Marketing Campaigns - eBay MCP Server

The eBay MCP Server provides comprehensive marketing capabilities through the Marketing API, offering 68 specialized tools to create campaigns, manage ads, optimize bids, and run promotions.

Overview

eBay’s Marketing API supports two main advertising models: Promoted Listings (CPS/CPC campaigns) and Item Promotions (discounts and sales). Combined, these tools help you increase visibility and drive more sales.

Two Marketing Models:

Promoted Listings: Pay-per-sale (CPS) or pay-per-click (CPC) advertising
Item Promotions: Order discounts, volume pricing, shipping deals

Core Capabilities

Campaign Management

Create and manage CPS/CPC advertising campaigns

Ad Operations

Bulk create, update, and optimize ads

Keyword Targeting

Manual keyword targeting for CPC campaigns

Promotions

Run sales, discounts, and special offers

Campaign Management

Campaigns are the foundation of your advertising strategy on eBay. You can run Cost Per Sale (CPS) or Cost Per Click (CPC) campaigns.

Campaign Types

CPS (Cost Per Sale)
CPC (Cost Per Click)

Pay only when items sell

Recommended for most sellers
Set ad rate as percentage of sale price
2-20% typical range
Lower risk, easier to manage

{
  "campaign": {
    "campaignName": "Summer Sale 2025",
    "marketplaceId": "EBAY_US",
    "fundingStrategy": {
      "fundingModel": "COST_PER_SALE",
      "bidPercentage": "10.5"  // 10.5% of sale price
    },
    "startDate": "2025-06-01T00:00:00.000Z",
    "endDate": "2025-08-31T23:59:59.999Z"
  }
}

Creating and Managing Campaigns

Create Campaign

{
  "campaign": {
    "campaignName": "Holiday Sale 2025",
    "marketplaceId": "EBAY_US",
    "fundingStrategy": {
      "fundingModel": "COST_PER_SALE",
      "bidPercentage": "12.0"
    },
    "startDate": "2025-11-01T00:00:00.000Z",
    "endDate": "2025-12-31T23:59:59.999Z"
  }
}

Tools:

ebay_create_campaign - Create new campaign
ebay_get_campaigns - List all campaigns
ebay_get_campaign - Get campaign details
ebay_get_campaign_by_name - Find by name

Manage Campaign Status

Control campaign lifecycle:Tools:

ebay_pause_campaign - Temporarily stop campaign
ebay_resume_campaign - Restart paused campaign
ebay_end_campaign - Permanently end campaign (irreversible)

Clone or Update Campaign

Reuse successful campaigns:Tools:

ebay_clone_campaign - Duplicate with new settings
ebay_update_campaign_identification - Rename or update details

Campaign Status Filters

RUNNING - Active campaigns
PAUSED - Temporarily stopped
ENDED - Permanently finished
ARCHIVED - Removed from active view

Campaign Lifecycle

Created → Campaign set up but not started
Running → Actively showing ads
Paused → Temporarily stopped (can resume)
Ended → Permanently finished (cannot restart)

Ad Operations

Ads connect your listings to campaigns. eBay provides powerful bulk operations for managing thousands of ads efficiently.

Single Ad Operations

Create Individual Ad

{
  "campaignId": "12345",
  "ad": {
    "listingId": "123456789012",
    "bidPercentage": "15.0"  // Optional: override campaign default
  }
}

Tools:

ebay_create_ad - Create single ad
ebay_get_ad - Get ad details
ebay_get_ads - List campaign ads
ebay_delete_ad - Remove ad
ebay_clone_ad - Duplicate ad
ebay_update_ad_bid - Change bid percentage

Get Ads by Reference

Find ads using different identifiers:Tools:

ebay_get_ads_by_listing_id - Find by listing ID
ebay_get_ads_by_inventory_reference - Find by SKU (CPS only)

Bulk Ad Operations

For large-scale ad management, use bulk operations to handle hundreds of ads at once:

Bulk Create
Bulk Update Bids
Bulk Delete
Bulk Status Update

// Create multiple ads using listing IDs
{
  "campaignId": "12345",
  "ads": {
    "requests": [
      {
        "listingId": "123456789012",
        "bidPercentage": "15.0"
      },
      {
        "listingId": "123456789013",
        "bidPercentage": "12.0"
      }
      // ... up to 500 listings
    ]
  }
}

Tools:

ebay_bulk_create_ads_by_listing_id - Max 500 listings (CPS/CPC)
ebay_bulk_create_ads_by_inventory_reference - Use SKUs (CPS only)

Ad Groups (CPC Campaigns)

Ad groups organize ads within CPC campaigns and enable manual keyword targeting.

