> ## Documentation Index
> Fetch the complete documentation index at: https://ebaymcp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Running Promotions

> Complete guide to eBay marketing campaigns, promoted listings, item promotions, and ad optimization

# Running Promotions

Learn how to increase your eBay sales with marketing campaigns, promoted listings ads, item promotions, and strategic optimization using the eBay MCP Server.

<Note>
  **Prerequisites**

  * eBay MCP Server with user OAuth token
  * `sell.marketing` scope (write) or `sell.marketing.readonly` (read-only)
  * Active eBay listings to promote
  * Advertising account approved (check eBay Seller Hub > Marketing)
</Note>

## Marketing Strategies Overview

The eBay MCP Server provides three main marketing tools:

<CardGroup cols={3}>
  <Card title="Promoted Listings" icon="megaphone">
    Pay-per-sale ads that boost listing visibility in search results
  </Card>

  <Card title="Item Promotions" icon="tags">
    Discounts and sales events (10% off, Buy 2 Get 1, etc.)
  </Card>

  <Card title="Campaign Analytics" icon="chart-line">
    Performance tracking and optimization insights
  </Card>
</CardGroup>

## Promoted Listings Campaigns

### Understanding Promoted Listings

Promoted Listings is eBay's pay-per-sale advertising platform:

* **Cost**: Only pay when item sells (ad fee percentage)
* **Placement**: Higher visibility in search results and category pages
* **Control**: Set ad rates per item or campaign-wide
* **Performance**: Track impressions, clicks, and conversions

<Info>
  Ad fees typically range from 2% to 20% of the sale price. eBay recommends starting at 5-8% and adjusting based on performance.
</Info>

### Create Your First Campaign

<Steps>
  <Step title="Create Campaign">
    Set up campaign structure with name, marketplace, and budget
  </Step>

  <Step title="Create Ad Group">
    Organize ads by category, price range, or product type
  </Step>

  <Step title="Add Products">
    Select listings to promote with individual or bulk ad creation
  </Step>

  <Step title="Set Bids">
    Configure ad rates (percentage of sale price)
  </Step>

  <Step title="Launch Campaign">
    Activate and monitor performance
  </Step>
</Steps>

### Step 1: Create Campaign

<Accordion title="Ask your AI assistant">
  ```
  Create a new promoted listings campaign:
  - Name: "Summer Electronics Sale 2024"
  - Marketplace: EBAY_US
  - Status: RUNNING
  - Budget: $500 monthly cap
  ```
</Accordion>

The server uses `ebay_create_campaign` to establish your campaign foundation. You'll receive a campaign ID for adding ads and ad groups.

### Step 2: Create Ad Group

Ad groups help organize your ads by theme or strategy:

<Accordion title="Ask your AI assistant">
  ```
  For my "Summer Electronics Sale 2024" campaign, create an ad group:
  - Name: "Laptops - High Value"
  - Default bid: 8%
  - Target products: Laptops priced $800+
  ```
</Accordion>

<Tip>
  Use ad groups to test different bid strategies. For example, one group for high-margin products at 10% ad rate, another for competitive products at 5%.
</Tip>

### Step 3: Add Products to Campaign

You can add products individually or in bulk:

<Tabs>
  <Tab title="Individual Ads">
    For precise control over each listing:

    ```
    Add these SKUs to my campaign with custom ad rates:
    - LAPTOP-001: 10% ad rate (high margin)
    - LAPTOP-002: 6% ad rate (competitive category)
    - LAPTOP-003: 8% ad rate (medium competition)
    ```

    The server uses `ebay_create_ad` for each listing
  </Tab>

  <Tab title="Bulk Ads">
    For large catalogs:

    ```
    Add all my laptop listings (50+ SKUs) to the campaign
    Use 7% ad rate for all items
    ```

    The server uses `ebay_bulk_create_ad_by_inventory_reference` for efficient batch creation
  </Tab>

