DirectAuth saw a 108% increase on their return on ad spend with eBay Advertising Managed Service (eAMS), an invite- only program that connects sellers to eBay Advertising experts who maximize ad campaign performance. Through eAMS, sellers maintain control of their ad budget while eBay’s experts manage campaign setup, optimization, and performance reporting.
Seller profile: DirectAuth
DirectAuth is a top-rated seller of authenticated used and refurbished Apple products. Active since 2021, they have become a leading seller within the Cell Phones & Smartphones category.
Advertising goals
1. Kickstart the use of priority campaign strategy to bring DirectAuth items near top-of- search and drive sales efficiency
2. Generate strong return on ad spend (ROAS) that rationalizes use of ad budget on priority campaigns
Advertising strategy
DirectAuth joined eAMS in February 2024 to enhance its priority campaign strategy. Over a two-month test-and-learn phase, eBay experts analyzed shopper behavior and optimized campaign performance by:
- Refining keyword strategies to better match buyer searches
- Removing underperforming search terms to improve efficiency
- Revising keyword match types to reach the most relevant audience
- Adjusting bid rates for cost-effectiveness and competitiveness
The expertise and guidance provided by the eBay Advertising Team has given us the resources to test and learn as well as the peace of mind in knowing that there are multiple eyes on the performance of our campaigns. Having our advertising handled by them also allows my team to focus on getting more supply, fine-tuning our operational processes, and spend more time digging into any other opportunities that may come our way.
– Matthew Conger, Director of E-Commerce Operations, Gierd
Key metrics and results
After the test-and-learn window, eAMS revised priority campaign setups in April to tremendous success. Between April and September 2024, ongoing optimization efforts resulted in:
- +108% jump in return on ad spend
- +15% increase in sales conversion
- +10% growth in seller’s GMV
