PromotedListings

Prioritycampaign

strategy

1.Overviewoftheprioritystrategy

2.Whereyourpromoteditemswillappear

3.Listingstrategies

4.Costmodelandfeestructure

5.Advancedcontrolsoverview

6.Keywordmatchtype

7.Gettingstarted:campaignsetup

8.Evaluatingcampaignperformance

?2024eBay.Allrightsreserved.Confidentialandproprietary.Lastupdated—July2024

?2024eBay.Allrightsreserved.Confidentialandproprietary.

Whatisaprioritycampaignstrategy?

Thiscost-per-clickcampaignstrategyprovidesyouwithaccesstohighly

motivatedbuyerswithpriorityaccesstoadplacementsandadvanced

controlstohelpyoudrivesales.

●Accessadvancedcontrols:Unlockadvancedtargetingoptionsto

helpconvertclicksintosales

●Onlypayforclicks:You’llonlypayforclicksonyourpromotedlistings

●Growyourbusiness:Accessaudiencesinterestedinyourinventory

AllAboveStandardorTopRatedsellersareeligibletousetheprioritystrategy.

Wheredopriorityadsappear?

Listingspromotedwithaprioritystrategywillshowupacrossthebuyer’s

shoppingjourneyoneBay.

Insearch

Examplesof

adsfeaturedtop,middle,and

bottomofsearch

Onproductpages

Example

placementsontheviewitempage

AcrosseBay

MyeBay,soldorendeditems,

homepage,andmore

WhatlistingsshouldIinclude?

●High-demand,high-marginitemsthatcanquicklyconvertclicksintosales

●Newlistingscanbenefitfromincreasedtrafficalongwithtrendingandseasonalitems

●Experiencedsellerswithaclearunderstandingofsearchestotarget

andawell-definedmarketingplan

Whatdeterminesifalistingshowsup?

Listingqualityimpactsplacement.HereareeBayrecommendedtipsto

boostlistingquality:

●Buyer-relevantsearchterms:Searchtermsmustberelevanttoabuyer'sshoppingjourney

●Conversionratesmatter:Listingsthatdon’tconvertmaybefilteredout

●Competitivebid:Setkeywordbidsatthemaximumyou'rewillingtopayperclickonyourads

HowamIcharged?

●Priorityadfeesarebasedon:

○Yourbid

○Competitionforqueriesinwhichyouradappears

○Clicksyouradsreceive

●Foreachcampaign,thetotaladfeeschargedforpriorityadscannotexceedthedailybudgetyouset

●Theamountthatyouarechargedforeachclickisbasedona

second-priceauction,wherewinningbidspaybetweentheirbidand

thenexthighestbid

Searchterm‘redshirt’

Seller

ListingQuality

Bid

BidResults

ExposureResults

CostResults

●Exampleofsecondpriceauction:

A

B

Highquality

Highquality

$1.50

$3.00

eBaylooks

atlisting

quality,bid,

etc.to

determine

results

Doesnotwinthebid

Winsbecauseofhigherbid

Adswon'tbeshown

Adwillshow

Noadcostsincurred

Willpayacostperclickof

$1.50to$3.00,nevermore

than$3.00

HowamIcharged?

Searchterm‘redshirt’

Seller

ListingQuality

Bid

BidResults

ExposureResults

CostResults

A

B

Highquality

Low

quality

$1.50

$3.00

eBaylooks

atlisting

quality,bid,

etc.to

determine

results

Winsthebid

becauseofahigh

qualitylisting,

despitealowerbid

Doesnotwinthebid

AdswillshowWillpayacostperclickof<$1.50

Noadscostsincurred

Adswon'tbeshown

●Allpriorityadfeesarechargedatalistinglevel.Chargesare

determinedbythesumofallcost-per-clickclicksasinglelisting

receiveswithinaday.

●Saleswillbeattributedwithina30-daywindowofaclickonyourad

Exampleofwhatwillbechargedforaday:

Dailybudgetis$50

●KeywordA:Costperclick$3,gets10clicks($30)

●KeywordB:Costperclick$2,gets5clicks($10)

Daytotal:$40

Theremaining$10willnotrollovertothenextday,campaignsstopifdaily

budgetisreached.Note:Itemsonbothpriorityandgeneralstrategywillbe

chargedaccordingly.

