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You are here: Sell APIs > Selling Integration Guide > Marketing seller inventory > Promoted listings basics

Promoted listings

Promoted listings is part of the marketing phase in the selling cycle. It is an eBay advertising service that allows sellers to put their best merchandise in front of active shoppers, increasing item exposure and the likelihood of a sale. Sellers determine what they want to pay to promote their items. Best of all, sellers pay when their ad is clicked and the item is purchased within 30 days.

It is an advertising product that helps sellers gain visibility for their listings, which can boost sales. Sellers can access Promoted Listings via the Campaign Management web tool or using the Marketing API. The Campaign Management tool and the Marketing API allows sellers to manage campaigns and ads via web browser. Campaign Management tool also provides performance data on Dashboard page.

Similar to other advertising products (Amazon Sponsored Products, Google Adwords, Alibaba, Taobao), eBay provides sellers with an avenue to gain additional visibility for their eBay listings. Sellers promote their existing listings and pay an ad fee when the listing sells via Promoted Listings. Promoted Listings is a Cost-Per-Sale model, sellers pay an ad fee only if the item sells. In comparison, Amazon Sponsored Products is Cost-Per-Click model, sellers pay for clicks with risk that the item may not sell.

Promoted listings appear in prominent places on the site and in the search results. They are highlighted with a badge that says SPONSORED. Creating promoted listings is free and the seller is charged only if the promoted listing is purchased.

Promoted listings basics

The Marketing API allows the sellers to create and manage promoted listings campaigns and to create and manage ads and manage ad rates. It also provides additional features such as creating rule based campaigns, support for SKUs and increased item limits to name a few.

Sellers create a campaign by choosing the listings, setting the campaign name, start and end dates and sets how much they are willing to pay to promote the listing—from 1% to 20% of the item’s final sale price (excluding shipping and taxes).

The service creates the campaign by creating an ad that contains the listing, deriving the keywords for listing and associating the ad with the campaign. Each listing is associated with ONE ad and each ad is associated with ONE campaign. At the start date, the service then derives the keywords for listing and associates these with the ad and starts the campaign.

When a keyword associated with a promoted listing matches what the shopper is searching for, the listing appears in prominent locations, such as the 4th and 5th spot on first-page search results, and indicates it is a promoted listing. Placement is influenced by the ad rate sellers set and the item’s search relevance among other factors.

When a listing runs out of stock, it will no longer appear. Once stock is added, the Promoted Listing will automatically appear again as long as the campaign is running.

You can see the reports for the seller's Promoted Listings using Seller Hub on the site.

Promoted listings life cycle

The Marketing API lets you create promoted listings campaigns and manage the life cycle of these campaigns using the Create Campaign, Get Campaign, Clone Campaign, Pause Campaign, Resume Campaign, End Campaign, Delete Campaign, and Update Campaign Identification calls.

When promoted listings fees apply

The seller will be changed the Promoted Listing fees:

  • Anytime a buyer clicks on a Promoted Listing and goes to the View Item page and then purchases that item
  • When buyer clicks on a Promoted Listing and goes to the View Item page. Then that same buyer purchases that listing within 30 days of when they first went to the View Item page, regardless of how the buyer gets to the View Item page of the listing, such as when they use a bookmark.