Misc.
What is a VK?
Virtual Kitchen - aka ghost kitchen, cloud kitchen, virtual brand....
Online presence only, no in-house orders.
What promotions target DashPass customers?
All non-delivery promotions (TMF, DDD)
Where do sponsored ads show up?
Carousels, search, categories
What customer bases do Smart Campaigns prioritize?
New and lasped customers
Where can you find anything and everything you need in this role?
AD WIKI HUB!
As of Apr'26 how much of the marketshare does DoorDash hold?
67%
(will accept 65-70%)
What is the fee structure for SXGY? I.E What does the Mx pay?
$ or % off promotion. The mx covers the consumer discount + a 99-cent marketing fee.
How do our ads differ from our competitors?
CPA model vs. CPC
Lower customer acquisition costs
ROAS reported differently due to CPA vs. CPC
How do Smart Campaigns differ from other standard promos?
Powered by AI tool; dynamic based on consumer behavior to increase conversions. The right offer, at the time time, to the right customer.
Ads and Promo Hub
What is THP and why is it important?
Take Home Pay
This is the profit a Merchant makes on DoorDash!
Describe our Order Again and Save promotion.
Target existing customers (i.e. ordered from their rx at least once) that have not placed an order in the last 6 months.
What are the top 3 things you can customize on an ad campaign (hint: what you need to set up the ad)
1. Target Audience (all, new, existing, lapsed)
2. Bid (automatic or manual bid)
3. Budget (weekly / daily budget)
What is the offer range of the customer discount on a Smart Campaign?
Most orders should see 15-25% off, based on merchants’ average order volume.
Where do you request funds from Deal Desk?
AD Deal Desk slack channel; use the workflow!
Explain why profit margins are higher on DD orders vs. in-house.
Removing fixed costs, only dealing with food costs. 30-40% profit margins on DoorDash orders when running sales math.
Keeps kitchen more efficient/less food waste at the end of the night
Essentially filling tables without taking up space in the restaurant
Describe our Happy Hour offer (when/how it's promoted and what are the parameters for a Mx to run)?
% off promo 2pm - 5pm (we can customize the DAYS this is offered but not the time, daypart must be FS)
Happy Hour Carousel
Discount must be higher than other active promos (25%+)
Name 2 benefits to running a Sponsored Listing?
Increased placement
Compete against similar competitors on DD
Increase likelihood of conversion from high-intent customers
Improve visibility within search and carousels
What benefit can Mxs expect from Smart Campaigns, on average?
Merchants that use smart campaigns see a 20% sales boost and 30% more new customers.
How can you pull Mx portal emails from multiple businesses?
Use the Managed Portal User MODE report.
What are 2 benefits to a Mx being DashPass-eligible?
What are 2 benefits to a DashPass Cx?
Access to power users (spend most time/money on platform and come with higher retention rates), marketed as a DP restaurant throughout the site, free delivery and lower service fees for customers which entice them to order, distance-based pricing, lower marketing fees at DP-eligible packages, get customer benefits when DD offers DashPass offers (5% back on PU orders, summer of dashpass, etc.)
Customers - free delivery, lower service fees, exclusive DashPass offers
2 part question 1) how do marketing fees work for BOGO? 2) how is this promoted throughout the site?
1 - mx covers cost of the item + 99-cents. (note - fee will look like menu price but Mx is realistically only covering the cost it takes to make the item = higher profit margins!)
2. Homepage banner, storepage banner, menu badging
Describe the bidding system.
Automatic = optimize their dollars so they are used more efficiently or flat amount which will submit the same bid for every customer interaction
Bid competes with others in same keywords. Mix of bid price and relevance to consumer. Allow 10 spots, "winners" get higher placement.
Mx will only pay the amount it took to win the bid.
What are 2 guardrails for the BOGO items on a Smart Campaigns?
A minimum of 5 items + 1 most ordered item is required for best performance.
Only select customers (~30%) will see a BOGO offer, for up to 3 menu items.
BOGO item price must be 15%–25% of the store’s AOV
What resource can you use for objection handling?
Objection Handling GPT