of listings.

  1. Download a .csv file with your eligible listings and trending ad rate suggestions.
  2. Modify and upload the file.
  3. Review and launch your campaign.
Bulk

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 "Recommended Items" feature in the campaign manager when selecting listings to promote.

Stay ahead of competition with trending ad rates

"Trending ad rate" is the average ad rate, set by sellers, for similar promoted items, and helps you stay competitive by improving chances your ads will be shown more often.

Tip: We recommend checking and adjusting trending rates weekly to stay ahead of competition. See ad rate trends.

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 performance dashboard gives you detailed reports on how your campaigns are performing. Metrics include:

  • Impressions. The number of times buyers viewed your promoted listing.
  • Clicks. The number of times buyers clicked your promoted listing.
  • Sold. The number of promoted items purchased within 30 days of a click on your promoted listing.
  • Ad fees. The fees based on the ad rates set for your items.
  • Sales. Amount sold within 30 days of a click on your promoted listing.
  • 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 data on to a .csv file 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.
    • Click-to-sale 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.

    Ad Rate Trends: Not sure how much to spend on your Promoted Listings? Check out our trending ad rate guidance. Trending ad rate is the average ad rate, set by sellers, for similar promoted items, and helps you stay competitive by improving chances your ads will be shown more often.

    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.

    • 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 eBay, increasing item visibility and helping to improve the likelihood of a sale.

      Promoted Listings is available to eBay Stores subscribers. Sellers can promote fixed price listings for most categories except Vehicles, Real Estate, Travel, and Everything Else 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 first clicked.

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

    • 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. 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.

    • Am I eligible for Promoted Listings quarterly credit? How do I redeem it?

      Each quarter, Enterprise and Anchor Store subscribers receive a $25 credit and Top Rated Sellers receive a $30 credit. Top Rated Sellers who are also Enterprise or Anchor Store subscribers receive a combined quarterly credit of $55.

      To be eligible for the credits, you must:

      • Be an Enterprise or Anchor Store subscriber or have Top Rated status to qualify for Promoted Listings credits (Top Rated Sellers are eligible to receive the credit as long as they maintain the status for at least one month during that quarter).
      • Have a valid eBay registration address in the US. Sellers using My eBay can verify their registration address at My eBay > My Account > Addresses > Registration address.
      • Launch a Promoted Listings campaign and sell item(s) through the Promoted Listings service.
      • Pay your monthly invoice after eBay bills you for items sold.

      After that, eBay will issue your quarterly credit up to the amount used on your next monthly invoice and note any remaining Promoted Listings credit balance. Credits will appear in the "Miscellaneous Credits" section of your invoice. The description will tell you which month and quarter the credit is for.

      Example: If you are a Top Rated Seller and spend $15 on Promoted Listings in April, you will be charged $15 on your May invoice and receive up to a $15 credit on your June invoice (example based on a $30 quarterly Promoted Listings credit for Top Rated Sellers).

      Note: Promotions and credits are subject to change.

    • Is Promoted Listings available via third-party listing tools?

      Yes. Promoted Listings is available through third-party listing tools such as ChannelAdvisor. Please contact your third-party tool provider to learn more and get started.

    • What does a promoted listing look like? Where do they appear?

      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

      Promoted Listings may appear throughout our network, including desktop and mobile search results, and product pages. Placement and ranking are influenced by a variety of factors, including ad rate, listing quality, relevancy, and competing listings.

    • Can the same promoted listing appear in more than one placement on the same page?

      Yes. An individual promoted listing may appear in more than one placement on a page.

    • 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.



    Campaign management FAQs

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    • Why do you label ads as “sponsored” for buyers?

