Post on 29-May-2020
eBayConnect2017
Liv Ellingsen
eBay Senior PM, B2C Selling
Marketing on eBay Using APIs
Developer Conference
eBayConnect2017
Developer Conference
2
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42%of shoppers want free or
discounted shipping*
50%of shoppers use their mobile devices and are more
likely to compare prices*
83%of shoppers prefer
promotions, 81% like steep
discounts and 55% like
personalized offers (Precima)
*Source: National Retail Federation, 2013
3
Search
Item Page
4
We Help You
Stand Out• Your items compete for attention
on search and shopping pages
• eBay marketing tools help items
stand out, increasing the likelihood
of purchase
5
Showcase• Curate each promotion based
on shopping segments
• When a buyer shops for
camping gear, show them
more camping gear
• Curation increases the
likelihood of one, or more,
purchases
6
Promotions ManagerHelps create custom offers, showcasing more of
your merchandise while tempting buyers with
a compelling reason to buy.
● Choose the promotion that suits you
● Self-service Promotion setup
● Promotion pages created from your listings
● Promotions highlighted to buyers
Promoted ListingsPut your merchandise in front of more shoppers,
boosting item exposure by 30% and increasing
likelihood of a sale.
● You are in control of your Campaign
● You determine Ad fees
● Self-service Campaign setup
● Ads created from your eBay listings
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CoordinateHarness
The Power
of TwoUse Promotions manager
to create a compelling,
curated Promotion that
piques interest by
merchandising more of what
buyers are looking for
1
Create a Promoted listings Campaign to boost
item visibility and drive traffic to your Promotion2
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Promotions ManagerITEM_PROMOTION
● getItemPromotion
● createPromotion
● updatePromotion
● deletePromotion
PROMOTION
● getPromotions
● pausePromotion
● resumePromotion
● getListingSet
PROMOTION_REPORT
● getPromotionReport
PROMOTION_SUMMARY_REPORT
● getPromotionSummaryReport
Promoted ListingsCAMPAIGN
● create, clone, end or delete Campaign
● getAllCampaigns
● getCampaign by Name, Id, AdReference
● pause and resume Campaign
● updateCampaignIdentification
AD
● createAdsBy ListingId or InventoryReference (+bulk)
● bulkUpdateAdBidsBy ListingId or InventoryReference
● deleteAdsBy ListingId or InventoryReference (+bulk)
● getAds, getAdsBy AdId or InventoryReference
● updateBid
AD_REPORT
● getAdReport
AD_REPORT_METADATA
● getAdReportMetadata (+specific report type)
AD_REPORT_TASK
● create or delete ReportTask
● getReportTasks (+specific report)
RESOURCE CHEAT SHEET
99
Execute
Measure● Evaluate success using reporting
● Feed report results back into planning
PROMOTION_REPORT .
getPromotionsReport
AD_REPORT_TASK . createReportTask
AD_REPORT_TASK . getReportTask
AD_REPORT . getReport
● Create Promotions manager
Promotions
● Then use same inventory to manage
Ad rates in Promoted listings
Campaigns
ITEM_PROMOTION . createPromotion
ITEM_PROMOTION . updatePromotion
PROMOTION . getListingSet
AD . bulkUpdateAdsByListingID
● Pre-work: Accept terms and
conditions for the sites you want
to work on
● Know the category IDs where your
inventory is stored
● Identify Items or SKUs you need
to exclude
PROMOTION . getAllPromotions
ITEM_PROMOTION . getItemPromotion
CAMPAIGN . getAllCampaigns
AD . getAds
Planto meet your
business goals
10
get
All
Promotions
{ "href":
"https://api.ebay.com/sell/marketing/v1/promotion?limit=200&offset=0&promotion_status=ENDED&marketpl
ace_id=EBAY-US",
"total": 13,
"limit": 200,
"offset": 0,
"promotions": [
{ "name": "Greeting cards: Save 5% for every $10 you spend",
"startDate": "2017-04-27T02:20:41.000Z",
"endDate": "2017-05-17T07:00:00.000Z",
"marketplaceId": "EBAY-US",
"promotionStatus": "ENDED",
"priority": "PRIORITY_2",
"promotionId": "115027974805@EBAY-US",
"promotionHref": "https://api.ebay.com/sell/marketing/v1/item_promotion/115027974805@EBAY-US"
},
{
"name": "Mocks 30% for 2+",
"startDate": "2017-01-23T17:49:05.000Z",
"endDate": "2017-02-28T08:00:00.000Z",
"marketplaceId": "EBAY-US",
"promotionStatus": "ENDED",
"priority": "PRIORITY_2",
"promotionId": "115024070305@EBAY-US",
"promotionHref": "https://api.ebay.com/sell/marketing/v1/item_promotion/115024070305@EBAY-US"
},
]
}
GET https://api.ebay.com/sell/marketing/v1/promotion?marketplace_id=EBAY-US&promotion_status=ENDED
Test data for illustrative purposes only.
