How to Use Faire Promoted Listings to Increase Sales
Master Faire Promoted Listings to accelerate your growth. Learn when to use paid ads, setup strategies, bidding tactics, performance optimization.
Faire Promoted Listings is Faire's B2B wholesale advertising tool designed to help brands get their products in front of more retailers. Introduced in to US brands in 2024 and now available to brands in Canada, Promoted Listings offers a simple, accessible way to accelerate growth on the platform. When used strategically alongside organic SEO, they help you reach more retailers, test new products, and scale successful listings.
This comprehensive guide covers everything you need to know about Faire Promoted Listings: how they work, complete setup instructions, performance optimization, and how to calculate and maximize your return on ad spend (ROAS). All information is based on Faire's official documentation and best practices from successful brands.
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📋 Complete Promoted Listings Guide Contents
What Are Faire Promoted Listings?
Faire Promoted Listings is Faire's B2B wholesale advertising tool designed to help brands get their products in front of more retailers. Introduced to US brands in 2024 and now available to brands in Canada, Promoted Listings uses automatic targeting to show your products to verified retailers who are most likely to purchase from you.
How Promoted Listings Work:
- ✓Pay-per-click model: You're only charged when retailers click on your promoted listings, ensuring you pay for active interest
- ✓Automatic targeting: Faire's algorithm handles all targeting, showing your promoted listings only to high-intent retailers searching for products like yours
- ✓Favorable placement: Your products appear with a "Promoted" label in favorable positions on high-traffic search and browse pages
- ✓Simple setup: Just choose your audience (new customers or returning customers) and set your monthly spending limit
- ✓Flexible control: Adjust your spending limit or pause your ads at any time
📊 Proven Results from Brands Using Promoted Listings:
70%
Average increase in product views in search results and category pages*
25%
Average increase in new customers versus organic acquisition*
*Based on Faire's internal data from brands advertising on the platform. Individual results may vary.
Availability:
Promoted Listings are currently available to brands in the US and Canada. If you're not eligible yet, focus on organic SEO optimization and building your sales history. Check Faire's latest updates for availability in your region.
When to Use Promoted Listings vs Organic SEO
Promoted Listings and organic SEO serve different purposes and work best when used together. Here's when each makes sense:
Use Promoted Listings When:
- • You have proven sales track record
- • You want to accelerate growth quickly
- • You're launching new products
- • You're in high-competition categories
- • You have budget for paid advertising
- • You want to test product-market fit
- • You're targeting seasonal peaks
Focus on Organic SEO When:
- • You're just starting on Faire
- • You have limited advertising budget
- • Your listings already rank well
- • You want long-term sustainable growth
- • You're building your brand foundation
- • You're not eligible for Promoted Listings yet
- • You want to maximize profitability
💡 Best Practice: Combine Both
Most successful brands use both strategies: organic SEO for sustainable long-term growth and Promoted Listings for acceleration and testing. Promoted Listings can actually boost organic rankings by increasing sales velocity and conversion rates, which Faire's algorithm rewards. See our advanced SEO guide for organic strategies.
Complete Setup Guide: Simple and Straightforward
One of the greatest benefits of Faire Promoted Listings is its simplicity. Unlike complex advertising platforms, Faire has designed Promoted Listings to be accessible to all brands, regardless of marketing experience. Here's your step-by-step guide:
Step 1: Optimize Your Listings First
Before promoting, ensure your listings are optimized for best results. According to Faire, promoted listings convert best when you've optimized your listing quality:
- • Product titles, descriptions, and categories: Faire matches retailer search terms with words in your product title, description, product type, and category. Ensure these are clear, descriptive, and spelled correctly
- • High-quality imagery: Use high-resolution images and provide multiple images of each product
- • Accurate categorization: Select accurate categories and product types, and utilize value tags to communicate what makes your product special
- • Keep catalog updated: Ensure your latest, in-stock products can be promoted
Use our Listing Optimizer to ensure your products are ready for promotion.
Step 2: Navigate to Promoted Listings
Go to the Promoted Listings tab in the Marketing section of your brand portal on Faire.
