Listing & promoting

Promoted Listings updates and expansion

When: February 2022

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

Over the coming weeks, you’ll see additional features, entry points, management capabilities and more for each version of Promoted Listings. These new elements will bring eBay closer to industry standards for paid advertising and are all aimed at boosting your success. 

• For Promoted Listings Standard, eBay is introducing a new Campaign Dashboard where you can use filters to see what’s working and learn what needs improvement in each campaign. You can now also make updates to your campaigns directly from the dashboard.
• Promoted Listings Express, the advertising tool for auction-style listings, is expanding to desktop so you can promote your auction-style listings on both desktop and the eBay app. Reporting is now also available on the eBay app and soon on desktop.
• For Promoted Listings Advanced^BETA, your listings will show up for relevant buyers more frequently when eBay introduces broad match. eBay will also be working to enhance your ability to control where your listings won’t show by introducing negative phrase match. Furthermore, you’ll soon have access to multiple search results slots - not just the top slot.
  

Updates to Promoted Listings Standard 

For Promoted Listings Standard, eBay is launching enhanced management capabilities through a new Campaign Dashboard. This will give you the ability to edit a campaign from the Campaign Dashboard — without having to go through the 3-step campaign flow. It will save you time and give you extra visibility of metrics, as well as competitive insight reporting to help you get ahead. eBay will also be rolling out other insight capabilities to provide you with an enhanced experience. Please note that Campaign Dashboard is currently not available for any Automated Campaigns.

Promoted Listings Express expansion

eBay is also expanding the availability of Promoted Listings Express. Promoted Listings Express is a campaign type that lets you boost visibility for your auction-style listings with ads on similar listings’ pages by paying one flat fee.

It could previously only be enabled from the eBay app, but this year eBay’s adding more ways for you to opt in through multiple desktop entry points. You'll be able to access this:

• when creating a new auction listing on desktop (in the classic listing tool)
• from My eBay Active and Overview on desktop
• from the quick listing tool

What’s more, reporting for Promoted Listings Express is now available on the eBay app and coming soon to desktop. 

New keyword targeting capabilities for Promoted Listings Advanced^BETA

For Promoted Listings Advanced^BETA, eBay’s working to expand our keyword match types to provide more opportunities for your listings to get seen by buyers. Match types are used to control how your listings appear and/or don’t appear in buyers’ search results based on specified keywords.

eBay currently offers exact match and phrase match targeting but eBay plans to start testing broad match keyword targeting capability soon. This can help to increase the visibility of your listings by allowing your listings to surface when your keyword is included as part of a search phrase, not just an exact match. 

For example, if you bid on the keyword ‘red shoes’:

• Exact match only allows your listing to appear for that exact keyword, so if the buyer’s exact search is 'red shoes’. 
• Phrase match allows your listing to show if the buyer’s searched phrase includes other words before and/or after your keyword, such as ‘size 6 red shoes’.
• Broad match means your listing could appear if ‘red shoes’ is anywhere in the search query, so if the buyer looks for ‘red running shoes’.

When adding keywords, you’ll be able to decide how specific you’d like to be by choosing whether to bid on each keyword as broad match, phrase match or exact match.

On top of this, eBay will also be expanding to negative phrase match targeting capability to give you more control and help your listings only appear for relevant searches. Currently, you are able to set negative keywords that you don’t want your listings to show up for, however this is only available for exact match. For example, if you marked ‘red sandals’ as a negative exact match, those exact keywords would have to be searched in order for your listing not to show.

With negative phrase match, you can choose specific phrases that you don’t want your listings to appear for. This prevents your listing from showing even if a buyer’s search includes additional words, as long as the negative phrase match keywords are in the same order. For example, if a buyer searches for ‘red sandals size 6’, your listing would still not appear.

Further enhancements to Promoted Listings Advanced^BETA

eBay’s going to be opening up additional slots for Promoted Listings Advanced^BETA. Until now, your listings were only featured in the very top slot of search results. You’ll soon get the chance to have more of your listings show in additional slots, increasing your visibility and providing you with more opportunities to compete for buyers' attention in search.

You can now also access Ads Academy straight from your Campaign Manager. Ads Academy is an e-learning platform, designed to help you get the most out of Promoted Listings through interactive courses. Whether you’re new to cost-per-click advertising or are searching for information on a specific feature, this resource is available to you at any time to help you along the way.

Next steps 

Some of these changes will be introduced over the coming months, but you can already start enabling Promoted Listings Express on desktop by opting in through creating a new auction listing on desktop (in the classic listing tool). You can also leverage the new Campaign Dashboard capabilities for Promoted Listings Standard. To access your Campaign Dashboard, go to your Advertising Dashboard and click on the campaign name from your campaign grid.

While eBay continues to work on expanding our Promoted Listings Advanced^BETA capabilities, eBay encourages you to visit Ads Academy through your Campaign Manager and browse through our courses.