In today’s social advertising ecosystem, consumers see thousands of marketing messages each day. What is going to make them notice yours?
The answer is personalization. According to a global survey by Accenture Interactive, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations, and 83% are willing to share data in exchange for more personalized experiences. But a little personalization isn’t enough. This past year, brands have doubled down on digital experiences to take advantage of the eCommerce boom. Brands are contending for social ad views in a highly competitive market, and consumer expectations have never been higher.
Enhanced DPA from StitcherAds enables hyper-personalization by integrating thousands of data points, including pricing and product info, local offers, user reviews, buy now/pay later options, and more. The result is more relevant messaging that stands out and drives conversions. Enhanced DPA also enables advertisers to layer in custom design elements from websites, catalogs and brick-and-mortar stores to create ads that not only perform better but look better, too.
What is Enhanced DPA?
Advertisers use dynamic ads to engage past visitors and purchasers and acquire new customers. As dynamic ads use sophisticated algorithms to determine who sees what ad, they drive impressive marketing results. For example, this brand advertiser achieved a 39% lift in holiday sales by using Facebook dynamic advertising on Facebook Marketplace.
Facebook’s DPA product allows advertisers to target users across Facebook, Instagram, Messenger, and the Facebook Audience Network. Pinterest, Snapchat, and TikTok also use DPA (Pinterest calls it shopping) to automate creative optimization and improve ad relevance, thereby increasing conversions and lowering the cost per acquisition across devices. Enhanced DPA takes dynamic targeting one step further by coupling new data points with design flexibility to create highly targeted, on-brand advertising. Using the StitcherAds Enhanced DPA self-service platform, advertisers can stitch together data points and design elements to launch highly personalized advertising across social networks. (For help merging disparate datasets, brands can lean on StitcherAds team of data experts.)
Enhanced DPA data elements include:
- Sales price (price drops/percent off)
- Promo codes
- Star ratings and user reviews
- “Best seller” and “new arrival” badges
- Images (a flat product image vs. a model wearing the product)
- User-generated content (UGC)
- Buy now/pay later options (Affirm, Afterpay, Klarna)
- Other details/metadata that matter to customers, like “Made in the USA,” free shipping, free monogramming, made from sustainable material, buy now/pick-up in-store, etc.
Enhanced DPA design elements include:
- Custom fonts
6 benefits of Enhanced DPA
The marketing funnel is an antiquated concept conceived in the days of print, TV and radio when ads didn’t have a “buy now” button. Today’s shoppers WILL buy a product or service right away if the marketing is right. Enhanced DPA collapses the marketing funnel and unlocks a number of key benefits, including:
1.Making 1:1 advertising a reality
Keep up with user expectations by delivering personalized ads that reflect users’ location, product preferences and shopping behavior.
2. Next-level testing
Customize your approach for each audience segment and launch multiple variants of each campaign to improve performance and glean insights.
3 Brand differentiation
Layer custom design elements, social proof and more, to create messages that stand out in what is often a “sea of sameness.”
Better personalization leads to higher conversion rates and greater Return on Ad Spend (ROAS) so you can get more from your social advertising budget.
Easily manage sophisticated social marketing campaigns across social media platforms, and partner with our managed services team for help with data integration and campaign creation.
6.Synergy across channels
Ensure brand synergy across in-store and online channels by reflecting signature in-store elements, such as signage, in digital ads.
Enhanced DPA is the next iteration of dynamic advertising–a cutting-edge strategy for creating more personalized social ads that drive performance. To learn more, check out the Enhanced DPA eGuide. You will learn how it works, why it matters, and expert tips for getting the most from the tactic.