The Marketing API is used to create and manage Promoted Listings campaigns and item promotions. Used separately or together, these two marketing features can increase views and sales of the seller's items.
In addition, the Marketing API can be used to create and send email campaigns to customers who have signed up to receive a seller's newsletter. For more information on email campaigns, see Store Email Campaigns.
The Marketing API contains two merchandising tools, Promoted Listings and Promotions Manager:
- Promoted Listings is an eBay advertising service that increases the visibility of items included in a seller's ad campaigns. There are two types of Promoted Listings campaigns:
- Promoted Listings Standard (PLS), which uses the Cost Per Sale (CPS) funding model
- Promoted Listings Advanced (PLA), which uses the Cost Per Click (CPC) funding model
- Promotions Manager is a free service that give sellers the ability to offer price discounts on their items.
The following table outlines the key features of these two marketing methods.
|Promoted Listings||Promotions Manager|
In addition to the Promoted Listings and Promotions Manager merchandising tools, the Marketing API can also be used for Store Email Marketing. This method allows an eBay store seller to create and send email campaigns to subscribers, followers, and past customers who've signed up to receive newsletters from a seller's store.
Promoting item listings
Shoppers have more retail options than ever and promoting your item listings with ad placements and discount offers can help to set your inventory apart from the masses.
Whether it’s showcasing key items in prominent locations or increasing basket size with a Buy 2, Get 20% Off deal and clearing out last season’s stock with simple offering $10 off the standard price, the Marketing API lets sellers craft marketing schemes that match their business needs.
Sellers can run reports on Promoted Listings campaigns and Promotions Manager discounts to evaluate their marketing efforts and find the most effective ways to increase sales.
Note: There are listing requirements and site restrictions for these marketing tools. For complete information on the Marketing API requirements, including product Terms and Conditions, see the Promoted Listings requirements and restrictions and Promotions Manager requirements and restrictions sections below.
This overview contains:
- Promoted Listings technical overview
- Promoted Listings use cases
- Promoted Listings requirements and restrictions
Promoted Listings technical overview
Promoted Listings campaigns may operate with one of two funding models: Cost Per Sale (CPS) and Cost Per Click (CPC). Here are the resources supported for each model, where each has a set of methods that operate on that resource:
Resources supported by both the CPS and CPC funding models are listed below.
- ad – Add listings, either individually or in bulk, to existing campaigns (CPS) or ad groups (CPC). You can also retrieve a list of existing campaign ads. For the CPS model, you can update bid percentages. For the CPC model, you can pause, resume, or archive ads using this resource.
- campaign – Create and manage campaigns with the methods in this resource.
- ad_report – Retrieve a completed Promoted Listings report with the getReport method.
- ad_report_metadata – Get metadata about the fields that are required and optional for the different types of Promoted Listings reports. This metadata can help you create a report task.
- ad_report_task – Create report tasks that initiate the generation of a Promoted Listings report. There is also a method to delete report tasks.
Resources supported by only the CPC funding model are listed below.
- ad_group – An ad group is associated with a campaign that uses the CPC funding model. You can add one or more ad groups per campaign. You can also get a list of existing ad groups in a campaign and pause, resume, or archive ad groups using this resource.
- keyword – In the CPC funding model, you can bid on keywords to use for the ad group in your Promoted Listings Advanced campaigns. You can also get a list of existing keywords with their bids, and pause, resume, or archive keywords using this resource.
- negative_keyword – In the CPC funding model, you can create negative keywords for ad groups in your Promoted Listings Advanced campaigns. Negative keywords help prevent your Promoted Listings Advanced campaigns from surfacing unnecessarily when buyers run keyword searches that do not apply to your listings. You can also retrieve a list of existing negative keywords, or update the statuses of existing negative keywords using this resource.
Promoted Listings use cases
The following use cases outline the high-level ways that sellers can take advantage of Promoted Listings. The links lead to implementation information for each use case.
Create and manage Promoted Listings ad campaigns
The methods in the campaign resource provide the basic Create, Read, Update, and Delete, or CRUD, operations for Promoted Listings campaigns: Some operations differ depending on the funding model used for the campaign.
- Create a campaign with createCampaign. For complete details, see Promoted Listings campaign creation.
- Get the details of existing campaigns with the following methods: getCampaign, getCampaigns, and getCampaignByName.
- Find the campaign that includes a specific item with findCampaignByAdReference.
- Update a campaign's name, and it's start and end dates with updateCampaignIdentification.
- For campaigns that use the cost per sale funding model, update the bid percentage that's set for a specific item with updateBid.
- For campaigns that use the cost per click funding model, update the campaign budget that is set for a specific campaign with updateCampaignBudget.
- Clone a campaign that has ended, making it easy to continue a promotion that you've already created, with cloneCampaign.
- Delete campaigns with deleteCampaign.