Step 3: Choose Your Audience
Select who you want to target:
- • New customers: Verified retailers who've never placed an order from you on Faire
- • Returning customers: Target existing customers who were not acquired through ads in the past year to deepen relationships
Step 4: Set Your Monthly Spending Limit
Your spending limit is the maximum amount you want to spend on ads in a month. When you start advertising, Faire will provide a custom recommendation based on your shop profile and performance on Faire. You can adjust your spending limit at any time.
Tip: Faire recommends advertising for at least a month—ideally a few months—before making any changes to get a sense of what works for your business.
Step 5: Add Payment Details and Start Date
Add your payment method and choose your start date. You have the flexibility to choose whatever start date you'd like, which is perfect for seasonal campaigns.
Step 6: Let Faire Handle the Rest
Once you've set up your campaign, Faire's algorithm automatically:
- • Promotes your products to retailers looking for products like yours
- • Handles all targeting, showing your promoted listings only to high-intent retailers
- • Selects which products to promote based on what a given retailer will most likely purchase
- • Places your ads in favorable positions on search and browse pages
- • Sets bids per click based on predicted conversion rates
💡 Why This Simplicity Matters:
Faire designed this tool to eliminate the complexity and pain points brands experience with advertising on other channels. You don't need to be a marketing expert, just set your audience and spending limit, and Faire handles the rest.
Understanding Pricing and Budget Management
Faire Promoted Listings uses a pay-per-click pricing model, which means you're only charged when retailers click on your promoted listings. Here's how pricing and budgeting work:
How Pay-Per-Click Pricing Works
Faire sets a bid per click based on the predicted conversion rate, which means the average cost per click may vary. This ensures you're paying a fair price based on how likely a click is to convert into a sale.
- • You're only charged when retailers click on your promoted listings
- • Faire's algorithm determines the bid based on conversion likelihood
- • Average cost per click varies based on product and market conditions
- • You have ongoing visibility into your clicks in your Promoted Listings analytics
Setting Your Monthly Spending Limit
Your spending limit is the maximum amount you want to spend on ads in a month. When you start advertising, Faire provides a custom recommendation based on your shop profile and performance. Key points:
- • Start with Faire's recommendation: They base this on your shop's performance and profile
- • Adjust as needed: You can change your spending limit at any time
- • Pause anytime: You have full flexibility to pause your ads whenever you want
- • Seasonal adjustments: Adjust your spending limit to account for busier or slower seasons
Billing and Invoicing
Faire automatically charges 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.
💡 Best Practice: Give It Time
Faire recommends running ads for at least a month—ideally a few months—before making any changes. This gives you enough data to understand what works for your business and make informed decisions about budget adjustments.
How Faire Automatically Targets Retailers
One of the biggest advantages of Faire Promoted Listings is that Faire handles all targeting automatically. You don't need to create complex audience segments or worry about who sees your ads—Faire's algorithm does the work for you.
Who Will See Your Promoted Listings:
Faire determines the placement of your Promoted Listings based on the likelihood that the product will be a great fit for a given retailer. The platform considers many factors when targeting retailers on your behalf:
- ✓Verified retailers: Only verified retailers see your promoted listings, ensuring quality traffic
- ✓Audience-based targeting: Depending on your audience selection, Faire targets either new customers (retailers who've never ordered from you) or returning customers (who weren't acquired through ads in the past year)
- ✓Search query matching: Retailers searching for products like yours will see your promoted listings. For example, a retailer searching for "Soy candles" won't see promoted listings for "Polka dot dresses"
- ✓High-intent retailers: Faire shows your promoted listings to retailers that have a high likelihood of ordering from your brand based on their activity on Faire
This automatic targeting ensures your ad spend goes toward reaching retailers who are genuinely interested in your products, maximizing your return on investment.
Performance Metrics to Track (ROAS, CAC, LTV)
Faire provides comprehensive analytics in your Promoted Listings dashboard. You can review performance details at any time, including impressions, clicks, and customers acquired. Your total ad spend and cost-per-acquisition (CPA) will update weekly. Here are the key metrics to track:
ROAS (Return on Ad Spend)
Formula: Revenue Generated ÷ Ad Spend
Example: Spend $100, generate $500 in sales = 5:1 ROAS
Target: Aim for 3:1 ROAS or higher. However, factor in Faire's commission (15%), payment processing, and product costs to calculate true profit ROAS.
