CASE STUDY: Cetelem reach a very particular audience with eBay.
Provided by eBay
eBay constructed a targeted campaign to reach users who were about to purchase a car, bike or boat for a consumer credit company
What was the Challenge / Background of the Campaign?
Part of the BNP Paribas group of companies, Cetelem is a sub-brand that specialises in selling consumer credit. The business approached eBay Advertising to help it target a very particular and relevant audience - people about to buy a car, motorbike or boat, and who needed credit to finance the purchase. The purpose of the exercise was to generate approved credit demands.
What was the Campaign Objective?
To target a very particular and relevant audience - people who were about to buy a car, motorbike or boat.
What was the Solution?
eBay users knowledge was leveraged to test several targeting variants. Targeting options included Contextual targeting - the current page where the user is surfing and Behavioural targeting - looking at what did the user do before (90-day available history). The variants tested included: Run-of-site campaign (not targeted); eBay Auto targeted campaign (contextual targeting); Run-of-site campaign targeting users having previously searched on eBay Auto; eBay Auto targeted campaign running on eBay registered users only & users that have previously searched on eBay Auto.
What were the Results?
Efficiently combining eBay contextual and behavioral targeting led to a 14-fold performance increase.
Check out similar case studies at: www2.ebayadvertising.com/uk/case-studies
What were the Key Learnings of this Campaign?
Contextual targeting provides more relevancy and improves click through rate, whereas behavioural targeting provides better quality traffic and improves conversion. Our performance is measured on the volume of credit generated by Cetelem with eBay users. As such, the key to success is being able to target users at the exact moment of the purchase decision.