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[Video] Turn clicks into sales with eBay Promoted Listings

While online marketplaces attract millions of buyers each year, and the opportunity to showcase your products, they also come with competition when sellers offer the same (or similar) goods. Thus, standing out from the crowd is essential for success. If you sell domestically or internationally on eBay, Promoted Listings is the most effective advertising strategy to ensure your products appear at the top of search results, reach your target audience, and turn impressions and clicks into sales.

This video series will cover:

  • An overview of Promoted Listings
  • Key differences between Promoted Listings Standard and Promoted Listings Advanced
  • Choosing the right campaign model for your business

Promoted Listings Explained

Promoted Listings is eBay’s online advertising model that enables sellers to increase the visibility of their products on eBay. Through this model, listings are strategically displayed to potential buyers, giving sellers a competitive edge in the crowded marketplace.

In essence, Promoted Listings allow sellers to pay for increased visibility, ensuring their products are prominently featured in search results and across the eBay network.

The facts speak for themselves. According to eBay, 83% of eBay buyers view and purchase sponsored items displayed at the top of search results. Sellers also saw an average sales increase of 50% with Promoted Listings Advanced (compared to non-promoted items).

eBay offers two main campaign models: Promoted Listings Standard and Promoted Listings Advanced. The following sections identify the key differences between these campaign models, and how to choose the right one for your advertising strategy.

Comparison: Promoted Listings Standard vs. Promoted Listings Advanced

Promoted Listings Standard

Promoted Listings Standard is a cost per sale campaign model and is the most popular option for Promoted Listings on eBay. This means that you are only charged when a buyer clicks on your promoted listing and purchases your item (within 30 days of the click). The ad fee is a percentage of the transaction value that you set and agree to pay.

Promoted Listings Standard is a low-risk solution that places listings in buyer searches, listing pages and My eBay. Ads will target a large pool of buyers who are interested in buying similar or relevant items. Almost any product type is a good fit for Promoted Listings Standard.

Watch the video below to learn more about Promoted Listings Standard from Webinterpret’s Senior Product Manager, Noémie Colin:

Promoted Listings Advanced

Promoted Listings Advanced is a cost per click campaign model that provides access to premium placements across the eBay network. This means that you are charged when a buyer clicks on your promoted listing. With this campaign model, you are able to bid on keywords that you think buyers will use to search for items like yours by setting a maximum daily budget.

Promoted Listings Advance is a higher-risk solution that can result in higher reward. Ads will target a specific group of buyers who are interested in buying your particular item. Successful product types contain precise keywords, such as those from the Car Parts, Electronics, and Medical Products categories.

The table below compares the main features of each campaign model:

Campaign model Listing type Pricing model Keyword control Ad Placement Ad Spend
Promoted Listings Standard Fixed-price Cost per sale No Appear in 100+ placements across the eBay network Low risk using cost per sale ad pricing
Promoted Listings Advanced Fixed-price Cost per click Yes Premium Placements including top of search Higher risk/higher reward using cost per click ad pricing
Standard and Advanced (combined) Maximum reach, maximum visibility Blended budget approach

Implementing a blended budget approach by combining Promoted Listings Standard and Promoted Listings Advanced is recommended to achieve maximum reach with maximum visibility. Tech Repair Labs is one of many sellers that have increased their overall sales by combining both campaign models.

Watch the video below to learn more about the key differences between Promoted Listings Standard and Promoted Listings Advanced from Webinterpret’s Senior Product Manager, Noémie Colin:

Choosing the right campaign model

Before using Promoted Listings, identify your main business goal and objective. Below, business goals are broken down into 3 main categories:

  1. Brand discovery and awareness
  2. Traffic and visibility
  3. ​​Sales conversion

Business goal #1: Brand discovery and awareness

Objective: Cultivate trust amongst a new audience of potential buyers to expand your customer base.

Advertising model: Promoted Listings Standard

Helpful tips: Keep your ad expenses low. This approach works best for products with a low margin, or with niche items that have small competition.

Business goal #2: Traffic and visibility

Objective: Target customers who are in a shopping mindset by creating ads that are relevant and engaging.

Advertising models: Promoted Listings Standard and Promoted Listings Advanced

Helpful tips: Don’t fall behind on market trends and keep your ad expenses on a competitors’ level in order to grow your sales.

Business goal #3: Sales conversion

Objective: Engage with high-intent shoppers who may move from the consideration phase into making a purchase.

Advertising models: Promoted Listings Standard and Promoted Listings Advanced

Helpful tips: Stand out and beat your competitors’ offers to gain the most from advertising. This approach is advised for those with a high margin.

Download the free flyer to access key metrics and recommended rates for your Promoted Listings campaigns!

Get started with Promoted Listings

Promoted Listings helps your items stand out and get sold among the billions of listings across eBay. With Webinterpret Advertising, both Promoted Listings Standard and Promoted Listings Advanced campaign models allow you to promote your international (Webinterpret) and domestic listings. Webinterpret’s solution is automated and includes item, ad rate and keyword selection, achieving maximum sales uplift with minimum ad spend.

Watch the video below to learn how to get started with Promoted Listings Standard:

Learn how to sign up for Promoted Listings Standard and Promoted Listings Advanced here: How to sign up for Promoted Listings.

Still have questions? Book a demo with the Webinterpret team to explore your options for international and domestic sales growth.

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