eBay's advertising system explained — when to promote, what rates to set, and how to measure if it is actually working.
Try RGLister — $2.95 See the ToolPromoted Listings Standard is eBay's pay-per-sale advertising product. You set an ad rate (percentage of final sale price) and eBay shows your listing in premium placement positions. You only pay the ad rate when a buyer clicks your promoted listing and purchases within 30 days. No click, no charge.
eBay suggests a "trend rate" for each category — the average ad rate competitors are using. Starting at the suggested rate gets you competitive visibility. You can go higher to dominate a competitive category or lower to test minimum effective rate. Rates range from 1% to 100% — most effective campaigns run 5-15%.
Advanced is eBay's pay-per-click product with keyword targeting. You pay when buyers click regardless of purchase. More control but more risk — you can spend on clicks that don't convert. Best for high-volume sellers who know their conversion rates and can optimize campaigns with data.
If your average margin is 35% and you set a 5% promoted listing rate, your net margin drops to 30% on promoted sales. If promotions increase your sell-through rate by 20%, the volume gain offsets the margin reduction. Track your promoted vs organic sell-through rates monthly and adjust ad rates accordingly.
Start listing faster on eBay — 5 listings for $2.95, no subscription required
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