David Bridges
Facebook has introduced “collaborative ads” for local delivery globally to help restaurants and grocery stores give people more ways to shop and order.
These ads allow local businesses and consumer packaged goods brands to create awareness for their products next to options for people to order those same products from a local delivery service.
This makes it easier for consumers to purchase the grocery items they need or their next meal when they discover it. Collaborative ads local delivery also only shows products in stock with up-to-date pricing so what consumers order is available and at the right price.
Knowing how much shoppers prioritise convenience today, brands and retailers can now use collaborative ads local delivery to meet their customers where they are, available on Facebook and Instagram. The partnership between consumer-packaged goods brands, grocers, local restaurants and delivery providers helps create targeted, local interest for their products on Facebook and Instagram.
Meta has also provided tips for brands to partner with retailers and choose the right objective, including using the Catalogue Sales objective for lower-funnel activities such as retargeting and high-intent targeting; using the Conversion objectives for prospecting activities such as targeting first-party audiences and general demographics that are important to your business.
It also suggests brands to monitor their campaign performance to see how their collaborative ads are performing, followed by making campaign setup changes that align with what’s working best. Meta also suggests to negotiate access to premium options based on brands’ business needs for collaborative ads with their retail partners. Premium options by collaborative ads include extended audience retargeting, basket insights and retailer customised audiences.
Fast food chain Wendy’s has started using collaborative ads local delivery, according to the release. It also created a campaign aimed at reaching consumers who had shown previous interest in their products on Grubhub to drive high value conversions.
“Collaborative ads have helped us unlock the ability to directly optimise and measure conversions from our delivery consumers. As we continue to grow our presence in the digital space, opportunities like collaborative ads are where we are looking to activate, as it allows us to strengthen our partnerships with our delivery providers, as well as our consumer,” said Kristin Tormey, manager of social media & gaming of The Wendy’s.
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