      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 Promoted Listings campaign manager and choose "Select listings individually" to create a campaign in 3 easy steps:
          1. Select eligible listings to promote
          2. Set your ad rate
          3. Name your campaign and launch it
      • In bulk using .csv file:
        • Go to the Promoted Listings campaign manager and choose "Select listings in bulk" when you have large number of listings to promote:
          1. Download a .csv file with the eligible listings and trending ad rate suggestions
          2. Modify and upload the file
          3. Name your campaign and launch it
        • Note: There is no limit to the number of items a seller can promote or campaigns a seller can set up. However, campaigns created using the 'Select listings individually" option can only have up to 500 listings in one campaign. Campaigns created using the "Select listings in bulk" option can have up to 25,000 listings in one campaign.

      • Using third-party listing tools:
        • Check with your third party tool provider.
      • By setting up your own API access:
    • My listing has sold or ended. Will the associated promoted listing automatically stop displaying?

      Promoted Listings does not show items that are not active—whether sold, expired, or ended. If your listing has sold, expired or ended and you've relisted the item, it won't automatically be promoted. If you reactivate a previous listing (versus creating a new one), the reactivated listing will inherit its predecessor’s promoted listings status and details.

      Note: Multi-quantity Good 'Til Cancelled promoted listings remain active 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 "Select listings individually" option to create your Promoted Listings campaign:
        1. Click on "Actions" next to the campaign you wish to edit
        2. Click on "Edit campaign"
        3. Adjust the ad rate and or add or remove listings from the campaign
      • If you used the "Select listings in bulk" option to create your Promoted Listings campaign:
        1. Click on "Actions" next to the campaign you wish to edit
        2. Click on "Edit campaign file"
        3. Modify the file and re-upload it

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

      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 Items"?

      Our system may recommend listings that we think can benefit from Promoted Listings. We recommend promoting these listings first by taking advantage of the "Recommended Items" feature when selecting listings to promote.

      We base these recommendations on trends and the current competitive landscape of items in the marketplace. We also take into account the historical performance for each item.

      If an item doesn't show as "recommended," you can still choose to promote it.

    • 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 a sudden 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

      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.



    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.
      • Review "Trending ad rates" weekly and consider bidding at or slightly above the suggested rate to stay competitive.
      • 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 Promoted Listings dashboard frequently to keep track of your sales and campaign performance. The Dashboard includes metrics such as:

      • Impressions. The number of times buyers viewed your promoted listing.
      • Clicks. The number of times buyers clicked your promoted listing.
      • Sold. The number of items purchased within 30 days of a click on your promoted listing.
      • Ad fees. The fee based on the ad rate set for your items.
      • Sales. Amount sold within 30 days of a click on your promoted listing.

      Your Promoted Listings 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. The number of items sold within 30 days of a click on your promoted listing.
      • Click to sale rate. The date when the item was sold through Promoted Listings service.
      • Return on Investment. The number of items sold.
      • Promoted Listings Contribution. The sales amount from the items sold.
    • 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 non-sponsored search result for the same item?

      Possibly. Your Promoted Listings ad may preempt the same listing from appearing organically in the same set of results, and your listing’s organic ranking may be impacted by its performance in Promoted Listings.

    • 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 on your eBay invoice.

      Promoted Listings fees appears 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 further below on your invoice.

      Promoted Listings credits for returned items, unpaid items, and canceled transactions are reflected 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 days sales attribution window from the first click received and charge based on the ad rate in effect at the time of the first click.

      Example 1: A buyer clicks your item before you revise the ad rate and purchases it after your revision.

      When a buyer clicks on your promoted listing before you revise the ad rate but purchases the item after you revise the ad rate, you will be charged the ad rate before you revised it.

      Example 2: A buyer clicks and purchases your item after you revise the ad rate.

      When a buyer clicks on your promoted listing after you revise your ad rate and purchases the item, you will be charged the ad rate after you revised it.

      Note: Both examples assume the purchase occurred during the 30-day attribution window. The ad rate doesn't apply after expiration of that window.



    *Average based on a comparison of item page views before and after activating promoted listings in 2017.