Download pdf - Marketing on eBay Using APIs...Marketing on eBay Using APIs Developer Conference eBay Connect 2017 Developer Conference 2 On a dark background On a dark background 42% of shoppers

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

https://www.precima.com/content/how-important-is-price-and-promotion-personalization-to-grocers-and-shoppers?utm_source=twitter&utm_medium=social

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Search

Item Page

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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

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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

8

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",





"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",



"promotionImageUrl": "http://i.ebayimg.com/images/g/2LsAAOSw5VFWJrZa/s-l1600.jpg",


"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",


"startDate": "2017-05-27T17:57:18.000Z",

"endDate": "2017-06-05T07:00:00.000Z",


"promotionStatus": "SCHEDULED",





"listingIds": null,

"ruleCriteria": {

"selectionRules": [

{ "categoryIds": [ "6766634015" ],


],



}

},

"discountRules": [

{



},


"ruleOrder": 0

}

]

}

POST https://api.ebay.com/sell/marketing/v1/item_promotion

Status:

201 Created


15

update

Item

Promotion

{ "name": "Greeting cards: Save 25% on $15 spend",


"startDate": "2017-05-27T17:57:18.000Z",

"endDate": "2017-06-05T07:00:00.000Z",


"promotionStatus": "SCHEDULED",

"promotionImageUrl": "http://i.ebayimg.com/images/g/2LsAAOSw5VFWJrZa/s-l1600.jpg",





"listingIds": null,

"ruleCriteria": {

"selectionRules": [

{ "categoryIds": [ "6766634015" ],


],



}

},

"discountRules": [

{



},


"ruleOrder": 0

}

]

}

PUT https://api.ebay.com/sell/marketing/v1/item_promotion/115029691805@EBAY-US

Status:

204 No Content


17

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


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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",


"listingId": "131633558085"

},

{

"adId": "30405051015",


"listingId": "131633552491"

},

{

"adId": "30405050015",


"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"

}

]

}

https://api.ebay.com/sell/marketing/v1/ad_campaign/10116494015/ad/30405053015

https://api.ebay.com/sell/marketing/v1/ad_campaign/10116494015/ad/30405051015

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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": [

{


"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


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


Thank you

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