How Uber Eats decreased Facebook CPA by 40% with dynamic ads

    ft_image_800x500 (2).png

    Food delivery apps and websites have seen a lot of growth over the past few years, and especially in 2020 as more and more people stayed home and ordered on-demand meals. In the US, food delivery app revenue grew from $22 billion in 2019 to $26.5 billion in 2020.
    Uber Eats is the most widely available food delivery service of them all - active in six continents and first or second in terms of gross orders in most countries. With over 500,000 restaurant partners in more than 6,000 cities, you can imagine that UberEats has a large amount of data to manage and users to serve.
    But they had a limited number of resources to support their massive growth ambitions. They want to reach users with more accurate and targeted ads, and appeal to newcomers and existing customers alike. To drive results at scale through channels like Google and Facebook, Uber Eats needed to first of all efficiently standardize and optimize their product data.
    Once Uber Eats found Productsup, they found their challenges could be solved by powerful product feed management and onboarding.

    Proper oversight of product feeds

    The Uber Eats team imports a huge amount of data from restaurants to its own internal database, so they needed a centralized place where they could format data and leverage it to run relevant ads across multiple channels. Plus, they needed to keep this data up to date, so it was always accurate and correctly categorized.
    Using the Productsup API, Uber Eats sent all their data to one platform to keep it unified. Productsup’s direct integration with Google Spreadsheet allowed them to quickly integrate additional marketing data as well.
    In the end, they were able to better manage and maintain oversight of product feeds for different languages, promotions, and campaigns, as well as diverse creative.

    Quicker onboarding, more compelling campaigns

    Every marketer and salesperson knows you need to move quickly in order to stay competitive. The Uber Eats team wanted to onboard more restaurants and get data to channels like Facebook, Google, and Snapchat fast enough to create more compelling campaigns.
    Productsup made it easy for the Uber Eats team to standardize and edit their data in bulk. Thanks to our platform’s automated processes, they were able to significantly reduce time spent on manual tasks as well as their time to market.
    As a result, it’s now possible for Uber Eats to onboard restaurant partner data in a fraction of the time. They can even go a step further and leverage not just the restaurant data but also individual food products in their ad campaigns.

    "Productsup is the backbone of our ad automation infrastructure, now supporting a large portion of our performance marketing spend. As a global business, we rely on feeds to operate efficiently and Productsup allows us to easily manage this stack while creating ads that are relevant to users."
    Agathe Dixneuf, former Marketing Solutions Manager, Feeds at Uber Eats

    Error-free, A/B tested product ads

    Uber Eats wanted to take their strong results and make them even better. To achieve this, they needed to optimize product data as easily as any other kind of marketing data. They needed a simple, tried and true way to optimize their content for sales.
    So Uber Eats used the Productsup Dataflow, and its many smart editing options, to customize their product data. They leveraged our Data Crawler in order to retrieve status codes. In doing so, they were able to remove product images that were problematic, including those with 404 and 400 codes.
    They used A/B testing to locate the best performing variations of their data and use that information to drive better results. This meant they were able to create and run ads that drove the absolute best performance.

    "In 2020, we extended our catalog to include not only restaurants but also the items they offer. This unlocked the launch of new campaigns that drove a 40% drop in CPA versus our previous setup on Facebook."
    Agathe Dixneuf, former Marketing Solutions Manager, Feeds at Uber Eats

    Uber Eats decreased CPA on Facebook by 40%, by taking control of their product data and creating highly targeted, high performing dynamic ads. To get the rest of the story, read the complete case study here.

    New call-to-action