From the 11th of July, the eBay minimum ad rate for Promoted Listings Standard will double from 1% to 2%. This will effectively raise bid rates across the board and increase costs for sellers.
Many eBay sellers will be opting for an eBay minimum ad rate to take full advantage of visibility when they are the only advertiser and accepting that if another seller bids a higher rate then they’ll miss out. It’s potentially the best way to get started with promoted listings as it minimises your spend in bidding wars while getting exposure for the widest range of your inventory when you are the sole bidder. Doubling the ad rate will double the spend for these sellers.
For those sellers who already have higher bid rates, from the 11th of July you may see diminishing returns if you don’t increase your ad rates – when everyone using Promoted Listings Standard increases their rate to 2%, if you were previously winning with 2% bids you could start losing out and the only way to regain your position will be to nudge your bid rate up.
Two things may happen… all sellers may simply opt to increase their bid rates by 1%, or those that were happy bidding the minimum may drop out of the picture. In reality a mixture of the two is likely to happen and this means that as we enter the summer months you’ll need to be monitoring your campaigns, assessing the impact and deciding where to raise rates and when to cut your losses and cease advertising.
If you want to continue advertising you need to prepare to increase your eBay minimum ad rate for Promoted Listings Standard to 2% or more before or by the 11th of July. If you don’t take action and your eBay minimum ad rate is below 2% your listings will remain active but will no longer be promoted.
We’re continuously evaluating the performance and impact of Promoted Listings Standard as a tool to drive seller success. As part of this work, effective July 11, we’ll be changing the minimum ad rate for Promoted Listings Standard from 1% to 2%. While we recognise this impacts your business, this change will ensure your campaigns remain competitive in reaching buyers in our growing marketplace, and also allow us to deliver products and services that drive best-in-class returns for eBay sellers.– eBay