At Adlucent, our clients are hyper-focused on new customer acquisition, especially going into peak seasons. Often, it can be a challenge to reach the right people efficiently on Facebook and Instagram. With so many audience levers to pull, it's difficult to know where to find new customers who are in-market and likely to purchase from your brand. One of the solutions for this uncertainty is Dynamic Ads for Broad Audiences, often referred to by its acronym DABA. We'll share a few tactics to give you a better understanding of how to implement DABA to acquire new purchasers at your target ROI.
What are Dynamic Ads for Broad Audiences?
DABA is an essential topic for marketers because many are skeptical of Facebook’s advertising platform. Either they don’t fully adopt Facebook advertising products or adopt them in a suboptimal way. When on-boarding new advertising accounts at Adlucent, we notice that DABA is a frequently underutilized Facebook product. By illuminating the details and opportunities of DABA, we can guide performance marketers to implement the tool better.
The two parts of the DABA name tell us about the product's function:
- The first part, "dynamic ads," tells us that Facebook will use the information we provide dynamically based on the present situation. In this case, the data Facebook refers to is the product information we provide to them in a Product Catalog.
- The second part of DABA, "broad audiences," means that Facebook does not ask us to define an audience for these product-driven ads.
In essence, DABA is Facebook's way of confidently telling marketers, "You create a catalog of your products, and we'll find your customers."
How does Facebook know where to find new customers if I don't define any audiences?
The answer to this question is in Facebook's definition of "intent signals" for DABA. Facebook tells us that DABA uses signals based on the following user activity:
Browsing exact or similar products on other websites
Clicking relevant ads
Purchasing similar products
Liking relevant pages
In other words, Facebook's deep knowledge of its users' activity allows it to know when people are either passively interested or actively in-market for products like yours, even if those people don't follow your page and haven't been to your site.
If your company sells running shoes and wants to find new customers, Facebook is ready to use its knowledge of user reactions on running-related feed content and its understanding of which people have been browsing running shoes on websites that have the Facebook Pixel installed. This information allows Facebook to serve ads showing running shoes in your Product Catalog to ideally match the users' style preferences, price range, and more. In effect, you're tapping into your competitors' site data and Facebook's proprietary insights to advertise your products to in-market audiences.
Does DABA work as well as Facebook leads us to believe?
In our experience, the answer to that question is a strong “Yes!” We have data-driven results that back up our confidence in the performance of the DABA Facebook product.
A home decor client working with Adlucent increased the share of the total budget allocated to DABA by more than 300%, going from 7% in February 2020 to 28% by June 2020 with no negative impact to return. The DABA ROAS for this brand not only held stable as the budget increased but the DABA campaign ROAS also increased as the spending increased. The client has seen consistent DABA returns between 5:1 and 8:1 throughout 2020.
How do I activate DABA?
You need both a Facebook Product Catalog and Pixel on your site to run the DABA product. Remember: the better the data you feed Facebook through your Product Catalog and the better the Product Catalog matches the intent signals passed through your Facebook Pixel; the better DABA will perform. Ensure your team actively optimizes your Product Catalog data and your Facebook Pixel to produce the best results.
We've covered the most important basics about the Facebook Dynamic Ads for Broad Audiences product. We hope you now have a better understanding of why we recommend using DABA to find new customers for your products to scale your social advertising program. If you're interested in diving deeper into this strategy or need help with your performance marketing program, please reach out for a free consultation.