Question

When evaluating which listings to prioritize for Promoted Listings ads, what often-neglected listing attribute *beyond sales volumeshould be given significant weight?

Accepted Answer

When evaluating which listings to prioritize for Promoted Listings ads, beyond sales volume, a frequently neglected but crucial attribute is the listing&#x27;s *conversion rate (CTR) from organic search. Organic CTR represents the percentage of times a buyer clicks on your listing when it appears in eBay&#x27;s *unpaidsearch results. While high sales volume indicates that a product is popular, a high organic CTR suggests that the listing is already well-optimized for search and appealing to buyers. Prioritizing listings with a high organic CTR for Promoted Listings can yield a significantly higher return on investment because these listings are already performing well on their own. Promoted Listings will amplify their visibility and drive even more sales. In contrast, promoting listings with low organic CTR, even if they have decent sales volume, may be less effective because the underlying listing itself may not be optimized for search or appealing to buyers. In this case, it&#x27;s better to optimize the listing first before investing in Promoted Listings. For instance, if you have two listings, one with 100 sales and a 1% organic CTR, and another with 80 sales and a 3% organic CTR, you should prioritize the listing with the 3% organic CTR for Promoted Listings because it&#x27;s already attracting a higher percentage of searchers. Focusing on listings with strong organic CTR maximizes the efficiency of your Promoted Listings budget by leveraging existing listing strengths. This strategy ensures your ad spend is amplifying listings that are inherently attractive to buyers, leading to better ROI.

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When evaluating which listings to prioritize for Promoted Listings ads, what often-neglected listing attribute *beyond sales volumeshould be given significant weight?