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Our House Rules

Advertising & Marketing Policy

We believe ads should help sellers grow their businesses and contribute to the overall member experience. Etsy offers sellers multiple advertising channels to promote their listings or shops. This Advertising & Marketing Policy explains your rights and responsibilities when using Etsy's advertising services.

This policy is a part of our Terms of Use. By using any of Etsy's advertising services, you're agreeing to this policy and our Terms of Use. This Advertising & Marketing Policy may change over time, per the terms of Etsy's Terms of Use. By continuing to use Etsy's services you agree to those changes.

1. Paid Advertising
2. Shopping Engine Ads
3. Shop-Specific Promotions
4. Disclaimers

Sellers currently can purchase paid advertising through Etsy's Advertising Dashboard. Paid advertising you purchase can include advertising on Etsy itself (such as Promoted Listings) and advertising off of Etsy (such as Google Shopping Ads or other third party platforms).

Promoted Listings display a seller's items or shop prominently on Etsy's websites and mobile apps. Promoted Listings are displayed in one or more locations, such as users' search results, based on four main ranking factors: search relevancy, listing quality (including compliance with Etsy's policies), the amount bid to display the listing, and for some listings, likelihood of sale. You may choose to promote some or all of your listings or shops as Promoted Listings. To learn more about Promoted Listings, including ranking factors, please click here.

Google Shopping ads display a seller's listings directly in Google search results and through the Google Shopping service based on search relevancy, listing quality (including compliance with Etsy's and/or Google's policies), and the amount bid to display the listing. You may choose to promote some or all of your listings or shops through Google Shopping ads. By participating in paid advertising on Etsy that includes Google Shopping ads, you agree to comply with Google's policies, including Google Shopping policies and Google Advertising Program Terms. Violation of these policies may result in the suspension or termination of your Google Shopping campaign and/or action by Etsy on your account for violation of Etsy's Terms.

A. Purchasing Paid Advertising

Ad fees are charged on a cost-per-click (or "CPC") basis via a bidding system such as described below, and you are responsible for paying for any clicks your ad receives. This means that you will be charged only when your ad is clicked, not simply when it is displayed. You may pause an ad campaign at any time, but you will still be responsible for any charges incurred prior to pausing your campaign. Sorry, but Etsy is not able to grant refunds for any charges related to clicked ads.

Your ad costs will be visible in your payment account, typically on a daily basis, along with other pending fees, such as listing fees. These costs and fees may be charged on a recurring basis. Some notifications methods may provide updates on a different timing, and some methods (such as email) may not provide the most up-to-date information. You can learn more about these, and other fees in our Fees & Payments Policy.

Etsy may, and you give Etsy permission to, automate parts or all of an advertising service provided, including combining bids across listings, geographical regions, keywords, ad formats, verticals, and on and off-Etsy marketing channels and platforms. You give Etsy permission to do so, with notice from Etsy, even if those features or options replace the parameters and options you set for the particular advertising service.

In the event Etsy begins, ends or modifies an advertising service, you give Etsy permission to transfer your bids, budgets, and campaigns to that new program, to the extent transferable for the defaults and features of the new or modified advertising service. Etsy will provide notice in the event of any such transfer.

You may be given the opportunity to participate in beta tests of advertising services offered by Etsy and/or third party channels. Those beta services are subject to separate terms for a particular program provided to you as part of your participation in that program, as well as this policy and the overall Etsy Terms.

B. Promoted Listings

Etsy's Promoted Listings use a sealed bid generalized second-price auction system to determine the cost and placement of ads. In other words, ad inventory is "auctioned off" at varying prices, depending on the demand. For example, if more Promoted Listings qualify for a particular search query, the auction price may also increase.

Promoted Listings are based on a "bid" you must enter, or that is entered on your behalf by Etsy based on information such as, for example, your budget. A bid is the maximum amount of money you are willing to pay if a buyer clicks on your Promoted Listing. Actual costs incurred will vary depending on the number of participants in the auction and their bid amounts. By entering a bid or permitting Etsy to enter a bid on your behalf, you agree to pay any amount up to and including the bid amount for a click on your ad. All bids are made in United States dollars (USD).

For each Promoted Listing, depending on advertising services provided, you may have the option to manage your bidding manually or allow Etsy's bid management system to automatically optimize your bid selection ("auto-bidding"). Auto-bidding is designed to determine the optimal bid price that will deliver as many clicks as possible for a particular listing within a given budget. By utilizing auto-bidding, you understand and acknowledge that your bids may change at any time. You may, however, depending on advertising services provided, have the option to set a maximum budget, "max-CPC" or a maximum bid that the auto-bidding system will never surpass.

You may also choose to use Etsy's Auto Promote feature, which allows you to automatically promote new listings as you add them to your shop. By using the Auto Promote feature, you understand and acknowledge that you will be enabling auto-bidding for each new listing. Depending on advertising services provided, you may be able to set a budget for paid advertising for your entire shop, or on a listing-by-listing basis.

You can set a budget to limit the amount you're willing to pay Etsy to promote your listings or shops. Your daily budget can be set at or above a predetermined minimum set by Etsy, and while your budget may have variance over short periods due to the nature of advertising systems, you will never be charged more than your average daily budget over the course of the average number of days in a month (30.4 days).

C. Google Shopping

Etsy's paid advertising services available from your Etsy account may include Google Shopping ads. Google's advertising system uses an auction to determine cost and placement of ads, so the cost may vary based on time of day, demand, and availability.

