How Do I Set Up Dynamic Creative Optimization (DCO) In XPO

Dynamic Creative Optimization (DCO) is a digital marketing strategy that enables you to personalize ads using first-party audience data, such as demographics, location, behavior, and device type. DCO is especially effective for remarketing campaigns. For instance, with DCO, you can target users with ads showcasing specific products they’ve shown interest in (e.g., products they viewed on your website).

Benefits of DCO:

• Personalized ads for enhanced campaign performance.
• Tailored creatives for different user journeys.
• Preventing "ad fatigue" with dynamic ad variations.
• Streamlined automations for for efficiency and cost savings.

Before You Start

1. Supported Channel: Display
2. Supported Ad Type: Dynamic Display Ads. This setup requires a slider component in the ads.
3. Supported Audience Type: Supports only first-party audience data and does not support third-party audience data.

• Set up a Display campaign.
• Set up a Display Dynamic Creative.
• Set up a first-party Audience Segment.
• Configure DCO Settings 
• Create dynamic data feeds by either:
  • Using XPO Curator to dynamically enter data into ad templates, or
  • Importing data directly from CSV files into ad templates.

Instructions

XPO DCO supports 3 categories of configuration – Audience, Geo, and KPI. You can set this using the Configuration Form.  

1. From your Partner Dashboard, go to your menu bar and click Catalogs > DCO Configurations. 
2. You will be directed to the DCO Configurations dashboard. Click + Configuration to open the New Configuration form.
3. Start by naming your DCO configuration.

(A) Audience

Use this configuration if you would like to personalize your creatives based on audience behavior (interactions) on your website. Knorex pixels capture relevant data and feed it to DCO-enabled creatives.

1. In the New Configuration Form, select Audience as the targeting option.
2. Under Add mapping rules to trigger the marketing messages, select the applicable Audience Segment along with respective Creatives and Feeds.
3. When adding DCO rule(s), you can choose between:

• Smart Matching: Let XPO automatically personalize ads based on your audience's webpage visits, OR
• Custom Matching: Manually select specific criteria for your DCO based on your custom selections or selected feeds.

• Click Save to finish configuring DCO by Audience. 

The example below shows how you can link "Audience who has visited the Furniture category page" to "Furniture Feed". (The feed consists of a list of furniture product images, names, prices, etc.)

(B) Geo

Use this configuration if you would like to personalize your creatives based on users' locations.

1. In the New Configuration Form, select Geo as the targeting option.
2. Under Add mapping rules to trigger the marketing messages, select the applicable Geolocation Segment along with respective Creatives and Feeds.
3. When adding DCO rule(s), you can choose between:

• Smart Matching: Let XPO automatically personalize ads based on your audience's webpage visits, OR
• Custom Matching: Manually select specific criteria for your DCO based on your custom selections or selected feeds.

Click Save to finish configuring DCO by Geolocation.

The example below shows how you can link "Audience who is in Indonesia" to "Indonesia Feed". (The feed to be served in Indonesia only).

(C) KPI

Use this configuration if you would like to personalize your creatives based on the best performing creative – whether it is based on engagement or conversions, depending on the campaign KPI – the creative will be shown more frequently than others.

1. In the New Configuration Form, select KPI as the targeting option.
2. Under Add mapping rules to trigger the marketing messages, select the applicable KPI (CTR, ER, CPA, or ROI) with respective Creatives and Feeds.
3. When adding DCO rule(s), you can choose between:

• Smart Matching: Let XPO automatically personalize ads based on your audience's webpage visits, OR
• Custom Matching: Manually select specific criteria for your DCO based on your custom selections or selected feeds.

Click Save to finish configuring DCO by KPI.

Refer to the below example. Note that for KPI configuration, you will need to select a few creatives.

Once the above configuration is done, remember to link the creative that you have selected during configuration to the ad group that you wish to apply to.