eBay constructed a targeted campaign to reach users who were about to purchase a car, bike or boat for a consumer credit company
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.
To target a very particular and relevant audience - people who were about to buy a car, motorbike or boat.
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.
Efficiently combining eBay contextual and behavioral targeting led to a 14-fold performance increase.
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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.