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Understanding Delivery App Advertising Options (The Basic Concepts)

Tap a step to follow along in order.

  1. Understand the types of ad products

    Most delivery platforms offer a mix of ad types with different pricing models β€” commonly a flat-fee option for area-based visibility, and a commission-based option tied to ranking.

  2. Understand how visibility differs

    Flat-fee ads typically show your listing to everyone browsing a set area for a fixed price, while commission-based ads charge a percentage per order and rank listings based on performance or bid.

  3. Set an advertising budget

    Decide upfront how much ad spend you can sustainably afford relative to your revenue, and it's safer to start small and adjust based on results rather than committing a large budget immediately.

  4. Choose the ad type that fits your situation

    A new restaurant with little visibility may benefit most from broad, flat-fee exposure, while an established restaurant with existing regulars might get more value from ranking-based ads.

  5. Check ad performance regularly

    Review metrics like impressions and order conversion in your merchant portal's ad dashboard periodically, and adjust your ad mix if the numbers aren't working for you.

  6. Why this matters

    Understanding how ad pricing actually works helps you increase visibility efficiently without wasting budget on the wrong ad type.

Ad product names and pricing change often

Specific ad product names, pricing models, and rates are set by each platform and can change at any time with policy updates. The goal here is understanding the underlying concepts β€” flat-fee vs. commission-based β€” rather than memorizing current product names, since the accurate, current details always live in your platform's own advertising page.

Consider pairing platform ads with other marketing

Delivery app ads work well alongside promotion through other channels. Building an active presence on social media, for example, can bring in orders that platform ads alone wouldn't reach, and the two together tend to compound.

Frequently Asked Questions

Will I get zero orders if I don't advertise at all?

You can still receive orders without ads, but you may be at a disadvantage in search and listing visibility against competitors who do advertise, which is why many restaurants run at least some level of advertising.

How does ad spend get deducted?

Depending on the ad type, cost may be deducted directly from your payout or billed separately, so it's worth reviewing the specifics alongside your payout structure in the merchant portal.