Starting March 30, 2023, eBay is expanding its advertising program to include Halo Item sales. A Halo Item sale occurs when a buyer clicks on one of your Standard ads and purchases a different Promoted Listings Standard item 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, which is when a buyer clicks on a Promoted Standard ad and buys the item within 30 days. With the new change, sellers will now be charged an ad fee for Halo Item sales as well.
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. This means that if a buyer clicks on a Standard ad featuring a pair of red sneakers and ends up purchasing a pair of promoted blue sneakers instead, the seller will be charged an ad fee based on the ad rate in effect for the blue sneakers at the time of the sale.
To see which of your sales are Halo Item sales, you can view your Sales report from your advertising dashboard. It’s important to note that eBay will not charge sellers an ad fee if a buyer clicks on a Promoted Standard ad and buys an item that the seller was not promoting through the Promoted Listing Standard ad program.
Some sellers have expressed concern over the new policy, especially those who generate a lot of multi-item sales that are currently charged an ad fee for one item but not the rest. 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 advertising policy and how it may affect your advertising strategy, visit the eBayAds.com website.