  <Tab title="Listing ID Method">
    For published listings without SKUs:

    ```
    Add these listing IDs to my campaign:
    - 110123456789: 8% ad rate
    - 110123456790: 7% ad rate
    ```

    The server uses `ebay_create_ad_by_listing_id`
  </Tab>
</Tabs>

### Monitor Campaign Performance

Track how your ads are performing:

<Accordion title="Ask your AI assistant">
  ```
  Show me performance metrics for my "Summer Electronics Sale 2024" campaign:
  - Total impressions and clicks
  - Conversion rate
  - Total ad fees paid
  - Revenue generated
  - Return on ad spend (ROAS)
  ```
</Accordion>

The server retrieves campaign reports showing:

* **Impressions**: How many times your ads appeared
* **Clicks**: Buyer engagement with your ads
* **Sales**: Purchases attributed to ads
* **Ad Fee**: Total cost of advertising
* **Revenue**: Sales generated from ads

## Keyword Targeting

### Understanding Keywords

Keywords determine when your promoted listings appear in search results:

* **Broad Match**: Variants and related terms (e.g., "laptop" matches "gaming laptop", "laptop computer")
* **Phrase Match**: Exact phrase with additional words (e.g., "Dell laptop" matches "new Dell laptop")
* **Exact Match**: Precise term only (e.g., "Dell XPS 15" matches only "Dell XPS 15")

<Note>
  eBay automatically targets relevant keywords based on your listing titles and categories. Manual keyword management provides additional control and optimization opportunities.
</Note>

### Add Keywords to Ad Group

<Accordion title="Ask your AI assistant">
  ```
  For my "Laptops - High Value" ad group, add these keywords:
  - "gaming laptop" (Broad match, 9% bid)
  - "Dell XPS laptop" (Phrase match, 8% bid)
  - "MacBook Pro 16 inch" (Exact match, 10% bid)
  ```
</Accordion>

The server uses `ebay_create_keyword` with match type specifications.

### Bulk Keyword Management

Add multiple keywords efficiently:

<Accordion title="Ask your AI assistant">
  ```
  Bulk add 20 laptop-related keywords to my ad group:
  - All with Broad match type
  - Default bid: 7%
  - Include terms: ultrabook, notebook, laptop computer, portable computer, etc.
  ```
</Accordion>

The server uses `ebay_bulk_create_keyword` for batch operations.

### Negative Keywords

Prevent ads from showing for irrelevant searches:

<Tabs>
  <Tab title="Campaign-Level">
    Apply negative keywords across entire campaign:

    ```
    Add these negative keywords to my campaign:
    - "broken"
    - "parts only"
    - "for parts"
    - "not working"
    - "refurbished" (if selling new only)
    ```

    Saves budget by filtering out unprofitable searches
  </Tab>

  <Tab title="Ad Group-Level">
    Fine-tune specific ad groups:

    ```
    For my premium laptop ad group, add negative keywords:
    - "cheap"
    - "budget"
    - "under $300"
    ```

    Targets only relevant, high-value searches
  </Tab>
</Tabs>

The server provides 16 tools for comprehensive negative keyword management at both campaign and ad group levels.

## Item Promotions (Discounts & Sales)

### Types of Promotions

eBay supports multiple promotion formats:

<AccordionGroup>
  <Accordion title="Order Discount">
    Percentage or dollar amount off orders meeting criteria

    **Examples:**

    * 10% off purchases over \$50
    * \$5 off any order
    * 15% off for first-time buyers
  </Accordion>

  <Accordion title="Markdown Sale">
    Temporary price reductions on specific items

    **Examples:**

    * 20% off all electronics (event sale)
    * Flash sale: 30% off for 24 hours
    * Seasonal clearance: 25% off winter items
  </Accordion>

  <Accordion title="Volume Pricing">
    Discounts for buying multiple items

    **Examples:**

    * Buy 2, get 10% off
    * Buy 3, get 1 free
    * Tiered: 5% off 2 items, 10% off 3+
  </Accordion>

