Priority campaign strategy

What is a priority campaign strategy?

This cost-per-sale campaign strategy provides you with access to highly motivated buyers with priority access to ad placements and advanced controls to help you drive sales.

• Access advanced controls: Unlock advanced targeting options to help convert clicks into sales
• Only pay for clicks: You’ll only pay for clicks on your promoted listings
• Grow your business: Access audiences interested in your inventory

All Above Standard or Top Rated sellers are eligible to use the priority strategy.

Where do priority ads appear?

Listings promoted with a priority strategy will show up across the buyer’s shopping journey on eBay: 

• On product pages: Example placements on the view item page

• In search: Examples of ads featured top, middle, and bottom of search

• Across eBay: My eBay, sold or ended items, homepage, and more

Listing strategies

What listings should I include?

• High-demand, high-margin items that can quickly convert clicks into sales
• New listings can benefit from increased traffic along with trending and seasonal items
• Listings of experienced sellers with a clear understanding of searches to target and a well-defined marketing plan

What determines if a listing shows up?

Listing quality impacts placement. Here are eBay recommended tips to boost listing quality:

• Buyer-relevant search terms: Search terms must be relevant to a buyer's shopping journey
• Conversion rates matter: Listings that don’t convert may be filtered out
• Competitive bid: Set keyword bids at the maximum you're willing to pay per click on your ads

Cost model and fee structure

How am I charged ad fees?

• Priority ad fees are based on:
  • Your bid
  • Competition for queries in which your ad appears
  • Clicks your ads receive
• For each campaign, the total ad fees charged for priority ads cannot exceed the daily budget you set
• The amount that you are charged for each click is based on a second-price auction, where winning bids pay between their bid and the next highest bid
• Example of second price auction:

• All priority ad fees are charged at a listing level. Charges are determined by the sum of all cost-per-click clicks a single listing receives within a day
• Sales will be attributed within a 30-day window of a click on your ad

Example of what will be charged for a day:

Daily budget is $50

• Keyword A: Cost per click $3, gets 10 clicks ($30)
• Keyword B: Cost per click $2, gets 5 clicks ($10)

Day total: $40

The remaining $10 will not roll over to the next day, campaigns stop if daily budget is reached. Note: Items on both priority and general strategy will be charged accordingly.

Advanced controls overview

Getting started: campaign setup

Step 1. In Seller Hub, go to the Advertising tab.

Step 2. Select Create new campaign.

Step 3. Select Promote your listings.

Step 4. Select Priority as your campaign strategy.

Step 5. Click Add listings.

Step 6. Select targeting strategy.

• Smart targeting is recommended for an easy setup of a fully optimized campaign
• If smart targeting is selected, skip to Step 13. Set a daily budget [add url if possible to Step 13]
• Manual targeting allows you to choose a keyword bidding strategy and manage your ad groups

Step 7. Select keyword Bidding strategy.

Tip: Dynamic bidding automatically maintains competitive keyword bids.

Step 8. Manage ad groups.

Your listings will automatically be organized into ad groups and targeted with our suggested keywords and suggested bids. No changes are required; to accept all suggestions, skip to Step 13. Set a daily budget [add url if possible to Step 13].

Step 9. Manually edit. 

Сhange keywords and bids on ad groups or add your own ad groups.

Step 10. Select Edit ad group. 

Choose the ad group to make changes to.

Step 11. Select the keyword tab. 

Add suggested keywords, add your own keywords, negative keywords to the ad group and select the keyword match types.

Step 12. Adjust bid rate for fixed bidding.

You can change the keyword Match type and bid one at a time or across all listings with bulk update bids.

Step 13. Set a daily budget.

Step 14. Settings.

Step 15. After you set up your campaign settings, you can Launch your campaign.

Evaluating campaign performance

Your Campaigns dashboard lets you make edits and access detailed reporting for campaigns, ad groups, keywords and listings.

Go to your Advertising dashboard →

1. Scroll to Campaign section — this is where you can find all of your campaigns and easily do the following:
   1. Turn on/off the campaign
   2. Change the daily budget
2. For more campaign details, click on the campaign you are interested in looking at.
3. To generate more detailed reports, select the three dots.
4. Once a campaign is clicked, you can see more detailed metrics.
   1. Snapshot of clicks, quantity sold, sales and ad fees
   2. Trended breakdown of the campaign by clicks, sales and ad fees
   3. A breakdown by listings, ad groups and keywords with easy toggle

Understanding key advertising metrics

Using reports to optimize

From the Reports tab,

1. Select Download from the left-rail menu.
2. Click Download report button.