Welcome to the dip academy, a free online resource for definitions,
training and best practice for the Deals in Places advertising platform.
To begin, click on the section that you want to learn more about.
Deals in Places is a self-service advertising platform. This means you create, target and publish your own deals through dip Publisher. It’s quick, easy and works for advertisers of all abilities.
Visit dip Publisher. If it’s your first time using dip you need to register for an account. We’ll need the name of your brand, the name and contact details of the person responsible for the account, a square JPEG or PNG image of your logo, a payment method and a billing address.
Once complete you’re ready to start creating and publishing deals.
If your chosen artwork’s ratio needs changed into a square dip will automatically crop a square from the centre portion of the image. Your artwork might require movement of the crop box though. Should this be the case, your mobile device has a built in feature to enable this:
Open gallery > choose image > edit > adjustment tool > resize button > square > save changes
Like the artwork, your headline is shown on dip users’ deal feed. You’re limited to 30 characters. We recommend telling people the percentage they will save using your deal. For example, “50 off%” and “2-for-1”.
The description in the main body of text that serves as your opportunity to convince dip users to save and later redeem your deal. It should be short and snappy but impactful. You’re limited to 1500 characters so make every word count.
Categories are how we separate and neatly organise deals for dip users. We give dip users the option to select the categories they want to see and that categories they don’t. Sometimes, a deal might fall into more than 1 category so you can choose up to 3. However, be mindful that purposely choosing an irrelevant category is a breach of our terms of self service. There are dozens of categories to choose from and we’re constantly adding more. Some category examples include fast-food, footwear and make-up.
When creating a new deal category you have the option to select special category. Special categories are completely free for you and a great way to try out dip. Because they are free, we recommend reserving your best deals for special categories. By selecting special categories your deal will be displayed to a select number of dip users that can access special categories with the benefit of a password. Typically, these users received a password from their employer or an organisation that they belong to.
If you would like access to special categories for your business or an organisation, contact Fran on email@example.com.
You can display your deal to males, females or all.
The deal type can be described as the type of deal you want to publish. There are currently 2 types to choose from. Voucher or Call To Action.
For instore deals, the voucher is the standard format that must be shown to the cashier at checkout. The dip user’s phone will prompt them to show the cashier the voucher on their phone. It’s important that you ensure the cashier knows about the deal and knows how to apply it to the customer’s bill. When the app user redeems it, they have 1 hour before its removed automatically.
For all other deal types, you can choose your Call To Action from a list. When the user presses the button, they will be redirected to your website or your phone number. You have the option to display a discount code. You must ensure the code works as it should. At present, unique single use discount codes cannot be added.
The expiration is the date your deal is no longer valid for use by your customers. Remember, it is not the date in which we’ll stop showing your deal to dip users. Although we’ll do our best to remove your deal when it expires, the only way to ensure this happens is to switch the deal off manually.
To accurately and legally serve a deal on members of the public you are required by advertising laws to provide terms and conditions. You have the option of typing full text terms and conditions (up to 8000 characters), entering a link to a website or leaving it blank. Your terms and conditions are part of the agreement between you and dip users. This means we won’t accept responsibility should something go wrong as a result of unclear or unfair terms.
We segmented high foot-fall areas into a large number of shopping locations and each location is different in size. You can choose up to 5 shopping locations in which to place your deal. However, you do have the option to create the same deal more than once and place it elsewhere. When a relevant dip user physically enters your chosen shopping location your deal will appear on their deal feed.
You should carefully consider where you place your deals and what kind of deals they are in order to maximise your conversion rate. As a rule of thumb, the further away your deal is from your own shop, the higher the discount should be. This is because you need to really entice your target market into travelling further distances.
The RRP is the recommended retail price. If you’re offering a product or consumable, enter the cost of what you would ordinarily sell it at. If your deal is more generic, enter your average customer spend.
This is the amount you’re willing to spend on a daily basis. There is no minimum or maximum budget spend however the lowest Cost-Per-Click, or CPC, is £0.20. You will never spend more than your daily budget on each given day but it will be reset each day until your deal is no longer active. You might not spend your entire daily budget each day and lots of factors will impact this. If you find that you do consistently spend your entire daily budget, it’s an indicator that your deal is popular and you should consider scaling up with a budget increase so more people see it. You can use your budget to ensure you don’t give out more deals than you have inventory or are willing to redeem.
This figure is the maximum amount that you’re willing to pay for each click on your deal. The minimum amount you can spend is £0.20. By dividing the CPC with your budget, you can work out the maximum number of clicks your deal can get on any given day. However, you may get less depending on various factors such as targeting parameters, category popularity, quality of deal content, your reputation and the date or time. If you want to ensure that your deal is displayed you should increase your maximum CPC to stand a better chance of success should bidding come into play.
When you’re finished creating and targeting your deal it’s ready to publish. When published, your deal will start displaying in consumer’s deal feeds almost immediately, provided they fall into your targeting parameters. You can switch your deal on or off at any time and create as many as you like. If you pause the deal, it will stop appearing in consumer deal feeds, however there may be a very small delay. It may also remain if a consumer already saved your deal. For these reasons, it’s essential that you double and triple check your deal is accurate and error free before publishing it.
