Getting up Close and Personal with Facebook DPA

Ever wondered how the ads on Facebook can, at times, feature products you have recently looked at on a website?

Welcome to the world of Facebook DPA (Dynamic Product Ads).

Dynamic product ads are no longer a product of the future. However, as far as the ecommerce market is concerned, you simply need to be using Facebook DPA to keep up.

As we move towards a market where personalisation is becoming more of a focus, it’s important to recognise the significance of increasing relevancy for the customers of our brands.

That said, we’ve been using Facebook remarketing for quite some time at Latitude.

In fact, we first began utilising dynamic product ads for one of our largest travel clients in the MENA region. This involved retargeting users who had made a flight search in the last seven days, but hadn’t converted – all in an attempt to drive a consistent flow of sales from Facebook.  

This retargeting strategy would help to keep our client’s brand at the forefront of the user’s mind during the decision-making process.

Feeds were created in both English and Arabic to power the ads, enabling us to provide users with relevant content such as their flight search with corresponding creative, dates and pricing.

Tags were then placed on the site to capture cart information such as route, dates and pricing. This would ensure our feeds and tags matched, and that we could create different remarketing pools.

Over time, our retargeting threshold reduced to five days as we saw a significant drop-off in conversion rates on users that were exposed after the fifth day.

The results spoke for themselves…

  • ROI was 66x higher vs dynamic display ads promoting the same routes – showing that Facebook is a powerful platform in a customer’s purchase journey, and even further up the funnel than Display. With the latest daily usership stats showing that an average person spends 35+ minutes on Facebook per day, this may not come as a surprise to some.
  • ROI was almost double the rate when compared to static remarketing banners promoting similar routes.

We experienced a significant drop in the cost per sale with DPA CPS being 86% lower vs similar static creative Facebook campaigns, indicating that users really do respond to personalisation.

Testing this theory on different industries – we also had a similar outcome for one of our luxury retail clients.

Given our insights from the conversion journey for retail, we set our remarketing pool to those who viewed or added those products to cart in the last 14 days, but didn’t purchase.

  • We found CPS was 79% lower vs static remarketing banners.
  • ROI was almost triple the rate when compared to static remarketing banners, while conversion rate followed the same trend at 5x higher than static remarketing.

Our brief conclusion?

Well, DPA remarketing outperforms static remarketing banners – which may be due to the level of personalisation this format allows you to achieve as a brand.

With an oversaturation of advertising in the marketplace, it’s vital to find a way to stand out to your audience.

The thing is, when all said and done - the best way to stand out might be as simple as just being relevant...

 

March 13, 2018|

About the Author:

Anita Greenfield