Updates to Promoted Listings Standard
Stay ahead of the competition with these new ad rate features
- What you need to know
- What's changing (in Promoted Listings Standard)
- Maximize your impact with ad rate forecasting
- Dynamic ad rate FAQ
- Ad rate forecasting FAQ
What you need to know
Keeping an ad campaign competitive in an ever-changing marketplace can be time-consuming, especially when making manual adjustments. With this in mind, we’ve developed two new features for Promoted Listings Standard that will make managing and understanding your ad rates much simpler.
- Dynamic ad rates. Now you can choose between a fixed or dynamic ad rate strategy where your ad rates will be automatically adjusted based on eBay’s daily suggestions
- Ad rate forecasting. Soon you’ll see a performance indicator when creating or editing a campaign that predicts how well it could do (your estimated impression share) based on your current ad rate
Stay competitive with dynamic ad rates
You now have the option to choose a dynamic ad rate strategy when setting up or editing an automated or simple Promoted Listings Standard campaign. Previously, only a fixed ad rate strategy was available for simple campaigns. Selecting the dynamic ad rate option means that your ad rates will be automatically adjusted to match our daily suggestions (up to an optional cap you set). This new feature helps save you time and makes it easy to stay competitive in the eBay marketplace.
To use this feature, simply select the dynamic ad rate option when creating or editing a simple or automated campaign. Once selected, your ad rate will be automatically aligned to the daily suggested ad rate.
Maximize your impact with ad rate forecasting
You’ll soon be able to see how your ad rate may impact your advertising performance and buyer reach before you launch a campaign. Our new ad rate forecasting feature will provide you with a prediction of your estimated impression share during campaign setup and on your campaign details page. This performance indicator quickly gives you a simple, actionable way to maximize your ad reach and optimize spending by predicting the performance of your campaign quickly and in real-time.
Once this feature becomes fully available this summer, it’ll appear on your campaign creation page, as well as your campaign details page. When adjusting your ad rate, you'll be able to see how increasing or decreasing your spending may impact the performance of your campaign.
Dynamic ad rate FAQ
What is a dynamic ad rate strategy?
The dynamic ad rate strategy is one of the options sellers can select to determine how their ad rate is set. Rather than making manual updates, a dynamic ad rate strategy automatically aligns an item’s ad rate with eBay’s daily suggested ad rate, helping to keep your listings competitive in the marketplace. You still have the ability to set an ad rate cap to fit your advertising budget.
Why use a dynamic ad rate?
Keeping your ad campaign competitive in an ever-changing marketplace can be time-consuming. The dynamic ad rate strategy offers you an effortless way to secure high-visibility placements by automatically adjusting your ad rates to match eBay’s daily suggestions.
How are the dynamic and fixed ad rate strategies different?
The dynamic ad rate strategy will automatically update each of your listings to align with the daily suggested ad rate to keep your campaign competitive. When using the fixed ad rate strategy, your ad rate won’t change once it’s been set unless you manually change it. While you can edit a fixed ad rate, adjustments to dynamic ad rates are done automatically.
How does this impact the campaign setup process?
There is minimal change to the campaign setup process. The dynamic ad rate feature gives you the opportunity to automatically update your ad rate to match eBay’s daily suggestions. The dynamic ad rate will be available as a selection in the simple and automated campaign creation flows.
Can I select dynamic ad rate when I edit my existing fixed ad rate campaigns?
Yes, you may select dynamic ad rate for your whole campaign when editing. Individual listings within a campaign can’t be switched to dynamic ad rate. To update an individual listing’s ad rate strategy to dynamic, please remove the listing from the existing campaign and add it to a campaign that uses a dynamic ad rate strategy.
Can I change my ad rates when I’m using the dynamic ad rate strategy?
When you select the dynamic ad rate strategy for a campaign, eBay automatically updates each of your listings to match the daily suggested ad rate. You may adjust the dynamic ad rate cap, which sets the maximum ad rate you’re willing to spend, but if you prefer to manually adjust your ad rates, select the fixed ad rate strategy instead.
Can I update my existing fixed ad rate listings to match today’s suggested ad rate without switching my campaign to a dynamic ad rate strategy?
Yes. Go to the campaign dashboard and select the listings you’d like to update. Then select today’s suggested ad rate and your listings will adjust to match, but only for the day. You’ll have to make a manual adjustment the next day if you want your listings to match the daily suggested rate again.
I’ve used the feature from Promoted Listing Standard’s automated campaigns that automatically updates my ad rate to match eBay's daily suggestion. Is the dynamic ad rate the same thing?
Yes. Automatically adjusting your ad rate to match eBay’s daily suggestion is now called the dynamic ad rate strategy and it’s available in simple and automated campaigns.
Ad rate forecasting FAQ
What is the ad rate forecasting feature?
eBay’s ad rate forecasting feature gives you a real-time understanding of how your selected campaign settings are expected to impact your advertising performance, so you can maximize your impact and optimize your advertising spend before launching a campaign.
Why use the ad rate forecasting feature?
Understanding if your campaign’s ad rate is competitive and will reach the most potential buyers isn’t always easy. eBay’s at-a-glance ad rate forecasting feature gives you a real-time understanding of how competitive your ad rate is and offers actionable ways to make the most of your advertising spend before launching your campaign.
How does ad rate forecasting impact the campaign setup and editing process?
There is no change to the campaign setup or editing process. You’ll set up and edit your campaigns the same way you typically do, but you’ll have more information to help you make the most of your efforts. The ad rate forecasting metrics will automatically adjust based on the ad rate you set and the listings you choose. You may use this information to make selections that help you meet your advertising goals.
Will the ad rate forecasting feature make my advertising campaigns more expensive?
No, the ad rate forecasting feature gives you a simple, actionable way to maximize your ad reach and optimize spending by predicting the performance of your selected Promoted Listings Standard campaign settings in real-time. You can decide to adjust your campaign based on the information provided in the forecasting feature, or select the ad rate of your choosing.
What does the “estimated impression share” mean, and what should I do with the information?
The estimated impression share metric balances your chosen ad rate with the maximum possible impressions your ad could receive. It helps to determine the impact your ad rate may have on your campaign’s overall success and performance.
For example, if your estimated impression share is 85%, it indicates that your choices such as ad rate, listings, and ad rate cap may result in you receiving 85% of the total predicted impressions for a campaign similar to yours. You can use this estimate to adjust your ad rate, remove or increase any ad rate caps, or select different listings to reach the desired impression share aligned with your advertising goals.