The general strategy can increase the visibility and awareness of your listings with general access to ad placements, so you can reach more buyers.
When you promote your listings using a general strategy, you only pay when your item sells. The amount you pay is determined by an ad rate, or the percentage of an item's total sale amount (including item price shipping, taxes, and any other applicable fees) that is charged when a buyer clicks on and then purchases any of your items promoted using a general strategy within 30 days.
Using the general campaign strategy
You can promote your listings with the general strategy from the Advertising dashboard, your listing tool, My eBay Active or Seller Hub Active listings. Here's how to get started:
To promote your listings with the general strategy from the Advertising dashboard
To promote your listings with the general strategy using the advanced listing tool
To promote your listings with the general strategy using the quick listing tool
To promote your listings with the general strategy from My eBay Active
To promote your listings with the general strategy from Seller Hub Active Listings
Ad rate strategy
An ad rate strategy is the option you can select to determine how your ad rates are managed throughout the duration of your campaign. There are two ad rate strategies you can choose from: fixed or dynamic.
A dynamic bidding strategy will automatically update your ad rates daily to the suggested ad rate. With this strategy, you do not need to make daily, manual updates to keep your ad rates competitive in the marketplace.
Suggested ad rates are calculated based on a variety of factors that may include item attributes, seasonality, past performance, and current competition in order to find an optimal balance between performance and cost.
A fixed ad rate is consistent and will not change once it’s set. You can edit your ad rates any time during your campaign.
General campaign ad fees
You are only charged for items promoted with the general campaign strategy when a buyer clicks on your promoted listing ad and purchases any of your promoted items within 30 days. This means you only pay when you sell.
The fee you are charged is based on the ad rate you set for each listing. An ad rate is a percentage of an item's total sale amount (including shipping and any other applicable fees or taxes.)
Here's how the fees work:
- You choose an ad rate between 2% – 100% of the item's total sale amount. The higher the ad rate, the higher the possibility of ad placement, leading to increased visibility
- Dynamic ad rates are aligned with the daily suggested ad rate, which is calculated based on a variety of factors such as item attributes, seasonality, past performance and current competition for each of your listings
- You will only be charged when a buyer clicks on your promoted listing and purchases any of your promoted items within 30 days of the click
- The ad fee is based on the ad rate you chose and the total sale amount (including item price, shipping, taxes and any other applicable fees)
- Ad fees are shown in your Payments tab in Seller Hub, or the transactions page in My eBay
Monitoring your campaigns
Advertising and Campaign dashboards
Once you have activated a campaign, you can view the performance of all of your Promoted Listings campaigns from the Advertising dashboard.
Your Campaign dashboard lets you see listing-level reporting for each individual campaign. While on the Campaign dashboard you can make edits quickly within the context of your performance.
To find the Campaign dashboard:
- Go to your Advertising dashboard.
- Click on the campaign name in the Campaign overview section of the page.
On the Campaign dashboard and Advertising dashboard you can monitor:
- Impressions — The number of times your ads have appeared on any eBay site
- Clicks — The number of interactions with your ads
- Quantity sold — The number of items purchased within 30 days of a click on your ads
- Sales — Sales revenue generated within 30 days of a click on your ads. Includes item price, shipping, taxes, any other applicable fees, and returned or canceled transactions
- Ad fees — Ad fees incurred by your promoted listings. When using a general strategy, ad fees are incurred by your items sold within 30 days of a click on your ads. When using a priority strategy, ad fees are incurred by clicks on your ads. Visit the Payments tab for final fees, including any applicable taxes or credits
- Sales conversion rate — Quantity sold divided by clicks, multiplied by 100
- Return on ad spend (ROAS) — Your sales, divided by ad fees
- Average cost-per-click (CPC) — Total cost of clicks divided by total clicks
Campaign name, Status, Start and End date, and listings are updated in real time, as those events are happening. Performance metrics are reported in near-real time though they may take up to 72 hours to reconcile.
Downloading and scheduling reports
You can also save time by scheduling and downloading reports from the Seller Hub Reports tab by downloading reports at the account level and for multiple campaigns at once.
- Go to Seller Hub Reports.
- Select Download.
- Select Download report.
- Select the following report parameters:
- Source → Advertising
- Campaign strategy → Promoted Listings — General
- Type → Listing