Add items one at a time or in bulk to ad campaigns
Sellers can add items to Cost Per Sale (CPS) and Cost Per Click (CPC) campaigns using item keys. Note that items are added directly to campaigns for CPS-based funding models, whereas items are added to campaigns through the use of ad groups for CPC-based funding models.
Sellers can also add items to campaigns (CPS only) by specifying a set of rules that select the items to include in a campaign. For details, see Promoted Listings Standard campaign flow.
Tip: For recommendations on which listings are prime for a CPC Promoted Listings ad campaign, sellers can use the suggestItems Marketing API method. For CPS campaigns, sellers can use the eBay Recommendation API.
Add ad groups to campaigns
Sellers can add one or more ad groups to each Promoted Listings Advanced campaign that uses the Cost Per Click (CPC) funding model. To add an ad group to a campaign, use the default bid and specify the name of the ad group. For details, see Create an ad group for the PLA campaign.
Tip: For recommendations on which listings are prime for a Promoted Listings ad campaign, sellers can use the suggestItems Marketing API method.
Add keywords to ad groups
Sellers can add keywords to the ad group associated with a Promoted Listings campaign that uses the Cost Per Click (CPC) funding model. For details, see Create keywords for the PLA campaign.
Tip: For recommendations on which keywords are prime for a Promoted Listings ad campaign, sellers can use the suggestKeywords Marketing API method.
Add negative keywords to ad groups
Sellers can add negative keywords to ad groups in their associated Promoted Listings Advanced campaigns that use the Cost Per Click (CPC) funding model.
Negative keywords are used to specify the search criterion that should not trigger listings in an ad group, which helps prevent your Promoted Listings Advanced campaigns from surfacing unnecessarily when buyers run keyword searches that do not apply to your listings.
Create a Quick Setup PLA Campaign
Alternatively, sellers can use the setupQuickCampaign method to expedite the creation of a Promoted Listings Advanced (PLA) campaign.
Sellers only need to provide basic campaign information, such as the campaign name, duration, marketplace, daily budget amount, and associated listing ids. Using the provided listing ids, eBay creates ad groups for the campaign and organizes the listings into the appropriate ad group. eBay then adds keywords to each ad group and assigns each keyword to a suggested bid.
Once a seller has reviewed and approved the draft of the campaign, they can use the launchCampaign method to launch, or schedule to launch, the campaign.
Pause and restart ad campaigns
Create reports on the performance of your Promoted Listings campaigns
Promoted Listings includes a reporting service that lets you create five different types of reports that gives sellers different views of how their promotions are performing. For details, see Promoted Listings reporting.
Promoted Listings requirements and restrictions
This section details the requirement and restrictions pertaining to Promoted Listings campaigns and item promotions.
You can create Cost Per Sale (CPS) Promoted Listings Standard campaigns only on the following eBay marketplaces:
- Canada (English)
- Canada (French)
- United Kingdom
- United States
You can create Cost Per Click (CPC) Promoted Listings Advanced campaigns only on the following eBay marketplaces:
- Canada (English)
- Canada (French)
- United Kingdom
- United States
Promoted Listings listing requirements
Before an item can be added to a Promoted Listings campaign, it must meet the following listing requirements:
For Promoted Listings Standard, the eBay Germany marketplace supports both fixed-price listings and auction listings with Buy It Now feature enabled. All other eBay marketplaces only support fixed-price listings for Promoted Listings Standard.
For Promoted Listings Advanced, the item must be a fixed price (Buy It Now) item.
The item must be in one of the Promoted Listings supported categories.
The item cannot be in the real estate or motors categories.
Note: The Sandbox does not have all the functionality needed to do end-to-end testing on the Promoted Listings service. Specifically, you cannot run Promoted Listings reports in the Sandbox.
Before a seller can create a Promoted Listings campaign, they must be authorized by eBay.
In addition to the above requirement, all sellers must accept the terms and conditions for the marketplace on which they want to create Promoted Listings campaigns.
The table below lists the links to terms and conditions for the marketplaces that support Promoted Listings, along with the supported funding models available for each marketplace:
This overview contains:
- Promotions Manager technical overview
- Promotions Manager use cases
- Promotions Manager requirements and restrictions
Promotions Manager technical overview
Promotions Manager lets sellers configure various types of discounts on the items in their inventory. The promotions can run for a specified period of time and they can include specific items, or items chosen via a specified item criteria.
Promotions Manager has two distinct types of discount promotions:
- Item price markdowns – Known simply as markdown promotions, these are simple promotions where sellers temporarily "markdown" the price of a selected set of items. The discounts can be either a monetary amount or a percentage off the normal price.
- Item promotions – Casually called threshold promotions, sellers configure these promotions to trigger when the buyer meets a certain "threshold." Sellers can offer price and percentage discounts on either a set of items, or on an order. Promotions can also be configured where the more items a buyer purchases, the more they save. For example, you can configure the following with threshold promotions:
- Buy 1 Get 1 Free
- Spend $60, Get 20% off!
