Estratégia Completa para Delivery | Tráfego para Negócio Local

Summary

This video offers a strategy to boost conversion rates for food delivery businesses by optimizing Facebook ads. It emphasizes the importance of understanding customer behavior—people buy from brands they trust—and how an aggressive offer can reduce perceived risk for new customers. The speaker outlines a proven ad structure using carousels: a first card with an attractive offer, a second card showcasing a desire-inducing video, and a third card with social proof to build trust. The strategy highlights balancing low margins for new customers with the potential for high repeat business, making it a sustainable approach for growing a delivery business.

Takeaways

• 😀 Understand that customers are more likely to buy from businesses they trust, which is why new customers may hesitate to purchase from your delivery service.
• 😀 To boost conversion rates, reduce perceived risk for new customers by offering an aggressive discount or promotional price.
• 😀 The main objective of your ad should be to drive conversations, not just clicks, through WhatsApp. Focus on engagement, not just traffic.
• 😀 Use a strong offer in your ads to encourage first-time customers to try your product, like a substantial price discount or promotion.
• 😀 Avoid the 'Link Click' objective in your campaigns, and instead, use 'Maximize Conversations' to optimize for real engagement with customers.
• 😀 When setting up your ad, select 'Engagement' as your campaign objective and ensure the WhatsApp messaging option is enabled.
• 😀 Segment your audience by location and age. For lower-ticket items, you can target a broader age range, but for higher-ticket products, narrow it down to older demographics.
• 😀 Use carousel ads to present your offer, followed by a video that creates desire, and finally, social proof to reduce skepticism and build trust.
• 😀 A well-crafted carousel ad should include: 1) An aggressive price offer, 2) A desire-building video, and 3) Proof of customer satisfaction (social proof).
• 😀 Adjust your campaign settings to ensure all ads are approved and launched simultaneously to give each ad an equal chance of performance.
• 😀 Focus on building long-term customer retention. Even if your first sale is at a lower margin, recurring purchases will provide the ultimate ROI as customers become repeat buyers.

Q & A

What is the primary reason for low conversion rates in delivery ads?

The primary reason for low conversion rates is that customers tend to buy from businesses they already trust. Even if your ad sparks desire, they often end up purchasing from a competitor they are familiar with, which results in your ad essentially serving as a sales tool for your competition.

How can a business overcome this trust barrier when running ads for new customers?

To overcome this trust barrier, businesses should offer an **aggressive discount or promotion** in their ads. This helps reduce the perceived risk for new customers, encouraging them to try the product despite not having prior experience with the brand.

Why is offering a significant discount important for cold traffic?

Offering a significant discount helps to reduce the customer's perceived risk, making them more likely to purchase from a new brand. It creates an immediate incentive to try the product, despite not knowing the brand’s reputation or quality.

What is the most effective ad objective for a delivery service using WhatsApp?

The most effective ad objective for a delivery service using WhatsApp is **Engagement**. This objective helps maximize the number of conversations with potential customers, ensuring more interaction and ultimately higher conversion rates.

What is the difference between optimizing for clicks vs. optimizing for conversations?

Optimizing for clicks can drive traffic but may not lead to meaningful interactions or sales. On the other hand, optimizing for conversations ensures that the ad delivers to people more likely to engage and inquire, ultimately increasing the chances of conversion.

What targeting strategies should be used for food-related delivery businesses?

For food-related businesses, **open targeting** is recommended, where you target people within a specific geographic area. You should segment by age and gender, but avoid overcomplicating with narrow targeting. It’s best to keep the audience broad to maximize reach.

How does the choice of ad placements affect ad performance?

Choosing **automatic placements** allows Facebook to deliver the ad across the most effective platforms, optimizing for the best results over time. Once enough data is collected, you can choose **manual placements** based on where your ads perform best.

Why is the customer's recurring behavior crucial for a delivery service's success?

Customer recurrence is key because food delivery businesses often rely on repeat orders. If you convert a customer with an attractive offer, they may return and purchase again without additional marketing spend, leading to greater lifetime value and sustained profits.

What is the recommended format for an effective carousel ad?

A successful carousel ad for a delivery business should have three cards: 1) The first card displays the **aggressive offer** with the discounted price, 2) The second card features a **desire-triggering video** of the product, and 3) The third card showcases **social proof** with positive reviews and testimonials.

How can businesses measure the success of their ad placements over time?

Businesses can measure the success of their ad placements by reviewing campaign data, focusing on which platforms and ad placements generate the most conversions. Once the data is available, they can shift to manual placements, selecting the most effective ones for their target audience.