Ad Type Recommendation

• Dynamic Product Ads (DPA): MPA is tailored for SKU-level reporting, making DPA ideal for promoting individual SKUs. This approach ensures precise transaction data analysis.

SKU Promotion

• Minimum Requirement: Promote as many SKUs as possible with the relevant page handle to maximise audience engagement.
• Image/Video Ads: Limit to one SKU per creative. Aim to promote a minimum of five SKUs.
• Why Promote Multiple SKUs?
  • Expanded Audience: More SKUs lead to a larger audience.
  • Increased Reach: A larger audience enhances the reach.
  • Higher Conversions: An extensive reach increases the likelihood of more conversions.
• Creative Specifications: Refer to the Image and Video Specifications Guide for detailed requirements.

Campaign Duration

• Minimum Duration: 14 days.
• Rationale: It takes approximately 7 days to optimize the audience targeting based on transaction data, ensuring the campaign exits the learning phase effectively.

How a campaign exits the learning phase:

• Each Ad Set requires 50 conversions per week to exit the learning phase (prospecting ad set & retargeting ad set).
  The more SKUs available to make up the 50 conversions, the faster the Ad Set will get out of learning.
  If it is only one or two SKUs, then the Ad Set will take longer to get to those 50 purchases and therefor stay in learning longer.
• The estimated cost to exit learning phase could be calculated using the CPA for the brand or category x 50 (50 purchases) *noting the CPA may decrease or decrease when linked to your retailers website.
• The bigger the budget, the bigger the reach - The budget will optimise across targeting pools and campaign duration to ensure no over or underspend.

Budget Considerations

• General Rule: A larger budget correlates with a broader reach.
• Budget Optimization: The allocated budget will be optimized across various targeting pools over the campaign duration to prevent over or underspending.

Creative Checklist:

Elements that drive return on investment.

EXECUTION

• Works in sound off, delights in sound on
• Square or Tall (1:1 +9:16)
• Mobile Optimised
• Movement (prioritise video over static)

IDENTITY

• Have a visible logo
• If no logo, ensure product is visible
• Logo in first 2 seconds
• Mention product via captions
• Make sure product is a primary focus

INTEREST

• References a promotion (if relevant)
• Use humans in a natural setting
• Display product with lifestyle elements
• References if “New’

For further details and frequently asked questions, visit the Meta Managed Partner Ads FAQ.