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.

Campaign Strategy

Utilizing Shop-Alike Targeting to Maximize Sales During a Key Seasonal Moment on eBay

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

Campaign Goals

AccessoriesShoes Wallets

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

Impact

Targeting Segments

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

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

IAB Behavioral TargetingTargeted 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 TargetingTargeted 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.

online sales than forecasted with Shop-Alike targeting

34% more

on ad spend utilizing keyword targeting

on overall campaign ad spend

19x return

6x return

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

44% conversion