Domino's Pizza: An analysis with enormous findings

Goal: Find low-hanging fruits inside the ad account and let more people buy Pizza through the ads!

Let's start with something hot.

Imagine you are selling pizza to a pizza-hungry population.

When do you think this pizza-hungry population is hungry for pizza?

Option 1: The crack of dawn, 10:00 AM

Option 2: Evening, 7-8 PM

We vote option 2: in the evening.

And that's exactly what the numbers told us too. Thousands of percent difference in the number of orders.

And what surprised us: Meta placed MOST BUDGET IN THE MORNING. Bidding went up, the algorithm just couldn't understand why no one was buying? Money wasted.

What can be done about this? Activate total budget and then schedule ads.

The result can be many extra sales per day for 0kr extra.

We also found: Rather show the sales ads to the audience that buys!

The ads were shown to both men and women. Men bought up to 75% more, and were a more profitable target audience for the product.

The result can be up to 75% more sales, at a lower CAC.

Last but not least, age groups:

Several ages sold, but 25-34 gave far more sales, at a much cheaper price.

Proposed: Change the targeting to only this age group

But, now the brand becomes IRRELEVANT to everyone except the most profitable target audience?

No. Top of funnel and engagement campaigns still pump out content to the whole gang. No one is excluded from the great marketing, the only change is that a sales-ready person sees a sales message, and an engagement-ready person sees an engagement message.

It is important to understand the different parts of your target audience, and divide them into clear audiences.

Also important is to have a broad targeting in Norway as it is a small market compared to e.g. the USA and England. All these factors work together in good synergy.

Do you have any questions, or want to work with us? Do not hesitate to send us a message on LinkedIn, or email us at hei@curve.no