Ebay promoted listings advanced

Marketplace SEOSearch engine marketing
By Yuval Ginor, Mar 20,2024

Ebay Promoted Listing Advanced

Ebay Promoted Listings Advanced - a cost-per-click advertising solution that provides priority access to placements across Ebay - has recently been released. Promoted Listing Advanced helps sellers target keywords and control their budget, and allows them to develop their business and increase sales. On top of all this, sellers pay only when an ad is clicked.

Ebay Promoted Listings Advanced Explained

Through its Promoted Listings Advanced services, Ebay offers Top Rated and Above Standard sellers to promote their fixed price listings within the marketplace, by placing them as sponsored results in the search results page for relevant searches. 

It is important to note that when advertising the same listings in both Standard and Advanced marketing campaigns, only one of the campaigns will be activated, so it is important to optimize the product listings to the relevant type of campaign. 

Ebay uses a second-price auction pay-per-click model for its Promoted Listings Advanced campaigns, meaning sellers’ bids are reviewed according to several criteria, such as the quality of the product listing, keyword relevance, the seller’s and other sellers’ bids etc. 

Promoted Listings Advanced also allows sellers to create a more effective manual targeting campaigns by organizing their listings and keywords into groups by category or other common attributes, thus enabling them to target all the listings in the group with the same keywords. 

All you need to get started is to select your keywords, set a daily budget, and you are ready to begin your campaign. Sellers are charged per-click, and one the daily budget runs out, the ads will stop running until the next day. 

Promoted Listings: Standard and Advanced

Promoted Listings Standard ads are based on a Cost-Per-Sale model, and may appear in many places across the marketplace. These ads rely on the product data collected by Ebay to target relevant shoppers, and therefore Ebay maintains control over the targeting, which means all listings must be completely optimized so Ebay may provide the best results (i.e. listing title and description, categorization, Ebay Specifics, etc.). Only after a shopper purchases the product, will the seller pay Ebay a portion of the sales amount. If no purchase is made, the seller is not required to pay, which makes this scheme attractive to sellers who wish to increase their visibility in the marketplace on a smaller budget, but without much control over targeting. 

Promoted Listings Advanced ads, on the other hand, are based on a Cost-Per-Click model, and places the relevant listings at the very top of the search results page. In order to get there, sellers bid for certain keywords and keyphrases, and the winners have to pay for every click on their ad. Sellers have plenty of control over the placement of their ads and keyword targeting.

How Ebay Promoted Listings Advanced Works

As mentioned above, in Ebay Promoted Listings Advanced sellers control their daily budget and targeting in order to obtain a placement at the top of relevant search results. The amount sellers have to spend on Promoted Listings Advanced ads is dependent on the amount they and their competing sellers place on keyword bids, and the number of clicks the ads generate. The Promoted Listings Advanced ads will continue to run as long as there are funds remaining in the daily budget. Once the budget is depleted the ads will stop running until the next day.  

However, placing the highest bid does not guarantee winning an auction for a sponsored ad placement. Other criteria, such as listing quality, keyword relevance and the daily budget, also play a role in determining the winner. If your product listing is not properly optimized, it will never appear at the top of the search results page.

Ebay set up a number of restrictions on the types of listings that are eligible for Advanced campaigns: 

  • Only “Buy It Now” listings. Auction listings with a “Buy It Now” option are ineligible. 
  • Only listings with products in stock.
  • The following listings are ineligible for Advanced campaigns: Listings in Wholesale & Job Lots, Cars, Motorcycles & Vehicles, Events Tickets, Property, E-Cigarettes, Vapes & Accs or Everything Else categories

Sellers can visit Ebay’s Seller Hub, under “promotions”, in order to check if their listings are eligible for Promoted Listings Advanced.

How to Create a Promoted Listings Advanced Campaign

In order to start a new Promoted Listings Advanced campaign sellers need to go to the advertising dashboard in the Seller Hub:

  1. Log into Ebay’s Seller Hub, and select the “Marketing” tab.
  2. In the “Marketing” tab, locate the “Advertising” dashboard.
  3. Click “Create New Campaign”.
  4. Select the targeting type of the campaign (manual/smart).
  5. Fill all necessary information and launch the campaign.

