Currys PC World / Facebook

Currys PC World Drives Cost Efficiencies Using Facebook DPA

In order to capitalise on the Black Friday sales peak and keep a strong momentum over the Christmas period, electrical retailer Currys PC World worked with agency Blue449 and Adaptly to run a series of Dynamic Product Ads on Facebook. The key objective was to drive cost-effective ROI over this prime period in the annual retail calendar.

Adaptly worked with the client and Blue449 to set up Dynamic Product Ads (DPA), testing key product categories over the course of the campaign and optimising towards conversions. The Dynamic Product Ad format is a form of digital catalogue, updated automatically so that it accurately reflects the names, prices, and stock levels of items available on a website.

Over the two-month flight period, DPA activity drove an impressive number of tracked orders at an average ROI of 3.60x. Black Friday performed especially well with a ROI 1.47x higher than the November average. 37% of the entire month’s revenue was delivered on this day alone.

Results

3.6x

average campaign ROI

1.47x

higher ROI on Black Friday compared to November average

37%

increase in Black Friday click-to-conversion rate