Main Types of Advertising on eBay
eBay offers a range of ad formats for different purposes and budgets. Each ad type appears in different places on the eBay marketplace and has its own fee structure. Choose the right ad format for your business needs and preferred ad spend.
Promoted listings appear at the top of eBay search results and category pages, increasing the chances of a sale. eBay claims that promoted listings boost visibility by up to 36%. Sellers only pay for the ad when a buyer clicks on the promoted listing and buys the item within 30 days.
To create a promoted listing, select the item you want to promote, set a budget and bid for the ad and choose targeting options such as keywords, categories and geographic location.
Display ads are banner ads that appear on the eBay homepage, search results, product pages and category pages. Sellers can choose from various ad formats, including image and video ads.
Unlike promoted listings and sponsored product ads, display ads are typically priced on a cost-per-thousands-impressions (CPM) basis, which means you pay for every 1,000 impressions, regardless of whether someone clicks the ad.
While you can still use targeting options, display ads give you less control since the ad will be shown to all site visitors and not just those searching for a specific keyword.
Classified ads appear in a separate section of the website. Only certain product categories allow this ad format, such as ‘Business and Industrial’ or ‘Websites and Businesses for Sale.’ When buyers see your listing, they can contact you and arrange to complete the transaction outside eBay.
Classified ads are an ideal way to promote rare or hard-to-find items. Ads are priced on a flat fee basis — $9.95 for a 30-day listing — regardless of the number of views or clicks it receives.
eBay advertising for large brands.
Brands with big marketing budgets also use eBay’s branding solutions to optimize their listings. It looks different from promoted listings because it’s more in-depth and customized.
eBay has a few featured case studies for large brand advertisements so you can get a feel for what this high-cost service entails.
eBay offers promotional tools you can use in your advertisements to make individual listings more enticing, such as offering discounts.
Offer discounts for bulk purchases, limited-time offers, buy-one-get-one-free or bundle deals can entice buyers to make a purchase. Sellers can also offer a gift with purchase, such as a free accessory or bonus item.
Free shipping has become an industry standard in ecommerce — 66% of consumers expect free shipping on all online orders — and may be the deciding factor when a prospective shopper is weighing a purchase between you or your competitor.
Codeless coupons are automatically applied to the buyer’s purchase without having to enter a code to redeem it. You can set targeting options for the coupon, such as the item category, specific items, minimum order value and the maximum number of redemptions for the coupon.
If you’re trying to move inventory for a specific product category, or you have a product line that trends seasonally, you can mark down the entire product category.