Virtual neighbourhoods leveraging automation to scale Paid Search for Deliveroo

Automating and implementing accurate geo-targeting across 13 internal marketing and thousands of individual neighbourhoods is what Byron Tassoni-Resch (former Head of Search Engine Marketing at Deliveroo) worked on for 6 months when he joined to lead the Paid Search team at Deliveroo back in 2018. Deliveroo had the challenge of wanting to grow whilst facing aggressive competition and making performance marketing more efficient. On the lookout for a new way to geo-target and automate campaign creation, the Paid Search team decided to stop its usual process of launching campaigns and focused on finding a solution. Tune in to see how Byron and team used Paid Search, Data Science and Engineering to solve Deliveroo's complex geo-targeting challenges.