12
get
Item
Promotion
{ "name": "Greeting cards: Save 5% for every $10 you spend",
"description": "Save on designer greeting cards",
"startDate": "2017-04-27T02:20:41.000Z",
"endDate": "2017-05-17T07:00:00.000Z",
"marketplaceId": "EBAY-US",
"promotionStatus": "ENDED",
"promotionImageUrl": "http://i.ebayimg.com/images/g/2LsAAOSw5VFWJrZa/s-l1600.jpg",
"priority": "PRIORITY_1",
"inventoryCriterion": {
"inventoryCriterionType": "INVENTORY_BY_RULE",
"inventoryItems": null,
"listingIds": null,
"ruleCriteria": {
"selectionRules": [
{ "categoryIds": [ "6766634015" ],
"categoryScope": "STORE" }
],
"excludeInventoryItems": null,
"excludeListingIds": null
}
},
"discountRules": [
{
"discountSpecification": {
"minAmount": { "value": "10", "currency": "USD" }
},
"discountBenefit": { "percentageOffOrder": "5" },
"ruleOrder": 0
}
],
"promotionId": "115027974805@EBAY-US"
}
GET https://api.ebay.com/sell/marketing/v1/item_promotion/115029436605@EBAY-US
13
create
Item
Promotion
{ "name": "Greeting cards: Save 25% on $15 spend",
"description": "Save on designer greeting cards",
"startDate": "2017-05-27T17:57:18.000Z",
"endDate": "2017-06-05T07:00:00.000Z",
"marketplaceId": "EBAY-US",
"promotionStatus": "SCHEDULED",
"priority": "PRIORITY_2",
"inventoryCriterion": {
"inventoryCriterionType": "INVENTORY_BY_RULE",
"inventoryItems": null,
"listingIds": null,
"ruleCriteria": {
"selectionRules": [
{ "categoryIds": [ "6766634015" ],
"categoryScope": "STORE" }
],
"excludeInventoryItems": null,
"excludeListingIds": null
}
},
"discountRules": [
{
"discountSpecification": {
"minAmount": { "value": "15", "currency": "USD" }
},
"discountBenefit": { "percentageOffOrder": "25" },
"ruleOrder": 0
}
]
}
POST https://api.ebay.com/sell/marketing/v1/item_promotion
Status:
201 Created
Test data for illustrative purposes only.
15
update
Item
Promotion
{ "name": "Greeting cards: Save 25% on $15 spend",
"description": "Save on designer greeting cards",
"startDate": "2017-05-27T17:57:18.000Z",
"endDate": "2017-06-05T07:00:00.000Z",
"marketplaceId": "EBAY-US",
"promotionStatus": "SCHEDULED",
"promotionImageUrl": "http://i.ebayimg.com/images/g/2LsAAOSw5VFWJrZa/s-l1600.jpg",
"priority": "PRIORITY_1",
"inventoryCriterion": {
"inventoryCriterionType": "INVENTORY_BY_RULE",
"inventoryItems": null,
"listingIds": null,
"ruleCriteria": {
"selectionRules": [
{ "categoryIds": [ "6766634015" ],
"categoryScope": "STORE" }
],
"excludeInventoryItems": null,
"excludeListingIds": null
}
},
"discountRules": [
{
"discountSpecification": {
"minAmount": { "value": "15", "currency": "USD" }
},
"discountBenefit": { "percentageOffOrder": "50" },
"ruleOrder": 0
}
]
}
PUT https://api.ebay.com/sell/marketing/v1/item_promotion/115029691805@EBAY-US
Status:
204 No Content
Test data for illustrative purposes only.
