marketing on ebay using apis...marketing on ebay using apis developer conference ebay connect 2017...
TRANSCRIPT
eBayConnect2017
Liv Ellingsen
eBay Senior PM, B2C Selling
Marketing on eBay Using APIs
Developer Conference
eBayConnect2017
Developer Conference
2
On a dark
background
On a dark
background
2
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
7
On a dark
background
On a dark
background
7
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",
"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.
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
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.