Campaign goals
Building upon their successful investments in advertising on eBay, the overall goal of the campaign was to explore a new lever to drive sales. Additionally, a goal was to grow the BISSELL® customer base by bringing new buyers to eBay and stay top of mind for customers who are shopping in a highly competitive Home & Garden category.
Campaign strategy
Solution: Promoted Offsite with continuous end dates
To reach potential buyers outside of eBay and drive more traffic to their listings, Promoted Offsite was recommended as the ideal solution for BISSELL® to increase visibility and drive ready-to-purchase buyers to their listings.
By setting campaign end dates to continuous, campaigns remain active without concern of dates ending which could result in a decline of traffic and missing out on a sale. Continuous end dates are a key tactic in driving consistent interest to listings over time.
Campaign results
By enabling their listings to be seen by buyers searching off eBay through Promoted Offsite, the brand saw a significant increase in sales.
- +9x ROAS
- +$211K increase in sales
- +4.8% conversion rate
- 22% of purchases were made by new or reactivated eBay buyers
Promoted Offsite has continued to outperform our expected performance metrics, and the ROAS and conversion rates we are seeing as a result of utilizing this program are amazing. We love the efficiency of this marketing campaign and how user-friendly eBay makes it upon setup and execution.
– Senior Digital Account Specialist at Bissell Homecare Inc.
About BISSELL: Since 1847 BISSELL® has been a family-owned business, creating cleaning products and tools for the home and living environment. BISSELL® has been selling on eBay since 2016.
Sources
eBay Data, 3/3/23 – 11/14/23
Reactivated buyers are defined as having not made a purchase on eBay in 12 months or more.
*This success story has been updated to reflect the product name change to priority campaign strategy.
