In addition to the launch of Digible DynamX for paid search, we are also very excited to introduce Digible DynamX for paid social. Paid media is all automation all the time!
For paid social, our automated product offering includes the running of Dynamic Product Ads (DPAs) on both Facebook and Instagram. These catalog-style ads provide auto-updates to ad copy, pricing, and images, all based on ILS data.
We know from prior testing that promotional ad copy performs exceptionally well, especially in social ads. However, manually updating ads with new monthly promotions is a taxing process for both our clients and our team. With dynamic product ads, we can automate this process, making it possible to generate highly personalized campaigns at scale.
And since social ads are typically higher funnel—assisting consumers in awareness and research phases—up-to-date pricing and images help to increase relevancy to potential renters. In other words, the highly personalized nature of DPAs allows us to serve the right promotions to the right renters at the right time.
In order for DPAs to run properly, there are a few qualifications that must be fulfilled. As with Digible DynamX for paid search, the first criteria is that a property must have a presence on certain ILS websites. Contact your account manager for more information.
Secondly, the listings on the ILS networks need to have up-to-date promotions, pricing, and images in order for the DPAs to properly reflect the most current information. Once these criteria are met, Digible DynamX for social will be added to all accounts where it aligns with strategy and goals.
The good news is that DPAs are incredibly versatile. They can play an effective role in campaigns with an upper funnel strategy, using broader audience targeting. Or for lower funnel campaigns designed to convert users, DPAs can be successfully implemented in conjunction with retargeting and EL90 lists.
For more information—or to see if DPAs make sense for your paid social campaigns—contact your account manager today.