Quick Guide To DABA And If It Can Work For You
DABA may work well for businesses with larger catalogs and products that are visually appealing, require little education, or can be bought repeatedly. Users must already be shopping for the product elsewhere for DABA to be effective.
DABA hasn't worked for most of my clients, but I've had it crushed for a few.
A quick guide to DABA and how to make it work for you:
DABA = Dynamic Ads (for) Broad Audiences
Also, Meta now calls DABA "Advantage+ catalog ads" but I'm going to keep calling it DABA here.
If you're familiar with dynamic catalog retargeting ads, you understand the core of DABA:
Instead of retargeting visitors and dynamically showing them products they've viewed on your website, DABA targets users who have viewed products on other websites.
Retargeting from other websites? How?
Any website with a pixel sends back info to FB like the product category visitors viewed or added to cart.
DABA targets those users with relevant/related ads from your catalog.
Will this work for you?
Maybe.
DABA works better with certain types of businesses with larger catalogs, typically with more SKUs that check a few of these boxes:
1. Products that are visually attractive/unambiguous OR unusual.
If a user can view the ad and immediately understand what it is and want to buy it, that's good for DABA.
Someone might see this dress and want to buy it immediately:
An extremely unusual-looking image can also get attention and drive sales.
What the heck are these orbs from nutsdotcom?
or this little thingy from Adorama?
I dunno, but they've stopped my thumb!
2. Products that require little or no education.
If a user can see it and immediately understand its value/purpose, that's good.
Special features like stretchy fabric or secret pockets can't be seen in the image won't be clear to the viewer.
Look, a plain t-shirt, buy it now:
3. People can buy the product repeatedly.
If someone just bought a pair of shoes on one site, they might be ready to buy more shoes from another site.
People buy lots of shoes!
Btw, you can use evergreen copy with dynamic catalog text like the brand name:
4. Users are already shopping for the products elsewhere.
I've featured fashion examples here a bunch because they check all of the boxes and people are always shopping for fashion all over the internet.
The more applicable your catalog is to these factors, the more likely you'll have success with DABA.
If these don't apply to you, don't waste too much of your time on DABA.
Has DABA worked or failed for you? Let me know on Twitter!
