unlocking revenue behind facebook dynamic product ad
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Host
SusanaCipriotaAutoma)ngData-DrivenFacebookAdsforEcommerceSitesSANFRANCISCOBAYAREA|INTERNET
Co-FounderandVPofProduct&Partnerships@FunnelyOnlineMarketer,TechEntrepreneurandMastergraduatewithbroadexperience(+11years)inallaspectsofrunningatechcompany.FormeremployeeatHewleU-Packard,GlobantandReader’sDigest.MomofSimona.
[email protected]&IG:@tulicipriota
CURRENT:FUNNELYPREVIOUS:HEWLETTPACKARDEDUCATION:STANFORDUNIVERSITYGRADUATESCHOOLOFBUSINESS
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Agenda:UnlockingRevenueBehindDPA
DPA Overview
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HotTips
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Facebook Funnel
CaseStudyRequirements
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DPAOverview
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DPAOverview
*Scale*Cross-Device*High-relevant
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DPARequirements
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FacebookBusinessAccount01.
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FacebookPixel02.
• Measure
• Buildaudiences
• Op)mize
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Facebookeventsmanagementoverviewformeasuringandcustomaudiences
TIP:MandatoryeventsforDPAareonly3:• ViewContent• AddToCart• Purchase
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3.ProductCatalog
TIP:Besidesthemandatoryimagelinkoftheproduct,includemul7pleimagesofpeopleusingyourproducttoboostperformancewiththeop7onalParameter:addi7onal_image_link
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ProductCatalogExample
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ProductCatalogExample
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ProductSets
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TIP:EnsureeachProductSethasagoodnumberofyourwholeProductCataloginpercentageotherwisedeliveringwillbeaffected.
CreateDPACampaign
TIP:NotavailablethroughAdsManager.PEorFacebookMarke7ngPartner
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TIPS!
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TargeNngwithDPA
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HowtowiderDPAaudiences?Feedthefunnel!
TIP1:Createatop-funnelcampaigntoaHractqualifiedleadstoyoursite.CreateaLookalikeaudiencebasedinyourclients.EnsureyoudrivethemdirectlytoProductpage.
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HowtosettheDPABudget?
CustomAudienceSizevsDelivery
TIP:IfDPAdailyadspendisnotbeingconsumed,re-allocatead-dollarsonTop-funnelcampaigns.
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HowshouldIselectDPAbestBidding?
TIP!
*CPMifSmallaudience(lessthan100K)
*CPCifAudience>100K
*CatalogSalesif15conversionsperday
CPMLink-Click:FacebookwilldeliveryouradstopeopleasmanyNmesaspossible.
CPCLink-Click:Facebookwilldeliveryouradstopeoplewhoaremorelikelytoclicktheoffsitelinkinyourad.
ProductCatalogSalesLink-Click:Facebookwilldeliveryouradstopeoplewhoaremorelikelytoengagewithproductsinyourcatalog.
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ContentFormats
Carousel1:1aspectra)oimages(600x600px)
SingleProduct1.91:1aspectra)oimages(1200X630)
TIP:BasketabandonersconvertsinahigherratewithSingleproductthanCarousel
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CarouseladsdrivingtraffictoDPA
TIP:UseCarouseladstopushleadstoyourbestsellerproductsandthen,retargetthemwithDPA.Pts!Videocarouseladsareavailable!
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PlacementsRightHand
MobileDesktop
TIP:SplitplacementsintodifferentadsetssoyoucanwinbeHerbidsinsideeach.
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AudienceNetworks
CaseStudy
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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
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FacebookAdsFunnelApproach
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1.FacebookAdsSalesFunnelApproach
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LowerCPA
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