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Targeting Strategies on Zepto Ads
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Targeting Strategies on Zepto Ads
Growpreneur Blogs
Targeting Strategies on Zepto Ads
Introduction
Targeting is the foundation of success in Zepto Ads. Given the platform’s dynamic, hyperlocal, and inventory-driven nature, choosing the right targeting strategy can significantly influence visibility, conversion rates, and return on ad spend (ROAS).
🏙️ 1. City-Wise Targeting (Geo Targeting)
What It Is:
Allows advertisers to restrict or focus their campaigns to specific cities or delivery zones. Since Zepto is a quick-commerce platform, product availability and fulfillment capabilities vary by location.
Advanced Use Cases:
- Launching in top-tier metros first (e.g., Mumbai, Delhi NCR, Bangalore) to test market fit before pan-India rollout.
- Running exclusive city-wise discounts or influencer campaigns.
- Optimizing ad spend by excluding low-performing or low-inventory cities
- Prioritizing delivery zones where same-day delivery or loyal customers are available.
Optimization Tip:
Always sync your ad city filter with real-time inventory availability to avoid click wastage. You can also rotate budgets across cities based on daily sales velocity.
🔑 2. Keyword Targeting (SP Campaigns Only)
What It Is:
Keyword targeting is available only in Sponsored Product (SP) campaigns. Like Amazon, Zepto supports three match types: Exact, Phrase, and Broad, each with different reach and control levels.
• 🔍 Exact Match
What It Is:
Ads trigger only when the user’s search matches your keyword exactly, without any additional words.
Example:
You bid on “protein granola bar”, and your ad appears only when users search exactly that — no variations.
Pros:
- Laser-focused targeting
- High purchase intent
- Best for high-performing keywords
Cons:
- Limited reach
- Requires historical data to select right terms
When to Use:
After identifying top-performing keywords from broad/phrase campaigns.
• 🧩 Phrase Match
What It Is:
Ads show when the keyword appears in the same order within a longer query.
Example:
Keyword: “protein bar”
Ad may appear for: “best protein bar in India” or “cheap protein bar online”
Pros:
- Good balance between reach and relevance
- Helps discover adjacent user queries
Cons:
- Can still bring in semi-relevant queries
- Needs constant optimization
When to Use:
During mid-funnel campaigns where you’re expanding reach but still maintaining some control.
• 🌐 Broad Match
What It Is:
Ads show for related searches, synonyms, and reordered terms.
Example:
Keyword: “chocolate snack”
Your ad may show for: “snack with cocoa”, “healthy chocolate options”, “sweet bites”
Pros:
- Maximum reach
- Great for discovery and testing
- Identifies new keyword opportunities
Cons:
- Low relevance
- High chance of wasted spend if not managed with negatives
When to Use:
In initial testing phases or awareness campaigns.
✅ Negative Keywords
What It Is:
Blocks your ads from showing on irrelevant searches, saving budget.
Examples of Good Negatives:
- “free samples”
- “expired”
- “homemade”
- “bulk supplier”
Pro Tip:
Create a negative keyword list at campaign level and update it weekly based on search term reports
🗂️ 3. Category & Auto Targeting
What It Is:
These targeting options allow you to advertise based on broader product themes or platform intelligence rather than explicit keywords
• 🗃️ Category Targeting
What It Is:
Target users browsing specific product categories (e.g., “Breakfast Cereals”, “Snacking Bars”).
How It Works:
Zepto places your ads on category pages or when users browse/filter products under that vertical.
Pros:
- Great for product discovery
- Useful when launching a new SKU in a familiar segment
- No keyword setup required
Cons:
- Lower purchase intent than keyword targeting
- Can be too broad without product differentiation
Best Used For:
- New brand awareness
- Product categories with habitual purchasing behavior
• 🤖 Auto Targeting
What It Is:
Zepto’s algorithm determines the best placements based on product metadata (title, ingredients, price), historical data, and user behavior.
Pros:
- Quick to set up
- Great for early-stage learning
- Helps surface underutilized terms or placements
Cons:
- Lack of control
- Higher dependency on platform logic
- Limited transparency
Best Used For:
- New brand awareness
- Product categories with habitual purchasing behavior
📈 Bonus Tips for Optimizing Zepto Targeting
| Strategy | Recommendation |
| Combine Match Types | Start with Broad for discovery, then use data to scale Phrase and Exact |
| City Targeting Sync | Always match ads with real-time inventory/capacity by zone |
| Use Campaign Splits | Run separate campaigns per city or keyword theme for better budget control |
| Monitor Search Reports | Weekly tracking of search terms helps build negative lists and refine keywords |
| Layer Targeting | For SP campaigns, use keyword + geo targeting for precision |
Conclusion
To maximize Zepto ad performance, combine match types strategically and align city targeting with real-time inventory. Split campaigns smartly, monitor search reports regularly, and layer targeting for sharper precision. These tactics ensure better ROI and controlled scaling.
