unlocking revenue behind facebook dynamic product ad

1

Host

SusanaCipriotaAutoma)ngData-DrivenFacebookAdsforEcommerceSitesSANFRANCISCOBAYAREA|INTERNET

Co-FounderandVPofProduct&Partnerships@FunnelyOnlineMarketer,TechEntrepreneurandMastergraduatewithbroadexperience(+11years)inallaspectsofrunningatechcompany.FormeremployeeatHewleU-Packard,GlobantandReader’sDigest.MomofSimona.

susana@funne.lyTW&IG:@tulicipriota

CURRENT:FUNNELYPREVIOUS:HEWLETTPACKARDEDUCATION:STANFORDUNIVERSITYGRADUATESCHOOLOFBUSINESS

2

Agenda:UnlockingRevenueBehindDPA

DPA Overview

01

HotTips

02 03 04 05

Facebook Funnel

CaseStudyRequirements

3

DPAOverview

4

DPAOverview

*Scale*Cross-Device*High-relevant

5

DPARequirements

6

FacebookBusinessAccount01.

7

FacebookPixel02.

•  Measure

•  Buildaudiences

•  Op)mize

8

Facebookeventsmanagementoverviewformeasuringandcustomaudiences

TIP:MandatoryeventsforDPAareonly3:•  ViewContent•  AddToCart•  Purchase

9

3.ProductCatalog

TIP:Besidesthemandatoryimagelinkoftheproduct,includemul7pleimagesofpeopleusingyourproducttoboostperformancewiththeop7onalParameter:addi7onal_image_link

10

ProductCatalogExample

11

ProductCatalogExample

12

ProductSets

13

TIP:EnsureeachProductSethasagoodnumberofyourwholeProductCataloginpercentageotherwisedeliveringwillbeaffected.

CreateDPACampaign

TIP:NotavailablethroughAdsManager.PEorFacebookMarke7ngPartner

14

TIPS!

15

TargeNngwithDPA

16

HowtowiderDPAaudiences?Feedthefunnel!

TIP1:Createatop-funnelcampaigntoaHractqualifiedleadstoyoursite.CreateaLookalikeaudiencebasedinyourclients.EnsureyoudrivethemdirectlytoProductpage.

17

HowtosettheDPABudget?

CustomAudienceSizevsDelivery

TIP:IfDPAdailyadspendisnotbeingconsumed,re-allocatead-dollarsonTop-funnelcampaigns.

18

HowshouldIselectDPAbestBidding?

TIP!

*CPMifSmallaudience(lessthan100K)

*CPCifAudience>100K

*CatalogSalesif15conversionsperday

CPMLink-Click:FacebookwilldeliveryouradstopeopleasmanyNmesaspossible.

CPCLink-Click:Facebookwilldeliveryouradstopeoplewhoaremorelikelytoclicktheoffsitelinkinyourad.

ProductCatalogSalesLink-Click:Facebookwilldeliveryouradstopeoplewhoaremorelikelytoengagewithproductsinyourcatalog.

19

ContentFormats

Carousel1:1aspectra)oimages(600x600px)

SingleProduct1.91:1aspectra)oimages(1200X630)

TIP:BasketabandonersconvertsinahigherratewithSingleproductthanCarousel

20

CarouseladsdrivingtraffictoDPA

TIP:UseCarouseladstopushleadstoyourbestsellerproductsandthen,retargetthemwithDPA.Pts!Videocarouseladsareavailable!

21

PlacementsRightHand

MobileDesktop

TIP:SplitplacementsintodifferentadsetssoyoucanwinbeHerbidsinsideeach.

22

AudienceNetworks

CaseStudy

23

CaseStudy

Country:Campaigndays:

TotalROI:DPA:

Singapore5(Jan20-Jan25)27X!!!!!!!56%ofRevenue

FunnelLevel Adspend % Revenue % ROI Reach

Awareness:LeadGenera)on 696 69% 8,808 31% 11X 81,485

Considera)on:HomepageVisitorNurture 15 2% 0 0% (1X) 280

Preference:ProductVisitorsNurture 208 21% 16,180 56% 80X 5,674

Purchase:ShoppingCartAbandonersAc)va)on 47 5% 3,566 12% 7X 870

Loyalty:ClientsReten)on 44 4% 134 0% 2X 269

Total 1,013 100% 28,689 100% 27X 88,578

24

FacebookAdsFunnelApproach

25

1.FacebookAdsSalesFunnelApproach

26

LowerCPA

27

Thankyou!

Ques)onsto:susana@funne.ly

28