CAC (Customer Acquisition Cost)
Formula: Ad Spend ÷ Number of New Customers Acquired
Track how much it costs to acquire each new retailer through Promoted Listings. Compare this to your average order value and lifetime value to ensure profitability.
LTV (Lifetime Value)
Formula: Average Order Value × Average Orders Per Customer
Calculate the total value a retailer brings over their relationship with you. Your CAC should be significantly lower than LTV for sustainable growth.
Other Key Metrics
- • Click-through rate (CTR): Percentage of impressions that result in clicks
- • Conversion rate: Percentage of clicks that result in purchases
- • Cost per click (CPC): Average amount paid per click
- • Impression share: How often your ads appear for relevant searches
Calculate Your Promoted Listings Metrics
Use the calculator below to determine your ROAS, CAC, profit margins, and other key metrics. Simply enter your ad spend, customer data, and sales figures to see your true profitability after factoring in Faire's commission and fees.
Total amount spent on Promoted Listings campaigns
First-time customers (subject to $10 fee per customer)
Repeat customers (no additional fee applies)
Revenue generated from new customers
Revenue generated from existing customers
Performance Metrics
Enter your campaign details and click "Calculate Results" to see your performance metrics
Understanding Faire Promoted Listings
What are Promoted Listings?
Promoted Listings on Faire help your products appear at the top of search results and category pages, increasing visibility to wholesale buyers. You only pay when retailers click on your promoted listings (pay-per-click model).
Key Cost Considerations:
- Faire Commission: 15% of all marketplace sales (both new and existing customers)
- New Customer Fee: $10 per first-time customer (Faire charges brands to incentivize retailers)
- Ad Spend: Your pay-per-click investment for promoted visibility
What's a Good ROAS?
- 4x+ ROAS: Excellent performance, consider scaling
- 2-4x ROAS: Good performance with optimization potential
- 1-2x ROAS: Break-even to modest profit, needs improvement
- Below 1x: Losing money, requires immediate optimization
Optimization Tips:
- Target high-converting product categories with seasonal demand
- Use high-quality product images and detailed descriptions
- Set competitive wholesale pricing with attractive margins for retailers
- Monitor click-through rates and adjust your promoted products
- Focus on products with higher order values to offset the $10 new customer fee
- Test different daily budgets and bid amounts to find your sweet spot
Want to save your calculations? Visit the full calculator page for additional features and saved calculations.
How Faire Automatically Selects Products to Promote
One of the key benefits of Faire Promoted Listings is that you don't need to manually select which products to promote. Faire's algorithm automatically determines which of your products are most relevant for each retailer.
Automatic Product Selection Process:
- ✓Retailer-specific matching: Faire promotes products based on what a given retailer will most likely purchase
- ✓Dynamic placement: The placement of your promoted listings changes for each retailer based on their profile, search query, and browsing history
- ✓Relevance-based: Products are advertised to retailers who are most likely to convert, increasing the return on your investment
- ✓Search query matching: When retailers search for "Soy candles," they won't see promoted listings for "Polka dot dresses"—only relevant products
This means you don't need to worry about manually selecting products or creating complex campaigns. Faire handles the targeting and product selection automatically, ensuring your ads reach the right retailers at the right time.
Optimization Tips for Maximum Success
While Faire handles targeting and product selection automatically, there are key steps you can take to make your promoted listings more successful:
1. Optimize Your Listings for Search Matching
According to Faire, promoted listings convert best when you've optimized your listing quality. When retailers search on Faire, the platform matches their search term with words in your product title, description, product type, and category:
- • Clear, descriptive titles: Ensure product titles are clear, descriptive, and spelled correctly
- • Detailed descriptions: Include relevant keywords that retailers might search for
- • Accurate product types: Select the correct product type to improve matching
- • Proper categorization: Choose accurate categories so your products appear in relevant searches
2. Use High-Quality, Multiple Images
Your product imagery should be high-quality and high-resolution. Provide multiple images of each product to give retailers a complete view of what they're purchasing. This builds trust and improves conversion rates.
3. Utilize Value Tags
Value tags communicate what makes your product special and catch retailers' eyes. Use them to highlight unique selling points like "Eco-friendly," "Made in USA," "Best Seller," or "New Arrival."
