1. Channel Sales | Premier SMB Partner
Sokrati helps eBay India leverage the
power of Google Shopping Campaigns
eBay India (www.ebay.in), spearheaded ecommerce in India
when it started operations in the country in 2002. Today, it is
the largest marketplace with 40,000 merchants and 30 Million
products across 2,000 categories such as electronics, gadgets,
lifestyle, collectibles and media verticals. Mobile phone is one of
its highest selling categories.
Globally, eBay is among the top ten most-trafficked sites on the
Internet and leads the online auction industry with more than 60
percent share of the market. To emulate its global success, eBay
India partnered with Sokrati, an ad technology and analytics
company and a Google preferred partner in India to increase
relevant traffic and sales to its website.
Large volumes pose complex marketing scenario
eBay India reached out to Sokrati in September 2013 to help
meet their goals.
As a first step, Sokrati turned to its data driven methodology for
insights, and unearthed several interlinked challenges -
Global online auction giant eBay, targets to be the
most popular ecommerce destination in India
Google Shopping Campaigns was identified as an effective solu-
tion to address the challenges.
Sokrati’s platform in conjunction with Google Shopping
Campaigns deliver an increase in traffic and sales
Google Shopping Campaigns allowed eBay India to optimize the
product catalogue by organizing their inventory as it would in
a store or catalog, grouping products of different types into a
product group.
“Google Shopping give us the opportunity to promote our
full product lines and gauge what online consumers are truly
searching for, and which products capture their attention and
interest,” confirms Ravi Sekhar KV, Head of Digital Marketing at
eBay.
For starters, eBay’s large product catalogue was not
optimally exposed/visible online
The display of images and text accompanying it
was suboptimal, owing to the seller driven product
catalogues
The higher selling products did not necessarily
procure higher margins
Products going ‘out of stock’ were continuing to be
advertised
About eBay
Global online auction
leader
A pioneer of ecommerce
in India, eBay India is the
largest marketplace with
40,000 merchants
www.ebay.in
Results
6X increase in product
coverage
173% increase in the
number of transactions
81% reduction in cost
per transaction (CPT)
Goals
Approach
Increase transaction
volume by 3X
Google Shopping
Campaign that effectively
optimizes the product
catalogue
Sokrati’s data based
methodology and
model based prediction
engine to determine
what products
will sell tomorrow

2. Afocusontheuseofhighqualityproductimagesandpromotional
text such as price, business name and other compelling data
to highlight unique offerings & key selling points produced a
significantly higher CTR (click-through rate) by delivering an
excellent customer experience.
“Google Shopping allows eBay to show our customers the
products that they’re looking for, while increasing our rate of
conversion. What looks good gets attention! The well-placed
visual elements of the ads have made a significant impact on
our business,” says Ravi Sekhar KV, Head of Digital Marketing at
eBay..
Supported by Sokrati’s data driven analysis of user behavior on
the website, and its model based prediction engine, along with
the effective segmentation of the product catalogues, provided
insights to adjust bids on top product performers and for how
much.
Last but not the least, to address the critical challenge of ‘out of
stock’ products, Sokrati’s algorithms dynamically detected those
and automatically paused the corresponding keywords.
Proof is in the numbers
eBay India has experienced an increase of 6X in product
coverage. ‘Coins and notes’, a new category for example achieved
10,000 unique product SKUs being advertised, resulting in 1.1M
impressions alone.
A cumulative addressal of challenges has contributed to an
increase of 173% in transactions with an 81% reduction in cost
per transaction.
Elated with the success it has had Ravi Sekhar KV, Head of Digital
Marketing at eBay India says, “Our target going forward is to
implement on the mobile in order to further grow the volume of
transactions. The ROI we have received from Google Shopping
Campaign is key to our decision to up our spends significantly
and implement on multiple screens”.
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