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Dynamic creative strategy and feed checklist for media agencies

Welcome to the DoubleClick Dynamic creative strategy and feed training checklist!

Use this checklist to gain a more detailed understanding of selecting a dynamic strategy and creating a dynamic feed.

Assess the goals of the advertiser and campaign

Before you design your dynamic strategy, think about how you can use the following techniques to meet your campaign goals.

Target and test content

Rich Media Dynamic Creative gives you the ability to target relevant content to specific viewers based on predefined strategies or rules. For example, you can use geo-targeting to advertise offers only available in certain markets. You can also test various creative iterations to determine the most effective creative based on your campaign objectives. You can even target AND test in the same campaign!

Targeting

Targeting involves serving relevant content to viewers based on predefined strategies. With DoubleClick Rich Media Dynamic Creative, you can use many strategies, including:

  • Geo-targeting
  • Date and/or time targeting
  • DCM attribute targeting (i.e. placement, ad, creative, etc.)
  • Targeting based on information passed from a publisher/DSP (e.g. audience segment targeting)
  • Remarketing via Floodlight tags
  • And more
Testing

Many advertisers use dynamic creatives to test creative iterations and, after reviewing reporting results, determine which iterations are most effective. They might also update creative content in the middle of the campaign to highlight the iterations that are performing best, without any changes to the creative assets or need for re-trafficking.

While targeting involves using dynamic strategies, a campaign that’s purely testing content will use one of our several Dynamic Rotation options, as opposed to dynamic strategies.

If this sounds aligned with your advertiser’s goals, see the Dynamic rotation overview to learn more about the different rotation options.

Targeting and testing

Dynamic Creative allows you to combine both targeting and testing in one campaign.

You have the option to target certain elements of the ad, while testing other elements of the ad. For example, you want to target the headline, product image, and Exit URLs based on a viewer’s location, but I also want to test which CTA copy of three options is most effective in driving clicks.

You can also test creative iterations within a particular targeted segment. For example, I want to target my headline based on the viewer’s location, but I also want to test out three different versions of that headline to determine which version performs best in each location.

In either case, Dynamic Creative has you covered! If this sounds aligned with your advertiser’s goals, be sure to focus on the dynamic feed structure section of this training, as the setup of your dynamic feed can allow you to accomplish these goals.

Use the marketing funnel

Advertisers often use the traditional marketing funnel to identify campaign goals. Dynamic Creative targeting strategies can be correlated to the marketing funnel.

Upper funnel: Build awareness around your brand

  • Dynamic rotation options to determine best creative iterations and drive performance
  • DCM ID targeting to target content to specific audiences by placement, ad, etc.
  • Geo-targeting to target specific geographic locations

Mid funnel: Retain customers by advertising special offers or highlighting loyalty programs

  • Data pass from DSP/publisher to target specific first- or third-party audience segments

Lower funnel: Drive sales by establishing a relationship with the user when they are closest to the point of purchase

  • Remarketing via Floodlight tags to establish a relationship between a site visitor's last experience on your site and the content in your ad
  • Remarketing via user’s past searches with DoubleClick Search and DoubleClick Bid Manager
Determine trafficking setup

When starting to develop a dynamic strategy, it's important to think about the strategy of your media buy in conjunction with your advertiser’s goals. Often, the media plan has a direct impact on the dynamic strategy. Here are several important examples of when the ad trafficking setup may influence your dynamic strategy:

I plan to geo-target placements in my media plan.

Great! If the goal of your Dynamic Creative campaign is to geo-target content, and you plan to use DCM to target each placement to a particular geographic location, you’ll want to use a Placement ID targeting strategy. Each row in your feed is targeted to a certain placement(s), which is in turn targeted to a specific geographic location.

I plan to use sequential rotation to control the order in which viewers see different iterations of my ad.

If the goal of your Dynamic Creative campaign is to sequence the creatives a viewer sees, you’ll want to use a Creative ID targeting strategy. Sequencing is set at the DCM Creative level, so each row in your feed is targeted to the corresponding, sequenced creative.

I plan to use frequency capping to control how many times a viewer may see an iteration of my ad.

If your Dynamic Creative campaign goal is to limit the number of times a viewer sees a particular creative, use Ad ID targeting strategy. Each row in your feed is targeted to a certain Ad ID, which has the appropriate frequency cap configured in DCM.

I plan to create remarketing lists (in DCM) / audience lists (in DCM).

If your Dynamic Creative campaign goal is to highlight actions users have previously taken on your site, you can create remarketing / audience lists that correlate to these actions. Then, each remarketing / audience list is targeted to a unique Ad ID. The dynamic strategy is Ad ID targeting, so each row in your feed is targeted to a certain ad, which correlates to a certain remarketing / audience list.

I plan to use audience segments from a DSP, and each of the placements in my media plan correlates to a DSP-managed audience segment.

If your Dynamic Creative campaign is informed by audience segments managed by a DSP, and each of these audience segments is correlated to a particular placement, use a Placement ID targeting strategy.

Review dynamic strategies by vertical

Advertisers in the same vertical may use similar dynamic strategies depending on their campaign goals. We’ll cover the most frequently used dynamic strategies by vertical.

Telecom
Objective Goals Dynamic strategy
Awareness Launch new devices; create awareness for new features Start/End Date Targeting, Optimized Rotation, Random Rotation, Weighted Rotation
Awareness Drive sales event awareness Start/End Date Targeting
Awareness Driving in-store traffic Geo-targeting
Retention Contract renewals; phone upgrades List level remarketing via Ad ID targeting
Purchase Shopping cart abandoners - Selling devices and plans Product-level remarketing via Floodlight
Retail
Objective Goals Dynamic strategy
Awareness Launch sub-brands Optimized Rotation, Start/End Date Targeting, Geo-targeting
Awareness Drive sales event awareness Start/End Date Targeting
Awareness Driving in-store traffic Geo-targeting
Retention Ensure repeat business via coupons/offers; Build loyalty programs/membership sites List level remarketing via Ad ID targeting
Purchase Cross-selling complementary products; shopping cart abandoners List level remarketing via Ad ID targeting
Purchase E-commerce Product-level remarketing via Floodlight
Travel
Objective Goals Dynamic strategy
Awareness Flash sales Start/End Date Targeting
Awareness Respond to competitive sales event Start/End Date Targeting
Awareness Budget vs. luxury customers Optimized Rotation, Audience targeting via 3rd party DSP data or Placement ID
Retention Ensure repeat business via coupons/offers; Build loyalty/mileage programs; Promote credit cards List level remarketing via Ad ID targeting
Purchase Previous destination search; Upsell to premium seating; Booking abandoners Product-level remarketing via Floodlight
Purchase E-commerce Product-level remarketing via Floodlight
Automotive
Objective Goals Dynamic strategy
Awareness New model launches Optimized rotation
Awareness New customer acquisition Audience targeting via third party DSP data
Awareness Co-op/sponsorship Optimized rotation
Retention Local dealership service offers Geo-targeting
Retention Certified pre-owned car prospects vs. new car prospects Audience targeting via 3rd party DSP data
Purchase Attract users who have designed car online Product-level remarketing via Floodlight