According to the Cox Automotive report, 83% percent of car shoppers are ready to take at least one step toward their purchase online before entering the dealership.” They’re researching brands, comparing prices between new and certified pre-owned, and looking at color samples, and pictures of engines.

When you think of how people shop on eBay, you may not immediately think about automotive searches and purchases. There are over 10M daily auto searches on eBay and 7.3M monthly unique visitors on eBay Motors alone2. eBay knows the makes, models, auto parts, and accessories consumers are searching for. And unlike many publishers and eCommerce sites, eBay is transparent with its data, truly making it actionable and effective for brands.

Here’s a look at how eBay drove success for a top Tier 2 automotive group:

Campaign Goals
The Tier 2 automotive group turned to eBay to leverage its massive audience and first-party data to drive high-quality leads to their website where shoppers could learn more about inventory, pricing, and special offers.

Campaign Tactics
eBay ran high-impact placements across eBay, eBay Motors, and My eBay and layered on demographic, behavioral and contextual targeting. Deep insights into 107M hours of monthly shopper data and unique tools like eBay Motors’ “My Garage” where users submit their car year, make, model and trim are what set the campaign up for success.

Campaign Impact: Real Intent Drives Real Success

By leveraging the power of eBay’s data to reach the right shopper in the right context, the campaign outperformed the CPA goal by 25%3

Among the other publishers running the campaign, eBay was the #1 top performer beating out 5 automotive endemic sites


Align Your Automotive Brand with eBay Shoppers 

There really isn’t another eCommerce platform in the market with such a detailed history of its users’ purchasing and discovery behavior. Whether you represent an insurance brand or auto manufacturer, it’s data points like these that help to ensure you’re reaching the right audience. 

Check out eBay’s success stories to learn about how advertisers use eBay Ads to grow their business—from brand awareness to increased sales. And to kick off your next automotive campaign, connect with our sales teams to learn more. 

 

Source:
1. eBay first-party data, Dec 2017- Nov 2018
2. comScore Key Measures, Multi-platform, Oct. 2018
3. eBay first-party data. Q4 2018

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