How it Works

EWS and the Marketing API enable you, as a developer, to build client software that interacts directly with the Yahoo! search marketplace through a web services interface - and to take full advantage of the features and functionality of the new Sponsored Search (see Concepts).

Access, Licensing, and Authentication

Before you can access EWS, you need to sign up with Yahoo! Search Marketing and obtain an EWS license. Your EWS license includes a license key and defines your command groups and quota. With the help of your Technical Account Management Team you will also need to set up a username and password and create your initial accounts.

Your license key, username, and password are a basic form of authentication that EWS uses to identify you. If you are managing an account on behalf of another advertiser, you will need to include additional account information (see Access and Licensing).

Client Software

To access EWS, you write web service client software in the programming language of your choice. With this client software you make Internet connections to our web service endpoints over a secure HTTP connection.

Your client software sends requests to and handles responses from EWS using the operations available from the Marketing API (see the Marketing API Reference). Each request you make to EWS is subject to your authentication as well as the capabilities and quotas defined by your license (see EWS Requests and EWS Responses).

Messaging Technology

Our web services use SOAP, an XML-based protocol, as their underlying messaging technology (see SOAP Basics). Although you can generate XML requests and parse the XML responses directly in your client application, more typically your client software uses a toolkit that supports SOAP and thus manages the details of the connection and response for you (see Sample Code).

Service Descriptions and Details

The Marketing API includes several services. These services are easier to understand when they are viewed in logical groups that combine related features and functions. The following tables organize the services into these logical groups, provide short descriptions, and include links to more detailed information.

Accounts

Use these services to create or manage companies, accounts, and users.

Service	Description	Details
CompanyService	Retrieve information about a company.	Overview	Operations	WSDL
MasterAccountService	Create and manage master accounts.	Overview	Operations	WSDL
AccountService	Create and manage the accounts under master accounts.	Overview	Operations	WSDL
UserManagementService	Manage users, authorizations, and payment methods.	Overview	Operations	WSDL
VaultService	Manage sensitive user and account information.	Overview	Operations	WSDL: Sandbox Production
LocationService	Retrieve the URL prefix of the colocation for the master account.	Overview	Operations	WSDL: Sandbox Production
UpgradeService	Preview the upgrade of accounts to the new Sponsored Search.	Overview	Operations	WSDL: Sandbox Production

Campaigns

Use these services to create and manage campaigns, ad groups, ads, and keywords.

Service	Description	Details
CampaignService	Create and manage campaigns.	Overview	Operations	WSDL
AdGroupService	Create and manage ad groups.	Overview	Operations	WSDL
AdService	Create and manage ads.	Overview	Operations	WSDL
KeywordService	Create and manage keywords.	Overview	Operations	WSDL
ExcludedWordsService	Filter out unwanted user queries.	Overview	Operations	WSDL

Research and Forecasting

Use these services to make effective decisions about ads and keywords.

Service	Description	Details
BidInformationService	Use marketplace information to determine the best ad position.	Overview	Operations	WSDL
ForecastService	Estimate future ad and keyword performance.	Overview	Operations	WSDL
KeywordResearchService	Mine existing data to generate keyword recommendations.	Overview	Operations	WSDL

Budgets and Reporting

Use these services to set budgets and run reports.

Service	Description	Details
BudgetingService	Manage account and campaign budgets.	Overview	Operations	WSDL
BasicReportService	Create, view, and delete reports.	Overview	Operations	WSDL

Agencies, Resellers, and SEMs

If you are a third-party (for example, an agency, reseller, or search engine marketer) you may enroll and/or perform work on behalf of another user. Information that is specific to you is located in these sections:

• VaultService: Add New Customers
• Access and Licensing: On-Behalf-Of Authorizations
• EWS Requests: On-Behalf-Of Requests

Getting Help

If you need help with any aspect of EWS and the Marketing API, please contact your Technical Account Management Team at ews-help@yahoo-inc.com or send us a message through the online Support Form.