You can promote your listings from the Advertising tab in Seller Hub. After creating a new campaign for promoting your listings, you’ll choose a campaign strategy.
A campaign strategy determines how your listing will be promoted and how you'll be charged. When you promote your listings, there are two campaign strategies to choose from to fit your unique business needs:
- Priority campaign strategy
- General campaign strategy
Priority campaign strategy
The priority strategy helps your listings reach highly motivated buyers through priority access to ad placements and advanced targeting controls. Only pay for clicks on your ads through the priority campaign strategy so you can drive more sales.
General campaign strategy
The general strategy can increase the visibility and awareness of your listings with general access to ad placements so you can reach more buyers. You’ll only pay when your item sells through a click on your ad.
Promoted Listings FAQs
What is the difference between the general and priority campaign strategies?
A campaign strategy determines how your listing will be promoted and how you'll be charged. The two campaign strategies available are the priority strategy and the general strategy.
The priority strategy helps you reach highly motivated buyers with priority access to ad placements and advanced controls - like keyword targeting - to help you drive sales.
When you promote your listings using a priority strategy, your campaign will use a cost-per-click (CPC) model. You’ll only pay for clicks on your ads and the cost for each click is based on a second price auction, which means the fee charged will be determined by factors like listing quality, keyword relevance, your bid amount, competition from other sellers, and a reserve price (the minimum amount we've determined a click is worth, taking item quality, competition, seasonality, and marketplace thresholds into consideration).
The general strategy provides you with increased visibility of your listings with general access to ad placements with standard controls to help you 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 postage, 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.
Can I promote the same listings via general and priority campaigns?
Yes. You can promote the same listings through general and priority campaigns. Listings can simultaneously be in multiple priority campaigns but can only ever be in one general campaign at a time.
How will sales be attributed between my general and priority Promoted Listings campaigns?
We use a last-click attribution model, meaning that the sale will be attributed to the click closest to the time of sale.
General campaign strategy attribution
How general ad fees are charged:
If a buyer clicks on a general ad and then purchases any of your items promoted with a general campaign strategy within 30 days, it will be considered a promoted sale and the ad fee for the purchased item will be charged accordingly.
- Direct sale: Sale is attributed to and reported as a sale if the buyer purchases the exact item clicked in the general ad
- Halo sale: If the same buyer purchases any of your promoted items after clicking on a general ad
Priority campaign strategy attribution
How priority ad fees are charged:
You will always be charged for valid clicks on listings promoted using a priority strategy, regardless of whether a sale is attributed to that click.
- Direct sale: Sale is attributed to and reported as a sale if the buyer purchases the exact item clicked in the priority ad.
- Halo sale: If the same buyer purchases any other item from your store after clicking on a priority ad
Multi-campaign strategy attribution
It is possible to see a sale attributed and reported as both a general and priority sale if you have the same items promoted using both campaign strategies.
Priority ads will incur a charge each time they are clicked, regardless of whether that item sells. For general ads, the ad fee is based on the ad rate of the purchased item at the time of sale.
How will I be charged for listings that are promoted using the general campaign strategy and the priority campaign strategy?
The priority strategy uses a cost-per-click model, and you will always be charged for valid clicks on these ads, but you will only be charged for listings promoted using the general strategy if a buyer clicks on a general ad and then purchases any of your items promoted with a general strategy items within 30 days of a click on one of your general ads.
For listings promoted using a general strategy, if a buyer clicks on a general ad and then purchases any of your general strategy items within 30 days, it will be considered a promoted sale and an ad fee will be charged.
If the item purchased is the same as the item featured in the general ad the buyer clicked on, we will charge the ad fee in effect at the time of the click. This type of sale is known as a Direct Sale.
If the item purchased is different from the item featured in the general ad the buyer clicked on, we will charge the ad fee for the purchased item in effect at the time of the sale. This type of sale is known as a Halo Item sale. The ad fee for a Halo Item sale will be calculated based on the ad rate in effect for the purchased item at the time of the sale.
If you have listings promoted via both the general and priority strategy, you will be charged for Attributed Sales from general clicks even if your ad received a subsequent priority click. Reporting will be updated accordingly to include sales for both campaign strategies.