Retail Media is exploding right now, and there are so many partners for marketers to choose from Amazon, Walmart, and Instacart, just to name a few. As the biggest retailers become ever more crowded, it is important for advertisers to not only explore their options but understand exactly where they are most likely to find their target audiences. The key to winning with retail media is to truly understand each retailer, as well as exactly how those retailers can best be used in your online sales strategy.
Today, let’s take a look at Gopuff Ads, a simple, convenient idea bringing snacks, grocery store staples, and more to an ever-growing customer base.
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.
What are Gopuff Ads?
For advertisers, Gopuff offers a range of options for keeping products top-of-mind during the search and ordering stages of their buyer journey. Gopuff Sponsored Products Ads put products either in the category position, sub-category, or shelf. Sponsored Search Ads mean that advertisers are the first to appear in the results for a given search.
And according to Gopuff, advertising campaigns can be created in as little as 15 minutes, with scheduling features to plan when campaigns go live and measures in place to ensure advertisers aren’t charged for ads delivered for out-of-stock items.
Gopuff works on a standard PPC (pay-per-click) model, meaning that advertisers bid on keywords and then pay only for ads that are served. So, for example, if your brand wants to reach audiences in the mood for snacks, setting a bid for terms like “chocolate chip cookies” would ensure that your ad finds exactly the right customer at the moment they’re searching for your product.
In order to measure how well your ads are doing, Gopuff advertising offers a “Campaigns” dashboard. This dashboard provides standard campaign metrics, such as setting for maximum bids, conversion information, impression measurement, and CPC, or the cost-per-click of each ad served. And like other ad platforms, Gopuff provides a color-coded indicator of how well ads are doing: campaigns winning less than 20% of their bids are shown in red, and orange means that campaigns are winning 20-50% of bids.
For advertisers having a difficult time finding the right keywords for their products, Gopuff advertising also has tools to help stay competitive in the keyword selection and bidding process.
What kind of brands can benefit from Gopuff Ads?
Most of the shoppers searching for products on Gopuff are looking to get them right away, instead of the standard 2-day wait for Amazon products. That being said, Gopuff offers a much more comprehensive range of products than the typical convenience store. For example, in addition to national brands of snack foods, many cities serviced by Gopuff also offer “Local Favorites,” such as locally made ice creams or candy. Additionally, Gopuff provides items like cleaning supplies, grocery-type fare, and, in some areas, alcohol delivery. Other Gopuff staples are school supplies, pet products, and pharmacy items.
For grocery, food, beverage, or even brands selling items more commonly found in pharmacies, Gopuff is an ever-growing means of reaching audiences who simply don’t want to wait on deliveries from larger platforms like Amazon and Walmart but also don’t want the hassle of searching multiple retailers for a wide range of items. While Gopuff may have started as a college campus delivery service (and continues to appeal to younger demographics) in the past few years, the brand has also grown in popularity among parents and young professionals, growing by triple digits year over year and quickly becoming a favorite of investors, even in a crowded market.
Over the course of the pandemic, delivery services have become a booming business. And even as giant third-party platforms have become crowded with sellers, opportunities like Gopuff advertising still abound to reach new audiences in a multitude of simple, cost-effective ways.
Gopuff Ads + Skai’s Retail Media solution
“We’re thrilled to partner with Skai to make it easier for our brand partners to target customers both on and off the Gopuff platform,” said Andrew Breman, Gopuff VP Media Revenue. “Gopuff has a unique ability to deliver to customers around the clock – and deliver on their wants and needs in just a few minutes, enabling brands to quickly capitalize on their media.”
As part of Skai’s intelligent 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 Gopuff, of course, but also Amazon, Walmart, Target, and Instacart all in one place.
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