eBay Advertising: Choosing the right campaign strategy for Your business

Introduction

In today’s competitive e-commerce landscape, eBay Advertising offers sellers a suite of advertising solutions to maximize visibility, drive sales, and reach the right buyers. Whether you’re new to eBay advertising or an experienced seller, understanding the right campaign strategy for your business can significantly impact your success.

This guide explores eBay’s latest advertising options, including Promoted Listings with a priority  or general strategy, Promoted Offsite, and Promoted Stores, to help you make informed decisions about your advertising strategy.

Promoted Listings 

Promoted Listings gives you flexible options that fit your business needs, so you can reach more buyers and drive sales on eBay. Whether you want to maximize visibility or fine-tune your targeting, you can select two different campaign strategies. Remember, a campaign strategy determines how your listing will be promoted and how you’ll be charged. The two campaign strategies available are priority and general.

• General strategy – A simple, cost-effective way to increase exposure. You only pay a percentage of the sale price when your item sells through a click on your ad.

• Priority strategy – Accelerate your sales and reach highly motivated buyers with the advanced targeting and precise control over your ad spend when you promote your listing using the priority strategy. This cost-per-click campaign strategy provides you with priority access to ad placements with advanced controls, and you’ll only pay for clicks on your ad.

No matter which strategy you go with, Promoted Listings makes it easy to boost visibility and help drive sales.

Promoted Listings Using a General Strategy

The General Strategy is designed to amplify your items’ visibility across eBay, speed up sales, and grow your business. Get started in just a few clicks—only pay when your item sells through a click on one of your promoted listings.

Key Benefits

• Increased visibility across eBay’s network
• Pay only when your item sells through a promoted listing click
• 30% average increase in sales for sellers using this approach*

*On average, compared to non-promoted items, eBay data, Jan 2024 – March 2024. 

You can promote your listings from your Advertising dashboard. Here’s how:

1. In Seller Hub, go to the Advertising tab.
2. Select Create new campaign.
3. Select Promote your listings from the ad type options.
   • Follow the prompts to set up your campaign where you can choose a general campaign strategy, where you’ll:
     • Select listing to promote
     • Choose an Ad rate strategy
     • Set your campaign Duration
4. Once you review your campaign details, you can Launch your campaign

Promoted Listings Using a Priority Strategy

A Priority Strategy is ideal for sellers looking to maximize visibility and drive high-intent traffic to their listings. With advanced targeting and bidding controls, this strategy ensures that your listings are placed in high-impact ad placements on eBay.

Key Benefits

• Priority access to premium ad placements
• Advanced targeting and bid control for optimized reach
• Cost-per-click (CPC) model—you only pay for clicks on your ads
• Increased conversion potential, with sellers seeing up to 50% more sales on average*

*On average, compared to non-promoted items, eBay data, Jan 2024 – March 2024. 

You can create a priority strategy campaign from the Advertising dashboard within the eBay Seller Hub. Here’s how:

1.  In Seller Hub, go to your Advertising dashboard.
2. Select Create new campaign.
3. Select Promote your listings from the ad type options.
4. Follow the prompts to set up your campaign where you can choose which campaign strategy you want to use.
   • If you select priority placements, you’ll:
     • Select listings to promote
     • Determine your Targeting and Bidding strategy
     • Set a Daily budget
     • Set your Duration
5. Once you review your campaign details, you can launch your campaign.

Promoted Offsite

More reach, more clicks, more chances to sell.

Promoted Offsite expands your eBay listings beyond the platform, placing them on external channels like Google, Bing, and partner networks. These easy-to-launch ads help reach new buyers and drive more traffic, connecting with shoppers who start their search outside of eBay.

Key Benefits

• Expanded audience beyond eBay
• Pay-per-click (PPC) model—only pay when a shopper clicks on your ad
• Connect with high-intent shoppers before they even land on eBay
• 25% average increase in offsite-driven sales*

*On average, compared to non-promoted items, eBay data, Jan 2024 – March 2024. 

Promoted Stores

More visibility, more brand recognition, and more opportunities to grow your store.

Promoted Stores is an advertising solution that makes it easy to launch eye-catching ads that drive interested buyers to your eBay store. These ads spotlight a coupon or category of items in your store and include your store’s name, logo, headline, a direct link to your store, and several of your top-performing listings.

Key Benefits

• Attract interested buyers to your eBay store with ads designed to stand out
• Showcase your brand and entire inventory instead of just individual listings
• Drive loyalty and repeat business by promoting your store identity
• Flexible pricing options, including subscription-based or PPC models
• Increase engagement across eBay and external platforms

Which eBay Ads Are Right for You?

Exploring the key differences in eBay’s advertising strategies can help you find the perfect fit for your business needs. Check out the table for a quick overview of what differentiates each strategy, empowering you to make an informed choice.

eBay’s advertising solutions provide sellers with the flexibility to tailor their marketing strategies based on their goals. Whether you’re looking to increase visibility, expand your reach beyond eBay, or build long-term customer loyalty, there’s a campaign strategy that fits your needs.Get started today! Explore these options and optimize your eBay advertising

strategy to drive more sales. Visit the eBay Seller Center for more details.