Promoted Listings Standard

Boost the visibility of your eBay listings and reach new buyers by being featured in exclusive sponsored placements on

What is Promoted Listings Standard?

Promoted Listings Standard is a promotional tool exclusive to eBay. It helps your items stand out among millions of listings on eBay, so you can be in front of the right buyers at the right time.

Simply choose which listings you want to promote, set a competitive ad rate and your listings will appear prime placements on the eBay site. The best part is you only pay when your item sells.

Benefits of Promoted Listings Standard

Better visibility: Your items are more likely to sell when more buyers see them.
Only pay when you sell: We’ll only charge your chosen ad rate when a buyer clicks on your promoted listing and buys that item within 30 days.
Guidance at every step: We remove the guesswork by suggesting which items to promote and for how much.
Detailed reporting: We’ll give you access to detailed campaign metrics and sales reports to monitor performance and fine-tune your campaigns.

Seller success with Promoted Listings Standard

Hear from Mark Chapman from Clean & Pure, and how Promoted Listings Standard was a key tool for his success on eBay.

“It’s very simple, we just put the product on there, sponsor it, it sells. We actually use the fact that we come up in number one or two positions as a marketing tool for our other offline shops.”

3 ways to start promoting your listings

Promote your Active Listings
Promote using Campaign Manager
Promote listings in bulk

Promote your listings easily from the Listings tab in Seller Hub. First, filter your listings by Promoted Listings eligibility. Then check suggested ad rates from the customisable Promoted Listings Standard column.

Promote your active listings

Setup your campaigns for success

Promote the right listings 

When selecting which listings to promote, we’ll show you ‘Recommended Items; at the top of the listing selection flow for your campaigns. These recommendations are personalised and based on trends in the marketplace as well as historical performance. 


Stay Ahead with Suggested Ad Rates

We calculate suggested ad rates based on a variety of factors including item attributes, seasonality, past performance, and current competition for each of your listings. These ad rates are designed to help you stay competitive and find the optimal balance between cost and performance for each of your listings. 


Monitor Your Performance 

Once you’ve set up your campaign, you can monitor your performance through the Performance Dashboard. You can see metrics including impression, clicks, sales conversion rate and fees in near real-time. You can also track your item-level sales data with sales reports, or download the data to an Excel file for further analysis. 


Promoted Listings Standard eligibility

Promoted Listings Standard is available to eBay sellers in good standing with an established sales history, for fixed-price, single or multi-quantity listings in select categories.

You can see a step-by-step guide for launching your campaigns on the Promoted Listings Standard Help Hub page.  

eBay Marketing Terms of Service

Automate Your Promoted Listings Standard Campaigns

From April 2021, you’ll be able to automate your Promoted Listings Standard campaigns, to save you time and help you reach more buyers. This new feature will automatically add or remove listings from campaigns, and adjust ad rates all according to rules that you set.

How it Works

You can start by setting rules to set-up how you want your campaigns to run: 

  • You can set-up rules using filters for things like price or category of your item. This will determine which listings will be promoted.
  • Set and automate your ad rates to the daily suggested ad rate for each listing.
  • Once launched, listings will be automatically added or removed from your campaign according to the rules you have set. 

Additional controls include:

  • The ability to set an ad rate cap so your ad rates never exceed the cap you set.
  • The ability to adjust above or below the suggested ad rate, so you can use the suggested ad rate as a benchmark to either add or subtract.

Top tips:

  • If your advertising strategy is to promote all eligible listings, leave the filters blank, choose your ad rate strategy, and launch your campaign. Now all of your listings will be automatically promoted as they are created.
  • If your ad rate strategy is to set a single ad rate, consider using that number as your ad rate cap under the “Automate suggested ad rates” option. This way, you’ll never go above that number, but you can capitalize on the suggested ad rates that are below it.

Full Promoted Listings Standard category list

Full Promoted Listings Standard category list

Alcohol & Food,Antiques,Art,Baby,Books,Cameras & Photo,Coins & Paper,Collectables,Crafts,Clothing, Shoes & Accessories,Computers/Tablets & Networking,Dolls & Bears,Electronics,Health & Beauty,Home & Garden,Industrial,Jewellery & Watches,Mobile Phones & Accessories,Movies & DVDs,Musical Instruments & Gear,Pet Supplies,Pottery & Glass,Sporting Goods,Stamps,Toys &  Hobbies,Travel,Vehicle Parts & Accessories,Video Games & Consoles

General FAQs

What is Promoted Listings Standard and what is the eligibility criteria?

