How to Advertise on eBay Effectively

How To Advertise on eBay

eBay is one of the oldest and most well established online marketplaces. With millions of active users, it can be an important sales channel for your ecommerce business, regardless of the industry you’re in.

While eBay has been thought of by many as a marketplace that connects individuals, akin to a sort of digital yard sale, the climate has certainly changed in recent years.

eBay has been able to successfully shake the connotation that it’s a forum for used merchandise, collectibles, and heavily discounted new merchandise. In doing so, they’ve been able to diversify their customer and seller bases.

Today, many of the largest retailers and manufacturers in the country use eBay. For many businesses, it has become a particularly lucrative way to sell their products.

Not only has eBay become a powerful sales tool for these businesses, but it’s also one of the cheapest marketplaces for sellers to move their products. Compared to other powerful marketplaces like Amazon, eBay fees are typically 25% less for sellers.

In 2017, eBay opened up a whole new world to their network of sellers: advertising. Their unique set of advertising tools has made it easier than ever for sellers to reach the customers who are prepared to make a purchase.

But, before you can use these advertising tools to maximize your sales, you’ll need to learn how these tools work, and what makes them different from other advertising options you may have on different marketplaces.

Today, we’ll cover the ins and outs of how to advertise on eBay to increase sales. Whether you’re an individual looking to sell a few items quickly, or you’re a brand or distributor looking to establish a presence on eBay, we’ll cover everything you need to know.

advertising services boost the visibility of your listing by 30%.

Most sellers find that new items with no sales history and seasonal items tend to benefit the most from eBay advertising. eBay advertising can also be a great way to increase the sales velocity of some of your best selling items as well.

As with any other form of digital advertising, a strong product coupled with a compelling advertising campaign will ensure the best possible results. Fortunately, eBay makes it easy for you to test and tweak your campaigns until you’ve arrived at the ideal advertising mix for your particular product.

In addition to their performance-based advertising, which is popular with sellers of all sizes, eBay also has a program designed for major brands and manufacturers. This program provides your brand with key ad placements throughout the customer sales journey.

eBay’s brand solutions combine precision targeting, display advertising, and meaningful content to create a comprehensive advertising solution across all platforms, including the eBay app, desktop, and mobile sites.

These tools are particularly helpful for large brands, especially those dealing in big-ticket merchandise. This interactive demo featuring Trifex drones is a good example of how these types of campaigns work.

Google Adwords and Amazon Sponsored Products are good examples of CPC advertising.

CPS (cost per sale) advertising is the type of advertising that eBay uses. With CPS advertising, you’re not charged for impressions or for clicks that don’t result in a sale. The only time you’re charged is when the click results in a sale for your store.

This type of advertising is usually the most expensive form of digital advertising, but it’s also the most effective. If your primary goal is to drive sales for your store, CPS advertising may be a good fit for you.

The other characteristic that separates eBay’s advertising is the way you pay for it. Unlike other ad programs, which charge your credit card for a set number of impressions or for each click you receive, eBay keeps everything in-house, and deducts the cost of your advertising from the sale of each product you advertise.

This helps to keep things simple, and it also makes it much easier for small stores with limited capital to advertise their products and compete with larger sellers. Because of the way eBay’s ad program is set up, it’s also inherently easier for you to scale your advertising as you grow.

To create a promoted listing, you’ll need to log into your seller account on eBay. Once you’re logged in, eBay will redirect you to your seller dashboard. From there, hover over the marketing tab, then select promoted listings.

On the promoted listings page, you’ll see information about any campaigns you currently have running. To create a new campaign, scroll down to the bottom of the page and click the button on the right.

Then, you’ll have the option to choose between selecting individual products to advertise, or selecting listings in bulk. If you’re looking to advertise thousands of products at once, all under the same campaign, the bulk tool will be the best fit for you.

Otherwise, selecting the individual listings you wish to advertise as part of this campaign is probably the best fit for you. When selecting products individually, you can still include up to 500 different SKUs as part of each campaign, which helps to save a significant amount of time.

Once you’ve selected the different products you want to include in the campaign, you’ll set the ad rate you’re willing to allocate towards the campaign. You can apply a uniform ad rate for every product in the campaign, or you can select individual ad rates for each product.

eBay makes this process easy for you by providing a trending rate for each product in the campaign. The trending rate is what other sellers in the ad program are allocating towards their advertising. You can control the ad rate percentage by clicking the +/- icons.

Once you’ve set the ad rate for each item in your campaign, all you need to do is name your campaign, select a start date, agree to the terms of service, and launch your campaign.

As you can see, creating an advertising campaign on eBay is a streamlined process that’s much more user-friendly than creating ads on other platforms or marketplaces.

The promoted listings dashboard lets you know how many campaigns you have, how many listings you’re promoting, how many ad clicks you’ve received, how many units you’ve sold, the ad fees you’ll be charged for the sales you’ve made, and your total sales.

You can adjust the dashboard to show you your results from the last 7, 14 or 31 days. You can also create a custom date range.

Scrolling down past the advertising dashboard will provide you with more information for each campaign you have running.