Advancedcontrolsoverview

HowdoIsetupacampaign?

Listings

Manual

Choosespecificlistingstoinclude

Rule-based

Setcriteriatoauto-addlistingstoyourcampaign;dailychecksupdatetheinclusionofneworchanged

listingsandremoveineligibleones

Bulk(ItemIDs)

LoadalistofitemIDstoquicklyaddlistingsforpromotion

Targetingmethods

Usedtodeterminehowyourpriorityadswillreach

buyers.

Smarttargeting

Setyourdailybudgetandlet

automaticadtargetingand

optimizationhandletherest

Manualtargeting

Fullcontroloveryourcampaign,youselectakeywordbidfor

eachkeywordandkeywordmatchtypecombination

Keywordbiddingtype

Methodusedtoset

andadjustyour

bidsforkeywords.

N/A

Dynamic

Automaticallyupdates

yourkeywordbidsto

thedailysuggestedbid

Fixed

Keywordbidsaresetmanuallyand

remainfixeduntilyouchooseto

editthematanypointduringthe

campaign

Adgroups

Listingsare

organizedintoad

groups,targeted

bythesame

keywordsand

keywordbids.

N/A

Adgroups

Adgroupsareautomaticallycreated,youcanedit/createnew

groupsandupdatekeywords/bids,grouptogetherlikelistings

bycategoryandprice

Keywordtypes

Howclosely

keywordsneedto

matchauser’s

shoppingjourney

inforadto

targetedthem.

N/A

Suggestedkeywords

Helpidentifyqueriesbuyersareusingtolookforitemslikeyours

Exactmatch

Searchtermsthatmatchyourkeywords

character-for-characterwithslightvariations

Phrasematch

Appearswhenabuyer’sshoppingjourneyincludestheexact

keywordandmayincludeotherwordsbefore/afteryour

keyword

Broadmatch

Matchesyouradstokeywordsbasedonrelevancytobuyers’

shoppingjourney

Negative

Negativekeywordspreventyouradsfromshowingonsearches

containingthoseterms

Bidselection

N/A

SuggestedBid

Optimizedfor

performanceand

calculatedusingfactors

likeitemattributes,

seasonality,past

performanceand

keywordmatchtypes

YourBid

Selectyourownbidforeachkeyword

Budget-

DailyBudget

Themaximumamountthatyou'rewillingtospendonasinglecampaignperday.Youwillneverbe

chargedmorethanyourdailybudget,unusedbudgetdoesnotrollover.

Gettingstarted:campaignsetup

Step1

1

InSellerHub,gototheAdvertisingtab/sh/ads/campaign

2

Step2

SelectCreatenewcampaign

Step3

SelectPromoteyourlistings

Step4

3

SelectPriorityasyourcampaignstrategy

Step5

4

ClickAddlistings

Step6

Selecttargetingstrategy.

●Smarttargetingisrecommended

5

foraneasysetupofafully

optimizedcampaign

●Ifsmarttargetingisselected,

6

skiptostep13-Seta

dailybudget

●ManualtargetingallowsyoU

tochooseakeywordbidding

strategyandmanageyour

adgroups

Gettingstarted:campaignsetup

Step7

7

SelectkeywordBiddingstrategy

Tip:Dynamicbidding

automaticallymaintains

competitivekeywordbids

8

9

Step8

Manageadgroups:Yourlistings

willautomaticallybeorganized

intoadgroupsandtargetedwith

oursuggestedkeywordsand

suggestedbids.Nochangesare

required;toacceptall

suggestions,skipto

step13-Setadailybudget.

10

Step9

Manuallyedittochange

keywordsandbidsonadgroups

oradyourownadgroups

Step10

11

SelectEditadgrouptochoose

theadgrouptomakechangesto

Step11

Selectthekeywordtabtoadd

suggestedkeywords,addyour

ownkeywordsaddnegative

12

keywordstotheadgroupand

selectthekeywordmatchtypes

Step12

Adjustbidrateforfixedbidding.

