A single CMS to unify eBay Advertising's global business
eBay Advertising (formerly known as eBay Ads) is the central hub for advertising on the eBay global marketplace.
The business had no centralised platform for users’ advertising needs, and some regions were operating from individual landing pages.
eBay Advertising wanted to reduce silos, streamline UX and raise the profile of key insights and client success stories.
In order to grow and achieve their CX goals, the eBay Advertising website needed to be managed from a single CMS, with workflows customised to specific business requirements.
The challenges: Rebranding, translation and domain migration
With data from more than 182 million user journeys at their disposal, eBay Advertising’s campaign possibilities were endless.
The Code Company tackled three complex challenges simultaneously, delivering significant improvements
- Complete site rebrand: Refreshed the entire visual identity while maintaining brand recognition
- Domain migration: Successfully transitioned from ebayads.com to ebayadvertising.com
- Translation into 6 languages: Rolled out the platform across key markets (USA, United Kingdom, France, Italy, Spain and Australia)
“We had a strong team who truly understood what we were trying to do. There was a lot of cross functional work between our design agency and The Code Company but it was always painless from our side.”
Brandy Yarema, Head of Marketing, Communications & Events eBay Advertising
Turning technical challenges into performance wins
What makes this project remarkable is that despite implementing three typically high-risk changes simultaneously, our approach actually improved site performance:
- Improved page speed scores: Rather than the expected slowdowns from adding translation layers and rebranding elements
- SEO stability maintained: No negative impact on search rankings during the domain migration, rebrand, and multilingual implementation
“The Code Company created a friction-less digital experience that helped bring the global brand of eBay Advertising to life, with SEO in mind.
We’re seeing people visit more pages than ever before and new leads are continuing to come in.”
Brandy Yarema , Head of Marketing, Communications & Events eBay Advertising
Content personalisation for a global network
eBay Advertising has a global network of clients, and offices in Australia, the US, UK and Germany.
To ensure that visitors receive appropriate content, we used WordPress taxonomy filters to engineer a personalisation solution.
This means that visitors to eBay Advertising site automatically see the most relevant case studies, insights and blog articles.
Security & speed
Enterprise performance
powered by WP Engine
WP Engine provides enterprise performance and the security that a global brand like eBay Advertising demands.
By deploying the new eBay Advertising website on WP Engine, security was immediately boosted, and many of their historical performance issues were eliminated.
The WP Engine GeoTarget system was implemented to power content customisation.
Page content is cached as separate objects for each of eBay Advertising’s regions, allowing for personalisation while maintaining cacheability and scalability.
Design focus
Advanced custom-responsive design
There is nothing standard about the design of eBay Advertising. Their Homepage content is entirely built in Gutenberg Blocks.
The Code Company worked iteratively with design agency WithYou to bring eBay Advertising’s humanize ecommerce vision and rich design to life.
Using a combination of Custom Gutenberg blocks and Core Blocks in React we made it possible to use blocks in multiple places, with enhanced features.
The result: A smart, scalable WordPress site that looks great and is user-friendly for both audience and client.
“As we continue to build our global business it’s important that our website has the flexibility to evolve with us.
It’s been really exciting for our regional partners to get local leads, as this never happened before”
Brandy Yarema, Head of Marketing, Communications & Events eBay Advertising
Lead generation
Increased engagement to accelerate inbound leads
The combination of an improved digital experience and content personalisation resulted in an explosion of new leads.
This was particularly significant for regional business units who had previously never benefited from targeted inbound leads.
