Quick commerce platform Zepto has introduced important updates to its advertising campaign structure, giving brands more control over where their ads appear and how they drive conversions. These changes focus on improving performance, precision, and return on investment (ROI) for advertisers on the platform.
Key Campaign Updates
1. Cross Category Ads Move to CPC Model
Zepto is replacing its existing CPM-based Cross Category campaigns with Product Listing Ads – Cross Sell, a new subtype under Sponsored Products. Unlike the previous model, these campaigns now operate on a Cost-Per-Click (CPC) basis.
The new format introduces bid multipliers for Search Page, Product Page, and Cart Page placements, allowing advertisers to strategically increase bids where customers are most likely to convert.
2. Sponsored Products Upgraded to Upsell Ads
Current Sponsored Products campaigns will transition to Product Listing Ads – Upsell. While the core functionality remains the same, advertisers will now gain additional control through bid multipliers for Top Picks and Product Detail Pages.
Why This Matters for Advertisers
These updates allow brands to optimize ad visibility across key stages of the shopper journey. Instead of a one-size-fits-all bidding strategy, advertisers can now prioritize high-intent placements where purchase decisions are more likely to happen.
By strategically adjusting multipliers, brands can increase contextual visibility, improve conversion rates, and ultimately maximize their overall ROI.
As quick commerce continues to evolve, such improvements signal a shift toward more performance-driven retail media ecosystems, where advertisers have better tools to control outcomes and scale efficiently.
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