Youcanchangethekeyword

Matchtypeandbidoneatatime

oracrossalllistingswith‘bulkupdatebids’

Gettingstarted:campaignsetup

Step13

13

15

14

Setadailybudget

a.Choosefromapredefined

setofsuggestions

b.Or,selectChooseyourownbudgettoenteracustomvalue

Step14

Settings

a.Enteracampaignname

b.Setyourcampaignstartandenddates

Step15

Afteryousetupyourcampaign

settings,youcanLaunchyour

campaign

Evaluatingcampaignperformance

YourCampaignsdashboardletsyoumakeeditsandaccessdetailedreportingforcampaigns,adgroups,keywordandlistings.

GotoyourAdvertisingdashboard:/sh/ads/dashboard

1.ScrolltoCampaignsection—thisiswhereyoucanfindallofyourcampaignsandeasilydothefollowing:

a.Turnon/offthecampaign

b.Changethedailybudget

2.Formorecampaigndetails,clickonthecampaignyouareinterested

inlookingat

3.Togeneratemoredetailedreports,selectthethreedots

4.Onceacampaignisclicked,youcanseemoredetailedmetrics

a.Snapshotofclicks,quantitysold,salesandadfees

b.Trendedbreakdownofthecampaignbyclicks,salesandadfees

c.Abreakdownbylistings,adgroupsandkeywordswitheasy

toggle

1

2

3

4

A

B

C

Understandingkeyadvertisingmetrics

Metric

category

Definition

Performanceindicators

Exposure

Click

Conversion

Costs

Adgroupsettings

Impression

Click

CTR

(Click-throughrate)

CPC(Cost-per-Click)

CVR(sales-conversionrate）

Adsales

Sales

ROAS(Returnon

AdvertisingSpend)

Budget

Bid

Keywords

Searchquery

Thenumberoftimestheadwasshown

Thenumberoftimestheadwasclickedbythebuyer

(Clicks/impressions)Thehighertheclick-throughrate,

themoreattractiveyourlistingistobuyers.Youcan

improvetheclick-throughratebyoptimizingthemain

image,title,etc.

Theaveragecost-per-click

Salesorders/clicksonads

Aftertheadisclicked,thequantityofsalesorders

influencedbyads

Thetotalamountofsalesgeneratedduringthe

attributioncycleaftertheadwasclicked

Theratioofsalesinducedbyad/adinvestment,when

ROAS=$5,thatindicates,spending$1onadcostswill

bring$5insales,sothehighertheROAS,thebetterthead

performance

Themaximumamountthatacampaignspendperday

Thehighestcost-per-clickanadvertiseriswillingtopay

forasingleclickonanad

Publishspecifickeywords,whenbuyerssearchforthe

keywords,theadcanbeshown

KeywordsbuyerssearchforineBaysearchfield

Usingreportstooptimize

FromtheReportstab,seIectDownIoadsfromtheIeft-raiImenu,seIect,DownIoadreport’button.

Usingreportstooptimize

SummaryWaystousethereportforoptimizationMetrics

Keyword

View

keyword-IeveI

performancefor

thekeywordsin

yourpriority

campaigns.

●Reviewreportingeverytwoweeks

●IdentifyIistingsthatcanbeusedfor

manuaItargeting,thisincIudes

Iistingswithgood:performanceand

conversion

●PIaceIistingswithsimiIarcategories

andpricesinthesamecampaign

●Considersuspendingadvertisingon

Iistingswithoutconversionforan

extendedamountoftime

Date

CampaigndetaiIsAdGroupdetaiIsKeyworddetaiIs

Impressions

CIicks

CTR(cIick-throughrate)

SoIdquantity

Conversionrate

AveragecostpercIick

SaIes

AdditionaIcoIumns

Listing

ViewIisting-IeveI

performancefor

theIistingsinyour

priority

campaigns.

●Listingsinthesameadgroupsharea

budgetandcompeteforvisibiIity;the

best-performingIistinggetspriorityin

searches,potentiaIIyIimitingexposure

forothers

●CreatenewcampaignsforIistings

withIimitedexposureandhigh

cIick-through/conversionrate

●LowcIick-throughrateandhigh

impressionsindicatekeywordsneed

tobechecked

●ForhighquaIityIistingswithout

conversion,considersuspending

advertising

Date

CampaigndetaiIsItemID

TitIe

Pr