Beginning March 30, 2023, eBay has expanded its ad program to include Halo item sales. A halo item sale is when a buyer clicks on one of your standard ads and purchases another standard item from Promoted Listings from you within 30 days. This is also known as the “halo” effect.
Previously, sellers were only charged an ad fee for a “direct” sale, meaning when a buyer clicks on a Promoted Standard Ad and purchases the item within 30 days. With the new change, sellers will now also be charged an ad fee for halo item sales.
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. That is, if a buyer clicks on a standard ad with a pair of red sneakers and buys a pair of advertised blue sneakers instead, the seller will be charged an ad fee based on the ad rate for the blue sneakers in effect at the time of the sale.
To see which of your sales are halo item sales, you can view your sales report in your ads dashboard. It’s important to know that eBay does not charge sellers an ad fee when a buyer clicks on a standard ad and purchases an item that the seller did not advertise through the standard advertised listings program.
Some sellers have expressed concern about the new rule, especially those who make many sales with multiple items and are currently charged an ad fee for one item but not for the other items. However, EBay has clarified that the new policy only applies to halo item sales and not to other types of multi-item sales.
For more information on the new ad policies and how they may affect your advertising strategy, eBayAds or email us at [email protected] for quick response regarding your eBay marketplace solutions.
FAQ:
How will the change in Promoted Listings Standard fees benefit me and my business?
- eBay offers advertising solutions to accelerate your sales growth. Promoted Listings Standard is an effective tool to attract eager buyers to your listings, providing greater visibility than organic listings
- Promoted Listings Standard consistently delivers high performance for eBay sellers and will continue to be a unique ad product where you only pay when your item sells.
- These changes will illustrate a more complete view of the impact your Standard ads have on your sales.
1. What is a direct sale for Promoted Listings Standard?
- It work’s when a buyer purchases the same item that was featured in the Standard ad they originally clicked on within 30 days.
- Previously, all sales from Promoted Listings Standard were direct sales, but with the addition of Halo Item sales, we now have both Direct and Halo Item sales that, in aggregate, make up the Sales metric in your dashboards and reporting.
- To view which sales are direct vs. Halo Item sales, see your Sales report, accessible from your advertising dashboard.
2. What is a Halo Item sale for Promoted Listings Standard?
- A Halo Item sale is the type of sale when a buyer clicks on one of your Standard ads and purchases a different Promoted Listings Standard item from you within 30 days.
- A Halo Item refers to a purchased item from a Promoted Listings Standard campaign that resulted from an initial click (from the same buyer) on a different Promoted Listings Standard item of yours.
- 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.
- To view which sales are Halo Item sales, see your Sales report, accessible from your advertising dashboard.
3. Will I know which of my Listings were sold as a Direct or Halo item sale?
- Yes, sellers will be able to distinguish which items sold as direct sales or Halo item sales using the transaction level reporting like the Sales Report.
- The Sales Report is available in your Advertising Dashboard.
4. If I promote a Sports shoe and a formal shoe, and a buyer clicks on the Standard ads for both, but purchases just the Sports shoe, will that be considered a direct sale or a Halo item sale?
In this case, the sale of the Sports will be considered a Direct sale, because the buyer did click on the Standard ad of the purchased item. We give priority to Direct. A sold item is only considered as a Halo item sale when the buyer never clicks on the Standard ad for the item they purchase.