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get
Listing
Set
{ "href": "https://api.ebay.com/sell/marketing/v1/promotion/115029436605@EBAY-
US/get_listing_set?limit=200&offset=0",
"total": 4,
"limit": 200,
"offset": 0,
"listings": [
{ "listingId": "131633552491",
"inventoryReferenceId": "CRD2US",
"title": "Blank card - Flowers for birthday, greeting or thanks",
"currentPrice": {
"value": "6.99",
"currency": "USD"
},
"quantity": 20,
"freeShipping": true,
"listingCategoryId": "170098",
"storeCategoryId": "6766634015"
},
...
{ "listingId": "142142579978",
"inventoryReferenceId": "CRDUSCR",
"title": "Blank greeting card for birthdays, holidays or thanks: Cradle Mountain scenes",
"currentPrice": {
"value": "5.99",
"currency": "USD"
},
"quantity": 18,
"freeShipping": true,
"listingCategoryId": "170098",
"storeCategoryId": "6766634015"
}
]
}
GET https://api.ebay.com/sell/marketing/v1/promotion/115029691805@EBAY-US/get_listing_set
18
get
Ad
Campaigns
{ "href": "https://api.ebay.com/sell/marketing/v1/ad_campaign?offset=0&limit=10",
"total": 4,
"campaigns": [
{ "campaignId": "10116495015",
"startDate": "2017-06-02T23:40:00.000Z",
"endDate": null,
"campaignName": "Cell phone socks - API",
"fundingStrategy": {
"fundingModel": "COST_PER_SALE",
"bidPercentage": "7.5"
},
"campaignStatus": "RUNNING",
"marketplaceId": "EBAY_US"
}, ...
{ "campaignId": "10116494015",
"startDate": "2017-06-02T23:40:00.000Z",
"endDate": null,
"campaignName": "Greeting cards traffic driver",
"fundingStrategy": {
"fundingModel": "COST_PER_SALE",
"bidPercentage": "7.5"
},
"campaignStatus": "RUNNING",
"marketplaceId": "EBAY_US"
}
],
"limit": 10,
"offset": 0
}
GET https://api.ebay.com/sell/marketing/v1/ad_campaign
Test data for illustrative purposes only.
20
get
Ads
{
"href": "https://api.ebay.com/sell/marketing/v1/ad_campaign/10116494015/ad?offset=0&limit=10",
"total": 4,
"ads": [
{
"adId": "30405053015",
"bidPercentage": "4.0",
"listingId": "131633556095"
},
{
"adId": "30405052015",
"bidPercentage": "4.0",
"listingId": "131633558085"
},
{
"adId": "30405051015",
"bidPercentage": "4.0",
"listingId": "131633552491"
},
{
"adId": "30405050015",
"bidPercentage": "4.0",
"listingId": "142142579978"
}
],
"limit": 10,
"offset": 0
}
GET https://api.ebay.com/sell/marketing/v1/ad_campaign/10114438015/ad
21
Bulk Update
Ads By
Listing ID
{
"requests": [
{
"bidPercentage":"15",
"listingId":"131633552491"
},
...
{
"bidPercentage":"10",
"listingId":"142142579978"
}
]
}
POST https://api.ebay.com/sell/marketing/v1/ad_campaign/10114438015/bulk_update_ads_bid_by_listing_id
{
"responses": [
{"statusCode": 200,
"listingId": "131633556095",
"adId": "30405053015",
"href":
"https://api.ebay.com/sell/marketing/v1/ad_campaign/1
0116494015/ad/30405053015"
},
...
