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.

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

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.

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.

Impact

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