Promoted Listings Standard puts your merchandise in front of more buyers when they’re actively searching and shopping on the eBay network, increasing item visibility and helping to improve the likelihood of a sale.

Promoted Listings Standard is currently available to Above Standard and Top Rated eBay sellers with recent sales activity. Sellers can promote fixed price listings with the exception of those in select categories. Auction and Auction Buy It Now listings are not eligible at this time. When you create a Promoted Listings Standard campaign, only listings that are eligible for the service will appear in your selection view.

How much does Promoted Listings Standard cost?

A Promoted Listings Standard fee is charged based on the ad rate selected by the seller.

Ad rate is the percentage of an item’s final sale price (excluding postage), and is only charged when a buyer clicks on the promoted listing and purchases the promoted item within 30 days of that click. The fee is based on the ad rate that was in effect when the promoted listing was first clicked.

The Promoted Listings Standard fee is additional to other eBay listing and selling fees. All fees appear in your Payments tab or on your monthly eBay invoice.

Note: We usually recognize the buyer when they are logged in across devices. However, in some cases, buyers may not be logged in when they click on your ad. In those cases, we utilize internal models and signals across accounts and devices to link clicks to purchases of your promoted items.

Why should  Iuse Promoted Listings Standard when I am already optimising for Best Match?

Promoted Listings Standard helps boost your items’ visibility by showing them in prominent places on eBay, including search results and product detail pages; and also across the eBay network. Because you cannot edit the look and feel of the listing, optimising your listings for Best Match remains an important best practice. High quality listings have a higher potential to get more clicks and ultimately more sales.

Is Promoted Listings Standard available via third-party listing tools?

Yes. Promoted Listings Standard is available through third-party listing tools such as ChannelAdvisor. Please contact your third-party tool provider to learn more and get started.

What does a promoted listing look like? Promoted Listings include relevant information from your listing, including your primary photo, price, format, etc. Any changes you make to your listing are automatically reflected. 

Where do Promoted Listings Standard ads appear?

Promoted Listings Standard ads may appear throughout the eBay network, including desktop and mobile search results, and product pages. Placement and ranking are influenced by a variety of factors, including ad rate, quality, relevancy, and competing listings.

Note: The eBay network is a group of sites where items in active Standard campaigns could be featured, including eBay and partner sites across the internet.

Can the same promoted listing appear in more than one placement on the same set of search results?

No. An individual listing will only appear once in the same set of search results. If your listing is promoted, it will either appear as a promoted listing or an organic listing, depending on which one ranked highest for the buyer’s search query. Your promoted listing will only be shown if your organic listing would have appeared lower.  

Do my promoted listings appear internationally?

Your promoted listings may appear anywhere your listing is eligible for sale.

Can I use Promoted Listings Standard in combination with Promotions Manager and/or Best Offer?

Yes. You can promote any eligible listing that has a Promotions Manager offer or a Best Offer on it.

If you use Promotions Manager to offer a markdown sale event, the markdown sale event price change will appear in your promoted listing. If you offer Best Offer, your promoted listing will show the Best Offer label.

Note: Ad fees are based on the final sale price, including if you accept a Best Offer as the final value price.

Will ad blockers block my promoted listings?

Ad blockers generally are intended to block intrusive ads (like pop-ups) that disrupt the user experience. We have designed our Promoted Listings Standard ads to align natively with our site experience, and most ad blockers do not block that sort of non-intrusive content. However, there are a host of ad blockers on the market, and each maintains its own user settings and policies distinguishing between intrusive ads and acceptable native content. Currently, our data suggests that promoted listings are being blocked for less than 2% of traffic. Like other marketplaces and social networks, we are constantly evaluating our user experience and our advertising programs, including the impact of ad blocker software on the content we make available.

Campaign managements FAQs

How do I promote my listings?