Here are further details on creating a new Promoted Listings Advanced campaign:

Selecting the Type of Campaign

Sellers can choose from two types of targeting campaigns - manual and smart. 

Manual targeting campaigns give sellers a lot of control with regards to targeting and keyword bidding. This type of campaign takes more time to set up, and requires some familiarity with your target market.

In smart targeting campaigns, Ebay retains control over most of the operation, including in keyword bidding. However, smart targeting campaigns take much less time and effort to set up.

Setting a Daily Budget

Ebay requires sellers to set a daily advertising budget, with a minimum of $1. Sellers can also limit the number of daily CPC, and in manual targeting campaigns, set keyword bid sums. 

Setting the Term of the Ad Campaign

Ebay allows sellers to set specific predetermined times for launching and shutting down ad campaigns. Alternatively, sellers can set the campaign to run continuously, until manually shut down. 

Choosing Keywords

Begin with keyword research. See which keywords Ebay recommends, but it is worth also checking other marketplaces, like Amazon. Once you create a new keyword list and set a budget, the Promoted Listings Advanced campaign will be launched.

It is important to remember that different channels attract different shoppers and have different rules and algorithms, so the performance in Ebay may vary from other marketplaces. So, once the new keyword list is up and running, sellers need to monitor its performance, and make the necessary adjustments.

Monitoring Performance

For each campaign you run, Ebay provides performance reports, so sellers can monitor them and make necessary adjustments. Simply go to the “Marketing and Reports” tab in the Seller Hub and download the reports, or check the “Performance” tab to see all the data. 

Such data includes:

  • Keyword report: describes how the keywords you selected perform in searches. 
  • Listing report: explains how each of your listings perform in the campaign.
  • Search query report: details each search query and keyword that led to a click on your Promoted Listings Advanced ads. 

After the ad campaign has been running for a while, it is highly recommended to go over these reports in order to have a better understanding of the marketplace and what needs to be done in  order to optimize your ads and listings. This can be done from the Advertising dashboard in the Seller hub, where you can edit and adjust your various ad campaigns. And remember to always adjust your daily budget according to the changes you make to the campaign. 

Best Practices for Ebay Promoted Listings Advanced Campaigns

Ebay Promoted Listings Advanced ads appear as sponsored listings at the top of the search results page. Each sponsored listing appears only once, and there are usually only 4 sponsored ad spots. So it is very important to take advantage of the situation and make the best of your position.

Maintain High Quality

One of the factors taken into account by Ebay when deciding on a winning bid is the quality of the listing. That is why it is very important to make sure your listings are Ebay-optimized, meaning proper listing title and product description, high quality images, engaging content, full Item Specifics information, correct categorization, and providing shoppers with all the information they need in order to make an informed purchasing decision. 

Run Both Promoted Listings Standard and Promoted Listings Advanced Campaigns

Sellers can increase the exposure of their listings across Ebay by running both Promoted Listings Standard and Promoted Listings Advanced ads for different listings. Which type of promotion fits which listing mostly relies on the listing’s internal Ebay rankings and the competitiveness of the category. 

Monitoring Organic Listings

Some of your organic, non-sponsored listings, may already be high quality enough to make it to the top of the search results page on their own merit. In that case, it is better to save the advertising budget for more competitive listings that can make it to the  top organically.

So always begin with your organic listings. Optimize them as needed to promote them in the rankings, and only when all else fails and you can make it to the first page of the search results, then it is time to proceed to sponsored ads.  

Alternatively, sellers can improve the rankings of their listings by using them in Promoted Listings ad campaigns.

Wait for a Larger Sample Size

Although ad campaigns are a great way to increase sales during limited times such as holiday sales and special promotions, they can also be used quite effectively over the long run. After a period of operation, Ebay collects enough data that helps them optimize their targeting and stabilize their ad rates. Letting the campaign run for a few weeks can also help sellers familiarize themselves better with the market and understand what changes have to be made in order to optimize the ad campaign. 

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