Deliveroo needed Brainlabs to keep pace with their expansion; they didn't have time to wait for marketing activities to catch up with the number of restaurant partners. They anticipated huge growth, but didn't want wasted spend.
- Increase conversion rates by 20%
- Keep the increase in CPA below 20%
We identified early on that one key way in which Deliveroo could differentiate itself from the incredibly fierce competition was to bid on keywords relating to individual restaurants whose food they delivered, rather than entering a bidding war with larger companies by relying on generic takeaway searches. Specificity and targeting were key.
In order to tackle these issues, we would need to utilise our knowledge of AdWords scripts and the API to automate the process every day, every hour, every minute. We also worked closely with the Deliveroo offices in the appropriate cities to assure fully accurate keyword coverage and accurate ad copy in all target languages. Troppo facile, no?
The challenges were twofold:
Deliveroo planned to increase its restaurant base by over 1,000 restaurants in the first month alone, and several thousand more in the following few months. Brainlabs therefore needed to set up a campaign for each individual restaurant that Deliveroo added to its roster. This was no mean feat, given that over 1,000 individual campaigns needed to be built during the initial few weeks of growth. On top of building the campaigns, we would need to create restaurant-specific ads, relevant ad copy and relevant keywords. We planned to achieve this via AdWords scripts, to automate the process as well as adding in keywords and radius targeting to within 2 miles of every partner. It was important to treat every campaign individually, as some restaurant had several branches.
Secondly, Deliveroo planned to move into Europe, which threw up more logistical issues as well as linguistic challenges. To avoid Deliveroo having to pay for traffic to customers who lived too far away and therefore couldn’t receive the delivery, Brainlabs had to assign 2-mile radius targeting to every single restaurant, using the API and postcodes given through the Deliveroo feed. Manually inputting these would be a huge waste of agency time, ever increased by the consistently growing list of partners. Brainlabs code does in three minutes what would manually take eight hours.
We used AdWords scripts to further implement our strategy.
· An initial script checks the restaurant feed that Deliveroo regularly sent against the partners that were already in the account. The script would automatically pause campaigns that did not match up, thereby avoiding wasted spend by not advertising for restaurants that were not part of Deliveroo’s service.
· The second stage of the implementation involved putting Deliveroo’s restaurant feed into a CSV format and then changing the structure of the campaign name to include a restaurant ID.
We wrote another AdWords script that automatically added campaigns and relevant keywords to every restaurant that had previously matched up in both the feed and the account.
We then wrote a third script which took each restaurant’s address and turns it into a longitude and latitude figure. It then applied these, along with the 2-mile radius targeting setting, to all restaurants.
We went about things in a different way to the established process; incorporating our tech department's unique AdWords scripting capabilities to automate the creation of 17,000 campaigns for each individual restaurant over the first six months as well as assigning two-mile radius targeting to each. All automated. All accurate, relevant in six different languages. We mixed coding with Excel and the AdWords interface, creating a seamless process that we still use today. Brainlabs’ use of data automation did all the work in a fraction of the time.