There are multiple ways in which you can promote your items:

  • From within Seller Hub:
    • The “Sell It Faster” option in Seller Hub allows you to quickly promote one or more items. Simply check the box, choose your ad rate, and add your listings to an existing campaign or start a new one.
  • Using campaign manager:
    • Go to the advertising dashboard, click on Create campaign and choose one of the options below:
      • Simple listing selection:
      • To promote visually through a guided experience.
      • Select the listings available to promote.
      • Set your ad rate.
      • Review and launch your campaign.
  • Bulk listing selection:
    • For consistent inventory with low turnover rates.
    • Upload in bulk with a .csv file, or use category selection.
    • Set your ad rate.
    • Review and launch your campaign.
  • Creating rules (automated campaigns):
    • Use filters to create your rules.
    • Choose your ad rate strategy.
    • Review the rules you’ve set and launch your campaign.

Note: There is no limit to the number of items a seller can promote or campaigns a seller can set up. Campaigns can have up to 50,000 listings in one campaign.

My listing has sold or ended. Will the associated promoted listing automatically stop displaying?

Promoted Listings Standard does not show listings that are not active—whether sold, expired, or ended. If an item was previously promoted and has sold, expired or ended and you ‘Sell Similar’ or relist that item, it will be automatically promoted and inherit its previous Promoted Listings Standard settings.

Note: Multi-quantity Good ‘Til Cancelled listings remain promoted until removed from their campaigns.

How do I edit or delete my Promoted Listings Standard campaigns?

Editing a campaign

You can edit the campaign name and end date on the dashboard by moving your cursor over the field and typing in the revised name and date.

To edit listings and or ad rate:

  • If you used the “Simple listing selection”:
    • Click the “Edit” link next to the campaign you wish to edit.
    • Add or remove listings from the campaign from step 1.
    • Change your ad rate strategy from step 2.
  • If you used the “Bulk listing selection":
    • Click the “Edit” link next to the campaign you wish to edit.
    • Adjust the ad rate, or to individually edit your ad rates or listings, switch to the .csv upload.
    • Modify the file and re-upload it.
    • Note: Large files may take up to an hour for the changes to be reflected.
  • If you used the “Creating rules”:
    • Click the “Edit” link next to the campaign you wish to edit.
    • From here, you can edit your ad rate strategy only.
    • If you want to edit your listing rules, please end your campaign and create a new one with your desired rule.

Deleting a campaign

Only a campaign that has ended can be deleted. If your campaign is active or paused you may not be able to delete the campaign.

In order to end a campaign, click “Actions” next to the campaign you wish to end and choose “End” from the dropdown.

Note: It may take a couple of minutes for the campaign to end. Once the status of the campaign(s) changes to “Ending,” check the box next to the campaign(s) you wish to delete and click “Delete.”

Edits to active campaigns generally take effect the same day. Edits to non-active campaigns take effect when you resume the campaign.

What are “Recommended Listings”?

Recommended listings are those with the highest potential to benefit from being promoted, due to the marketplace trends like buyer demand and the competition in the item’s category. eBay recommends promoting those listings first, although you can still promote any of your eligible listings for greater visibility.

My campaign’s performance has been increasing (or decreasing) recently even though I did not make any changes to my campaign. Why is this happening?

The eBay Marketplace is a dynamic environment. A number of factors can cause an increase or decrease in your Promoted Listings Standard visibility, clicks, or sales. They include:

  • Buyer traffic or demand for a certain item
  • Seasonality
  • Changes to the competitive landscape (e.g., other sellers start or stop promoting items in the same category and/or make significant changes to their ad rates)
  • Third parties, such as a brand manufacturer, choosing to start or stop promoting certain items
  • General platform improvements and quality thresholds

If you observe any unusual activity, please contact eBay customer service through “Help & Contact” or via the “Give us feedback” option in the campaign manager.

How do automated campaigns work?

Create a rule for your inventory using filters, choose your ad rate strategy, and launch your campaign.

After launch, we’ll regularly assess your new, revised, or newly eligible listings to see if any should be added or removed from your campaign according to the rules you set. If there are, we will add or remove them automatically on a daily basis.

If you choose to automate your ad rates, we’ll automatically adjust each listing at their daily suggested ad rate.

Note: Listings that are already promoted are not considered eligible.

How do I create a rule for my inventory in an automated campaign?

Use the filters provided to choose which eligible listings you want to promote. Review which listings your rule currently applies to by clicking the "View details" button in the summary box.

What are automated suggested ad rates?

If you choose to automate your ad rates, we’ll automatically adjust each listing to their daily suggested ad rate after you launch your campaign.

Suggested ad rates may change as your performance, competition, and the marketplace changes. We check for updates daily.

