As the world economy continues to shift from brick-and-mortar stores to eCommerce retailers, the competition for consumer awareness and sales has become stronger than ever. Simply designing a quality product is no longer good enough—those are everywhere. What sets brands apart is an innovative digital marketing strategy, which should always include Facebook DPA campaigns.
As companies develop comprehensive digital marketing strategies, the focus is usually pretty clear: Responsive webpages, email automation, social media content, strong SEO, display advertisements. The problem that so many brands face is the metrics they are prioritizing.
Driving brand recognition and consumer awareness is great. But does that increase sales? A comprehensive digital marketing strategy will focus on taking consumers all the way through the sales funnel. Awareness is great. Generating leads is better. But converting those leads into sales—that should always be the goal.
How can eCommerce brands shift their digital marketing strategy to increase sales? They should turn to Facebook DPA campaigns.
Facebook dynamic product ads, or DPA’s, are personalized advertisements that target Facebook users who have previously expressed some type of interest in your products or services on your website or elsewhere on the Internet.
That’s a long way of saying that Facebook DPA campaigns automate your remarketing. And remarketing is vital to improving conversion rates and increasing sales.
Should you target customers by age? Gender? Location? Interests? Income level? All of the above?
Rather than spending countless hours creating manual display advertisements, which can involve guesswork about the correct consumers to target, Facebook DPA campaigns automate the process.
Using a special code called a pixel, Facebook is able to track user interest and behavior on your website and mobile app. Brands upload their product catalogs, and then the DPA campaigns use that information to automatically generate ads on Facebook feeds based on this information.
Audiences can be created automatically, or by whatever criteria you choose, such as people who:
These can be actions taken by your audience as recently as this morning, or someone who visited your website 180 days ago.
The result of this effort is a hyper-segmented retargeted audience. Each consumer within the audience will then receive personalized, impactful ads in their Facebook feeds.
A good remarketing strategy can be the difference between soaring sales and stagnating sales.
Let’s say there are two people within your self-described target market segment. Person A has never heard of your brand before. Perhaps they have strong interest in your product offerings, or perhaps they have zero interest—there is no way of knowing for sure. Person B, on the other hand, has visited your website multiple times over the last couple of weeks and follows your Facebook page. Which person do you think is more likely to buy your products? The odds say Person B, and quite frankly it’s not even close.
Remarketing is the process of hyper-segmenting your audience based on previous interactions, so that you can retarget the people who have already shown interest in your industry, company or products.
The true benefit of remarketing is its ability to focus your digital marketing strategy and help increase CRO, or conversion rate optimization, a key metric that ultimately leads to increased sales.
Ecommerce brands, listen up: Including Facebook DPA campaigns in your digital marketing strategy will increase your sales. But only if it is done effectively.
The first step is to plot your eCommerce business goals. What products do you want to sell? What type of growth are you expecting to achieve? What resources will you dedicate to reaching these goals?
From there, determine exactly who you want to target. No, not males in the 18-34 age range. Much more targeted. How about anyone who has visited a specific product page on your website? Or anyone who has added products to their cart but has yet to make the purchase? Perhaps they even wanted to make the purchase, but got distracted and never came back to it. Your Facebook DPA campaign can serve as a reminder.
Not only can these personalized ads show consumers products they previously saw on your website, but they can also serve to generate new leads or traffic to your site.
As with any effective digital marketing strategy, the key is to pay attention to your analytics along the way. Identify the types of ads that are most effective and the ones that are failing to gain consumer engagement. Tweak your strategy as necessary and focus on how your campaign is helping you meet your business goals.
Facebook DPA campaigns not only lead to increased sales, but they do so while optimizing the efficiency of your marketing budget. Every dollar is being spent on a higher-quality lead. That’s good business.
Communication science student and responsible for Adtomic content.