5 Additional Use Cases For Dynamic Product Ads

Here are some good tips on using Facebook’s Dynamic Ads, which can used with Shoplicate and your ecommerce store to get more traffic.

If you happen to be a retailer that has an expensive productive catalog, then it makes a lot of sense to use DPA. However, what about other businesses such as online travel sites, smaller e-commerce companies or flash sale websites? Does it make sense for them as well?

DPA can be thought of as the primary Facebook retargeting option. That is where there is lots of untapped potential for the unit. Now let’s go over our five different use cases for DPA.

1. Converts a higher number of add-to-carts into sales.

If somebody adds a pair of shoes to their shopping cart but then abandons them, DPA makes it much easier to encourage them to complete their purchase. An ad could either include that exact same pair of shoes that was abandoned, or a selection of similar pairs of shoes that the consumer might also be interested in.

2. Help fuel the discovery of other similar products for a specific category.

Once a consumer searches your website for a certain premium coffee maker that has just been released, you then dynamically retarget the shopper using an ad that displays other models or brands that they haven’t seen before. In the case of a travel website, users who searched for 4 and 5-star hotels in Maui could be targeted with other hotels with similar rating in the same city.

3. Cross-sell complementary products.

Consumers who purchase new printers but who haven’t purchased ink also over the past 60 days can be retargeted. DPAs can also be used to promote different ink cartridges that go with specific printer models that were purchased by the shopper.

4. Increase the purchasing frequency of your best customers.

Whenever a customer purchases a shirt that is a specific brand or style, leverage DPAs in order to promote shirts that are similar to help drive repeat purchases in the future. Also, a puzzle gaming merchant could target shoppers with an in-app booster that contained related items for helping users get ahead.

5. Increase average order value through upselling products that have higher profit margins.

An online boutique can use DPAs to showcase designer handbags for shoppers who recently have browsed some of the website’s less expensive handbags.

At this point DPA is still a fairly new retargeting product offered by Facebook. However, it is definitely worth look into, particularly with the upcoming holiday shopping season drawing nearer. These sample use cases and case study should help to generate some ideas of how you can capitalize by using DPA.

Check back in a few days to see my full Shoplicate review, posted right here on this blog 🙂


Facebook’s Dynamic Product Ads: Just the Beginning

Hey guys so with Shoplicate being released soon, I’ll be reviewing it within a few days. But in the meanwhile, you can start looking at Facebook’s Dynamic Product Ads to get a head start on the competition! Here’s an article discussing this relatively new feature.

Earlier this year Facebook debuted its Dynamic Product Ad (DPA). Some industry experts are praising the new product as one of the most ambitious releases that the company has made to date when it comes to functionality. It has enabled advertisers to automate their retargeting efforts across both mobile and desktop with a higher degree of relevancy that is based on product feed or catalog data.

The marketing software company Nanigans has been monitoring DPA performance since its release. They observed that a majority of their advertisers were coming on board steadily prior to the start of the holiday season, given that those companies that have deployed DPA already are seeing fairly impressive performance so far.

This is especially true on mobile. DPA is the most “hands-off” and versatile retargeting options for mobile that Facebook offers. Just that fact alone offers value across many different industries. However, e-commerce companies and retailers have been the quickest from the Nanigans customer base to adopt the new retargeting ad product.

DPA Case Study- The Print Catalog Retooled For The Current Digital Age

One of the ways that retailer customers can be introduced to DPA is to get them to think of the product in terms of something that can help them with retooling their catalogs for today’s digital age. Many multi-channel retailers have very successful traditional catalog businesses. They are seeing shopping behavior coming from their print catalogs increasingly moving to the online world.

One of Nanigans retailer customers who adopted DPA early has been very successful with the carousel ad units offered by Facebook, since they give advertisers the ability to showcase in a way that is similar to that of a traditional catalog, in that various seasonally rotated and year-round products can be displayed.

However, with this type of ad unit, the advertisers must choose an array of products that is static. With inventory constantly changing, and a multitude of potential offerings and messages, this retailer decided to adopt DPA as well in order to determine in a more programmatic manner which products they should show to specific consumers based on their previous browsing history.

In addition, the retailer’s strategy was focused on maximizing on the behavior shift of consumers to mobile. The company’s in-house advertising team was searching for a solution that was hands-off in order to spark ongoing re-engagement of their shopper base that related to this area.

This company decided to launch DPA on both mobile and desktop. Nanigans provided implementation support. The commitment of the business to this format was validated by subsequent results. DPA mobile purchases soared 44 percent higher compared to the other mobile Facebook ads that the retailer was running. In addition, it resulted in a 240 percent increase on the company’s previous mobile and desktop click-through rates.

One thing that caused such impressive results was that when the DPA units were synched with the retailer’s product catalog, they could take into account whether or not a product was sold out or unavailable for some other reason but was still able to retarget the specific customers with personalized and similar offerings that were available.

