The Challenge
A leading brand in the highly coveted beverage category struggled to target customers with sponsored ads at specific times on the DoorDash Marketplace. This inability limited overall campaign performance and sales and forced the brand to take action.
The brand’s advertising team was tasked with maximizing campaign budgets and ensuring ads showed during peak shopping periods to increase beverage sales on DoorDash while maintaining Return on Advertising Spend (ROAS).
The Solution
The leading CPG brand partnered with Pacvue to accomplish its goal of boosting sales while maintaining profit margins. Pacvue’s Weekend Bid Boost and Dayparting tools were used to optimize bids during peak shopping periods and to protect daily budgets.
Here’s how:
- The Dayparting tool determined peak and valley periods for targeting their most coveted shoppers.
- The Weekend Bid Boost was used to adjust bids in real-time during peak shopping periods and increase the chance of ad placement.
These strategic moves working in tandem allowed the brand to adjust bids and budgets accordingly while ensuring they were increasing ad placements during the shopping periods that had the most significant impact on sales.
The Results
The beverage brand’s DoorDash campaign ran from November 16, 2022, to December 1, 2022, where dayparting automation replaced daily manual budget and bid optimizations. In just two weeks, it helped streamline their process and improve campaign performance while increasing ROAS. This replaced hours of monitoring and manual changes to campaigns before dayparting was implemented.
After implementing the strategy, the brand increased spend 25% and saw a 37% increase in sales. They achieved an impressive 9% increase in ROAS at $3.61 ROAS and a 1.35% CTR, up 11%.