  <Accordion title="Shipping Discounts">
    Reduced or free shipping promotions

    **Examples:**

    * Free shipping on orders over \$25
    * 50% off shipping for all items
    * Free expedited shipping (limited time)
  </Accordion>
</AccordionGroup>

### Create Item Promotion

<Accordion title="Ask your AI assistant">
  ```
  Create a promotion:
  - Type: Order discount
  - Offer: 15% off orders over $100
  - Duration: 7 days starting tomorrow
  - Apply to: All electronics category listings
  - Promotion name: "Electronics Week Sale"
  ```
</Accordion>

The server uses `ebay_create_item_promotion` with detailed rules:

* Discount amount and type (percentage or fixed)
* Minimum purchase requirements
* Eligible items (by category, SKU, or listing ID)
* Start and end dates
* Priority (if multiple promotions apply)

### Manage Active Promotions

View and modify your promotions:

<Tabs>
  <Tab title="List Promotions">
    ```
    Show me all my active promotions
    ```

    Returns all RUNNING, SCHEDULED, and PAUSED promotions
  </Tab>

  <Tab title="Update Promotion">
    ```
    Extend my "Electronics Week Sale" promotion by 3 days
    ```

    Modify end date, discount amount, or eligible items
  </Tab>

  <Tab title="End Promotion">
    ```
    Stop my "Electronics Week Sale" promotion immediately
    ```

    Terminate early if needed
  </Tab>
</Tabs>

### Promotion Performance Reports

Track promotion effectiveness:

<Accordion title="Ask your AI assistant">
  ```
  Show me performance data for my "Electronics Week Sale" promotion:
  - Total orders using promotion
  - Revenue generated
  - Average order value with vs. without promotion
  - Discount amount paid
  ```
</Accordion>

Use insights to optimize future promotions and identify which discount strategies work best for your products.

## Advanced Campaign Optimization

### Bid Suggestions

Get eBay's recommended bid rates:

<Accordion title="Ask your AI assistant">
  ```
  What bid rate does eBay recommend for these keywords in my laptop ad group?
  - "gaming laptop"
  - "Dell XPS"
  - "MacBook Pro"
  ```
</Accordion>

The server uses `ebay_get_bid_recommendation` to retrieve:

* Suggested bid percentage
* Estimated impressions at that bid
* Competitive landscape data
* Expected performance metrics

<Tip>
  eBay's bid suggestions are based on competitor bids and category performance. Start with recommendations and adjust based on your actual results and profit margins.
</Tip>

### Listing Recommendations

Improve listing quality for better ad performance:

<Accordion title="Ask your AI assistant">
  ```
  Get optimization recommendations for my promoted listings
  ```
</Accordion>

eBay may suggest:

* Adding more photos
* Improving title keywords
* Updating item specifics
* Adjusting pricing
* Enabling Best Offer

### Campaign Lifecycle Management

<Tabs>
  <Tab title="Pause Campaign">
    Temporarily stop all ads:

    ```
    Pause my "Summer Electronics Sale 2024" campaign
    ```

    Useful during inventory shortages or to adjust strategy
  </Tab>

  <Tab title="Resume Campaign">
    Restart paused campaign:

    ```
    Resume my "Summer Electronics Sale 2024" campaign
    ```

    All previous settings and ads reactivate
  </Tab>

  <Tab title="End Campaign">
    Permanently conclude campaign:

    ```
    End my "Summer Electronics Sale 2024" campaign
    ```

    Campaign stops; can't be restarted (but can be cloned)
  </Tab>

  <Tab title="Archive Campaign">
    Remove from active lists:

    ```
    Archive my completed "Summer Electronics Sale 2024" campaign
    ```

    Moves to archived status for historical reference
  </Tab>
</Tabs>

### Clone Successful Campaigns

Replicate what works:

<Accordion title="Ask your AI assistant">
  ```
  Clone my "Summer Electronics Sale 2024" campaign:
  - New name: "Fall Electronics Sale 2024"
  - Same ad groups, keywords, and bids
  - Update start date to October 1st
  ```
</Accordion>

The server uses `ebay_clone_campaign` to duplicate entire campaign structure, saving setup time.

