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Listing & promoting

New category changes to help buyers find your items

eBay continues to make category changes to create more intuitive buying, selling, and search experiences. The changes bring eBay into closer alignment with industry-standard classifications, enhance search engine optimization, and make it easier for domestic and international buyers to find your items.

When: October 2021

Where: ebay.com, ebay.au, ebay.ca, cafr.ebay.ca, ebay.co.uk, ebay.de, ebay.fr, ebay.it, ebay.es

Starting in October 2021, if you listed an item in an affected category and your listing is impacted by the changes, eBay will automatically move your listing to the most relevant category. As a result of the changes to the category structure, if your listing is moved to a different category, you may experience a change in the fees (either an increase or decrease).

Update only for ebay.ca, cafr.ebay.ca: "Gifts that give back" is a new category option.

How to use

  • Check out the latest category updates regarding different sites
  • Ensure your listings appear in the relevant categories

For detailed category change, please refer to respective sites as follows:

ebay.com > https://pages.ebay.com/sellerinformation/news/categorychanges.html

ebay.co.uk > https://pages.ebay.co.uk/categorychanges/

ebay.de > https://pages.ebay.de/categorychanges/

ebay.au > https://sellercentre.ebay.com.au/2021-autumn-seller-update/listing-optimisation

ebay.fr > http://pages.ebay.fr/categorychanges/

ebay.it > http://pages.ebay.it/cambicategorie/

ebay.es > http://pages.ebay.es/categorychanges/

Item specifics updates

eBay's adding new item specifics in some categories. These item specifics won’t be required until early 2022, but you’ll be able to add them to your listings starting October 12. You’ll see some changes to category structures and item specifics names when eBay releases new item specifics.

When: October 2021

Where: ebay.com, ebay.ca, cafr.ebay.ca, ebay.au, ebay.co.uk, ebay.de, ebay.fr, ebay.it, ebay.es, ebay.at, ebay.ch, ebay.ie, ebay.benl.be, ebay.befr.be, ebay.pl, ebay.nl

Adding item specifics is an important way to make sure buyers can find your listings. These descriptive keywords tell a buyer about your item, and help make sure your listings show up in buyers’ search results both on eBay and on external search engines.

When you add more item specifics, your listings have a better chance of matching what buyers are searching for.

New soon-to-be-required item specifics will be available on October 12

eBay's adding new item specifics in the below categories. The new item specifics will be required in early 2022, and will be available for you to add as you edit or create new listings starting October 12.

  • Collectibles & Art
  • Jewelry
  • Musical Instruments
  • Parts & Accessories
  • Sporting Goods

You’ll see these item specifics tagged as Required Soon, to let you know that you’ll soon be required to add them to affected listings. You’ll also see more updates as these item specifics become available, including the date they will be required. eBay strongly recommends adding new Required Soon item specifics to your listings as soon as they’re available.

Changes to categories and item specifics names

As eBay introduces new item specifics in certain categories, you’ll also see updates to the structures and item specifics names in those categories. These updates are based on input from industry experts to make listings in these categories easier for buyers to find.

In the week following our October 12 release of new item specifics, you may see changes to the structure and item specifics names in the categories listed above. eBay’ll automatically adjust your affected listings to reflect these changes. Learn more about category changes.

Tools to help you find and update missing item specifics

You have a number of tools and features to help you find and update missing item specifics:

  • Download/Upload file. Available in the Seller Hub Active Listings page, this tool allows you to download an Excel file of your listings, identify and update missing item specifics in bulk, and re-upload the file to apply the changes.
  • Task reminders in Seller Hub and My eBay. If you have listings missing Required, Required Soon, or Recommended item specifics, you’ll see corresponding tasks in Seller Hub, or corresponding modules in My eBay Selling Overview.
  • Quick filters. If you have listings missing Required, Required Soon, or Recommended item specifics, you’ll see quick filters on your Seller Hub Active Listings page. These quick filters show you all listings missing those particular item specifics.
  • Required Soon feature. When you create a new listing or revise an existing one, you’ll see indicators above item specifics that will be required soon. These will include the date the item specifics will become required.
  • Edit item specifics in bulk. When you add item specifics on the Seller Hub Active Listings page, you can select multiple listings and click the “Add item specifics” button. This will load all of your selected listings into a pop-up window where you can add any missing item specifics.

Send coded coupons to buyer groups

You’ll be able to send specific groups of people your customised coupon codes from Seller Hub.

When: October 2021

Where: ebay.com, ebay.au, ebay.co.uk, ebay.de, ebay.fr, ebay.it, ebay.es

Earlier this year, eBay launched the new coded coupons tool for Store subscribers. It lets you offer discounts to your buyers by sending, printing and sharing coupons — both on the marketplace and using your own marketing channels.

You’ll be able to send specific groups of buyers a coded coupon directly from Seller Hub. Plus, you’ll be able to track the impact of your coded coupons on your engagement with your buyers. You can do this in the new segmentation section within the Seller Hub Marketing tab.

The benefits of targeting buyer groups

Sharing your coded coupons to buyer groups is an easy way for you to encourage existing and potential customers to buy from you. Use it to target specific groups of people when your seasonal inventory has the most potential to sell.

Launching in October

  • Sending a coupon code to some of your previous buyers to encourage repeat purchases

Launching in the next few months

  • Sending a coupon code to some of your followers on eBay
  • Sending a coupon code to eligible buyers that have expressed an interest in the type of inventory you sell

You’ll start to see some of these options in October with more coming in the next few months.