{"statusCode": 200,
"listingId": "131633552491",
"adId": "30405051015",
"href":
"https://api.ebay.com/sell/marketing/v1/ad_campaign/1
0116494015/ad/30405051015"
}
]
}
22
get
Promotions
Report
{
"href":
"https://api.ebay.com/sell/marketing/v1/promotion_report?limit=200&offset=0&promotion_status=ENDED&
marketplace_id=EBAY-US",
"total": 4,
"limit": 200,
"offset": 0,
"promotionReports": [
{
"promotionId": "115026142205@EBAY-US",
"promotionReportId": "115026142205@EBAY-US",
"promotionHref": "https://api.ebay.com/sell/marketing/v1/item_promotion/115026142205@EBAY-US",
"promotionSale": { "value": "71.99", "currency": "USD" },
"totalSale": { "value": "71.99", "currency": "USD" },
"baseSale": { "value": "0.0", "currency": "USD"
},
"percentageSalesLift": "100.00",
"averageOrderSize": "1.00",
"itemsSoldQuantity": 1,
"numberOfOrdersSold": 1,
"totalDiscount": { "value": "8.00", "currency": "USD" },
"averageOrderRevenue": { "value": "71.99", "currency": "USD" },
"averageItemRevenue": { "value": "71.99", "currency": "USD" },
"averageOrderDiscount": { "value": "8.00", "currency": "USD" },
"averageItemDiscount": { "value": "8.00", "currency": "USD" }
},
...
]
}
GET http://api.ebay.com/sell/marketing/v1/promotion_report?marketplace_id=EBAY-US
Test data for illustrative purposes only.
24
ad
Report
Task
{
"reportType": "CAMPAIGN_PERFORMANCE_REPORT",
"dateTo": "2017-05-30T00:00:00.000Z",
"metricKeys": [
"CLICKS",
"IMPRESSIONS"
],
"dimensions": [
{
"annotationKeys": [
"campaign_name",
"campaign_start_date",
"campaign_end_date"
],
"dimensionKey": "campaign_id"
},
{
"annotationKeys": [
"listing_title",
"listing_quantity_sold"
],
"dimensionKey": "listing_id"
}
],
"dateFrom": "2017-01-01T00:00:00.000Z",
"marketplaceId": "EBAY_US",
"reportFormat": "TSV_GZIP",
"campaignIds": [
"10114444015"
]
}
POST https://api.ebay.com/sell/marketing/v1/ad_report_task
Status:
202 Accepted
25
{ "href": "https://api.ebay.com/sell/marketing/v1/ad_report_task?offset=0&limit=10",
"total": 1,
"reportTasks": [
{ "reportTaskId": "10001001015",
"reportType": "CAMPAIGN_PERFORMANCE_REPORT",
"reportName": "10001001015_20170530.tsv.gz",
"dimensions": [
{ "dimensionKey": "listing_id",
"annotationKeys": [
"listing_quantity_sold",
"listing_title" ]
},
{ "dimensionKey": "campaign_id",
"annotationKeys": [
"campaign_name",
"campaign_end_date",
"campaign_start_date" ]
} ],
"metricKeys": [ "impressions","clicks" ],
"reportFormat": "TSV_GZIP",
"campaignIds": [ "10114444015" ],
"dateFrom": "2017-01-01T00:00:00.000Z",
"dateTo": "2017-05-30T00:00:00.000Z",
"reportTaskExpectedCompletionDate": "2017-05-31T23:44:14.000Z",
"reportTaskCreationDate": "2017-05-30T23:44:14.000Z",
"reportTaskCompletionDate": "2017-05-30T23:44:22.000Z",
"reportExpirationDate": "2017-06-29T23:44:22.000Z",
"reportTaskStatus": "SUCCESS",
"reportId": "10001001015",
"reportHref": "https://api.ebay.com/sell/marketing/v1/ad_report/10001001015"
} ],
"limit": 10,
"offset": 0 }
GET https://api.ebay.com/sell/marketing/v1/ad_report_task
get
Report
Task
26
GET https://api.ebay.com/sell/marketing/v1/ad_report/10001000015
get
Report
Test data for illustrative purposes only.