4. Keep Your Catalog Updated
Make sure your latest, in-stock products can be promoted. Remove or mark out-of-stock items so Faire doesn't promote products retailers can't actually order.
5. Monitor Performance and Adjust Budget
Review your Promoted Listings analytics regularly. Track impressions, clicks, customers acquired, and your total ad spend. Adjust your spending limit based on performance, but remember Faire recommends running ads for at least a month before making changes.
💡 Key Insight:
The better optimized your listings are, the more effectively Faire can match them with relevant retailers. Investing time in listing optimization before promoting will significantly improve your results and return on ad spend.
A/B Testing Strategies for Ads
Test different approaches to find what works best:
What to Test:
- • Different products: Test which products convert best with paid traffic
- • Bid levels: Test higher vs lower bids to find optimal CPC
- • Budget allocation: Test different budget splits across products
- • Seasonal timing: Test promoting seasonal products at different times
Run tests for at least 2 weeks to gather sufficient data before making decisions.
Seasonal Campaign Planning
Promoted Listings are especially effective during seasonal peaks. Plan your campaigns around key selling seasons:
Seasonal Campaign Calendar
- • Q1: Increase budgets for Valentine's Day and Easter products
- • Q2: Boost Mother's Day and Summer campaigns
- • Q3: Scale up for Halloween and Thanksgiving
- • Q4: Maximize Holiday season with highest budgets
Seasonal Strategy Tips
- • Start promoting 2 months before each season (retailers plan ahead)
- • Increase budgets during peak search periods
- • Test seasonal keywords in your listings
- • Adjust bids based on increased competition
Integration with Organic Strategy
Promoted Listings and organic SEO work best together:
How They Complement Each Other:
- ✓Promoted Listings boost organic: Increased sales from ads improve conversion rates, which Faire's algorithm rewards with better organic rankings
- ✓Organic reduces ad dependency: As organic rankings improve, you can reduce ad spend while maintaining visibility
- ✓Data informs both: Promoted Listings data shows which keywords convert, informing your organic SEO strategy
- ✓Comprehensive coverage: Promoted Listings capture high-intent searchers, organic captures broader discovery
Common Mistakes and How to Avoid Them
Avoid these common pitfalls that hurt Promoted Listings performance:
❌ Promoting Products with Poor Listings
Don't promote products with weak titles, poor images, or uncompetitive pricing. Promoted Listings drive traffic—your listing quality determines if that traffic converts. Optimize first, then promote.
❌ Setting Budgets Too High Initially
Start small ($100-200/month) and scale based on performance. High initial budgets can waste money on unproven products. Test first, then scale.
❌ Ignoring Performance Metrics
Set up tracking from day one and monitor regularly. Don't set campaigns and forget them—continuous optimization is essential for profitability.
❌ Promoting Without Understanding Costs
Factor in Faire's commission, payment processing, and product costs when calculating ROAS. A 5:1 ROAS might only be 2:1 profit after all costs. Use our Promoted Listings Calculator to understand true profitability.
Case Studies: Successful Promoted Listing Campaigns
Here are examples of successful Promoted Listings strategies:
Case Study 1: New Product Launch
A home goods brand launched a new candle collection and used Promoted Listings to drive initial visibility:
- • Started with $150/month budget on 3 new products
- • Achieved 4:1 ROAS in first month
- • Organic rankings improved due to increased sales velocity
- • Reduced ad spend to $50/month after organic rankings improved
- • Result: Sustainable growth with lower ad dependency
Case Study 2: Seasonal Acceleration
A gift brand used Promoted Listings to maximize Holiday season sales:
- • Increased budget from $200/month to $1,000/month for Q4
- • Focused on top 10 best-selling products
- • Achieved 6:1 ROAS during peak season
- • Acquired 50+ new retailers through promoted campaigns
- • Result: 300% increase in Q4 revenue vs previous year
ROI Calculation Framework
Here's the complete framework for calculating true ROI on Promoted Listings:
Step-by-Step ROI Calculation:
- 1. Calculate gross revenue: Total sales from promoted listings
- 2. Subtract Faire commission: 15% of gross revenue (or 0% for Faire Direct orders)
- 3. Subtract payment processing: 1.9-3.5% + $0.30 per order
- 4. Subtract new customer fees: $10 flat (NA) or 10% (international) on first orders
- 5. Subtract product costs (COGS): Cost to produce/acquire products
- 6. Subtract ad spend: Total amount spent on Promoted Listings
- 7. Calculate net profit: Remaining amount after all costs
- 8. Calculate ROI: (Net Profit ÷ Ad Spend) × 100
Example:
Spend $100, generate $500 sales. After 15% commission ($75), payment processing ($10), and COGS ($200), net profit = $115. ROI = 115%.