For Google Shopping ads purchased as part of paid advertising, you must enter an average daily budget, which must be set at or above a predetermined minimum set by Google or Etsy, and set in USD. This average budget may be for one or more forms of paid advertising, depending on advertising services provided. Please note that Google manages campaigns to optimize results on a monthly rather than a daily basis. That means for paid advertising that includes Google Shopping ads, your average daily budget may be exceeded by up to 100% on any given day. However, if you maintain the same average daily budget for a month, you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4). Click here to read more about Google Shopping ad pricing.

During your campaign, all of your listings or shops will be promoted by default, including any new listings you create. Depending on the advertising service provided, you may be able to remove listings from your campaign from your Advertising Dashboard. If you make any edits to your Etsy listings during your campaign, your ads will be updated automatically to reflect those changes, although those updates may not be instantaneous.

By purchasing paid advertising that includes Google Shopping ads, you will be automatically opted out of Etsy's separate and free Google Shopping Engine Ads if available to you. If you pause or end a paid advertising campaign that includes Google Shopping Ads, you'll be re-enrolled in our free Google Shopping Engine Ads, contingent on program availability for your account. Please see this Help article for more details.

Your listings or shops may also be included, at Etsy's sole discretion, in other marketing and third party advertising programs as laid out in Section 5 of Etsy's Terms of Use. For example, Etsy may include your listings or shops in programs such as Etsy's Shopping Engine Ads on multiple platforms.

2. Shopping Engine Ads

When Shopping Engine Ads is enabled in your account, Etsy may promote your listings or shops on third-party shopping engines in our sole discretion. If you are eligible for, and are included in, the Shopping Engine Ads program, you may opt out at any time by disabling the feature in your Shop settings. If you purchase Google Shopping ads, you'll be automatically opted out of Etsy's free Google Shopping Engine ads. However, if you pause or end your paid campaign, you'll be automatically re-enrolled into Google Shopping Engine Ads, contingent on program availability for your account.

Etsy's network of participating shopping engines may change at any time. Etsy currently syndicates listings to a variety of channels, such as:

Participation in the Shopping Engine Ads is currently free for sellers. That means that while shopping engines do charge a fee to list products, Etsy is currently paying these fees. Etsy reserves the right to change the terms of this program at any time, including addition of fees, addition or removal of platforms, or end the program (in whole or part) at any time.We will notify you of major changes.

Shopping Engine Ads are subject to the terms and policies set forth by each participating shopping engine, which may be different from Etsy's. You are responsible for complying with the terms and policies of the participating third party sites. By failing to do so, your Shopping Engine Ad may be removed, and you may be prohibited from participating in the Shopping Engine Ad program, or Etsy may take appropriate action against your account under Etsy's Terms.

3. Shop-Specific Promotions

A. Sales and Coupons

Sellers on Etsy may choose to offer promotions specifically for their own shops and/or items. Etsy currently offers two promotional tools: Sales and Coupons.

A Sale is a promotion that offers free shipping or discounts your listing price(s) by a percentage. You can run a sale on a single listing or on multiple listings. Sales are public and will be displayed to all buyers, or, if certain seller-selected features are available, to a selected category of buyers. On occasion, Etsy may aggregate Sales and promote them through our websites, apps, and emails. When you run a Sale, you are obliged to follow not just these Etsy Terms but all laws (including consumer protection rules) that apply to sales and promotions in your jurisdiction.

A Coupon is a code that may be redeemed for a discount on an item or free shipping. Coupons are not displayed publicly; as a seller, you may create and distribute Coupons at your discretion. Please note, however, that a Coupon code can be used by any buyer who redeems the code and that a buyer can use a Coupon code on multiple listings and on multiple occasions until any expiration date that you set when creating the Coupon.

Sellers are responsible for following Etsy's policies and all applicable laws associated with Sales and Coupons. For Sales, it's your responsibility to set the terms and conditions for the promotion in the "Sale details" section. For Coupons, it's your responsibility to communicate any terms or limitations for the promotion to buyers when sharing the Coupon code. Sales and Coupons may not be used for fee avoidance.

B. Targeted Offers

Etsy's Targeted Offers is a free marketing tool that allows you to offer a Coupon to specific audiences of buyers who have interacted with your shop by either favoriting one of your items or adding one of your items to their cart. As with all Coupons, a coupon sent through the Targeted Offer tool can be used by any buyer that redeems the code. It can also be used on multiple listings and on multiple occasions. Targeted Offers is a free service to you, but please note that you will not be able to limit the number of sends if you opt-in to sending coupons through the Targeted Offer tool. If you wish to discontinue Target Offers, you can manage or turn off your campaigns at any time from your Sales and Coupons dashboard. You also have the option to automatically send a Coupon free of charge as a thank you to buyers who have made a purchase from your shop. Etsy may change or stop this service at any time upon notice to you.

Please note that Coupons will only be sent to buyers who have opted in to receive Coupons via email from Etsy sellers.

4. Disclaimers

Using advertising and promotional services through Etsy does not constitute an obligation on Etsy's part to display an ad or promote your listings or shops. Etsy can't guarantee that a displayed ad or promotion will be clicked, and we can't guarantee that if a user clicks that the related listing will be sold.

Etsy's advertising services and advertising policies change over time, as do those of Etsy's third party channel partners, and neither Etsy nor its third party channel partners guarantee any particular program's features, results, or third party channels. Etsy reserves the right to change or terminate any campaign, incentive offer, or a program in part or as a whole at any time.

Ads and promotions may not include content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights. Please see our Intellectual Property Policy for more information. You are responsible for ensuring that your ads and promotions comply with all applicable laws and regulations.

Etsy reserves the right to reject or remove any ad or promotion for any reason, in our sole discretion, including marketing that negatively affect our relationships with our members or partners.

Last updated on Jun 25, 2019