1. Open the eBay Seller Hub.

2. Click the “Marketing” tab.

3. Then click “Create new campaign”.

4. Choose the “Promoted Listings ADVANCED" option.

5. Now set your campaign details.

  • Name your campaign

  • Set your daily budget (the maximum amount you are willing to pay per day)

  • Set the start and end date of the campaign.

For your campaigns to run continuously, you can set “continuous” as your campaign end date.

6. Create an ad group and name it.

It's recommended to organize and name your ad groups based on the types of listings you want to include or the goal you want to achieve. By grouping similar listings, you can target them with the same keyword set and bids. Nevertheless, you should keep the number of unique products within each of your ad groups limited so that all the keywords within the group are relevant to all the listings.

You can add additional ad groups after the campaign has been created. In order to do this, click on "add additional ad groups" on the campaign overview page.

7. Add listings to your ad group.

  • You can now use different filters or enter item IDs to select listings for your ad group.

When selecting listings for your ad group, keep in mind that eBay doesn't just consider your bid to determine which ad wins the PLA auction and appears in the shopper's search results. The quality of your listings, the relevance of your keywords, and your daily budget are some of the factors that are also taken into account.

8. Add and exclude keywords.

  • On the "Suggested" tab, you can add keywords that eBay has determined to be relevant and likely to perform well (based on the frequency in recent searches and the relevance for the listings in your ad group). Select the respective match type (see below) and then click on "add keywords" to save your selection before moving on.

  • If you want to add your own custom keywords, click the "Add your own" tab.

  • Exclude keywords in the tab "Negative". This prevents your ads from showing up in less relevant searches that are similar to your keywords, but less likely to result in a purchase.

When adding or excluding keywords, you have to select a keyword match type. eBay currently provides the following match types for targeting:


Adding keywords:

  • Exact match with variants:
    Ads show on searches that are exactly the same as the keyword. So for the exact match keyword “red shoes”, ads may show on searches for “red shoes” or “red shoe”, but not on searches for “red sneaker” or “red soccer shoes”.

  • Phrase match:

    Ads show on searches that include other words before or after the keyword, but in the same order. So for the phrase match keyword “red shoes”, ads may show on searches for “soccer red shoes” or “red shoes for men”, but not on searches for “red tennis shoes” or “soccer shoes red” .

Excluding keywords:

  • Negative exact match (without variants!):

    Ads won't show on searches that are exactly the same as the negative keyword. So for the negative exact match keyword “red shoes”, ads will not show on searches for “red shoes”. But since negative exact match keywords come without variants, your ads may show for "red shoe". So you should add variants as well to your negative list.

  • Negative phrase match:

    Ads won't show on searches that include other words before or after the negative keyword and in the same order. So for the negative phrase match keyword “red shoes”, ads won't show on searches for “red shoes”, “soccer red shoes” or “red shoes for men”.

9. Set keyword bids.

  • Set the bids for your keywords (the maximum amount you are willing to pay per click on your listing's ad). eBay provides you with suggested bids and bid ranges based on the likelihood of appearing in search results.

10. Choose your bidding strategy.

  • You can choose your bidding strategy in the drop-down menu. Once you have made a selection, you can manually adjust the bidding strategy for any keyword.

11. Click the "Launch" button to publish your PLA campaign.

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