When to Use Ad Groups: Required for CPC campaigns with manual targeting. Not used in CPS campaigns.

Ad Group Management

Create Ad Group

{
  "campaignId": "12345",
  "adGroup": {
    "name": "Electronics - Laptops",
    "defaultBid": {
      "amount": "0.50",
      "currency": "USD"
    }
  }
}

Tool: ebay_create_ad_group

Manage Ad Groups

Tools:

ebay_get_ad_group - Get ad group details
ebay_get_ad_groups - List all ad groups
ebay_clone_ad_group - Duplicate ad group
ebay_update_ad_group_bids - Update default bids
ebay_update_ad_group_keywords - Modify keywords

Keywords (CPC Manual Targeting)

Keywords control when your ads appear in search results (CPC campaigns only).

Keyword Match Types

Broad Match

Matches similar searches and variations

Phrase Match

Matches phrases containing your keyword

Exact Match

Matches exact keyword only

Managing Keywords

Single Keyword
Bulk Keywords

{
  "campaignId": "12345",
  "keyword": {
    "keywordText": "gaming laptop",
    "matchType": "PHRASE",
    "bid": {
      "amount": "0.75",
      "currency": "USD"
    }
  }
}

Tools:

ebay_create_keyword - Add keyword
ebay_get_keyword - Get keyword details
ebay_get_keywords - List all keywords
ebay_delete_keyword - Remove keyword
ebay_update_keyword_bid - Change bid

Negative Keywords

Negative keywords prevent your ads from showing for unwanted searches, saving budget and improving targeting.

Campaign-Level Negative Keywords

Apply to entire campaign:

{
  "negativeKeyword": {
    "keywordText": "cheap",
    "matchType": "BROAD"
  }
}

Tools:

ebay_create_campaign_negative_keyword
ebay_get_campaign_negative_keywords
ebay_delete_campaign_negative_keyword
ebay_update_campaign_negative_keyword
ebay_bulk_create_campaign_negative_keywords
ebay_bulk_update_campaign_negative_keywords
ebay_bulk_delete_campaign_negative_keywords

Ad Group-Level Negative Keywords

Apply to specific ad group:

{
  "campaignId": "12345",
  "adGroupId": "adgroup_123",
  "negativeKeyword": {
    "keywordText": "refurbished",
    "matchType": "EXACT"
  }
}

Tools:

ebay_create_ad_group_negative_keyword
ebay_get_ad_group_negative_keywords
ebay_delete_ad_group_negative_keyword
ebay_update_ad_group_negative_keyword
ebay_bulk_create_ad_group_negative_keywords
ebay_bulk_update_ad_group_negative_keywords
ebay_bulk_delete_ad_group_negative_keywords

Common Negative Keywords: Add terms like “cheap,” “free,” “broken,” “parts,” “repair” to avoid low-quality clicks.

Targeting and Suggestions

Optimize campaign performance with eBay’s targeting and suggestion tools.

Targeting Configuration

{
  "campaignId": "12345",
  "targeting": {
    // Targeting configuration
  }
}

Tools:

ebay_create_targeting - Set up targeting
ebay_get_targeting - View current targeting
ebay_update_targeting - Modify targeting rules

Bid and Keyword Suggestions

Get eBay’s recommendations for optimal bids and keywords:

// Get bid suggestions
{
  "campaignId": "12345",
  "adGroupId": "adgroup_123"
}

// Get keyword suggestions
{
  "campaignId": "12345",
  "adGroupId": "adgroup_123"
}

Tools:

ebay_suggest_bids - Get recommended bid amounts
ebay_suggest_keywords - Get relevant keyword ideas

Campaign Reporting

Track performance with comprehensive reporting tools.

Creating Reports

Request Report

{
  "reportTask": {
    "reportType": "CAMPAIGN_PERFORMANCE_REPORT",
    "campaignIds": ["12345", "12346"],
    "dateFrom": "2025-01-01",
    "dateTo": "2025-01-31",
    "marketplaceId": "EBAY_US",
    "dimensions": ["campaign_id", "day"],
    "metrics": ["clicks", "impressions", "sales", "ad_fees"]
  }
}

Report Types:

CAMPAIGN_PERFORMANCE_REPORT - Campaign-level metrics
LISTING_PERFORMANCE_REPORT - Ad/listing-level data
KEYWORD_PERFORMANCE_REPORT - Keyword performance
ACCOUNT_PERFORMANCE_REPORT - Account summary

Tool: ebay_create_report_task

Check Report Status

{
  "reportTaskId": "task_12345"
}

Status Values:

PENDING - Queued for generation
IN_PROGRESS - Currently generating
SUCCESS - Ready to download
FAILED - Error occurred

Tools:

ebay_get_report_task - Check specific task
ebay_get_report_tasks - List all tasks

Download Report

{
  "reportId": "report_67890"
}

Tool: ebay_get_ad_report

Report Metadata

Understand available report dimensions and metrics: Tools:

ebay_get_ad_report_metadata - All report type metadata
ebay_get_ad_report_metadata_for_type - Specific report type details

Item Promotions

Run sales, discounts, and special offers on your listings.

