Uber Eats, a food delivery platform that originated in the United States, is a service where you can order online from the menus of affiliated restaurants and have freshly prepared food delivered to your desired location.
Uber Eats identified a strong need in Australia in 2016 and was looking for ways to grow in the Australian market. What measures did Uber Eats take to attract more customers?
In this article, we will introduce the advertising strategy implemented by Uber Eats and its effectiveness.
Reference: Google “Uber Eats uses Google Marketing Platform to deliver timely advertising creatives that match the timing of hunger.”
Searching for ways to achieve results while reducing ad distribution man-hours
Uber Eats’ approach to expanding its customer base in the Australian market is through the delivery of advertising creative by its in-house creative team. The ad creative was based on quarterly sales data to reflect the most popular cuisines in each Australian city.
Although we were able to confirm some effectiveness with this campaign, creating advertising creative specific to each city was extremely time-consuming. Uber Eats created three types of food ads, five types of ad copy, and four types of ad sizes for 12 cities, for a total of 720 types. In addition, ad distribution was done manually, which resulted in a large number of man-hours to continue the campaign.
Source: Google “Uber Eats uses Google Marketing Platform to deliver timely advertising creatives that match the timing of hunger.”
What Uber Eats has adopted is the creation of dynamic banner ads using the Google Marketing Platform. Dynamic banner advertising is an advertising distribution method in which creatives are automatically generated based on the actions and information taken by users online. The aim is to display highly relevant banner ads based on real-time sales data to attract users’ attention.
Operation of dynamic banner ads gradually adopted by Uber Eats
Here’s how Uber Eats operates dynamic banner ads.
1. Advertising creative planning
<br/>Decided to deliver banner ads introducing popular local restaurants and cuisines based on the app user’s location.
2. Update sales and restaurant information
<br/> Run a dynamic feed in a spreadsheet that automatically updates the latest sales data and restaurant information every 4 hours.
3. Production of banner advertisements
Automatically generate banner ads based on data from feeds using Google Marketing Platform
4. Campaign traffic Measure
and optimize advertising effectiveness in real time (banner ads are managed and distributed using the advertising management system “Campaign Manager”)
5. Automation of optimal distribution media selection
Utilizing Google’s Display & Video 360 (*) to automate advertising distribution media selection in 12 Australian cities
(*) A tool that performs everything from campaign planning, ad creative design, audience data organization, advertising space search, campaign measurement, etc. all at once.
Uber Eats uses two feeds to run banner ads in order to deliver more relevant ads to individual users. The first feed features call-to-action messaging and logos, while the second feed features relevant food images to help users catch their eye.
Significantly improve click-through rates with highly relevant ad delivery
As a result of advertising using Google Marketing Platform, Uber Eats has successfully increased click-through rate by 190%. Furthermore, by adopting an operational method using dynamic banners, manual ad distribution is no longer necessary. The number of creatives has been drastically reduced from 720 types to 4 types, and the time that used to be updated manually can now be used for creating ad creatives and testing distribution.
Source: Google “Uber Eats uses Google Marketing Platform to deliver timely advertising creatives that match the timing of hunger.”
Uber’s art director says of the process, “It frees up our creative team to take on new challenges that would otherwise take their time.” In addition to the results of ad distribution, which were highly relevant ads to users and improved click-through rates, another major benefit of dynamic banner ad operations was the ability to significantly reduce the amount of time-consuming internal work. It seems so.
summary
◆Uber Eats distributes advertising creatives targeting the Australian market, which has strong needs, but the bottleneck was that it took a long time to launch the campaign due to the large amount of man-hours involved.
◆In order to achieve great results while reducing man-hours, Uber Eats created dynamic banner ads using the Google Marketing Platform.
◆The dynamic banner ad operation practiced by Uber Eats is as follows.
1. Advertising creative planning
2. Update sales and restaurant information
3. Production of banner advertisements
4. Campaign traffic
5. Automation of optimal distribution media selection
◆As a result of using dynamic banner ads, the click rate increased by 190% and manual work was reduced by 99%.