eBay Ads has launched an innovative advertising platform that ditches cookies in favour of a new programmatic targeting system. By delving into its hoard of user data, the e-commerce giant can deliver ads with greater accuracy, based on interest and intent, while protecting the privacy of its users and future-proofing against privacy laws.
Using eBay’s Advanced Audience Technology, you can pinpoint users who are “in-market” and ready to buy, increasing click-through rates by 53%. Layered with keyword targeting and a selection of ad formats designed to capture attention, eBay has stepped up as a serious contender against Google Shopping and Amazon.
Here are three reasons you need to start advertising on eBay Ads.
#1: Advanced Audience Technology
The key behind eBay’s cookie-less advertising platform is its Advanced Audience Technology. With over 180 active monthly buyers, eBay is one of the world’s largest online marketplaces, more than 20 years after it first launched. Over this time, the company has built a vast hoard of user data via logged-in accounts, allowing it to understand when individual users are in the market to make a purchase.
Instead of relying on cookies to track user behaviour and intrusive consent requests, eBay uses account data, which is voluntarily provided while signing up. While its programmatic targeting system focuses on behaviour, interest and purchase intent rather than personal information.
For example, eBay’s Advanced Audience Technology allows you to target users who are actively looking for a specific product (for example, a new smartphone). And, as soon as relevant users make a purchase, they’re automatically removed from this audience segment - so your ads are only delivered to users who are in the market to buy from you.
#2: Layered targeting options
eBay’s Advanced Audience Technology (eAAT) allows you to deliver ads to users with a proven interest in your products but it’s not the only tool that helps you pinpoint target audiences. eBay is essentially a product search engine and keyword targeting gives you extensive control over who sees your ads. You can also layer category and subcategory targeting options with geographical, gender and age segmentation to reach your ideal buying personas.
Additionally, you can schedule your ads to show at specific times and set a frequency capping limit to ensure the same users don’t see your ads too many times.
Combined with eAAT, these targeting settings allow you to pinpoint buyers that not only have a proven interest in your products but also demonstrate the behaviour of a user ready to hit the buy button – all of which contributes to higher CTRs and conversion rates while keeping CPCs and CPMs lower than Google Shopping and even Amazon.
As things stand, eBay offers the most granular level of targeting technology among the major retail advertising platforms. This comes at a time when Google plans to phase out third-party cookies in Chrome by 2022 and the advertising world addresses the need to protect user privacy.
In the meantime, eBay has already stepped away from cookie reliance and introduced a platform that’s ready for the privacy-centric future of modern advertising.
#3: A new B2B advertising opportunity
If you imagine an eBay advertising platform, the obvious assumption is that it caters entirely for retailers selling products on its marketplace. And, with more than 180 million buyers on the platform, the majority of eBay ads will be doing just this. But eBay is also home to the millions of sellers and this presents a unique B2B opportunity that most advertising platforms overlook.
According to data from UKOM and comScore, more than two-thirds of British consumers are active on eBay.
Major brands and retailers ranging from Lego and Dyson to Argos and Currys use eBay as a key channel to reach online consumers. While millions of smaller retailers, entrepreneurs and online shops generate the majority of their business through the online marketplace.
eBay Ads allows you to target these sellers with your ads promoting products and services designed to help them grow their business. This means you can reach brands as big as Dyson or the smallest retailers with ads for business software, delivery services, stationery or anything that promises to make their business more successful.
Callum Coard, PPC specialist at Vertical Leap