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

Dynamic Creative Optimization (DCO) is the process where variations of creatives (including design and layout aspects) and messages are generated and personalized to users based on the different triggers or audience segmentation.

DCO can be used in both prospecting and retargeting/remarketing campaigns though it is commonly used in retargeting.

DCO ads often use the common dynamic creative targeting variables of location, behavior, device, demographics, and context. One type of dynamic creative ad unit is a product retargeting ad. This ad has dynamic content, such as the last product someone saw on a retailer’s website.

DCO enables optimization of campaigns through:

• Personalization of ads (either by varying on creatives and/or message levels) via variations of combinations to boost performance
• Customization of ad creatives for the different user journeys
• Preventing "ad fatigue" with different variations of ads
• Automating the generation of variants and the accompanying large number of ad tags to save time and cost. The result is a single universal tag that encapsulates the complex logic behind it.

Instructions on setting up DCO in XPO

1. Pre-Requisites

• Set up a Display campaign
• Set up a Display Dynamic Creative Type
• Set up an Audience Segment
• Configure DCO Settings. Refer to Section 2 below
• Create data feeds by:
  • Creating Dynamic Feeds using XPO Curator to inject data into ad template OR
  • Using data importer (in CSV format) to directly import data into ad template

2. Configure DCO by Audience, Geo or KPI

(A) Audience

Here, the personalization of the creative is based on audience behavior on your website. Knorex pixels pick up the relevant value of variables and feed them to the same DCO-enables creatives.

1. Under the Catalogs menu, click DCO Configuration. 
2. Name your DCO configuration. Select Audience as the targeting option.
3. Add one or more DCO rules:

• Select the applicable Audience Segment with respective Creative and Feed 
• Add more DCO rules if there is more than one rule required
• You can select either Smart Matching (XPO will personalize ads based on your webpage visited by your audience) or  Custom Matching for your DCO based on your custom selection as shown below and your selected feeds.

• Once done click on Save

The example below shows 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

Here, the personalization of the creative is based on the user's locations.

1. Under Catalogs menu, select DCO Configuration. 
2. Name your DCO configuration. Select Geo as the targeting option.
3. Add one or more DCO rules:

• Select the applicable Geolocation with the respective Creative and Feed 
• Add more DCO rules if there is more than one rule required
• You can select either Smart Matching (XPO will optimize based on your selected location) or Custom Matching for your DCO based on your custom feeds.
• Once done click on Save

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

(C) KPI

Here, the best performing creative based on either engagement or conversions depending on the campaign KPI, automatically gets served more frequently than others.

1. Under the Catalogs menu, click DCO Configuration. 
2. Name your DCO configuration. Select KPI as the targeting option
3. Add one or more DCO rules:

• Select the KPIs (either CTR, ER, CPA or ROI) with respective Creative and Feed 
• Add more DCO rules if there is more than one rule required
• You can select either Smart Matching (XPO will optimize to deliver messages based on selected KPI to users) or Custom Matching where you prioritize the KPI percentage rate for your DCO.
• Once done click on Save. 

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.