- Buy 2, get 10% off. Buy 3, get 20% off!
Promotions Manager has the following set of resources:
- item_price_markdown – Create and manage direct price and percentage discounts using the methods in this resource.
- item_promotion – Create and manage discounts that are triggered by a threshold using the methods in this resource. You can also use this resource to configure volume pricing promotions, where the buyer gets a higher discount when they purchase multiple items.
- promotion – Retrieve a seller's promotions offered through Promotions Manager. You can also pause and resume promotions using this resource.
- promotion_report – Retrieve a report that details the seller's promotions on a specified marketplace.
- promotion_summary_report – Retrieve a report that summarizes the seller's promotions on a specified marketplace.
Promotions Manager use cases
The high-level use cases for the Promotions Manager are outlined below. The links lead to implementation information for each use case.
Create and manage markdown promotions
The Marketing API provides the basic Create, Read, Update, and Delete, or CRUD, operations for markdown promotions:
- Markdown an item promotion with createItemPriceMarkdownPromotion.
- Get the details of an existing markdown promotion with getItemPriceMarkdownPromotion.
- Update the details of an item promotion with updateItemPriceMarkdownPromotion.
- Delete an item promotion with deleteItemPriceMarkdownPromotion.
- Get the listings associated with a specific markdown promotion with getListingSet.
Create and manage threshold promotions
The methods in the item_promotion and promotion resources provide the basic CRUD operations for threshold promotions:
- Create an item promotion with createItemPromotion.
- Get the details of an existing item promotion with getItemPromotion.
- Update the details of an item promotion with updateItemPromotion.
- Delete an item promotion with deleteItemPromotion.
- Get a list of a seller's current promotions with getPromotions.
- Get the listings associated with a specific item promotion with getListingSet.
Create sales events by linking buyers to your discounted listings
When you promote an item with Promotions Manager, eBay creates a web page with a static URL link to your promoted item. Create sales events and publish the links to your promotions in mailers and other marketing collateral, knowing the links will remain active.
Pause and restart Promotions Manager promotions
Create Promotions Manager reports
The item promotions service generates two types of reports for a seller's item promotions:
- Item Promotions Report – Call getPromotionReports to retrieve a list of a seller's running, paused, and ended promotions. Use the report ID returned by this report to get the full summary report. You can filter the returned reports by marketplace and by the promotion state.
- Summary Report – Call getPromotionSummaryReport to retrieve a report that summarizes a seller's promotions by marketplace.
For information on how to interpret the Summary Report, see Reading Promotions Manager Summary Reports.
Promotions Manager requirements and restrictions
Promotions Manager promotions are supported on the following eBay marketplaces:
- United Kingdom
- United States
Promotions Manager listing requirements
An item must meet the following listing requirements before it can be added to a Promotions Manager promotion:
- The listing must be either a fixed price item or an Auction with a Buy It Now option. If you remove the Buy It Now option from an auction, the item is dropped from the promotion.
- The listing must be an active listing on the same marketplace on which the promotion runs. For example, if you create a promotion for inventory that's actively listed on the US marketplace (
EBAY_US), the promotion will not display on other marketplaces, even if you provide international shipping to other countries with an eBay marketplace. To clarify, suppose you run a promotion on an item listed on the US marketplace, but also ship to Australia. If you want to discount the item for domestic Australian buyers, you need to create a listing on the Australian site (
ebay.com.au), then run the promotion with that listing.
- The listing must offer an electronic payment method.
Markdown promotion listing requirements
In addition, for markdown promotions, an item must be listed at the same price (the sum of the item price and shipping cost) without being part of a sale for a set number of days.
The following table lists the days that an item must be listed at stable price before it is eligible for an item price markdown promotion:
Note that for the US marketplace, you can add a listing to a markdown promotion as soon as you list the item.
A seller must have an active eBay store subscription before they can use promoted listings with Promotions Manager.
This overview contains:
Store email campaign overview
Email marketing is one of the most powerful ways for reaching out to customers and building a community of repeat buyers. Using the email campaign methods, an eBay store seller can easily create and send email newsletter campaigns to subscribers, followers, and past customers who have signed up to receive newsletter from their store. A seller can use the email campaigns to welcome customers and to let customers know about new listings, promotions, sales, and discounts.
The email campaign methods provide six email campaign types to create and personalize newsletters for different occasions and marketing campaigns:
Welcome campaigns - a newsletter that is sent automatically to new subscribers welcoming them to the seller's store.
New products & collections - newsletters featuring new products & collections that the seller wants to highlight.
Coupons - newsletters containing a coupon code and listings that this coupon can be applied to.
Sale events & markdowns - newsletters letting subscribers know about sale events for specific listings.
Order discounts - newsletters offering order discounts and listings they can be applied to.
Volume pricing - newsletters informing subscribers of special pricing for volume orders.
For more information on email campaigns, see the Store Email Campaigns section of the Selling Integration Guide.