Promoted Listings on Faire: A new tool for B2B wholesale advertising

The most common question we get from brands on Faire is: What more can we do to get our products in front of retailers? Over the years, we’ve continued to invest in attracting more independent retailers to Faire and have built out a variety of free tools and programs to help brands like yours capture their attention. 

Brands have limited channels for getting in front of more wholesale customers, and many have consistently asked us about the opportunity to invest in paid advertising on Faire to accelerate their growth. We designed a new wholesale advertising tool to help address this gap. 

We introduced Promoted Listings to a small group of brands late last year and slowly rolled it out to more brands as we captured learnings and improved the experience. Starting in September of this year, we’re excited to make Promoted Listings generally available to brands in the US. Many brands are already seeing promising results, and we’re excited about how Promoted Listings can work hand-in-hand with proven no-cost strategies to help you maximize your potential on Faire.

A thoughtfully designed advertising tool that powers your growth

We designed Promoted Listings with a few key things in mind. First and foremost, we wanted to give you an easy and predictable way to get in front of more customers and grow your sales. Our pay-per-click model ensures that you’re only charged when customers show an active interest in purchasing your products, and any additional visibility that you get as a result of your promoted listings is an additional, no-cost benefit.  

Considering the pain points and complexity you experience with advertising on other channels, we’ve kept things simple. All you have to do to start advertising on Faire is set a spending limit. From there:

• We’ll promote your products to retailers looking for products like yours. 
• Our algorithm handles all the targeting for you, showing your promoted listings only to high-intent retailers who have never purchased from you on Faire before. 
• If your product is identified as a good fit for a retailer, we’ll boost its visibility to that retailer by promoting your listing in favorable positions on our search and browse pages. 
• This increased exposure can lead to a greater chance of finding new customers.

It’s important that wholesale advertising on Faire is accessible to all brands. No matter your marketing budget, you can benefit from trying Promoted Listings, and we offer the flexibility to make adjustments and pause your ads at any time. 

Why brands are trying Promoted Listings

We’ve been talking with brands about their experience with this new tool and specifically about the results that they are seeing. Here’s what we’ve heard so far:

It boosts their visibility in the marketplace. Brands find they are getting discovered faster, and their overall visibility in the marketplace has improved. On average, brands who advertise on Faire have seen a 75% increase in views of their products in search results and category pages this year. 

It helps them acquire new customers. Brands use the program to reach verified retailers looking for products like theirs through Faire’s automatic targeting. On average, brands advertising on Faire have seen a 25% increase in new customers, versus what they acquired organically, this year. 

It’s easy to use. Brands with experience ranging from “new to advertising” to experts have found the simplicity of this tool to be one of its greatest benefits. Eric Ludy of Cheese Brothers says, “Promoted Listings is about as easy as it can get.” 

It fosters long relationships. Many brands come to Faire looking for new, lasting retailer relationships. Thanks to automatic targeting, your promoted listings reach retailers that we believe will love your products and come back for more. 

Promoted Listings, step-by-step

Get started: Navigate to the Promoted Listings tab in the Marketing section of your brand portal. Set your monthly spending limit and start date and add your payment details. It’s that easy!

Set and adjust your spending limit: Your spending limit is the maximum amount you want to spend on ads in a month. When you start advertising, we’ll provide a custom recommendation based on your shop profile and performance on Faire. You can adjust your spending limit or stop advertising at any time, but we recommend advertising for at least a month before making any changes.

How your listings will appear: Your promoted listings will visually look the same as other product listings on Faire, except a Promoted label will be added for marketplace trust and transparency. Where your ads are placed will vary based on the retailer, but they will always be in favorable positions on high-traffic search and browse pages. 

Pay-per-click pricing: We use a pay-per-click pricing model, charging you only when retailers click on your promoted listings. We set a bid per click based on the predicted conversion rate, which means the average cost per click may vary. You’ll have ongoing visibility into your clicks in your Promoted Listings analytics in the brand portal (and you can read more about that here). 

Billing: We automatically charge your payment method on a recurring monthly basis. Your invoice, which includes a breakdown of total clicks during each period while promoted listings were active, will be available at the beginning of each month. More information on invoicing and billing can be found in the Help Center.

Analyze your performance: You can review your performance details, including impressions, clicks, and customers acquired at any time; however, your total ad spend and cost-per-acquisition (CPA) will update weekly. Here are a few of the key metrics that brands are looking at as they evaluate their performance:

• Customer lifetime value (LTV) is an estimation of the total revenue a customer will bring to your business over the course of their relationship with your brand.
• Return on advertising spend (ROAS) measures the amount of revenue a business earns for each dollar it spends on advertising.
• Customer acquisition cost (CAC) reflects the total sales and marketing costs required to acquire a new customer.

This article offers a more in-depth look at these metrics and how to think about them.

Frequently asked questions

What can I do to make my ads more successful? 

Just like all listings on Faire, promoted listings will convert best if you’ve taken some steps to optimize the quality of your listings. 

• When retailers search on Faire, we match their search term with words in your product title, description, product type, and category. It’s important to carefully select these and ensure they are clear, descriptive, and spelled correctly. 
• It’s also important that your product imagery is high-quality and high-resolution, and that you provide multiple images of each product. 
• How you categorize and tag your products can also help—selecting accurate categories and product types for your listings, as well as utilizing value tags to communicate what makes your product special, catches retailers’ eyes and builds trust. 
• Make sure your catalog is up to date so your latest, in-stock products can be promoted! 

How does Faire automatically target retailers? Who will and won’t see my ads?

We want to ensure that any new customer relationship established on Faire is a good fit for your brand, so we consider many factors when targeting retailers on your behalf. We target: 

• Verified retailers who’ve never placed an order from you on Faire.
• Retailers searching for products like yours. For example, a retailer searching for “Soy candles” won’t see promoted listings for “Polka dot dresses.”
• Retailers that have a high likelihood of ordering from your brand (based on their activity on Faire).

Promoted listings will only be shown to new retailers who have never purchased from you on Faire. Your existing buyers and Faire Direct retailers will not see your promoted listings. 

Which of my products will be promoted, and why can I not choose? 

We promote products based on what a given retailer will most likely purchase. When determining which products will be relevant, we consider a retailer’s profile, search query, and browsing history on Faire. The placement of your promoted listings changes for each retailer—this way, your products are advertised to retailers who are most likely to convert, increasing the return on your investment. 

Can I choose when my ads will run? 

Yes! We understand that some brands might prefer to run ads seasonally, so you have the flexibility to choose whatever start date you’d like and pause your ads at any time. You can always adjust your spending limit to account for busier or slower seasons. We recommend running ads for at least a month—ideally a few months—to get a sense of what works for your business before making any changes.