DPA FOR NEW customers: BEST PRACTICES

02/18/2016

DPA for new customers are a great way to reach your target audience with specific products in your ad. Use this powerful weapon for Upsell, Cross-sell or new customer acquisition.
Check our best practices!

leaflet DPA for new customers PIC


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PRODUCT SET

Use the Product Filter to select products you want to advertise. You can use all fields in your feed as a filter (Price, Product type, Brand, Category,..). You can use Custom labels (custom_label_0, custom_label_1, custom_label_2, custom_label_3, custom_label_4) for your individual parameters. For example label products „In Sale“.

TIP: Exclude cheapest products. Users intend to click to cheap products and these will receive high CTR. Facebook’s algorithm will rank them as the best performing and will show these cheap products more often instead of products delivering greater ROI.

TEMPLATE

Always test different placements: RHS, newsfeed – mobile / desktop and multi-product ads.

TIP: Try new Right-Hand-Side Multi Product Ads.

TARGETING

Remarketing
Use your website custom audiences to promote best products from every category user has visited.

Upsell & Cross-sell
Use DPA for new prospects for upselling and cross-selling. Create your custom audience of customers by category they purchased. Offer a T-Shirt to user who bought jeans or offer a handbag of same brand as the shoes she bought.

TIP: Do you know that ROI Hunter can dynamically update your custom audience from your CRM?

Awareness
We don’t recommend broad targeting, use lookalike audiences or exact interest targeting. For awareness campaigns always filter only products in sale or with better price than your competition.

TIP: Don’t forget to exclude audience you target with your remarketing (e.g. users who visited product in last 3 days) and users who already bought the product.

BIDDING

You can try different bidding types, but from our experience CPC (optimization and billing for Link Clicks) works best.

These campaigns might not be so successful in last click attribution but they will provide you cheap visitors who will be converted by remarketing later. The key to your DPA for new prospects success is great selection of interesting products with attractive prices.

3 BONUS TIPS

  • Target your Newsletter recipients with the same products you have used in e-mail campaign.

  • Filter products of one brand and target users interested in this brand.

  • Upsell all goods we need to buy regularly – jeans, food, cosmetics, etc.


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