Researching Search Trends For SkipTheDishes

Sep 2017

Excerpts from an original article written By Google- "Research, reach, and revenue: How 3 Canadians startups grew with digital"

SkipTheDishes didn’t get its start in Silicon Valley, Montreal, or Toronto. No, the online food delivery platform got off the ground in Winnipeg, and now it’s a highly successful food delivery player in Canada and the U.S. Midwest.

How did SkipTheDishes pull that off, especially in the stuffed-to-the-gills food delivery space? By looking at the data.

With the help of its agency Tribbute, the startup monitored search trends to uncover untapped and underserved markets across Canada. Knowing which markets were searching for food delivery the most—at what times and on which days—allowed the company to prioritize high-potential, smaller-market geographies before it rolled out to more populated areas. The startup’s search and display campaigns were targeted to customers who lived within narrow delivery zones, and ads were served at optimal hours throughout the day. Google data and AdWords tools also helped it find new customers and people more likely to convert.

“No charge tools like Google Trends helped us unlock opportunities and find market gaps that were the foundation for our early growth plan.”‍
These efforts to find high-value customers paid off quickly—and helped the company set itself up for long-term success. The initial campaign drove a 73% increase in web traffic from Adwords between Q1 (January March) and Q2 (April–June). After seeing what worked in the smaller markets, the startup expanded to serve more than 40 new markets in less than four years.

"We had to be scrappy and nimble since day one. No charge tools like Google Trends helped us unlock opportunities and find market gaps that were the foundation for our early growth plan,” said Andrew Chau, co-founder of SkipTheDishes.

Source: https://www.thinkwithgoogle.com/future-of-marketing/digital-transformation/research-reach-and-revenue-how-3-canadians-startups-grew-digital/

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