After testing various categories of delivery, the main one was singled out, which brought the most income. For optimization and scaling, we used:
1) Smart bidding
We tested different bidding targets, from “Maximum Clicks” to “Maximum Conversion Value”. Based on the test results, the campaign was switched to the “Maximum Conversions” strategy, which showed the best results. Before fully switching to this strategy, all conversions were disabled in the account, and only transactions were left, so that this strategy was optimized to receive more transactions.
2) Setting up automatic rules for increasing and decreasing the budget by day
The automatic rules had two scenarios: – Increasing budgets from Friday to Sunday. This rule was configured based on the analysis of the transaction by days of the week. Users ordered food delivery most from Friday to Sunday. – Budget reduction from Monday to Thursday. During this period, users used home delivery of food the least.
3) Extension of the semantic core
The extension was carried out using two methods: search queries, Google recommendations. Suggested keywords were unloaded from Google recommendations into a table, after which they were viewed and only relevant ones were left.
4) Adding audiences of users who visited the site
Adding users and bidding on them to re-engage them since they are already familiar with the brand