Is the promoted fee included in eBay's final value fee?

No. An applicable General ad fee is additional to final value and per-order fees. Calculate product and postage costs separately. Priority campaigns incur click costs, whether or not those clicks result in sales.

What happened to Standard and Advanced campaign names?

Current eBay help uses General for the pay-per-sale strategy and Priority for the cost-per-click strategy. Older references use Standard and Advanced. Check the actual campaign strategy and billing in Seller Hub.

Which ad rate is profitable?

There is no universal profitable rate. Divide the contribution available for promotion by the total fee base, after reserving your required profit and overhead allowance. That is an affordability limit, not a prediction of sales, placement or campaign performance.

eBay Promoted Listings Costs — General vs Priority Guide

General versus Priority billing

General uses a percentage charge on attributed sales. Priority charges for valid ad clicks. eBay's current names replace the Standard and Advanced wording used in older guides; confirm the strategy on your campaign before comparing cost.

For General, the ad fee base includes item price, shipping, tax and other applicable charges. Tax increases the fee base without becoming seller income. Priority click costs need a separate budget and conversion calculation.

Sources: eBay campaign overview and General campaign billing, reviewed October 23, 2026.

Attribution affects which sales are charged

eBay describes General fees on a promoted item sold after any buyer clicked its General ad within the preceding 30 days. The item must be promoted at both click and sale, and billing uses the ad rate at sale. Do not assume the final buyer must personally have clicked the ad or that an apparently organic sale is exempt. Reconcile actual attribution and charges in Seller Hub.

Total fee stack on a hypothetical $50 sale

Assume a supported US non-Store most-category item at $50, no buyer shipping charge or tax, $20 product cost and $5 seller-paid postage. Base eBay fees are $7.20. At an assumed 5% General ad rate, promotion costs $2.50, total eBay fees are $9.70 and order contribution is $15.30 before overhead or refunds. This transfers the cost example into the complete guide; it is not an account quote.

Scenario rates for the same $50 order, not recommended bids
Assumed ad rate	Ad fee	Total eBay fees	Contribution
0%	$0.00	$7.20	$17.80
3%	$1.50	$8.70	$16.30
5%	$2.50	$9.70	$15.30
8%	$4.00	$11.20	$13.80

With buyer shipping or tax, use the complete fee base for both FVF and the General ad charge. Category tiers and Store schedules can change the base fee. Calculate your actual order scenario.

Choose an affordable rate before testing demand

Maximum affordable General rate = (Contribution before promotion − Required profit reserve) ÷ Ad fee base. With the hypothetical costs above and a $10 reserve, the available promotion budget is $7.80, or 15.6% of the $50 base. A higher rate consumes that reserve. Suggested rates and additional placement do not guarantee profitable incremental orders.

For Priority, estimate CPA from click cost and conversion rate, then compare it with contribution per order. With no conversions, money spent on clicks remains a loss; CPA is undefined.

Review orders and contribution, not just attributed ROAS

Compare campaign ad charges with completed seller revenue after refunds, original order costs and fee credits. Keep General fees separate from Priority click spend to avoid double counting. Use a consistent period and comparable listings for any test; attribution alone does not prove an extra sale would not have happened without advertising.

Fee source: US non-Store selling fees. Examples exclude insertion fees, upgrades, international charges and taxes on seller fees. Calculation methodology.