If you’re looking to control your budget when offering discounts, coded coupons are a great way to do this. You can protect your margins with options like minimum spend, expiry date and budget. It’s also a way to create an offer without discounting the price for everyone who sees your items. Tailor your coupon to the marketing needs of your business by sending, printing or sharing.

How to send coupon codes to specific buyers groups

You’ll be able to send coded coupons to specific buyer groups by going to the Seller Hub Marketing tab and accessing the new segmentation section.

  1. Set up your coded coupon campaign.
  2. Select the group you want to receive the code and the coupon campaign you want to send.
  3. Eligible buyers in your groups will then receive your coupon codes.

You can also customise your message each time you send a code to a specific buyer group.

Coupons_01.jpg

Please be aware that the same buyer can’t receive more than one coupon from you in any 14-day period. So make sure you choose the most relevant buyers to receive your codes.

Measuring the impact of coded coupons

Within the new segmentation section in the Seller Hub Marketing tab, you’ll have access to data to monitor your campaign activity. In the future, you’ll see more reporting capability for you to measure the success of your campaigns.

Next steps

Keep an eye out for these new features coming in October 2021. In the meantime, you can start using the coded coupons tool, if you haven’t already, and start sending, printing and sharing your own customised discount codes.

Promoted Listings expansion and rebrand

As part of the expansion of Promoted Listings portfolio, Promoted Listings will be rebranded to Promoted Listings Standard. It’ll still remain a cost-per-sale model so you’ll only pay when you sell. You’ll be introduced to the beta version of eBay's new cost-per-click campaign type, Promoted Listings Advanced. This will offer you preferred access to the top spot in search results, across eBay on desktop, mobile and on the eBay app. It will also offer keyword selection, and provide you with the control you need to help increase your sales.

When: Fourth quarter 2021

Where: ebay.com, ebay.ca, cafr.ebay.ca, ebay.au, ebay.co.uk, ebay.de, ebay.fr, ebay.it, ebay.es

With billions of listings across eBay globally, it can be hard to make sure your items are visible to the right buyers. Promoted Listings Advanced lets you bid and gain preferred access to the top spot in search results. That top spot can help you get the high visibility you want when buyers are actively searching for items like yours.

The way your sales are attributed has switched from what's called "first-click attribution" to "last-click attribution" for both Promoted Listings Standard and Advanced. This means:

  • If you participate in both types of campaigns, you will only ever see a sale attributed to the campaign that the listing was in when it was last clicked.

    For example:
    • If your listing is clicked in a Promoted Listings Standard ad and then clicked and purchased through an Advanced ad, the sale will be attributed to the Advanced ad. This means you will only pay for the click on the Advanced ad.
    • If a buyer clicks on an Advanced ad, and then later purchases through a Standard ad, the sale will be attributed to the Standard ad, and you will pay the Standard ad fee. Please note, you will still be charged for every click on an Advanced ad.

  • If you only run a Standard campaign, you will be charged the ad rate that is in effect at the time of the buyer’s last click. For example, if a buyer clicks on your Promoted Listings Standard ad when the ad rate is 5%, then returns and clicks the ad again when the ad rate is 4%, and then makes a purchase within the 30-day attribution window, you will pay the 4% ad rate in effect at the time of that last click.

What will you get?

  • Budget-friendly way to promote your listings
  • Target your buyers with relevant keywords available on eBay
  • Increase the chances of more buyers viewing your listings
  • When you choose Promoted Listings Standard, your listing can appear in the top placement after a buyer searches on eBay
  • When you choose Promoted Listings Advanced, your listings can appear across the eBay network

How Promoted Listings Advanced works

Promoted Listings Advanced is based on a cost-per-click model. You start by deciding how much each keyword and click is worth to you. Then you bid to target placements at the top of eBay search results. This shows your listings to buyers right when they need them.

With this new type of campaign, you’ll be able to:

  • Bid for the top slot in search using keyword and budget controls, and pay per click
  • Select the keywords that matter to you
  • Set a daily budget for additional control.

How to set a campaign

To set up your first campaign, head over to the Seller Hub Marketing tab. You can create a new campaign within the Advertising dashboard, by following these simple steps:

  1. Name your campaign.
  2. Choose dates and a daily budget.
  3. Name your Ad Group.
  4. Add your listings and keywords to the Ad Group.
  5. Select a maximum cost-per-click for the keywords — you’ll see this as “CPC bids” in the tool.

You’re then ready to review.

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Top tips

  • Use the features like suggested keywords and bids to help you set up effective campaigns.
  • Be sure to include high-quality listings in your campaign for the best chances of gaining high visibility. Alongside your bid, things like your keyword relevancy, listing quality, competition and daily budget determine whether your ad will appear in the number one position.
  • Use the daily budget feature to manage your ad spend.

You can also use both Promoted Listings Standard and Advanced together to help achieve maximum visibility for your ad placements across the eBay network, and utilise both budget approaches for your ad spend.

Next steps

From the end of this month, the Promoted Listings Advanced beta will be open to all eligible Promoted Listings sellers. If you are eligible, you’ll be able to opt-in to the Promoted Listings Advanced beta to start targeting that highly-coveted top spot in the search results, as soon as it has been made accessible.

All existing Promoted Listings campaigns will be renamed Promoted Listings Standard campaigns, without you having to do anything. The only changes are to the name and attribution logic.

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