Published on

Improve your DPA performance across Meta and TikTok in 2023

Improve Your DPA Performance Across Meta and TikTok in 2023

Hey everyone! Welcome to the webinar titled "Improve Your DPA Performance Across TikTok and Meta." My name is Mikhail, and I'm the VP of Growth at Shaker. Alongside me today, we have Paul, our Director of Customer Success. Together, we will share our insights and best practices on optimizing your Dynamic Product Ads (DPA) campaigns.

Introduction to Shaker

Shaker is the creative hub for ROI-driven marketing teams. We help brands boost campaign performance with better, faster, and more cost-efficient creatives at scale. We fulfill all creative needs in one central hub by offering creative services optimized for performance. We turn custom creatives into templates, enabling you to produce fresh creative iterations on the fly. Our creative automation solutions allow you to scale creative production beyond human limitations. Our services are the foundation for enabling e-commerce businesses to succeed with DPAs in 2023.

Understanding Dynamic Product Ads

Dynamic Product Ads allow you to serve the right product to the right person at the right time automatically. For example, if Thor searches for a new hammer on Amazon but doesn’t make a purchase, Amazon can serve retargeting ads to Thor for the next 14 days to encourage him to complete the purchase.

Meta DPA (Advantage Plus Catalog Ads)

Meta’s DPA solution is known as Advantage Plus Catalog Ads, formerly Dynamic Ads. These ads can be created through various objectives like Sales, App Promotion, Engagement, and Leads. They can be used for both retargeting and broad audience prospecting. These ads appear as single images, carousels, stories, or collection ads across Facebook, Instagram, and the Audience Network.

TikTok DPA (Video Shopping Ads for Catalog)

TikTok’s DPA solution, known as Video Shopping Ads for Catalog, was formerly Dynamic Showcase Ads. These ads are created through the Product Sales objective (formerly Catalog Sales). Similar to Meta, TikTok offers retargeting and broad audience prospecting. However, TikTok’s DPAs require video assets, unlike Meta, which only supports image assets currently.

Performance Levers for Improving DPA

1. Product Sets

A product set is a subset of your products sharing similar characteristics. Sometimes, better performance is achieved by advertising a specific group of products instead of the entire catalog. Creating and using product sets can be a powerful lever.

On TikTok, you can create product sets in the catalog manager. You filter products by characteristics like product type, price, or brand.

2. Targeting

You have two primary targeting options: Retargeting and Prospecting. Retargeting can be refined based on user interactions (viewed, added to the cart, etc.). Prospecting allows additional demographic, interest, and behavior targeting.

3. Creative

Creative quality greatly impacts performance. At Shaker, we help enrich your catalog with attention-grabbing images and video assets. This can improve engagement rates and conversion metrics.

Case Studies

Meta Case Study: CB Director

CB Director achieved a 12% higher click-through rate and a 37% decrease in cost per purchase by using enriched creatives from Shaker compared to their standard product catalog images.

TikTok Case Study: YesStyle

YesStyle saw a 178% increase in return on ad spend using Shaker’s enriched video creatives for their TikTok DPAs, showcasing the difference high-quality creative can make.

Conclusion

By leveraging product sets, targeting, and creative, you can significantly improve the performance of your DPA campaigns on both Meta and TikTok.

Keywords

  • Dynamic Product Ads (DPA)
  • Meta
  • TikTok
  • Advantage Plus Catalog Ads
  • Video Shopping Ads
  • Product Sets
  • Targeting
  • Creative
  • Shaker
  • Retargeting
  • Prospecting

FAQ

Q: What is a Dynamic Product Ad (DPA)? A: A DPA is an ad format enabling advertisers to serve relevant products to individuals based on their interactions and behaviors, thereby increasing the likelihood of purchase.

Q: What platforms support DPA? A: Both Meta (Facebook, Instagram) and TikTok support DPAs, although their functionalities and requirements vary.

Q: What are Meta’s DPA known as? A: Meta’s DPA solution is known as Advantage Plus Catalog Ads.

Q: What are TikTok’s DPA known as? A: TikTok’s DPA solution is known as Video Shopping Ads for Catalog.

Q: How important is creative quality in DPA performance? A: Creative quality is extremely important. It can account for 56% of a brand's sales lift from digital advertising.

Q: Can I use video assets for DPA on Meta? A: As of now, Meta's DPA only supports image assets, but video support is expected to be added soon.

Q: What is the role of product sets in DPA? A: Product sets allow advertisers to segment their catalog into groups sharing similar characteristics, potentially improving ad performance.

Q: Can Shaker help me with both Meta and TikTok DPA? A: Yes, Shaker specializes in optimizing and creating high-performing DPAs for both Meta and TikTok platforms.

Read More