Part 2 of this article will be posted soon.

Make sure to bookmark this blog and come back in a few days to see my full Shoplicate review!


Part 2: How Retailers Can Engage This Year’s Mobile Holiday Shoppers (Shoplicate Tips)

– Less Apps Is More. A majority of individuals are becoming much more selective when it comes to the type and number of apps they are currently adding to their smartphones. There is limited amount of app real estate on people’s phones. Shoppers will download apps from their favorite retailers. However, that may turn out to be just two to three brands, despite the fact that consumers shop at many more stores than this.

Given all of the above hurdles, how can the right audience be reached through using effective mobile strategies?

Malls And Stores Need To Increase The Number Of Wi-Fi Networks That Are Available.

Consumers frequently experience poor cellular coverage when inside many shopping malls. This can be a very frustrating issue to have to deal with.

When free mall or store Wi-Fi is readily available without having to go through cumbersome registration pages, it allows shoppers to access the internet easily so that they can search for and find relevant promotions. Shoppers who are able to sign into local Wi-Fi also have a tendency to remain in stores for longer periods of time, which gives retailers more time and opportunity for engaging their target audience.

Another thing that having Wi-Fi readily available in stores and malls does in eliminate customers needing to download extra apps that use up part of their data plan. This helps to prevent potential disengagement. Also, with the internet at their fingertips now, shoppers will then be able to pulls up as much information that they need from the internet in order to make informed purchasing decisions.

There is yet another benefit to providing easily available Wi-Fi. Examining Wi-Fi use information may reveal important patterns associated with peak buying times, like during the holidays, or with certain kinds of promotions or at specific stores.

Retailers and malls will then have actual empirical data to use to optimize their in-store customer engagement strategies. It will make it possible to design predictive behavior models that can deliver relevant information by the shopper profile, day of week, or time of day.

Combine Push And Pull Promotions

Customers frequently with complete browser-based searches for an item while they are inside a mall, like running shoes for example. A pull promotion might get a shopper into a certain store.

However, if they happen to receive a push or ping promotion for a water bottle as they are trying shoes on, location relevancy could get them to purchase a water bottle also.

Instead of blasting consumers right as they are entering a mall about completely irrelevant merchandise, a hybrid form of “pull and push mobile strategy that is more specifically aimed at the preferences of the target consumer has a better chance of being effective.

When shopping in a crowded mall at holiday time, consumers are always in search of faster ways of getting in and out of stores quickly, in addition to getting great deals. You can use these tips to get better results with Shoplicate. My full Shoplicate review will be posted around launch day, so keep an eye out!


Shoplicate Tips: How Retailers Can Engage This Year’s Mobile Holiday Shoppers

The Shoplicate software will be launching soon, and I will be posting my full Shoplicate review on this blog around launch time. In the meanwhile, I wanted to give you some tips on ecommerce and increasing sales during the holiday season…

Although consumers are definitely closely connected to their smartphones, only a small fraction of them are currently shopping using their mobile devices. For corporate retailers, this is a massive untapped opportunity that is just waiting to be capitalized on.

With over 17.6 billion in-store shopping visits taking place in the months of November and December in 2013, malls and retailers have a huge opportunity to target and influence a very captive audience’s purchasing decisions on a daily basis. Of course the opportunities are even greater during the holiday shopping months when consumers are shopping for gifts.

To ensure that we are being clear here, there are two separate yet closely linked subjects that we are discussing: using mobile engagement strategies in order to guide shoppers into brick-and-mortar stores, as well as mobile transactions and sales in general.

A recent study conducted by Forrester Research shows that 94 percent of consumers are using their smartphones as they are shopping in stores. However, not nearly as many of them complete their purchases using a mobile device.

There are many different forms of engagement that the mobile market offers that retailers have still not tapped into completely. It can also help to facilitate acquiring new customers who may shop either online or in-store. Our main goal here is engaging the consumer using their mobile devices to help influence the offline purchases that they make. After all, the smartphones are always on in terms of providing digital “handouts.”

So the big question here is how to effectively reach target consumers via their mobile devices and provide them with relevant information at the right time.

In order to get individuals to receive those mobile sales strategies that have been created by hard working marketing departments, one first needs to have a thorough understanding of how individuals are behaving currently when using their mobile devices.

– Do Not Like To Share. Many individuals do not like sharing their location information when they are online, and this happens to be information that retailers are extremely interested in, particularly when they are targeting consumers who are in the local area already.

– Push Is Considered Pushy. Consumers also don’t like enabling push notifications, and an increasing number of consumers are using ad blockers in order to eliminate the annoyance and noise that they bring. When people are using their phones trying to navigate somewhere or for Twitter, Facebook, emails, and so forth, they really don’t want to be pinged with a never ending stream of spam.

Stay tuned for Part 2 of this article, and my full Shoplicate review.