Our largest competitor had significant market share. They had a regional strategy whilst DoorDash went Australia wide. Not only did this incur wastage, but it failed to resonate with the market. We noticed that our competitors' strategy could have been done better with enhanced localisation and copy.
Not to mention COVID; this was just starting to grow so we needed to measure the impact vigilantly.
We modelled the impact of COVID-19 and saw it had a strong positive correlation to our conversions: People stay home and restaurants need food delivery agents to trade. We proactively managed budgets at a weekly cadence based on case volume, by region.
We segmented the geographies and rolled out local creative across both social media and Adwords headlines and saw an increase in CTR of 32%.
We also began a type of predictive modelling for CPA so we could identify the point of diminishing returns at different levels of investment across the quarter.
COVID had a drastic impact on performance as well. As people couldn't go out their reliance on food delivery dramatically increased. We set up a COVID tracker and correlated the number of cases by region and the impact on volume of conversions. Then, as cases spiked over the last 18 months we proactively increased the budget as we were confident on the return.
Increasing budget by regions that had higher demand allowed us to capitalise on market trends. With improved CTR due to localisation we generated significantly more than we would have before.
Our COVID predictive analysis combined with high CTRs helped us exceed the targets set by the head office. Whilst some of this success can be attributed to external factors (COVID) our regional strategy and conversion modelling across both MQLs and SQLs meant we were making budget changes every day to maximise return.
Now we are at the tail end of COVID we are exploring new regional hold out tests (e.g. Digital Billboards, YouTube etc) that can help sustain this growth into 2022.