Ensure Campaign Profitability
Our Profit Calculator helps you work backwards from desired profit margins to determine if Promoted Listings are profitable for your products. Factor in all costs to ensure sustainable growth.
The Bottom Line: Maximizing Promoted Listings Success
Faire Promoted Listings can be a powerful growth accelerator when used strategically. The key is starting with optimized listings, testing conservatively, tracking performance closely, and continuously optimizing based on data.
Remember that Promoted Listings work best alongside organic SEO—they're not a replacement but a complement. Use ads to accelerate growth and test new opportunities, while building organic rankings for long-term sustainability.
Key Takeaways:
- ✓Promoted Listings are available to brands in the US and Canada
- ✓Setup is simple: just choose your audience and set your monthly spending limit
- ✓Faire handles all targeting and product selection automatically
- ✓Start with Faire's recommended budget and adjust based on performance
- ✓Run campaigns for at least a month before making changes
- ✓Factor in all costs (commission, processing, COGS) when calculating true ROI
- ✓Optimize listings before promoting—ads drive traffic, listings convert it
- ✓Use Promoted Listings alongside organic SEO for maximum impact
Frequently Asked Questions About Faire Promoted Listings
What are Faire Promoted Listings?
Faire Promoted Listings are paid advertising placements that put your products in front of more retailers when they're actively searching. Your products appear at the top of search results with a 'Sponsored' label, increasing visibility and driving more traffic to your listings. Promoted Listings are available for US-based brands that are already generating consistent sales on Faire.
When should I use Faire Promoted Listings vs organic SEO?
Use Promoted Listings when you have proven sales track record, want to accelerate growth, are launching new products, or competing in high-competition categories. Use organic SEO for long-term sustainable growth, when you have limited budget, or when your listings already rank well. Most successful brands combine both: organic SEO for foundation, Promoted Listings for acceleration.
How much should I budget for Faire Promoted Listings?
Start with a small budget ($100-200/month) on your top 3-5 products. Monitor performance for 30 days before scaling. Successful brands typically invest 5-10% of their Faire revenue in Promoted Listings. Use our Promoted Listings Calculator to determine optimal budgets based on your desired ROAS and profit margins.
How do I calculate ROAS for Faire Promoted Listings?
ROAS (Return on Ad Spend) = Revenue Generated ÷ Ad Spend. For example, if you spend $100 on Promoted Listings and generate $500 in sales, your ROAS is 5:1. Factor in Faire's commission (15%), payment processing fees, and product costs to calculate true profit. Use our Promoted Listings Calculator to automate these calculations and ensure profitability.
What metrics should I track for Promoted Listings?
Track ROAS (aim for 3:1 or higher), conversion rate, click-through rate (CTR), cost per click (CPC), customer acquisition cost (CAC), and lifetime value (LTV). Monitor which products perform best and adjust bids accordingly. Also track organic ranking improvements that may result from increased visibility and sales.
Can I use Promoted Listings if I'm not based in the US?
Currently, Faire Promoted Listings are only available for US-based brands. International brands should focus on organic SEO optimization, Faire Direct to bring their own customers, and other growth strategies. Check Faire's latest updates as they may expand Promoted Listings to other regions.
Ready to Accelerate Your Faire Growth?
Our suite of tools helps you calculate ROAS, optimize listings, and maximize profitability for Promoted Listings campaigns.
Our Promoted Listings Tools Include:
- ✓ Promoted Listings Calculator for ROAS
- ✓ Profit Calculator for profitability analysis
- ✓ Listing Optimizer for conversion improvement
- ✓ Product Research for competitive insights
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