Getting customers to click on your ads is one thing — getting them to convert is another. User Targeted Promotions (UTP) on Zepto helps brands improve conversions by showing special discounts to specific users while they see your sponsored product ads.
Instead of offering the same discount to everyone, UTP allows brands to target different types of shoppers based on their behavior.
Who Can You Target?
With UTP, brands can offer customized discounts to:
- New User Targeting
- Targets customers who have not interacted with the listing in the last 90 days.
- Includes users who may have never interacted with or purchased the product.
- Useful for customer reactivation and acquisition.
- Competitor Targeting
- Targets customers who have interacted with competitor brand listings or are repeat customers of competitor brands.
- Since competitor selection is algorithm-based, we don’t have direct control over specific brands.
- It is recommended to align discounts with our selected competitor brands/SKUs.
- Retargeting (30, 60, 90 Days)
- Targets customers who have interacted with our brand’s products (Add to Cart, Click, or Purchase) within the specified lookback period.
- The 30-day retargeting window is the most commonly used.
- Note: The cohort includes customers who have interacted with any of our brand’s products during the selected period.(Even if we are running UTP for only Product A but the customer has interacted with Product B in the past this discount will become visible to the customer for the Product A.)
This helps brands nudge the right shoppers with the right offer, increasing the chances of conversion.
How It Works
Setting up UTP on Zepto is simple:
- Select User Targeted Promotions while creating your campaign
- Choose the user cohorts you want to target
- Set a discount percentage or fixed discount
- Launch the campaign
Eligible users will then see your sponsored product ad along with the targeted discount, making the offer more attractive.
Important Things to Know
- UTP runs separately from ads, so it must be paused from the Promotions portal
- The promotion continues until the end date, even if the ad campaign is paused
- Performance can be tracked through Ads Analytics or the Promotions portal
UTP doesn’t directly increase CPC, but better engagement from targeted discounts may lead to higher ad spend as campaigns perform better.
For brands advertising on Zepto, UTP is a powerful way to combine targeted discounts with sponsored ads and drive better conversions.
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