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Liv Ellingsen eBay Senior PM, B2C Selling Marketing on eBay Using APIs eBay Connect 2017 Developer Conference

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

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Page 1: 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

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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

Page 3: 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

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Search

Item Page

Page 4: 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

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

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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

Page 8: 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

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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

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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

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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

Page 11: 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

Test data for illustrative purposes only.

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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

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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

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Test data for illustrative purposes only.

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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

Page 16: 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

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

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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

Page 19: 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

Test data for illustrative purposes only.

Page 20: 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

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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",

"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

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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"

}

]

}

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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": [

{

"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

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Test data for illustrative purposes only.

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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

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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

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26

GET https://api.ebay.com/sell/marketing/v1/ad_report/10001000015

get

Report

Page 27: 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

Test data for illustrative purposes only.