From the actions tab to the right, you can pause or end your campaigns, and download detailed reports about each campaign, which makes it much easier to track the success of your various campaigns.

free shipping. Free shipping at $49 would be an example of this type of discount.
  • Codeless coupon – This unique promotion allows you to create custom URLs with a built-in coupon for you to share on social media, or with friends and family.
  • Category Markdown – With this promotion, you can create a sale event on an entire category of products, like “25% off all laptops” or something similar.
  • To create a promotion, click the marketing tab from your seller dashboard and navigate to “promotions” on the left-hand side of the page. There, you’ll find info about any promotions you’re currently running and promotions you’ve run in the past. This is also where you’ll create new promotions.

    Click the blue “create a promotion” button on the right of the page. This will trigger a drop-down menu where you can choose between creating an order discount, shipping discount, codeless coupon or a sale event.

    Depending on your goals for the promotion, one of these sale types may be better suited to you than the others. If your goal is to drive sales of an individual product, a no minimum purchase discount is typically best. If your goal is to liquidate inventory, a buy one get one deal may be helpful. Or, if you’re looking to increase customer awareness of the other products in your inventory, a quantity discount could be a good fit.

    Once you’ve chosen the promotion you’d like to run, you can select the products or categories the promotion will apply to. eBay gives you the option of doing this for the specific products you choose, or you can create rules based on categories and filters, and eBay will automatically add any product that fits your rules to the promotion, including new products you add in the future that also fit the rules you’ve defined.

    Once you’ve selected the products you’d like to include in the promotion, you’ll set how long you’d like the promotion to run for, and provide some copy for the offer banner. eBay will display the offer banner throughout the shopping journey of your buyer. Once that’s complete, hit the launch button, and your promotion will go live.

    You can offer a shipping discount on a minimum dollar amount or a minimum order quantity. You can also offer a discount with no minimum at all. The most popular and effective promotion is free shipping, but you may wish to create a flat rate shipping discount instead.

    For example, if you typically charge $12 to ship an order, you may want to consider offering $5 shipping on orders of $50 or more. You can also use this promotion to offer shipping upgrades, such as free or discounted two-day shipping when you buy three or more items from the store.

    Once you’ve defined the type of shipping discount you’d like to create, you can select the products you’d like to exclude from the promotion. You can select SKUs individually, or create a rule to exclude certain SKUs.

    Next, you’ll enter a short description for your promotion. For example “FREE shipping on all Marc Jacobs handbags.” This description will display underneath the promotion on your product pages.

    Next, you’ll schedule the start and end dates of your promotion. You can also set the promotion to begin immediately. Once scheduled, you can select a product image to display next to the promotion if you’d like, or you can leave that field blank, and eBay will automatically pull a relevant picture from your listing into this field.

    The final step before your promotion is created is to prioritize the promotion. If you currently aren’t running any promotions, you’ll skip this step. But, if there’s more than one available promotion for these products, you can choose which promotion displays first to prospective buyers.

    Once you’ve completed all these steps, your promotion is ready to launch.

    First, you’ll define the terms of the discount. You can offer either a dollar discount or a percentage discount when a customer spends a specific dollar amount in your store, or when they offer a specific number of products.

    Once you’ve defined the terms for your offer, you’ll select the items in your store you’d like the offer to apply to. From there, you’ll create a description of your campaign and schedule it.

    Once you’ve completed the campaign, eBay will provide you with a special link that your customers will need to use to unlock this special discount. The deal will not be visible to any eBay shoppers that don’t have access to the link.

    You can include this special discount link in emails, on your website, or in other advertising your store engages in outside of eBay. This promotion is virtually identical to the order discount promotion we covered earlier, with the only difference being it will only be available to a select group of shoppers who have a link to the promotion.

    Next, you’ll define the discount. You can either offer a percentage off, or a dollar amounts off of the total purchase price. With a percentage discount, you’re able to set up to ten different discounts within a single campaign. Let’s say you run a camera store; this promotion would be particularly useful if you’d like to offer 20% off the purchase of a camera and 50% off the purchase of camera accessories.

    When creating a new eBay listing (or when revising an existing one), there are a few small promotional options available to you. You can choose to have the title of your listing bolded, and you can also add a subtitle that will display below your title to describe your item more fully.

    These are small steps you can take to improve the visibility of your listing beyond the advertising methods we’ve already discussed. But, you’ll need to evaluate your listings on an individual basis to see if this makes sense for your products. At $6 for a bolded title, smaller ticket items don’t make economic sense to promote in this way.

    Optimizing Your Listings

    In addition to the variety of advertising and promotional tools eBay makes available to its sellers, you can also optimize your listings to increase your item’s exposure.

    Much like Google, eBay has their own proprietary search engine that it uses to pull up relevant search results for buyers. These tips may be able to help your overall performance in eBay search, which will lead to an increase in views, which should translate to an increase in sales.

    Offering free shipping may be the single most effective way to optimize your listings and search positioning. Plus, just because you offer free shipping doesn’t mean you’re offering free shipping. You can bake the cost of shipping into the price you’re charging for the item.

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