We recommend launching campaigns with and , followed by a . This setup allows for robust creative testing, maximizes engagement across formats, and ensures strong performance by optimizing for conversion at the most critical touchpoint.
- We recommend you set very achievable goals aimed at new customer acquisition at the beginning of your campaign to allow the model more latitude to sample widely and spend to gather purchases.
- CPP prioritizes lowest-cost purchasers, while ROAS maximizes returns. Running both campaign types captures a broader spectrum of users, enhancing system learning and overall performance. Our top-performing advertisers consistently run both bidding types simultaneously.
- We see models scale up with more consistent performance once they are collecting at least 10-15 purchases a day, so calibrate your budget accordingly depending on your AOV
- We can slightly tighten the goals over time to achieve what you'd want to spend at greater scale
- We recommend using the same set of creatives on both ROAS and CPP campaigns to start - you can create one set in one campaign and then clone them over
- Choose the optimization window that aligns with your performance strategy: Day 0 (D0) or Day 7 (D7). If your product has a higher AOV or longer consideration period (typically showing a strong maturation multiple from D0 result to D7 result), D7 optimization is recommended to capture higher downstream value.
Hero SKUs
- If a single SKU is greater than 30% of sales - we recommend you launch with videos and end cards that will focus on that hero SKU to build up as many purchases as possible during the initial testing period
- After the campaign is scaled for the initial product, then we can add additional products and categories
Multi-SKU brands
- If you have many SKUs with no hero that makes up a substantial part of your sales - please send top videos in general and 9x16 end cards that can pair with all products
- We start each campaign with at least 5 videos but feel free to upload as many of your best videos from Meta and other platforms as you'd like, to give the model more creative options
- Take advantage of Rewarded 30-60 second un-skippable ad opportunities with longer ads; 60 seconds is the maximum length for all videos
- Use your top performing videos from other platforms
- Add legible subtitles on all video ads given the majority of traffic is sound off
- Best performing themes include - highly visual before and after, strong hook in the first 5 seconds, convincing list of reasons why to buy the product
- HTML End Cards appear after each ad and are non-skippable for 3-10 seconds
- Example successful HTML end cards can be found here
- End cards make up around 50%+ of the CTR of a creative set and are very important to increasing engagement with your ads
- HTML End Card Generator
- Simple tool that allows you to create EC concepts easily. We suggest you use your top 9x16 statics as the Background Image and add a CTA
- Exported HTMLs can be tested with the Playable Preview tool and then uploaded into Creative Sets
- Complete all integration steps before launch to ensure DPA delivers properly within your creative set.lower-funnel conversions with personalized product recommendations.
- :
- INFER Method: Fastest setup, no exclusions/customizations.
- Feed/CSV Method: More control over which SKUs are shown.
- Keep product feeds updated and aligned with your video/end card messaging. Ensure product titles, images ,and links are clean.
You can generally choose the landing URLs that have performed best on other channels. We find all kinds of landing URLs work well, including funnels and quizes