How to Set Up Advertising With eBay’s ‘Promoted Listings’

Bailey Bezzant

September 11, 2020

For any seller on eBay, the idea of boosting your product views by 36% is enticing, especially if you only have to pay when a sale is made. In short, you will get more eyes on your products at only the cost you’re willing to pay for an acquisition—a value proposition that’s hard to argue with. That’s what you get with eBay’s Promoted Listings advertising feature.

How eBay’s Promoted Listings work

Promoted Listings on eBay are similar to Amazon’s Sponsored Products or Google Shopping ads. They are best used to show your brand’s products to potential customers within the eBay platform.

Unlike other ad platforms, eBay ads do not allow you to choose your targets—no keyword, category, demographic, or product targets—but will simply show an ad to shoppers eBay’s best match algorithm has determined are most likely to buy based on key factors such as your title and keywords matching up with the customer’s search. While Promoted Listings could draw comparisons to automatic campaigns on Amazon or Walmart, for example, the difference here lies in the ad rate.

Ad rate makes eBay unique in that the ad rate allows you to set the amount you will pay for an acquisition based on the price of the product you have selected to advertise. While bidding may require manual optimization and monitoring on other platforms, eBay’s ad rate will remain constant, and you’ll rest assured knowing that with every dollar of ad spend, there was a predetermined and calculated return.

There are 4 basic steps to getting started with Promoted Listings: 1. Selecting Products, 2. Setting the Ad Rate, 3. Launching the Campaign, and 4. Reviewing Performance.

Creating your first Promoted Listing

Make sure your brand has a Seller Hub with products in stock and uploaded into eBay ready to be sold. You won’t be able to build any campaigns if there isn’t product in stock.

Once logged in to the account associated with your brand, navigate to the Promoted Listings hub. You get there by hovering over the ‘My eBay’ tab at the top right of the page, clicking ‘Selling,’ hovering over the ‘Marketing’ tab right underneath the Seller Hub heading, then clicking Promoted Listings.

eBay Advertising Best Practices | Pattern

From here, you will be able to create campaigns. Click the “Create new campaign” button, then choose to either select listings individually or create Promoted Listings in bulk.

eBay Advertising Tips | Pattern

eBay Advertising Promoted Listings Campaign | Pattern

Now you will need to search for the product you’re wanting to advertise by either name, part number, price, category, or quantity available. Select the product you want to advertise.

eBay Advertising Promoted Listings Campaign Tricks | Pattern

eBay Advertising Experts | Pattern

Once you’ve selected the product, you will set your ad rate. As discussed earlier, you can choose to either remain at the suggested ad rate or set your own. This lever is your chance to outbid competitors and ensure your ad is shown often.

Best practices for setting ad rates

As stated earlier, the ad rate is the price per acquisition based on the price of the product. For example, if the ad rate is set at 10% for a $22 product, the ad fee the seller would pay upon a consumer’s purchase of the product from the ad would be $2.20. This is one of the only levers advertisers have to pull on eBay, as the higher your ad rate, the more likely your ad will show but the more you will have to pay as a result.

If you’re lost on what to bid, there is a “Suggested ad rate” that is calculated based on a variety of factors (competition, seasonality, past performance, item attributes).

While here, there are also a few provided options for ad rate strategy. You can

  1. Apply the suggested ad rate eBay provides.

  2. Set the ad rate to a percentage below or above the suggested rate.

  3. Apply a single ad rate to all listings you’ve uploaded.

eBay Ad Rate Strategy Best Practices | Pattern

With option 2, you’re able to set up a dynamic bid that changes up or down by the percentage you’ve set based on the bids of your competitors, similar to an auction system. This can be extremely useful as you could pay significantly less than you might have otherwise with a set ad rate. However, with that comes the risk of paying significantly more as well.

To account for that, eBay has added the option to set a “maximum ad rate” that guarantees you will not have to pay above that cost of sale. Although this fixes the problem of potential budget-busting, this could mean you miss out on some placements as competitors outbid you.

eBay Advertising Promoted Listings Ad Rates | Pattern

Launching an eBay Promoted Listings campaign

Next, you will review, name, and launch your campaign. Make sure to include the variation type (if there is one) in the name of the campaign as well to make it easy to find. You can also set a start and/or end date for the campaign on this page.

Launching eBay Advertising Promoted Listings Campaigns | Pattern

Launch your campaign! It will take you back to the main Promoted Listings dashboard, which is the place where you will be able to track the metrics for your campaign over time.

Metrics for eBay Advertising Promoted Listings Campaigns | Pattern

eBay Advertising Promoted Listings Campaign Reporting Tool | Pattern

If your campaigns have been running without much traction, you may want to consider editing your campaigns to reflect a higher ad rate.

And that’s it! Advertising on eBay is a relatively simple process that can lead to real growth for sellers. With an average of 36% more impressions and a set rate of return, selling products through eBay using Promoted Listings can be a great opportunity to expand your brand. Interested in learning more about expanding your ecommerce reach through eBay? Check out this blog, or contact Pattern experts through the form below.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.