Evergreen Retargeting: How To Leverage Dynamic Creative To Increase Retargeting ROAS And Limit Fatigue

Evergreen Retargeting: How To Leverage Dynamic Creative To Increase Retargeting ROAS And Limit Fatigue

Don’t you wish you could set up a campaign and keep it running for months without having to change a single thing but keep performance high?

Well, you can with dynamic creative.

Dynamic creative allows you to input multiple creatives, ad copies, and headlines to creative multiple different variations of ads.

Why is this important? Having multiple variations of winning ads, allows you to keep them running without worrying about fatigue and frequency especially for retargeting.

Retargeting audiences are already so much smaller than cold traffic which causes creatives to fatigue quicker because frequency tends to be much higher.

I am going to discuss how I leverage dynamic creative for my retargeting funnels when running ads for eCommerce stores.

I use dynamic creative for retargeting both middle of funnel and bottom of funnel traffic.

Here is how I leverage it for bottom of the funnel (See diagram):

Campaign Type: CBO optimized for conversions

Ad sets: 2 different ad sets both targeting AWV 30 Days excluding purchasers optimized for purchases and 1 day click. Auto placements.

Ads: 1 ad set will contain creatives related to reviews and the other ad set will contain common objections and FAQs.

Essentially for the ad set that contains creatives related to reviews, I will have review oriented copy and UGC images and videos. Headlines are typically the main piece of the review that would capture attention.

Here is a format you can follow:

"Review In Quotes" First Name Last Initial. - Verified Buyer ??

One Sentence about brand/products.

(emoji related to benefit) Benefit

(emoji related to benefit) Benefit

(emoji related to benefit) Benefit

Click the button below to shop now.

Literally, I will take 5 different reviews to have 5 different ad copies.

For the dynamic creative that contains FAQs and common objections, I am leveraging the brand’s FAQ section and reading through comments on ads to see what people are concerned about.

Here is a format you can follow:

Question? ????

(Answer) Ex. We ship worldwide! ??

“Discount code or special promotion”

Click the button below to shop now.

The creatives are typically product shots or videos.

Additionally, I will use a broad headline like “Have a question? We have answers!”

From my tests, the reviews dynamic creative usually performs the best but the common FAQs are still profitable so I keep them running.

I am also following a similar approach to targeting the middle of the funnel but I will usually only leverage reviews and UGC.

This strategy is only one piece of the retargeting funnel I use, I am still running DPA and specific retargeting campaigns for individual products or promotions. However, once you set this campaign up, you can literally keep it running for months without having to change a thing. If performance starts to decrease, swap in new creatives to freshen it up.

Try it out and let me know how it goes :)

If there are any questions about what I covered, ask below!

Thanks, everyone.

-Josh