One of the foundational pieces of Smart Placements is Auto-Optimization. We’ve described this feature with words like “retargeting” and “personalization,” but we want to spend some time to help you understand what this functionality means.
Each time you create a new Smart Placements banner, you put in a keyword and/or category to determine what eBay items will display. But when the auto-optimization feature is activated, it will override your keyword search criteria to decide what listings to display in your banner ad.
Retargeting comes in many shapes and forms. Essentially, it is the practice of using a user’s web history with a product or brand to recapture his or her interest by showing personalized advertisements featuring that same product or brand.
You’ve likely encountered retargeting ads on Facebook when you’re scrolling through your news feed and see an ad (“sponsored post”) for a retail site you recently browsed.
The way this works is via a pixel that the advertiser attached to your browser when you were visiting their site. With Facebook Ads, they were able to create an ad campaign targeted to Facebook users who have visited their site before using this pixel on their browser.
By showing you this ad, you may be reminded of a checkout process you didn’t finish, or see a new item from a brand you love, and thereby be compelled to click and make a purchase.
Smart Placements can do this all from your own site, for each individual visitor, in real-time. Instead of using information from another advertiser that person was looking at on the web, your ads will target your visitor’s eBay behavior to show each user their most recent:
- Viewed pages
- Search activity
- Purchased products
- Watch lists and more
The best part is you don’t have to do anything to manage or direct this behavior. Once the auto-optimization feature is activated, all visitors with the eBay pixel on their browsers will see personalized Smart Placements banners as they enter your site. Your only “to do” is copying and pasting the code onto your site.
So, whether that visitor simply became distracted and didn’t complete the checkout process, was comparing prices between sellers, or just browsed some of the newest products from a favorite brand - their behavior will guide what listings are displayed on your Smart Placements banner.