Uber Brings Ad Operations In-House Managed Onboarding For A Smooth Transition

Ride-sharing company Uber operates in dozens of cities across the EMEA region. Uber EMEA was rapidly scaling its Facebook advertising while building its ad operations team. Uber needed help to audit and restructure hundreds of existing EMEA campaigns while maintaining smooth and efficient operations during the transition time.

How to consolidate campaign management, optimization, and reporting on a single platform without compromising performance?

Smartly.io was chosen as Uber’s exclusive Facebook Marketing Partner for the EMEA region. Smartly.io’s Managed Onboarding service type ensured that all campaigns were transferred to the platform smoothly. During this two month period, Smartly.io account managers restructured multiple existing Facebook campaigns into a new streamlined structure. All campaigns were rebuilt and relaunched under a new account, each with a newly optimized ad set structure

Smartly.io rebuilt the campaigns to focus on high reach audiences that were optimized with Facebook’s Optimized CPM (oCPM) bidding type. Uber had previously tested a variety of audience segmentation strategies, but as its product is popular among a large number of people, ad sets performed best when they were targeted to broad, general population audiences in each market. All campaigns were consolidated to use the minimum number of ad sets for eciency and ease of management.

The combination of a lightweight, in-house setup and Smartly.io’s platform drastically reduced the amount of manual work needed to manage campaigns.

About Company

Uber Technologies Inc. is a peer-to-peer ridesharing, food delivery, and transportation network company headquartered in San Francisco, California, with operations in over 600 cities worldwide.

Results

5-10% 

Higher Performance With A Stable Cost Per Signup (CPSU)

"As a fast-moving brand, Uber needed a
fast-moving FMP and Smartly.io has been just
that. Smartly.io was integral to shifting Uber’s
approach to Facebook, and optimizing the
setup of Uber’s ad accounts for the future.
They continue to provide exceptional support
even after the transition."

Andy Spry, Paid Social Lead (EMEA), Uber