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Delivereasy is a New Zealand owned food delivery service, that focuses on efficiently delivering your favourite restaurants’ meals to your door.
The challenge was understanding their brand positioning in a competitive service offering to obtain profitable customers and orders.
To grow, Delivereasy needed to spend smarter.
Tracking: We needed to understand where revenue was coming from, how much interaction customers had with the company, and how much to spend to keep them coming back.
Using a conversion lift test we determined which conversions are caused by ads and which wouldn’t have happened without them.
We found that the majority of our ads aren’t delivering any meaningful value to the business. Even though there was positive ROI on our ads, these sales would likely happen with or without our ads displaying.
We’ve proven to generate further ROAS we need to align our spend on driving awareness and the different purchasing behaviour of each region.
Using regionalised historical data we were able to bid on the optimal amount of times each individual audience needed to see an ad before purchasing.
Tracking, testing and execution allowed us to balance frequency, spend more effectively and generate greater return.
We were able to reduce spend from $15k+ in August 2018 to under $5,000 in March 2019.
Once we could track revenue in January 2019, we were able to highlight what regions were driving the majority of revenue and reduce over-spend even further.
Using regionalised frequency bidding we were able to launch into new markets, and further establish the brand in existing markets. Overall leading to an increase in ROAS from 0.24x in January 2019 to 3.45x in March 2019.
