Boost your Ecommerce Site's ROI by learning some tips about Facebook DPA. You can find the recorded version of this webinar hosted by Susana Cipriota (Co-Founder and CMO | VP of Product at Funnely) here: https://youtu.be/pIuMhog3Vg0

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2. Host
Susana Cipriota
Automa)ng Data-Driven Facebook Ads for Ecommerce Sites
SAN FRANCISCO BAY AREA | INTERNET
Co-Founder and VP of Product & Partnerships @ Funnely
Online Marketer, Tech Entrepreneur and Master graduate with broad
experience (+11 years) in all aspects of running a tech company. Former
employee at HewleU-Packard, Globant and Reader’s Digest. Mom of
Simona.
susana@funne.ly
TW & IG: @tulicipriota
CURRENT: FUNNELY
PREVIOUS: HEWLETT PACKARD
EDUCATION: STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS
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3. Agenda: Unlocking Revenue Behind DPA
DPA Overview
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Hot Tips
02 03 04 05
Facebook Funnel
Case Study Requirements
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4. DPA Overview
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5. DPA Overview
*Scale *Cross-Device *High-relevant
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6. DPA
Requirements
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7. Facebook Business Account 01.
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8. Facebook Pixel 02.
• Measure
• Build audiences
• Op)mize
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9. Facebook events management overview
for measuring and custom audiences
TIP: Mandatory events for DPA
are only 3:
• ViewContent
• AddToCart
• Purchase
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10. 3. Product Catalog
TIP: Besides the mandatory image link of the
product, include mul7ple images of people using
your product to boost performance with the
op7onal Parameter: addi7onal_image_link
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11. Product Catalog Example
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12. Product Catalog Example
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13. Product Sets
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TIP: Ensure each Product Set has a good number of your whole Product
Catalog in percentage otherwise delivering will be affected.

14. Create DPA Campaign
TIP: Not available through Ads Manager. PE or Facebook Marke7ng Partner
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15. TIPS!
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16. TargeNng with DPA
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17. How to wider DPA audiences?
Feed the funnel!
TIP 1: Create a top-funnel campaign to
aHract qualified leads to your site.
Create a Lookalike audience based in
your clients. Ensure you drive them
directly to Product page.
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18. How to set the DPA Budget?
Custom Audience Size vs Delivery
TIP: If DPA daily ad spend is
not being consumed, re-
allocate ad-dollars on Top-
funnel campaigns.
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19. How should I select
DPA best Bidding?
TIP!
*CPM if Small audience (less than 100K)
*CPC if Audience >100K
*Catalog Sales if 15 conversions per day
CPM
Link-Click: Facebook will
deliver your ads to people as
many Nmes as possible.
CPC
Link-Click: Facebook will
deliver your ads to people
who are more likely to click
the offsite link in your ad.
Product Catalog Sales
Link-Click: Facebook will
deliver your ads to people
who are more likely to engage
with products in your catalog.
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20. Content Formats
Carousel
1:1 aspect ra)o images
(600x600px)
Single Product
1.91:1 aspect ra)o images
(1200X630)
TIP: Basket abandoners converts in a higher rate with Single product than Carousel
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21. Carousel ads
driving traffic
to DPA
TIP: Use Carousel ads to push leads to your bestseller products and then,
retarget them with DPA. Pts! Video carousel ads are available!
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22. Placements
Right Hand
Mobile Desktop
TIP: Split placements into different adsets so you can win beHer bids inside each.
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Audience
Networks

23. Case Study
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24. Case Study
Country:
Campaign days:
Total ROI:
DPA:
Singapore
5 (Jan20-Jan25)
27X!!!!!!!
56% of Revenue
Funnel Level Adspend % Revenue % ROI Reach
Awareness: Lead Genera)on 696 69% 8,808 31% 11X 81,485
Considera)on: Homepage Visitor Nurture 15 2% 0 0% (1X) 280
Preference: Product Visitors Nurture 208 21% 16,180 56% 80X 5,674
Purchase: Shopping Cart Abandoners Ac)va)on 47 5% 3,566 12% 7X 870
Loyalty: Clients Reten)on 44 4% 134 0% 2X 269
Total 1,013 100% 28,689 100% 27X 88,578
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25. Facebook Ads
Funnel
Approach
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26. 1. Facebook Ads Sales Funnel
Approach
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27. Lower CPA
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28. Thank you!
Ques)ons to: susana@funne.ly
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