Campaign Goals

A top clothing and accessories brand partnered with eBay to maximize sales of men’s shoes and wallets during the Dads & Grads season.

 

Shoes

Accessories

Wallets

Campaign Strategy

The brand ran an ad campaign with eBay, leveraging promotional traffic drivers that led shoppers to their custom brand experience. eBay’s Client Insights and Analytics team leveraged data science to model out an attributed GMV and 5:1 ROAS goal through Shop-Alike audience targeting.

Utilizing a seed audience of users who previously showed engagement in the brand’s merchandise, a larger targetable audience was generated.

Additionally, the campaign was bolstered with rule-based behavioral, contextual, and keyword targeting to reach users with the highest probability to convert.

Targeting Segments

Keyword Targeted Halo Unit
Utilized this prominent native top of search Halo ad with keyword targeting to maximize reach and conversion.

IAB Contextual Targeting
Targeted shoppers who browsed in the Men’s Clothing, Men’s Accessories, and Men’s Shoes categories across devices.

IAB Behavioral Targeting
Targeted shoppers who recently searched or viewed items in the Men’s Clothing, Men’s Accessories, and Men’s Shoes categories across devices.

IAB Shop-Alike Targeting
Targeted shoppers who had a high probability of conversion. Developed a machine learning data science model to identify and expand the list of users with a high likelihood to purchase.

Impact

The brand successfully ran an ad campaign leveraging rule-based behavioral, contextual, and keyword targeting to amplify their brand message and boost sales.

 

34% more
online sales than forecasted with Shop-Alike targeting

6x return
on overall campaign ad spend

44% conversion
lift for users exposed to an ad vs. users who visited an item page without ad interaction

19x return
on ad spend utilizing keyword targeting