## Performance Reporting

### Generate Campaign Reports

Create detailed performance analysis:

<Accordion title="Ask your AI assistant">
  ```
  Generate a campaign performance report for the past 30 days:
  - Include all active campaigns
  - Dimensions: Campaign, Ad Group, Keyword
  - Metrics: Impressions, clicks, sales, ad fees, ROAS
  ```
</Accordion>

The server uses `ebay_create_report_task` to generate asynchronous reports with:

* **Campaign metrics**: Overall campaign performance
* **Listing metrics**: Per-item ad performance
* **Keyword metrics**: Search term effectiveness
* **Account metrics**: Portfolio-wide advertising data

<Note>
  Report generation is asynchronous. Large reports may take several minutes. Use `ebay_get_report` to retrieve completed reports.
</Note>

### Key Metrics to Monitor

<CardGroup cols={2}>
  <Card title="Click-Through Rate (CTR)" icon="hand-pointer">
    **Formula:** (Clicks / Impressions) × 100

    **Good CTR:** 0.5% - 2%

    Low CTR suggests poor ad relevance or uncompetitive pricing
  </Card>

  <Card title="Conversion Rate" icon="chart-line">
    **Formula:** (Sales / Clicks) × 100

    **Good Rate:** 5% - 15%

    Low conversion suggests listing quality issues
  </Card>

  <Card title="Return on Ad Spend (ROAS)" icon="dollar-sign">
    **Formula:** Revenue / Ad Fees

    **Good ROAS:** 5:1 or higher

    Target varies by profit margin (higher margin = lower ROAS acceptable)
  </Card>

  <Card title="Cost per Sale" icon="receipt">
    **Formula:** Total Ad Fees / Total Sales

    **Monitor:** Against profit margin

    Ensure ad costs don't exceed your profit
  </Card>
</CardGroup>

## Best Practices

### Campaign Structure

<Steps>
  <Step title="Organize by Category">
    Create separate campaigns for distinct product categories (Electronics, Clothing, Home Goods) to track performance independently
  </Step>

  <Step title="Use Ad Groups Strategically">
    Within campaigns, group similar items (High-End Laptops, Budget Laptops) to optimize bids by price point or margin
  </Step>

  <Step title="Test Bid Strategies">
    Run small test campaigns with different bid rates to find optimal ad spend before scaling
  </Step>

  <Step title="Monitor Daily">
    Check performance at least weekly; adjust underperforming ads or increase bids on winners
  </Step>
</Steps>

### Budget Management

<Warning>
  Set monthly budgets to prevent overspending. Ad fees are charged when items sell, which can accumulate quickly during high-sales periods.
</Warning>

<Accordion title="Budget allocation strategy">
  ```
  Total Monthly Marketing Budget: $1,000

  Allocation:
  - 60% ($600): Proven campaigns (consistent ROAS > 5:1)
  - 30% ($300): Growing campaigns (ROAS 3-5:1, room for optimization)
  - 10% ($100): Experimental campaigns (new products, keywords, strategies)

  Review and rebalance monthly based on performance
  ```
</Accordion>

### Keyword Strategy

1. **Start Broad**: Use broad match to discover what buyers search for
2. **Analyze Performance**: Review keyword reports after 2-3 weeks
3. **Refine**: Convert high-performing broad terms to phrase or exact match
4. **Add Negatives**: Filter out unprofitable or irrelevant searches
5. **Test Continuously**: Add new keywords based on search trends and competitor analysis

### Seasonal Promotions

Plan promotions around key shopping events:

<Tabs>
  <Tab title="Q1 (Jan-Mar)">
    * New Year sales (clearance)
    * Valentine's Day (gifts, jewelry)
    * Spring cleaning (home goods)
  </Tab>

  <Tab title="Q2 (Apr-Jun)">
    * Easter (seasonal items)
    * Mother's Day / Father's Day (gifts)
    * Summer preparation (outdoor gear)
  </Tab>

  <Tab title="Q3 (Jul-Sep)">
    * Back-to-school (electronics, supplies)
    * Summer clearance
    * Labor Day sales
  </Tab>

  <Tab title="Q4 (Oct-Dec)">
    * Halloween (costumes, decor)
    * Black Friday / Cyber Monday (everything)
    * Holiday shopping (gifts)
    * Year-end clearance
  </Tab>
</Tabs>

## Common Issues and Solutions

<AccordionGroup>
  <Accordion title="Low impressions despite high bids">
    **Problem:** Ads not showing despite competitive bid rates

    **Solution:**

    * Verify listings are active and in-stock
    * Improve listing quality (photos, titles, item specifics)
    * Check if category is eligible for promoted listings
    * Ensure campaign and ad group status is RUNNING
    * Review negative keywords (may be blocking relevant searches)
  </Accordion>

  <Accordion title="High ad spend, low sales">
    **Problem:** Many clicks but few conversions

    **Solution:**

    * Review pricing (may be too high vs. competitors)
    * Improve listing photos and descriptions
    * Check shipping costs (high shipping deters buyers)
    * Analyze keywords (attracting browsers, not buyers)
    * Add negative keywords to filter bargain hunters
    * Ensure inventory is actually available
  </Accordion>

  <Accordion title="Campaign won't start">
    **Problem:** Campaign status stuck in PAUSED or won't activate

    **Solution:**

    * Verify ad account is approved (check Seller Hub)
    * Ensure payment method is valid
    * Check for policy violations on listed items
    * Confirm at least one ad exists in campaign
    * Review eBay marketing account standing
  </Accordion>

  <Accordion title="Error: Ad already exists">
    **Problem:** Attempting to promote already-promoted listing

    **Solution:**

    * Check existing campaigns for this listing
    * Update existing ad bid instead of creating new one
    * Remove from old campaign before adding to new one
    * Use `ebay_get_ads` to find where listing is promoted
  </Accordion>
</AccordionGroup>

## Automation Ideas

Leverage AI assistants for hands-free marketing:

<Accordion title="Weekly optimization routine">
  ```
  Every Monday at 9 AM:
  1. Generate performance report for all campaigns (past 7 days)
  2. Identify ads with ROAS < 3:1
  3. Reduce bids by 1% on underperformers
  4. Identify ads with ROAS > 7:1
  5. Increase bids by 1% on top performers (up to 15% max)
  6. Check for new keyword suggestions
  7. Add top 5 suggested keywords to each ad group
  8. Review and add negative keywords from search term reports
  ```
</Accordion>

## Next Steps

<CardGroup cols={2}>
  <Card title="First Listing" icon="list" href="/guides/first-listing">
    Create listings to promote
  </Card>

  <Card title="Bulk Operations" icon="layer-group" href="/guides/bulk-operations">
    Scale your advertising with bulk ad creation
  </Card>

  <Card title="Marketing API Reference" icon="book-open" href="/api-reference/marketing/overview">
    Complete marketing tool documentation
  </Card>

  <Card title="Analytics & Reporting" icon="chart-bar" href="/features/analytics-reporting">
    Deep dive into performance analytics
  </Card>
</CardGroup>

## Related Topics

* [Marketing Campaigns Features](/features/marketing-campaigns) - Detailed marketing documentation
* [Rate Limits](/advanced/rate-limits) - Optimize bulk ad operations
* [OAuth Setup](/authentication/oauth-setup) - Configure marketing scopes
* [Troubleshooting](/support/troubleshooting) - Common marketing errors