Challenge

Despite achieving triple-digit year-over-year growth over the last two quarters, we believed there was untapped potential in our social media advertising. We had to innovate and strategize to advertise thousands of products at scale and differentiate our client from the competitors.

Strategy

We identified a gap in our creative approach to Dynamic Product Ads (DPA). Relying on the Meta standard catalog sales ads limited our potential:

• editing ads was time-consuming
• price was the only product attribute we could display in the creative
• promotion communication was restricted.

To address this, we implemented a solution for Enhanced DPA. Our strategy included:

• Implementing analytics infrastructure best practices to track the main product variations as separate products
• Reducing the items in the feed to best-sellers only
• Enhancing the product feed with more data fields, including information about the current promotion
• Crafting carousel, single image, and video templates
• Crafting different messaging for each buyer persona
• Refining the Meta account structure in a way that would allow us to test different messages on each buyer persona, as well as preserve learning by eliminating manual ad creation and ad set editing
• Customisation at scale with AI

Results

Three months post-implementation, the results are as follows (the strategy was implemented in mid-April, hence the month being split in half in the graphs):

New Audience:

• ROAS increased by 45.30%
• Monthly spending increased by 243.10%
• Monthly conversion value increased by 398.51%
• Cost per purchase decreased by 11.74%

Retargeting:

• ROAS increased by 86.38%
• Monthly spending decreased by 29.12% (to manage frequency)
• Monthly conversion value increased by 32.10%
• Cost per purchase decreased by 40.73%

Key takeaways for your eCommerce business

For business owners, our takeaway is the importance of personalization at scale. Showing the right ad to the right person with the right attributes enhances engagement and sales. Continuous testing is crucial to refining strategies and achieving better outcomes. Additionally, automating routine processes frees up valuable time for strategic planning, boosting efficiencies and profits.

Final thoughts

By implementing Enhanced DPA with customizations at scale, our client experienced substantial growth, proving that strategic innovations can lead to business expansion and profit increases. This case underscores the value of continuously refining marketing approaches to stay competitive and maximize growth.

For business owners looking to scale, adopting similar strategies can drive more efficient customer acquisition and improve overall profitability. If you’re interested in applying these tactics to your business, contact us for a consultation.