Promotion Types

Order Discount

Discount based on order total or quantity

Markdown Sale

Percentage or fixed amount off items

Volume Pricing

Buy more, save more deals

Shipping Discount

Free or reduced shipping

Managing Promotions

Create Promotion

{
  "promotion": {
    "name": "Summer Clearance Sale",
    "marketplaceId": "EBAY_US",
    "promotionType": "MARKDOWN_SALE",
    "promotionStatus": "SCHEDULED",
    "startDate": "2025-06-01T00:00:00.000Z",
    "endDate": "2025-06-30T23:59:59.999Z",
    "discountRules": [
      {
        "discountType": "PERCENTAGE",
        "discountAmount": "20"
      }
    ],
    "inventoryCriterion": {
      "inventoryItems": [
        {
          "listingId": "123456789012"
        }
      ]
    }
  }
}

Tool: ebay_create_item_promotion

Manage Promotions

Tools:

ebay_get_promotions - List all promotions
ebay_get_item_promotion - Get promotion details
ebay_update_item_promotion - Modify promotion
ebay_delete_item_promotion - Remove promotion
ebay_pause_item_promotion - Temporarily stop
ebay_resume_item_promotion - Restart paused promotion

Track Performance

Tools:

ebay_get_promotion_report - Detailed performance data
ebay_get_promotion_summary_report - Summary across promotions

Promotion Status Values

DRAFT - Created but not scheduled
SCHEDULED - Set to start in future
RUNNING - Currently active
PAUSED - Temporarily stopped
ENDED - Finished

Listing Recommendations

Get eBay’s suggestions to improve listing performance:

{
  "listingIds": [
    "123456789012",
    "123456789013"
  ],
  "limit": 50,
  "marketplaceId": "EBAY_US"
}

Tool: ebay_find_listing_recommendations Returns recommendations for:

Pricing optimization
Photo improvements
Title and description enhancements
Shipping options

Tool Reference

Campaign Management (11 tools)

ebay_get_campaigns - List campaigns
ebay_get_campaign - Get campaign details
ebay_get_campaign_by_name - Find by name
ebay_create_campaign - Create campaign
ebay_clone_campaign - Duplicate campaign
ebay_pause_campaign - Pause campaign
ebay_resume_campaign - Resume campaign
ebay_end_campaign - End campaign
ebay_update_campaign_identification - Update name/details

Ad Operations - Bulk (8 tools)

ebay_bulk_create_ads_by_inventory_reference
ebay_bulk_create_ads_by_listing_id
ebay_bulk_delete_ads_by_inventory_reference
ebay_bulk_delete_ads_by_listing_id
ebay_bulk_update_ads_bid_by_inventory_reference
ebay_bulk_update_ads_bid_by_listing_id
ebay_bulk_update_ads_status
ebay_bulk_update_ads_status_by_listing_id

Ad Operations - Single (9 tools)

ebay_create_ad
ebay_create_ads_by_inventory_reference
ebay_get_ad
ebay_get_ads
ebay_get_ads_by_inventory_reference
ebay_get_ads_by_listing_id
ebay_delete_ad
ebay_clone_ad
ebay_update_ad_bid

Ad Groups (6 tools)

ebay_create_ad_group
ebay_get_ad_group
ebay_get_ad_groups
ebay_clone_ad_group
ebay_update_ad_group_bids
ebay_update_ad_group_keywords

Keywords (8 tools)

ebay_create_keyword
ebay_get_keyword
ebay_get_keywords
ebay_delete_keyword
ebay_update_keyword_bid
ebay_bulk_create_keywords
ebay_bulk_delete_keywords
ebay_bulk_update_keyword_bids

Campaign Negative Keywords (8 tools)

ebay_create_campaign_negative_keyword
ebay_get_campaign_negative_keyword
ebay_get_campaign_negative_keywords
ebay_delete_campaign_negative_keyword
ebay_update_campaign_negative_keyword
ebay_bulk_create_campaign_negative_keywords
ebay_bulk_update_campaign_negative_keywords
ebay_bulk_delete_campaign_negative_keywords