Note: Automated suggested ad rates are currently only available within automated campaigns.

Will active promoted listings that meet my automated campaign rules be pulled into my automated campaign?

No. Automated campaigns will only promote eligible listings that meet the criteria you set. Listings that are already promoted are not considered eligible.

When I’m using automated campaigns, how do the variations of item conditions map to the available selections in the condition filter?

There are four selections from the Condition filter in automated campaigns: New, Certified Refurbished, Seller Refurbished, and Used. See the below groupings to see the item conditions that are included within these four consolidated selections. 

  • “New" grouping:
    • New
    • New other (see details)
    • New - open box
    • New with defects
    • New with tags
    • New without tags
    • New with box
    • New without box
    • Brand new
    • New/Factory sealed
  • "Certified Refurbished" grouping:
    • Manufacturer refurbished
  • "Seller Refurbished" grouping:
    • Seller refurbished
    • Remanufactured
  • "Used" grouping:
    • Used
    • Used - like new
    • Used - very good
    • Used - good
    • Used - acceptable
    • Used - fair
    • Pre-owned
    • For parts or not working

How do automated campaigns work with listings that have variations in pricing?

If you use the price filter to select your listings, we will use the lowest price of your variations to determine if it should be included.

Example: You have a listing with three different prices for three different colors ($8, $10, $12). You set your price range filter as $10 - $100. This listing would not be included because the lowest price for the listing ($8) does not meet your price range criteria ($10 - $100).

Performance and billing FAQs

How do I get the most out of my Promoted Listings Standard campaign?

To get the most out of Promoted Listings Standard, ensure that you:

  • Re-promote listings as you relist items on eBay.
  • Use “Recommended items” option when selecting listings to promote.
  • Consider bidding at or slightly above the suggested ad rate to stay competitive.
  • Utilise your advertising dashboard to monitor and optimise performance.
  • Set up enticing offers such as Markdowns or Best Offer, and consider promoting them to help maximise visibility and sales.

We recommend following eBay’s listing best practices to help ensure your promoted listings are high quality and attractive to buyers:

  • Categorise your listings properly.
  • Include relevant keywords in titles.
  • Price items competitively.
  • Use high quality photos with clear backgrounds.

Review your advertising dashboard frequently to keep track of your sales and campaign performance. The Dashboard includes metrics such as:

  • Impressions. The number of times your promoted listings have appeared on any eBay site.
  • Clicks. The number of visits to a listing page from a promoted listing.
  • Sold. The number of promoted items purchased within 30 days of a click on your promoted listings.
  • Ad fees. The total amount of fees incurred by items sold within 30 days of a click on your promoted listings.
  • Sales. The amount of sales generated by promoted items sold within 30 days of a click on your promoted listings.
  • CTR. Click-through rate. Clicks divided by Impressions. The CTR is the percentage of times buyers saw your ad and clicked on it.
  • Sales conversion rate. Sold divided by Clicks. The sales conversion rate is the percentage of promoted listings that are purchased after the buyer has clicked on them.
  • Average sold ad rate. Ad fees divided by Sales. This number represents the average ad rate for items sold within 30 days of a click on your promoted listings.

Use the advanced insights on your advertising dashboard to gain a deeper understanding of your performance. Advanced insights includes features such as:

  • Comparative data. Compare last month’s performance to your current performance using the comparative data underneath each Summary metric. When you change the time period, the comparative data changes accordingly.
  • Organic data. Compare your promoted listings and organic performance for items in Promoted Listings campaigns. You can see organic data for impressions, clicks, and sales.

Your advertising dashboard also provides detailed item level data for your daily sales tracking needs. Click on Sales Reports to see information such as:

  • Items sold attributed to Promoted Listings Standard. The number of items sold within 30 days of a click on your promoted listing.
  • Date sold. The date when the item was sold through Promoted Listings Standard.
  • Quantity sold. The number of items sold.
  • Sold amount. The sales amount from the items sold.
  • Ad fees. The fee based on the ad rate set for your items.

