Entering into the Online Advertising Warland in 2025, eBay is bringing two significant updates to its platform in Germany. Effective February 26, 2025, eBay sellers using the ‘Premium Campaign’ will gain an edge over competitors by getting their ads placed in the top position. Additionally, under the revised billing for Basic Strategy Ads, sellers will be charged if the item sells while the ad is active and has received a click in the past 30 days.

1. Exclusive Ad Placement for Premium Campaigns

Sellers utilizing eBay’s Premium Campaigns will gain exclusive access to the top ad position in search results. This prime placement is designed to enhance product visibility, potentially accelerating sales. Existing Premium Campaigns will automatically benefit from this change, with no additional action required from sellers. The Premium Campaigns operate on a cost-per-click (CPC) model and offer tools like Smart Targeting and Recommended Campaigns to optimize performance.

2. Revised Billing for Basic Strategy Ads

For ads under the Basic Strategy, eBay maintains its policy of charging fees only upon the sale of an item. The update introduces a new criterion: if an advertised item sells while the ad is active and has received at least one click in the past 30 days, the seller will be charged the advertising fee that was set at the time of sale, regardless of whether the buyer clicked on the ad before purchasing. This approach aims to simplify spending control for sellers, ensuring fees are incurred only when an item sells and is actively advertised. eBay advises sellers to monitor ad performance and adjust strategies as needed.

Impact on eBay.de Sellers

These updates present both opportunities and challenges for eBay.de sellers:

  • Enhanced Visibility with Premium Campaigns: Securing the top ad position can significantly boost product exposure, leading to increased traffic and potential sales. However, the effectiveness will depend on the competitiveness of the product category and the relevance of the listings. Sellers should assess whether the potential benefits justify the CPC costs associated with Premium Campaigns.
  • Implications of Revised Billing for Basic Strategy Ads: The new billing approach ensures that sellers are charged only when an item sells and has been actively advertised. While this offers clarity and control over advertising expenses, it also means that a single ad click within 30 days can trigger the advertising fee upon sale, even if the sale wasn’t directly influenced by the ad. Sellers should carefully monitor their ad performance and consider the potential for incurring fees under this model.

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