Introduction To DCO

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.

 

Purposes Of DCO

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.


Data Importing/Upload For Enabling DCO 

XPO supports 2 models for importing data to be used for DCO: 

1. Using XPO Curator to create a feed to inject into the ad template

2. Using data importer (CSV format) to import data

NOTE

Refer to our XPO Curator section to find out more information.


How To Set Up DCO In XPO

1. Pre-Requisites

2. Steps To Configure DCO In XPO

In XPO, you can configure DCO rules based on either Audience, GEO, or KPI: 

2.1. By 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. From your XPO dashboard, click the Catalogs menu and select DCO Configuration. 

2. Fill in the information, select the applicable Advertisers in the dropdown list.

3. Select Audience as the targeting option.

4. Setting 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.

Screenshot_2020-09-25_at_12.10.25_PM.jpg

  • 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.)

Screenshot_2020-09-25_at_12.11.09_PM.jpg

2.2. By GEO

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

1. From your XPO dashboard, click the Catalogs menu and select DCO Configuration. 

2. Fill in the information, select the applicable Advertisers in the dropdown list.

3. Select Geo as the targeting option.

4. Setting 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).

Screenshot_2020-09-25_at_12.11.47_PM.jpg

 

2.3. By 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. From your XPO dashboard, click the Catalogs menu and select DCO Configuration. 

2. Fill in the information, select the applicable Advertisers in the dropdown list.

3. Select KPI as the targeting option

4. Setting 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.

Screenshot_2020-09-25_at_12.12.13_PM.jpg

 

NEXT STEP

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.

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