How Promoted Listings Work on Etsy

With Promoted Listings, you can advertise your products in designated search results on Etsy.

Promoted Listings work through an auction system.

Learn how to set up a Promoted Listings campaign.

How a Promoted Listings auction works

In a Promoted Listings auction, your listings compete against others listings for an ad spot in Etsy search results. The four main factors that affect your listing’s performance in an auction are:

  • How much you're willing to pay for each click (your bid)
  • How likely a buyer is to click on it (listing quality)
  • Relevance to the shopper’s search
  • Factors that affect likelihood of sales, like the time of day 

Your bid

A bid is the highest amount you'd pay for one click on a particular listing. A higher bid may often result in better placement as you work on improving your listing quality. For example, if a listing has a low-quality score it may need a higher bid to receive competitive placement.

By default, bidding is automatic. This means that Etsy’s algorithm chooses the best bid amount for that listing. You can also choose to make custom bids.

Your bid is also determined by your daily budget. Your daily budget is the amount you’re willing to spend on Promoted Listings ads.

Learn how to set a daily budget. 

Listing quality

We give listings a quality score that reflects with how likely shoppers are to click on your listing. Many factors determine a listing's quality score, including:

  • Listing and shop history
  • Strong listing titles and tags

To increase how often your listings will win a Promoted Listing auction, improve your listings with the same methods you use to make them more appealing to shoppers.

Learn more about quality scores and how search works on Etsy.

Relevance to the shopper’s search

When determining the right bid for your listing, we look at how closely your listing’s title or tags match the shopper’s search terms. We also take into account any filters they've applied, so if your listing doesn't ship to the shopper’s location or fall in their selected price range, we won't show it.

Factors that affect the likelihood of sales

When determining when to bid, we also look at factors that may increase the likelihood of a sale for your listings, like the time of day.

How listings are ordered in Etsy search ad spaces

Once the auction selects the eligible promoted listings, we add them to the designated ad spots within search results. The order of results is constantly shifting and can change throughout the day.

Since your listing can be promoted in different places throughout the day, look at your Promoted Listings stats instead of searching for your ads to get a better sense of how they're performing.

Learn more about reviewing your Promoted Listing performance. 

How do Promoted Listings affect Etsy search?

Promoted Listings only appear in designated ads space. Promoted Listings have no influence over results in regular Etsy search or in external search engines. They are completely independent of each other.

Automatic bidding

To decide the best automatic bid amount of a listing, our system looks at:

  • Your listings that are the most competitive in auctions
  • Your remaining daily budget for ads
  • The competitiveness of your bids

Automatic bids will vary by listing. They may also change over time to keep your listings competitive.

How to turn on custom bidding

You can choose to use automatic bidding, custom bidding, or a combination of the two for your items. We recommend using Automatic bidding. Automatic bidding is simpler to manage, and Etsy’s algorithm can help use your daily budget to get the greatest return on investment.

To turn on custom bidding:

  1. In Promoted Listings, click Manage.
  2. Click Advanced settings.
  3. Toggle Show bidding options to On.

Under Ad stats and settings, you’ll now see a Bid column. This shows the current bid for each of your listings.

How to customize a bid

To customize a bid for a listing:

  1. Under Ad stats and settings, click the checkbox next to the listing(s) you want to customize.
  2. Next to Bid, click Customize.
  3. Set a custom bid. You can compare this to the Suggested bid next to each item.
  4. Click Save.

How custom bidding works

With custom bidding, you manually set your own bid amounts for some or all your promoted items. A higher bid may improve the placement of your ad, but you’ll pay more for each click.

You can also set an amount lower than the automated bid amount. These listings will still likely get impressions, but they’ll also appear lower in results. If your custom bid is too low to be competitive, there is an exclamation point next to the bid letting you know what bid would be competitive.

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