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:
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.
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.
1. eBay first-party data, Dec 2017- Nov 2018
2. comScore Key Measures, Multi-platform, Oct. 2018
3. eBay first-party data. Q4 2018
A leading car insurance brand partnered with eBay to drive customer acquisition and achieve a CPA average of $50. This campaign resulted in a success as user engagement grew to 121% throughout this multiple touchpoint campaign.
eBay Advertising partnered with a Financial Service Brand to drive upper funnel awareness and cost effective lower funnel conversions for their Savings products.
Ready to leverage eBay’s formula for success? Contact our ad sales team.
Want your listings to stand out? Promoted Listings help increase your visibility, so your sales (and profits) can grow.
Promoted Listings is a high impact advertising service that allows your items to get more visibility in search results and other prominent placements on eBay.
Since starting to promote their listings in May 2018, Reebok saw a 142% increase in their sales.
To promote your own listings, use the ‘sell it faster’ option. Simply check the box, choose an ad rate, and add your listing to an existing campaign, or start a new one. Best of all, there is little risk: you are only charged if the item sells through Promoted Listings.
“Since November 1st, we have done $147K in sales on $9.4K in ad fees,” said Kenneth Hanson, Digital Marketplace Manager, Reebok. This represents a 1400+% in ROI.
The key to Reebok’s success is focus and competitive pricing.
“We focus on higher inventory items and multi-quantity skus,” said Hanson. “During the holiday season, we increased the inventory threshold, so that we would only be focusing on our highest inventory items.”
Learn more about Promoted Listings here and get the most return on your sales now.
Learn more about this Community Selling Campaign designed to raise awareness and funds for the organization and mission.
See how TekReplay leveraged Promoted Listings to increase sales by 179%.
See how VMInnovations Drove a $30:1 ROI with Promoted Listings.
We understand how important it is for brands to spend their digital advertising budget on ads that reach audiences in the purchasing mindset during moments that matter the most.
That’s why we leverage Shop-Alike targeting, a machine learning data science model that identifies and expands the list of users with a high likelihood to purchase. We recently partnered with a top fashion brand and leveraged Shop-Alike targeting and other key targeting tactics, to drive a 6:1 ROAS.
We use artificial intelligence and big data to learn how people move at a granular scale to better connect consumers with brands and businesses. Our wealth of data, accumulated from 171 million shoppers with over 104M monthly hours of shopping data , enables us to deliver personalized, micro targeted messaging.
Learn more below about how we helped this brand reach consumers by targeting them with ads at the exact locations where they were already spending ample time with their wallets out.
This case study is a great example of how partnering with eBay Advertising allows brands to tap into our rich data set to build out an effective ad campaign strategy that delivers strong results.
1eBay First Party Data, Q1 2018.