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How to structure Facebook DPA campaigns

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Dynamic remarketing is the key to success in Facebook performance marketing. It allows you to reach the relevant audience with tailored message. Usually, you target the user in the last part of his buying process which makes DPA the best performer in terms of ROI. These are best practices for DPA campaign structure.

 dpaen
First, let’s take a look at how you can use Dynamic Products Ads on Facebook. This article is only about remarketing although e.g. ROI Hunter can create dynamic ads also for a new audience. There are several ways how to use DPA and you can customize it if your IT guys can play with Facebook Pixel. These are the basic events we’ve used since ever:
  • ViewContent for product detail view,
  • AddToCart for adding product to cart and
  • Purchase for… guess what!
 
If you are a creative guy you go even further and send more information in Facebook pixel:
  • Search for displaying the product in the search results,
  • AddToWishlist for another user action connected with a product (like on social networks, send via email etc),
  • or new event ViewCategory for displaying products in category detail.
 
These advanced events are not available in Power Editor interface but if you can use Excel export or API you can do it!
 
For each of these events, you want to set up a time frame for which a user will be targeted. I am being asked what is the best time frame you should use. As usual, the answer is “it depends”. In general, it depends on a length of purchasing process in your store. It will be different for a grocery store and luxury handbag e-boutique. You can use Path Length report in Google Analytics (Conversions -> Multi-Channel Funnels) to see what is the most important time-frame for your business.
 
Usually, with e-commerce clients I use 3 segments:
  • 1 day,
  • 2-3 days,
  • 4-7 days.
 
This is the sample structure for ViewContent event:
Ad Set Name
Targeted Audience
Excluded Audience
ViewContent_1day
users who visited product detail in past one day
ViewContent_2-3days
users who visited product detail in past 3 days
users who visited product detail in past one day
ViewContent_4-7days
users who visited product detail in past 7 days
users who visited product detail in past 3 days
 
This is the way how I can achieve correct targeting without an overlap. But! I didn’t include other events what I should have done. Because I want also target users who added products to cart (because they are highly relevant to me and I want to set up high bids for them) and users who only viewed the products on a category level. This is very important for stores with low traffic which are facing low delivery of ViewContent DPA. At the same time I want to exclude all users who recently bought anything from me.

 

In total I’ll have 9 Ad sets:
Ad Set Name
Targeted Audience
Excluded Audience
VievCategory_1day
users who saw the product in category page in past 1 day
users who visited the product detail in past 7 days,
added product to cart in past 7 days,
buyers in past 7 days
ViewCategory_2-3days
users who saw the product in category page in past 3 days
users who saw the product in category page in past 1 day,
users who visited the product detail in past 7 days,
added product to cart in past 7 days,
buyers in past 7 days
ViewCategory_4-7days
users who saw the product in category page in past 7 days
users who saw the product in category page in past 3 days,
users who visited the product detail in past 7 days,
added product to cart in past 7 days,
buyers in past 7 days
ViewContent_1day
users who visited the product detail in past 1 day
added product to cart in past 7 days,
buyers in past 7 days
ViewContent_2-3days
users who visited the product detail in past 3 days
users who visited the product detail in past 1 day,
added product to cart in past 7 days,
buyers in past 7 days
ViewContent_4-7days
users who visited the product detail in past 7 days
users who visited the product detail in past 3 days,
added product to cart in past 7 days,
buyers in past 7 days
AddToCart_1day
added product to cart in past 1 day
buyers in past 7 days
AddToCart_2-3days
added product to cart in past 3 days
added product to cart in past 1 day,
buyers in past 7 days
AddToCart_4-7days
added product to cart in past 7 days
added product to cart in past 3 days,
buyers in past 7 days
 
These 9 ad sets would be different in max bid I offer. Of course, it would  depend on the performance but in general we can say that bid will increase as you read the table down. Users who added a product to cart showed high engagement comparing to users who just saw a product on a category page. Don’t forget to exclude all your buyers – not only users who purchased that particular product but all buyers. When looking for a new mobile phone you usually visit more than one product that’s why you want to exclude Website Custom Audience of all buyers not only users who purchased that particular product.
 
There might be many ways how to structure your DPA campaigns. It should be different for different-size-businesses but you can use this article as an inspiration about how you should think about it. If you have any questions or feedback, please leave it in the comments bellow.
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Lukas

Senior Account Strategist - MENA at ROI Hunter
Digital marketer from Prague, Czech Republic. He’s managing $1,000,000 budget of ROI Hunter clients in Dubai. Aside marketing he loves beach volleyball as well as other sports and traveling.

Latest posts by Lukas (see all)

  • Lukáš Václavek

    Ahoj,
    jaká optimalizace přináší nejlepší výsledky? Nevíš jestli už lze někde nastavit DPA na nové zákazníky? Myslím kromě ROI Hunteru :)

    Díky

    • http://www.lukaskrejca.com Lukas Krejca

      Ahoj,
      ad optimalizace – to záleží :) zkouším s klienty CPC, oCPM a občas pro košík i CPM. Je to fakt těžce individuální a úplně běžně mám půlku adsetů CPC a druhou oCPM, zkrátka podle výsledků.
      ad prospecting DPA – je to dlouhou dobu dostupné přes API, takže kromě ROI Huntera by to měli umět všichni schopní FMPs. Každopádně i Facebook už to umí a pro whitelistované klienty je to k dispozici jako tzv. Audience expansion.

      • Lukáš Václavek

        Jasně, rozumím, stačí pořád dokola testovat a najít to nejlepší :) myslel jsem si to. K PDPA, kde přesně najdu to tzv. Audience expansion? Je to v nastavení reklamní sestavy po rozbalení nabídky pokročilého cílení? Případně jak se dostanu na whitelist a co to je? Něco jako VIP list inzerentů?

        • http://www.lukaskrejca.com Lukas Krejca

          Ahoj, přesně tak. Na whitelist se dostaneš tak, že Ti to FB nabídne, což dělá jen pro největší inzerenty.

  • Klemen Lorber

    Hi Lukas!
    I was really amazed about the stuff you wrote in this blog post!
    Must say, this is one of the most advanced articles I wrote about dynamic fb advertising.
    I didn’t know, that you can make more advanced events, cuz I just worked in Power Editor interface and not so much with Excel export. Really GREAT STUFF! I would love to hear more about it.

    One more think. Let me share you one of my DPA stories…
    I made a simple DPA campaign with two ad sets. Only with the ones viewing the products and others that put them in the basket. It was more or less a side project, so I didn’t try my best and made just 1 copy for both targeting and only excluded the once that already bought something. Users were in the remarketing lists for 10 days only. I was AMAZED at how well this simple ads converted. So I just let it go and money was coming in without me doing anything… for like 3 months. One day FB just disabled this advertising account. And said they did this due to negative feedback or something. I never rly got their answer. I checked out and the ads had relevance score from 8-10 and HIGH positive and HIGH negative feedback.

    Do you maybe have any similar experiences? Do you maybe know what would be the reason that FB just disabled my advert account? Why would they disable it due to negative feedback, even thou I gad such good positive feedback?

    Would love to hear some feedback from you!
    All the best
    Klemen (from Slovenia)

  • Klemen Lorber

    I have one more question regarding your 9 ad sets and the different in max bid in your DPA model.
    Can you maybe be more specific about that? How does the bid differ between the adsets? :)

    ty again!