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👋 Hey fam!

I'm really excited to share this 👊 Wednesday roundup with you!

We are going back into the Add Creative Library to bring you Episode 18 again with Arielle Jackson about the importance of brand building being intentional from Day 1 of your startup.

Now part two of the magnum opus on DPA ads from a master Dan Pantelo (CEO of Marpipe) where he shares how important dynamic products are to our DPA ads.

We learn a few things from our experts about new ad styles and CRO fundamentals from our experts!

Another fun announcement our friends at Soona have acquired Trend.io to help deliver more UGC to the market. This is great whether you are a Pencil user or not.

Hope your ads are scaling and LTV is 📈!

Cheers,

Chase

Starting using Pencil to Create winning ads 10x faster with AI.

Special Tip:

The first 5-10 seconds of your ad are critical If you don't grab viewers' attention, they'll click away.

So what can you do to create a hook that will keep people watching?

• Use intrigue

• Use humor

• Show before-and-afters

• Tell a story

Courtesy of Fraser Cottrell

Partner with us 🤝

Marketing agencies, freelance creatives, and e-comm experts…want access to our generous revenue share and co-marketing opportunities? Become a Pencil Partner today! You can learn more here.

🎙Add Creative

No new episode this week BUT here’s one of our most popular episodes that you should be listening to at the halfway point of 2023.

 Spotify 🎧

Guest Content 👑 🐐

By Dan Pantelo from Marpipe - welcome to Part 2 in his series

Bringing Humanity To DPA Ads: Dynamic Product

So you’ve just learned about how DPA is the fastest-growing ad format and how to nail your setup.

In accounts with well-designed DPA, the product ads are even consistently outperforming the UGC videos.

This trend is new - we’re seeing accounts where 70-90% of the all spend is going to DPA.

They follow a pattern. But first, let’s be clear on WHY we want to get there - simply said, it makes life much easier.

Ad accounts that are DPA-dominant are amazing because;

• They require less maintenance

• Less reporting

• They’re not content-hungry (at all)

• No creative fatigue

• Much more stable, consistent performance

This is marketer heaven, but getting to a DPA-dominant ad account used to be hard. Now, the tides are turning since Meta is investing heavily in two major initiatives - Advantage+ and FB Shops.

DPA happens to be the best performing format for Advantage+ Shopping Campaigns (ASC+) and it works really well with FB Shops since both are powered by the product catalogs.

We’ve seen that one of the major differences between brands who crush it with DPA (versus those who don’t) is an emphasis on the DPA creative. During our time so far building Marpipe (which allows brands to design their DPA), we’ve seen top brands like Crocs, Express, Warby Parker, and Kate Spade test tons of DPA designs to discover what works (and what doesn’t).

Based on that experience, here’s the top 3 DPA design tips that we’ve seen perform well for most brands…

1. Buy Now Pay Later (BNPL)

How do you get the performance benefits of running a sale WITHOUT actually running a sale?

Well if you’re using any BNPL solution like Klarna or Afterpay, we have an easy hack for your DPA.

You can make designs that visually promote the BNPL price rather than the full price for every product. Check out an example here:

This actually worked so well that Klarna even invested in building a plugin to enable this for their brands. This is your first must-try.

Remember to always test out different designs, even when promoting discounts!

2. Press & Value Props

Were you ever covered in the press? Any appearances on shows like Shark Tank?

Let’s get those logos in there! It works great on landing pages, and it’ll work great in your DPA too. Below is an example that features the Shark Tank logo, as well as a quote from a celebrity who’s well known among this brand’s target audience - deep social proof, front and center in the DPA.

Self-explanatory - you have good reviews, you should use them in your marketing. Your DPA is no exception.

“But Dan, what if I don’t have my product reviews synced with my feed?”

No worries, we got you - upload your feed to Marpipe and you can try our new AI-generated testimonials feature (for free).

The AI will analyze all the information about your product feed and generate testimonials at your desired character length (so it always fits nicely with your design). Learn more about that here.

In either case, here are a few examples of how brands like Bylt and Fender can incorporate testimonials into their DPA designs.

There’s many other design possibilities beyond these three above, but in our experience we’ve noticed that these tend to be the most effective for most brands.

If you ever need a reference point for more inspo, we’ve got you covered with this library of creative DPA examples you can browse whenever you need.

Bringing It All Together

If you’re ready to test out DPA design, the final challenge lies within the process of testing new catalogs against each other - if you’re ready to crack this code, we’ve created this tell-all, step-by-step case study where we increased a DTC brand’s ROAS by 32% using better DPA creative.

This can function as your companion to doing it yourself, as its complete with design guides and screenshots of the setup in Commerce Manager.

As DPA continues its ascent and more marketers begin to crack the code by humanizing their DPA, we hope that this two-part series was useful in helping you crack the code for yourself.

Why this matters: Diversity in your creative allocations will drive performance efficiency + SCALE. This is the holy grail and yet very few brands action on it before they have fatigued their first style of winning creative.

Diversity the Creative Pillars in your account and see your business grow as a result. DPA is a massive portion of that.

Expert Strategy + Learnings

Some amazing learnings from thought leaders in DTC.

Dylan's CRO Tips 🙌

The higher the AOV, the lower the conversion rate. Stop asking "is my conversion rate good" and take a look at both.

There's really nothing your conversion rate tells you that is actionable.

For more 🔥 follow Dylan Ander.

Rahul's Paid Media Learnings 🤘

Strongly believe every PDP should have a FAQ section.

Especially for products that are consumables. Answer all their questions while your customers are there.

Follow Rahul and reach out to Reach Digital to work with him 🧠

Worth Your Time 🤌

From our Library 📚

Join the ✏️ community

Sign up to learn and meet 200+ other great founders & operators across DTC.

Curious about what we're building? 🧱

Check out our roadmap and upvote what you think is important! If we have missed anything, you can add your suggestions as well.

YouTube Channel 📺

Check out our library of amazing video content on creative, ads, and ecom operating.

Our Preferred Tech Partners 👏

• Foreplay - spy on your competitor’s ads + save what you like

• soona - studio-level assets in days and without the heavy cost. Yes, please. (Use Pencil39 for a free first photo)

• Motion - you want insights on your ads - make it fast/easy/actionable.

• Social Snowball - frictionless affiliate programs for your customers and creators

• Marpipe - make DPA ads into a strength without more work

• Triple Whale - attribution - need I say more

• Air - keeping all of your assets organized is a pain. Air makes it delightful.

• Creative OS - if you love making ads on Figma, you'll love this.

• Insense - your one-stop shop for sourcing and working with creators.

Fav Newsie's

• Nice Ads 

• Chew On This

• Cody Plofker’s newsletter

• Acquire Weekly

• Your Content Should Sell

• The Performers

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