Anyone who's advertised on Facebook will have already heard of dynamic ads before - if you haven't checked out our guide to dynamic product ads - but if you want your campaigns to be fully effective and achieve the right results, you need to look into dynamic ads for broad audiences (DABA).
Already, through dynamic ads, you're able to target people who've been interested in your products in the past. However, dynamic ads for broad audiences take it to the next level and reach a larger audience of potential buyers.
If you're noticing a drop in conversions from your DPAs and want to try a new strategy, DABA could be the right solution for your ecommerce business. Read through this article as we cover everything you need to know about DABA before you make the big change.
DABAs were introduced by Meta in 2017 to help ecommerce companies branch out and reach a wider audience.
There's not much of a difference in the format between DPAs and DABAs; it's more about the audience that you're targeting. With DPAs, it's a safer option; you're pushing ads in front of people who've been interested in your products in the past (a warm audience).
But Meta saw an opportunity; they knew a warm audience would only be sustainable for so long until everyone had that product, so they decided to give companies access to DABAs. This is a form of advertising that reaches a broader audience that may not tick all the boxes but could still be interested in the product if they were shown an ad for it.
You might wonder why someone would bother wasting money on ads where there's less of a chance of someone buying something. But how do you think physical shops sell their products to make money? They rely on people walking past and hoping they'll come inside to buy something. It's similar to DABAs; while you're not necessarily getting your ads in front of people who've been on your site before, you're still exposing your company to users who have searched for something in your niche previously.
DABA campaigns are fantastic for getting your brand and dynamic products out there on the market so you can build up your audience.
If you feel like you've already exhausted your target audience and need a new approach, that's the perfect time to run a DABA campaign. But that's not all; here are some other situations when they can be effective.
DABAs have their own set of pros and cons that you need to weigh up before you commit to investing in them. We're going to show you some of them in this section of the article.
You'll want to get the most out of your DABAs from the get-go, so use these tips to start your advertising journey on a high note.
Remember, you've already got your current audience, but to attract new customers and grow it, you'll have to go in with a fresh mindset and make advertisements that will appeal to potential buyers who've never heard of your company.
You need to develop your ads so they're in line with hitting potential customers' pain points. Writing captivating copy that shows someone why your product will help them and using attractive imagery that best displays the finest features of your product is the best approach.
It's easy to get lost starting out with new ads in a vast pool of customers you don't know much about. You can get your bearings by trying A/B testing with a couple of ad types to see which one performs the best. With the results, you'll be able to amend your future campaigns and attract customers faster with your DABAs.
A DABA should be straight to the point; you've only got one shot of catching each person's attention, so you'll want to make it clear how you're going to help them. Be sure to optimize your ad, but don't include too much information that already gives away the secret to your product, or you may turn buyers away.
Even though DABAs open your products up to a wider audience, you still want to try to narrow things down to a certain degree. One of the ways to do this is by considering the demographic of the people you want to attract. For example, if you own a furniture removal company in San Francisco, make sure that San Francisco is in the advertisement; at least, then, your ad spend won't be wasted showing it to people in New York.
If a DABA strategy is made right, it can achieve fantastic results, sometimes even better than a standard dynamic ad strategy. But to really see results, you'll want to have full creative control over your ads yourself; working with a company like Marpipe makes this possible!
We give you every possible combination of creative variables for your ads so you can get ahead of your competitors. Our pricing plans let you develop ad creative with all kinds of ad types, including dynamic ads for broad audiences.
