Advertising on eBay doesn’t have to be complex or reserved for big brands. Promoted Listings is an accessible, effective way to boost your listings’ visibility and drive sales. With two unique campaign strategies — general and priority — you can tailor your advertising approach to meet your specific business goals.
Table of contents
Choose Your Strategy
To make this guide easier to navigate, choose the strategy that aligns with your advertising goals:
| Learn More About the General Strategy | Learn More About the Priority Strategy |
| Ideal for sellers focused on visibility and cost-effectiveness. | Designed for sellers seeking faster sales and advanced controls. |
What Are Promoted Listings?
Promoted Listings help you showcase your items in prime ad placements across eBay’s marketplace and beyond, increasing their visibility and improving your chances of making a sale. Depending on your goals, you can choose between two strategies:
| General Strategy | Priority Strategy |
| Low Risk: Only pay when your item sells through a promoted ad. Broad Reach: Increase visibility across eBay’s search and listing pages. Ease of Use: Simple setup with tools like suggested ad rates. | Advanced Control: Customize targeting with keywords and bids. Accelerate Sales: Reach motivated buyers faster. Precise Budgeting: Pay-per-click model ensures control over spending. |
How to Set Up a Promoted Listings Campaign
Step 1: Access the Advertising Dashboard
Log into eBay’s Seller Hub, navigate to the Advertising tab, and click “Create New Campaign.”
Step 2: Choose a Campaign Type
Select the Promote your listings option to unlock eBay’s advertising tools.
Step 3: Set Up Your Campaign
General Strategy Setup
- Select the listings you want to promote.
- Set an ad rate (percentage of the item’s sale price).
- Choose a campaign duration.
- Launch your campaign.
Priority Strategy Setup
- Select the listings you want to promote.
- Define targeting parameters such as keywords and audience preferences.
- Set your daily budget and bidding strategy.
- Launch your campaign.
Common Questions and Tips
Where Do Promoted Listings Appear?
Promoted Listings can appear on search results pages, product detail pages, and off-eBay partner networks. Learn more about Placement Options.
What Are Suggested Ad Rates?
Suggested ad rates are calculated using factors like seasonal trends, past performance, and competition. They help you stay competitive without overspending. Read more on Ad Rates.
How Can I Optimize My Campaigns?
Use the Advertising Dashboard to monitor your campaign’s performance. Track clicks, sales, and spending, and adjust your strategies as needed to ensure you’re meeting your goals.
If you’re unsure which items to start with, eBay simplifies the process by recommending listings based on their likelihood to perform well. Look for items marked as “Recommended” in the campaign manager. These are chosen using factors such as:
- Popularity and Relevance: Items that are in demand or seasonally appropriate.
- Historical Performance: Listings with a proven sales record.
- Marketplace Trends: Competition and buyer interest.
Promoting these items first can set you up for success from the start. For additional guidance, visit the Promoted Listings Overview.
Ready to Begin?
Promoted Listings offer the tools you need to grow your visibility and sales on eBay. Whether you’re exploring advertising for the first time or scaling your efforts, now is the perfect time to get started. Visit the eBay Advertising Dashboard to create your first campaign today!
