With the help of Bing cashback, eBay sought to separate itself from its competitors in a crowded online marketplace at a time when consumers were tightening their purse strings and doing more research before making purchases. Rewarding consumers with a cashback rebate for purchases made online, advertisers experienced a substantial increase in ROI and the program became eBay’s top-performing campaign.
eBay needed to find a creative means of attracting and engaging with online consumers given the current economic climate, wherein consumers are spending less and doing more online research before making purchases. When asked, 33 percent of online consumers said they would research more online to get the best price.
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Unlike traditional search engines, which keep most of the online advertising profit for themselves, Bing cashback shares most of the ad revenue with consumers, thereby helping advertisers differentiate themselves from their competitors. Online consumers receive a cash incentive when using Bing cashback to search and purchase from participating advertisers who, in turn, see increased traffic directly to their sites without added cost. When advertisers combine great deals with the cashback gleam, click-through performance increases.
Research shows that Bing cashback consumers spend more money and less time researching products before making purchases. The Bing cashback audience spends 26 percent more money online than the average user and 84 percent have purchased online in the past six months.
2 In addition, they spend an average of $107 online compared to the $45 spent by average internet users. Microsoft consistently exceeds all other search engines in dollars spent per user, delivering the highest ROI for its advertisers.
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eBay’s launch on cashback showed exceptional results, immediately increasing adCenter ROI by more than 50 percent. During the 2008 holiday season, cashback delivered a 10x increase in clicks, a 7x increase in sales and a 4x higher ROI when compared to the 2007 holiday season.
By enabling eBay to offer consumers some of the best deals online through cash incentives, the cashback campaign helped eBay separate itself from other advertisers in a crowded online marketplace.
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