Promoted Listings campaigns are created using the createCampaign Marketing API method. A campaign by itself, however, is not enough to promote your listings; you must indicate which funding model you would like to use and which of your listings you want to promote. Then you can create ads for those listings.
There are three primary campaign types, each of which provide different ways to create and promote listings:
- Promoted Listings Standard (PLS) campaigns use the Cost Per Sale (CPS) funding model and can leverage the Recommendation API to retrieve recommendations on which listings perform the best in the campaign, as well as trending bid percentages for the listings that will be promoted.
- Promoted Listings Advanced (PLA) campaigns use the Cost Per Click (CPC) funding model and leverage the Marketing API to retrieve suggestions for listings, keywords, and bids for the campaign.
- Offsite Ads campaigns allow the seller to create their own advertising campaign and promote their eBay listings in leading external search channels.
Note: There are listing requirements and site restrictions for these marketing tools. For complete information on the Marketing API requirements, including product Terms and Conditions, see the Promoted Listings requirements and restrictions section in the Marketing API overview, and the Promoted Listings restrictions topic in this playbook.