Swiggy acquires new transacting users efficiently using custom bidding on DV360

Challenge

Swiggy is one of India’s leading on-demand convenience platforms. They strive to maximize efficiency through performance marketing and are the frontrunners when it comes to digital marketing innovation. They were looking for new solutions to drive more new users via their app and acquire quality customers at an efficient cost of acquisition.

Approach

Swiggy started using Custom Bidding on DV360 in addition to their existing bidding strategy for new user acquisition as a solution to find new users who place the first order on their app
They built a customized script for DV360 bidding algorithm by providing a higher weightage to the first order goal followed by app install floodlight goal
Then they ran an A/B test along with the legacy campaign on auto-bidding

Testimonial

“Custom bidding has helped us drive better performance marketing efficiency by using data-driven signals & scripts enabled bidding in acquiring new users at a lower cost. We now feel more empowered to run our media campaigns efficiently at scale on DV360.”