The first steps in creating the campaign are pretty basic - name, budget, and active dates.
Then you create ad groups and add listings for each group.
According to eBay - "Ad groups help you build more effective campaigns by organizing your listings by a common goal or category. Grouping together similar listings allows you to target them with the same set of keywords and bid amounts."
You can add the same listing to multiple ad groups at the same time as well.
When adding listings to ad groups, you can use filters by categories and price as well as search for specific titles or item IDS. eBay shows the price, QTY, number of top 200 search impressions in the past 30 days, days on site, and number sold to help you determine which listings would be best to advertise.
You can also just add listings by copying and pasting a list of item IDs (one per row) with a limit of 1,000 listings per ad group.
You can use eBay's suggest keywords, add your own keywords, and/or designate negative keywords for exclusion.
Per eBay:
Suggested keywords are available for most listings. These are keywords that we think are relevant and will likely perform well for the listings in your ad group, based on past performance.
Add your own keywords should include terms that describe your listing and that buyers would use when looking for your product.
Negative keywords are terms which are excluded from your ad group. Meaning, when a buyer searches for a term that is a negative keyword, your Advanced ads will not be eligible for display. Negative keywords are exact match without variants, meaning for a keyword to be excluded it needs to match the buyer's search term character for character.
You can also choose exact or phrase match type.
Per eBay:
Exact match allows your listing to appear for search terms that match your keywords character for character with slight variations like misspellings, capitalization, and abbreviations.
Phrase match allows your ads to appear for searches that include exact or close variants of your keyword, and may include other words before and/or after your keyword. Your ad will only appear for search phrases where your keyword retains its original meaning, and it will not appear for search phrases that add a word to the middle of your keyword.
Once you select keywords, you can either use eBay's suggested bids or select your own.
Per eBay:
Keyword bids
How much you bid per keyword is a factor in determining if your listing is selected to appear in the top spot. The more competitive the bid, the more likely your listing appears in the top spot.
Suggested bids
To help optimize your campaign, we provide you with a suggested bid. Using these bid suggestions can help increase your likelihood of your bid winning and appearing at the top of the search results page. For a given keyword, suggested bids are derived from a variety of factors, including your listings' relevancy to the keyword and the aggregated bids from listings that have received clicks in the top slot of the search results page.
Then just click "launch".
Once your campaign is active, you'll be able to track it in the advertising dashboard. Be aware if you use both Promoted Listings Standard and Promoted Listings Advanced, you'll have to use the drop down menu to toggle between the two.
It looks like there will be a few different reports available - I'll update once I have some example data to show.
@valueaddedresource wrote:
tyler@ebay - you had indicated in the chat that there would be educational material available in Seller School, but I'm not seeing it yet - everything I'm finding is just about Promoted Listings Standard.
Any idea when that module will be available?
velvet@ebay - @my-cottage-books-and-antiques had asked in the chat if there would be the option to exclude keywords and you said no - but there is with negative keywords.
It might be a good idea to post a clarification in that chat thread just so anyone reading it in the future won't be confused. 😊
Hi @valueaddedresource - I'm told that the modules will be available in Seller School around the same time that Promoted Listings Advanced is available to everyone later this month, but I don't have a specific date on when to expect that.
Thanks!