You also have the ability to download data as a .csv file to further analyze your campaigns. Additional performance metrics can be easily computed from the available data, such as:

  • Click through rate.
    • Clicks divided by Impressions. This number represents the ratio of clicks to impressions. The CTR is the percentage of buyers who clicked on your promoted listings after seeing them for the time period you’ve selected.
    • Advertisers generally aim to keep CTR constant or set a goal of raising it. Use this figure to measure how well your listings are convincing potential buyers to click on them.
  • Sales conversion rate.
    • Quantity Sold divided by Clicks. The sales conversion rate is the percentage of promoted listings that are purchased after the buyer has clicked on them.
    • Advertisers generally aim to keep SCR constant or set a goal of raising it. Use this figure to measure how well your listing pages are converting potential buyers.
  • Cost of Sales.
    • Fees divided by Sales. This number represents the ratio of advertising costs to sales revenue. For every $1 generated in sales via Promoted Listings, the Cost of Sales figure represents the percentage you’re spending on advertising fees.
    • Use this figure to measure how your ad fees factor into your overall margins.
  • Promoted Listings Standard Contribution.
    • Total Items sold attributed to Promoted Listings Standard divided by total items sold. This number represents the Items sold via Promoted Listings Standard as a percentage of total items sold.
    • Use this figure to determine the percentage of total sales you’re driving via Promoted Listings Standard.

I don't see my ads when I search on eBay – is there anything wrong with my campaign?

Your listings will appear across a number of related search queries and there is varying competition for each query. This competition is continually changing and thus it may be difficult to pinpoint exactly where your promoted listing is being shown in search.

Search is not the only place you'll get visibility, as your promoted listing can appear elsewhere, including sponsored modules on relevant view item pages, checkout pages; and throughout the eBay network. The best way to determine the performance of your campaign is to check your Promoted Listings Standard reporting and see whether you're generating impressions, clicks and sales.

Do I pay the Promoted Listings Standard ad fee if a buyer finds my listing via non-sponsored search results?

No. The Promoted Listings Standard ad fee is charged only when a buyer clicks on your promoted listing and purchases that same item within 30 days of that click.

Will my promoted listing impact my organic search result for the same item?

If your promoted listing ranks higher, your organic listing will not show in the same set of search results. Conversely, if your organic listing ranks higher, your promoted listing will not show in the same set of search results.

Your Promoted Listings Standard campaign performance may impact your overall listing rank over time.

How can I see the ad fees I am being charged for Promoted Listings Standard and the ad fee credits for unpaid, returned, or cancelled items?

Both your ad fees and ad fee credits for unpaid items, returns, or cancelled transactions appear in your Payments tab or on your eBay invoice.

Promoted Listings Standard fees appear in the expenses section of your Payments tab, netted directly from your total funds, or in the Account Summary section of your invoice. The itemized details (such as Item title, sold to, sale price, ad rate, and ad fee) will appear in the expenses section of your Payments tab or further below on your invoice.

Promoted Listings Standard credits for returned items, unpaid items, and canceled transactions are reflected in the expenses section of your Payments tab or on your invoice as well, along with the itemized details (such as date, title, itemID, fee type, and amount).

What ad rate am I charged if a buyer clicks multiple times on my promoted listings, and I’ve changed the ad rate during that period?

We measure the 30-day sales attribution window from the click closest to the sale and charge based on the ad rate in effect at the time of that last click.

Example 1: A buyer clicks your item before you revise the ad rate and purchases it after your revision.

When a buyer clicks on your promoted listing before you revise the ad rate but purchases the item after you revise the ad rate, you will be charged the ad rate before you revised it.

Example 2: A buyer clicks and purchases your item after you revise the ad rate.

When a buyer clicks on your promoted listing after you revise your ad rate and purchases the item, you will be charged the ad rate after you have revised it.

Note: Both examples assume the purchase occurred during the 30-day attribution window. The ad rate doesn’t apply after expiration of that window.

How can I better understand my Promoted Listings Standard performance?

The best way to understand your Promoted Listings Standard performance is twofold. First, create benchmarks from current performance data to understand where you're starting from. Second, use your benchmarks to set goals for your Promoted Listings Standard campaigns that make sense for you and your business.

Some of the metrics to keep an eye on are your click-through rate (CTR), sales conversion rate, and average sold ad rate. Those will give you insight into the overall health of your Promoted Listings Standard campaigns – namely, they can tell you where you can work to improve your performance.

For example, if your CTR unexpectedly drops, it can be a signal that you're receiving the same volume of impressions, but something has stopped buyers from clicking through to your listing pages. That would indicate that key buyer signals like price, postage and seller rating may have recently changed and are having a negative impact on your CTR.