Grocery delivery apps have been around for quite some time, but during the height of the pandemic, the industry boomed as millions of new customers had common household items delivered rather than risking a trip to the grocery or corner store. However, even those most consumers are out and about again, the ease and convenience of grocery delivery apps, such as Gopuff, remain incredibly appealing to consumers who have become accustomed to having their favorite snacks and household products delivered right to their doors.
And for brands that list products on apps like Gopuff, advertising is key to both acquiring new customers and letting loyalists know their products are available. Winning the top spots in product listings and search results can mean the difference between claiming your brand’s share of voice in the space and missing out on a sale.
Here’s everything you need to know to get started with GoPuff advertising.
What is Gopuff?
Gopuff was founded in 2013 by two college students at Drexel University, Yakir Gola and Rafael Ilishayev, who wanted to make it easier to get convenience store items, like snacks and other supplies, without having to make the inconvenient trip to a corner store. Since then, the service has grown exponentially, delivering about 3,000 different products twenty-four hours a day, seven days a week to more than 650 cities around the U.S.
To select items, Gopuff customers simply use the platform’s website or mobile app (available for both iOS and Android) to enter their delivery address and then browse through thousands of available products, which are housed in warehouses and ready to ship, for delivery within a matter of minutes, getting helpful text message updates for each step of the process from order to delivery.
How does Gopuff advertising work?
According to the company’s website, Gopuff advertising allows partners to “promote your products in Gopuff’s consumer shopping experience across both app and web and track the performance of those products directly within the platform.” In addition, Gopuff advertising “allows brand partners the unprecedented ability to promote individual products on the site.”
Like other grocery delivery apps, such as Instacart, Gopuff advertising allows brands to recommend products on a cost-per-click (CPC) basis. Advertisers can pause campaigns at any time and are not charged if the advertised product is unavailable or out of stock. A Gopuff Advertising account can be set up within 15 minutes, and campaigns can be set to go live at future dates, so advertisers can plan ahead around product launches, promotions, and seasonal offerings.
Gopuff advertising has a new Instant Sampling Program for brands to trial versions of their products
What types of ads does Gopuff offer?
There are two types of Gopuff ads: Sponsored Product Ads and Sponsored Search Ads.
Sponsored Product Ads appear either on the endcap, carousel, or shelf of product listings. For example, if a user is browsing the “cleaning” section of Gopuff, Sponsored Product Ads situated in the endcap would appear as the top row of results. In the “Dish Soap” subcategory, a brand partner’s product is located in the top left “shelf” spot. These ads are sold based on bids, much like similar ad offerings from companies like Amazon.
The second type of Gopuff Advertising, Sponsored Search Ads, is sold based on keyword bids, also like Amazon or InstaCart bids. Sponsored Search Ads appear at the top of related searches, so a search for “dish soap” would yield the winning bidder’s product right at the top of search results for that keyword, appearing like a regular product listing but marked in the upper left-hand corner with a small tag identifying the listing as an ad.
What products should you list with Gopuff advertising?
Gopuff lists hundreds of results for each category, sub-category, and search term, and most brands that list their products on the app will likely not make those top spots organically. So unless brand loyalists actively seek out a product on the app, chances are they will not scroll through dozens of results seeking out a new product.
Gopuff Advertising offers the perfect opportunity to help shoppers in the discovery phase of the buyer’s journey. Using Gopuff ads to win those all-important top spots in both categories and search is an excellent way to turn casual shoppers into brand loyalists. Additionally, when listing new products on the app, taking those top spots is crucial for a successful launch.
Seasonal items should also get a boost during the times that shoppers are most likely to order. For example, launching a campaign around hot cocoa when the weather gets chilly is a great way to introduce a new product to shoppers who may be unfamiliar with or remind fans of what they love about a brand.
Getting started with Gopuff advertising is a simple way to make sure your product stays top-of-mind on the digital shelf!
Skai’s Retail Media solution for Gopuff and 30+ other retailers.
As part of Skai’s omnichannel marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimization capabilities, our unified platform allows you to manage campaigns on 30+ retailers including Amazon, Walmart, Target, and Instacart all in one place.
For more information or to see our cutting-edge Retail Media solution for yourself, please schedule a brief demo today!
