How To Maximise ROAS by Setting Up Correct ? Retargeting ?? Audiences (When Using DPAs)

With peoples attention spans getting shorter we need to keep relevant and sometimes interrupting (yet still professional) advertisements in our customers feeds.

So why are DPA’s are such a big deal?

Because it can bring a significant chunk of revenue while enhancing the experience of your audience.

Nicely put, Facebook’s Dynamic Product Ads are a way to create customised advertising content for your Facebook eCommerce audience without having to go through the minutiae of building a Facebook remarketing campaign from scratch.

Let’s jump in it.

?? Audiences exclusions set-up:

The first 0-3 days is the sweet spot for getting those potential customers returning and we create the retargeting audiences as follows:

• ?? 0-3 Days – Exclude Purchasers – no discount – DPA
• ?? 3-7 Days – Exclude Purchasers – exclude 3 day audience – 10% Discount optional – DPA
• ?? 7-14 Days – Exclude Purchasers – exclude 7 day audience – 15% Discount optional – DPA
• ?? 14-28 Days – Exclude Purchasers – exclude 14 day audience – 20% Discount optional – DPA
• ?? 28-90 Days – This is considered the win-back pocket. 

Steep discounts are the way back if we are going to convert this audience. Taking the hit here will be worth it for the overall LTV.

?? The right Ad Set optimisation:

When retargeting you don’t necessarily need to optimise for EventPurchase as you want pretty much everyone to come back to your store.

For example, if each stage in your sequence has an audience of let’s say 10,000 people, Facebook is then only going to deliver your ads to a very small amount of people and as a result, you’re going to struggle to get any traction.

To maximise delivery it’s worth testing ?? your ad set optimisation for TOF (top of the funnel) on either “Landing Page Views” or even “Link Clicks”.

You can even test “Traffic” objective as if you know your audience well enough to get as many clicks as you can. Your retargeting strategy will depend on the size of spend/audience size in your retargeting list. 

The larger your retargeting pool the more you can experiment with offers and customer journeys. 

?? Campaign budget. 

If you’re not sure what budget to set, around $10-15 a day is a good place to start. However, if your website is receiving thousands of website visitors daily you’d need to increase the budget to ensure you reach as many of these people as possible.

?? Conclusion - get those sales popping! ??

But remember that the key to everything here is testing. What’s worked well for another business may not necessarily work for you. If you have found value, please comment or share it with your people.