We built a two-pronged strategy for launching their DSP campaigns: (1) Retarget past purchasers after their initial purchase was consumed, and (2) target shoppers of competitor products using creatives that highlight the value proposition of our advertiser’s product.
The retargeting campaigns focused on customers who had purchased between 30 and 90 days ago. This generated a 5.89 return on ad spend (ROAS).
The new customer acquisition campaigns focused on increasing consideration and was optimized for detail page views. Targeting this net-new shopper elicited a detail page view rate (DPVR) of 0.71% and a cost-per-detail-page-view (eCPDPV) of $0.40. Category averages are 0.28% and $1.88, respectively.