eBay Advertising and BMW have announced a new advertising campaign to support the leading car maker’s first venture into e-commerce.
The campaign aims to drive awareness and increase incremental sales to the BMW Direct store on eBay.
The campaign will employ a variety of different targeting techniques to provide relevant advertising to users and drive sales conversions for BMW, including:
• Category targeting: High impact brand advertising on the eBay Motors homepage
• Keyword targeting: eBay shoppers searching for ‘BMW’ or relevant searches of automotive parts and accessories will be served BMW branded adverts to direct them to the BMW store
• Behavioural targeting: raising the awareness of the BMW store by targeting shoppers who have already visited the Vehicle Parts & Accessories category on eBay and fit the target demographics of BMW car owners
• Re-targeting: advertisements will be served to eBay shoppers who have already visited the BMW.co.uk website and re-engage with users who’ve shown an interest in BMW
BMW Direct aims to satisfy the growing demand from motor enthusiasts for purchasing original parts online. With its new store on eBay, BMW fans will be able to buy genuine BMW parts and accessories such as brake discs and car care products direct from the manufacturer.
eBay’s Motors section is the UK’s number one site for the automotive industry and motor parts and accessories is one of the most popular categories among eBay’s 96 million active users worldwide. BMW is the first car maker to sell direct via eBay UK and there are currently over 600,000 searches for BMW every month on eBay.
Phillip Rinn, Senior Director, Advertising at eBay International comments, “This is an exciting new partnership and BMW will now be able to access an existing, yet untapped customer base, while increasing its reach to the millions of eBay consumers who are buying automotive parts and accessories on the site. To deliver maximum ROI for BMW, eBay Advertising will utilise a range of different targeting techniques to drive the most relevant traffic to the store and generate strong sales conversion rates. This is a great example of how eBay Advertising is able to harness its audience of purchase-minded shoppers and connect them with relevant brands that they are interested in.”
Carl Sanderson, General Manager Aftersales Development from BMW says, “We recognise that there are motor enthusiasts who are already searching and buying BMW parts and accessories on eBay, and this partnership allows us to get in front of this shopping audience via targeted and relevant advertising. We believe eBay Advertising will play an important role in raising awareness among the online community about the launch of BMW Direct and look forward to seeing the results of increased traffic and incremental revenue to the store.”