Ad Group Negative Keywords (8 tools)

ebay_create_ad_group_negative_keyword
ebay_get_ad_group_negative_keyword
ebay_get_ad_group_negative_keywords
ebay_delete_ad_group_negative_keyword
ebay_update_ad_group_negative_keyword
ebay_bulk_create_ad_group_negative_keywords
ebay_bulk_update_ad_group_negative_keywords
ebay_bulk_delete_ad_group_negative_keywords

Targeting & Suggestions (5 tools)

ebay_create_targeting
ebay_get_targeting
ebay_update_targeting
ebay_suggest_bids
ebay_suggest_keywords

Reporting (6 tools)

ebay_create_report_task
ebay_get_report_task
ebay_get_report_tasks
ebay_get_ad_report
ebay_get_ad_report_metadata
ebay_get_ad_report_metadata_for_type

Promotions (9 tools)

ebay_get_promotions
ebay_get_item_promotion
ebay_create_item_promotion
ebay_update_item_promotion
ebay_delete_item_promotion
ebay_pause_item_promotion
ebay_resume_item_promotion
ebay_get_promotion_report
ebay_get_promotion_summary_report

Recommendations (1 tool)

ebay_find_listing_recommendations

Best Practices

Start with CPS

Begin with Cost Per Sale campaigns for lower risk and easier management

Use Bulk Operations

Leverage bulk tools when managing 10+ ads to save time

Monitor Negative Keywords

Regularly review search terms and add negative keywords to improve ROI

Test and Optimize

Run reports weekly, test different bid percentages, and optimize based on data

Next Steps

Running Promotions Guide

Learn promotion strategies

Analytics & Reporting

Track performance metrics

Marketing API Reference

Complete API documentation

Inventory Management

Manage your product catalog

Rate Limits

User Tokens: 10,000-50,000 requests/dayRecommendation: Use bulk operations to stay within rate limits when managing large campaigns

See Rate Limits for detailed information.

Getting Started

Authentication

Core Features

Guides

MCP Integration

Advanced

Support

​Overview

​Core Capabilities

Campaign Management

Ad Operations

Keyword Targeting

Promotions

​Campaign Management

​Campaign Types

​Creating and Managing Campaigns

​Ad Operations

​Single Ad Operations

​Bulk Ad Operations

​Ad Groups (CPC Campaigns)

​Ad Group Management

​Keywords (CPC Manual Targeting)

​Keyword Match Types

Broad Match

Phrase Match

Exact Match

​Managing Keywords

​Negative Keywords

​Campaign-Level Negative Keywords

​Ad Group-Level Negative Keywords

​Targeting and Suggestions

​Targeting Configuration

​Bid and Keyword Suggestions

​Campaign Reporting

​Creating Reports

​Report Metadata

​Item Promotions

​Promotion Types

Order Discount

Markdown Sale

Volume Pricing

Shipping Discount

​Managing Promotions

​Listing Recommendations

​Tool Reference

​Campaign Management (11 tools)

​Ad Operations - Bulk (8 tools)

​Ad Operations - Single (9 tools)

​Ad Groups (6 tools)

​Keywords (8 tools)

​Campaign Negative Keywords (8 tools)

​Ad Group Negative Keywords (8 tools)

​Targeting & Suggestions (5 tools)

​Reporting (6 tools)

​Promotions (9 tools)

​Recommendations (1 tool)

​Best Practices

Start with CPS

Use Bulk Operations

Monitor Negative Keywords

Test and Optimize

​Next Steps

Running Promotions Guide

Analytics & Reporting

Marketing API Reference

Inventory Management

​Rate Limits

Overview

Core Capabilities

Campaign Management

Campaign Types

Creating and Managing Campaigns

Ad Operations

Single Ad Operations

Bulk Ad Operations

Ad Groups (CPC Campaigns)

Ad Group Management

Keywords (CPC Manual Targeting)

Keyword Match Types

Managing Keywords

Negative Keywords

Campaign-Level Negative Keywords

Ad Group-Level Negative Keywords

Targeting and Suggestions

Targeting Configuration

Bid and Keyword Suggestions

Campaign Reporting

Creating Reports

Report Metadata

Item Promotions

Promotion Types

Managing Promotions

Listing Recommendations

Tool Reference

Campaign Management (11 tools)

Ad Operations - Bulk (8 tools)

Ad Operations - Single (9 tools)

Ad Groups (6 tools)

Keywords (8 tools)

Campaign Negative Keywords (8 tools)

Ad Group Negative Keywords (8 tools)

Targeting & Suggestions (5 tools)

Reporting (6 tools)

Promotions (9 tools)

Recommendations (1 tool)

Best Practices

Next Steps

Rate Limits