Sponsored Listings

Sponsored Listings Overview

Used by: Companies with "organic listings" of some type. This can include:

• eCommerce Marketplaces ('sellers' have product listings)
• Event Sites ('organizers' have event listings)
• Used Car Sites ('dealers')
• Job Search Sites ('job posters')
• Video Hosting Sites ('uploaders')
• And so on

Example companies: Yelp, Hotels.com, eBay, Indeed, Google Search, Chairish

What: Companies/individuals pay to have their listing highlighted and promoted. The ads usually appear in one of these placements:

• Search Results Page - Appears within the search results feed
• Category Browsing - Appears in-feed as user is browsing relevant topics
• 'Recommended For You' - These sections, often on the homepage, recommend relevant paid listings

Why: These ads match formatting of organic listings (unobtrusive) and match what they are searching/browsing for (relevant)

Common targeting: Search keywords, category

Common trackable events: Impressions, clicks, conversions/actions

Common platform models: Self-serve, some direct sales

Sponsored Marketplace Listings

Example companies: Chairish, eBay, Craigslist, Amazon

What: Sellers pay to have their product listings promoted, especially for relevant searches

Common targeting: Search keyword ("best cowboy hat"), category ("hats")

Common tracked events: Impressions, clicks, purchases, purchase amount

Chairish:

Sponsored Travel Listings

Example companies: Hotels.com, Travelocity, Hotel Tonight

What: Hotels and airlines pay to have their flight/hotel promoted, especially for relevant searches

Common targeting: Search keyword, location, destination, past behavior

Common tracked events: Impressions, clicks, bookings/purchases

Sponsored Business/Services Listings

Example companies: Yelp, Fiverr, AngiesList

What: Advertisers pay to have their business/service promoted, especially for relevant searches

Common targeting: Search keyword ("nearby Indian restaurants"), location

Common tracked events: Impressions, clicks, contact (email, phone), bookings

Yelp:

Sponsored Events

Example companies: Eventbrite, Fandango, Atom Tickets, Ticketmaster

What: People/companies with upcoming events can promote their event on the site

Common targeting: Search keyword ("local rock concerts"), geo targeting, past behavior

Common tracked events: Impressions, clicks, saves, registrations, purchases, social shares

Sponsored Car Searches

Example companies: Edmunds, Cars.com, CarGurus

What: Car sellers - or car makers - pay to have their car listing(s) promoted

Common targeting: Search keyword ("used Hondas"), location, past behavior

Common tracked events: Impressions, clicks, saves, contacting, purchases

Sponsored Jobs

Example companies: Monster.com, Indeed, Jobcase

What: Companies pay to have their job listing highlighted

Common targeting: Search keyword ("engineering jobs")

Common tracked events: Impressions, clicks, saves, contacting