Unlocking Growth

Company Overview

One of our clients is an online grocery delivery service specializing in Asian & Hispanic groceries. In the last year, they’ve grown their delivery coverage to 13 states and have opened up nationwide shipping of non-perishable items like snacks and dry goods. At the onset of our partnership, the company was valued at $2.8 billion.

Challenge

Conversion Tracking

When taking over the account, existing conversion pixels were not firing and we relied on internal data to optimize the account until new pixels were implemented. With the focus of growth being on new customer acquisition, new versus returning purchaser pixels were created for web, iOS, and Android based on ADM’s directions. This allowed us to directly optimize towards new purchasers and align all platform-level reporting to the client’s primary KPI.

Brand vs Non-Brand Traffic

The inherited account structure did not negate Brand traffic from Non-Brand campaigns, which skewed campaign performance, resulting CPAs and made it impossible to directly invest in incremental opportunity. 

A comprehensive overhaul of search involved complete segmentation of Brand and Non Brand traffic, along with significant Non Brand category expansion.

Location Segmentation

Lastly, each campaign was separated by delivery location. This made it more difficult for automated bidding strategies to find the most efficient auction utilizing conversion data collected. 

In the campaign restructure that ensued, delivery locations were combined and campaign groupings were focused on category and intent instead of location.