We populate dip user’s deal feeds with various deals for each of their chosen categories in each shopping location they visit. Sometimes consumers interested in popular categories in popular locations run out of space in their deal feed. When this happens a bidding system comes into play and we display deals with the highest CPC. Because the bidding is amongst deals in the same category in the same location at the same time, it remains competitive but fair. For example, a coffee shop will not have to bid against a car manufacturer. If you don’t want to bid higher than the minimum CPC, your deal might still rank on dip users’ deal feeds when your competitors’ budget runs out or they switch off their deal.
We’ll show you the impressions, clicks, saves and average cpc of each of your deals to help you make strategic marketing decisions.
As we don’t take commisssion from your sales, we cannot measure the deal redemption rate for you, so you should do this yourself in-store or through your eCommerce website or app.
You can use these analytics, your own third-party analytics and self-measured data to assess how well your deals are performing. Saves cannot be greater in number than clicks, and clicks cannot be greater in number than impressions. As an advertiser, you want all 3 of these figures to be as close together as possible. If they are very far apart, you should consider switching off your deal and optimising a new one. Trial and error is your friend!
If you notice you have very high impressions but very low clicks, it means your artwork, headline or both need to be improved. This is because lots of people saw your deal in their deal feed, but not many people clicked on it. If you notice you have very high clicks but very low saves, it means that your offering, description or both need to be improved. This is because lots of people saw your deal in their deal feed and clicked on it, but didn’t like what they saw enough to make a purchase.
Your conversion rate is the percentage of people that took an action on your deal that then went on to take the next action you intended them to. You want the highest possible conversion rate. You can work out the conversion rate of clicks [c] per impression [i], saves [s] per clicks [c] and redemptions [r] per saves [s]. To achieve this, just divide the first action figure by the second action figure. For example, [c] divided by [i] = [x]. To then convert [x] into the conversion rate, divide [c] by [x] and then multiply the answer by 100.
The deal feed is the section of the app that lists relevant deals to dip users. Your active deals will appear in users' deal feeds and display your brand name, logo, artwork and headline. We give you impressions in users' deal feeds for free and we charge you each time a user clicks on the deal from the deal feed. This is called Pay-Per-Click or PPC. You can learn more about impressions and clicks in the Analytics section. You can learn more about PPC in the Pay-Per-Click (PPC) section.
Our platform uses the pay-per-click (PPC) model of advertising. Rather than take a percentage of your sale, which is called cost-per-acquisition (CPA), we’ll instead apply a small charge each time a dip user clicks on one of your deals. If nobody clicks your deal, you don’t get charged. PPC is faster, offers more control and if used correctly can be extremely profitable. Check out this comparison of CPA and PPC:
Your business has a product that is selling for £100 but is willing to offer 50% off:
Groupon: You earn £50 for every voucher purchased, but Groupon take 50% of your sale
leaving the business with £25 per sale. However you won’t pay anything if there are 0 sales.
dip: If a budget of £5 is set, a deal will be clicked on by up to 25 dip users. If 1 of them redeems the deal you’ll make £45, that’s a 4% conversion rate. The average conversion rate is 21% which equates to an average of £225 on a £5 promotion, however the maximum you could earn is £1,250.
If you’re new to PPC advertising, you might consider consulting with a specialist or agency to help you make dip your most profitable source of new sales. Get in touch and we can introduce you to some of our trusted partners that we call dip PALs.
The cost-per-click (CPC) is the price paid per each click of your deal. Unless you are competitively bidding higher, your CPC will remain at 20p.
No, not causing offense, think more like a military tactician. An offensive deal is a deal that you placed in a strategic location for the purposes of targeting your competitor’s potential customers. For example, the deal could be placed in your competitor’s location or in a neutral area of importance to both you and your competitor. Offensive deals also include deals with content that specifically attempts to win over your competitor’s customers. Every eCommerce deal published on dip is considered an offensive deal.
A defensive deal is a deal placed in your own location for the purposes of targeting potential customers near your store. This type of deal helps you ward off offensive deals but also helps drive nearby footfall to your store, perhaps for the very first time. Brands that publish eCommerce deals cannot avail of defensive deals.
Not only do sponsored deals appear in every shopping location, they even rank in places where there are no recognised shopping locations. There are a limited number of sponsored deal slots per each category on dip and bidding doesn’t impact them. The deal feed slots are rented monthly and there is no additional cost-per-click. The rental cost varies and depends on the category, projected impressions and time of year. To talk about sponsoring your deal, contact Fran at firstname.lastname@example.org.
Split testing, sometimes called A/B testing, is the process of creating more than one similar but slightly different deals, each with a moderately low budget. The idea is to monitor each deal’s analytics and measure the impressions, clicks and saves. You should switch off the deals that don’t perform as well and increase the budget of the deals that do so that more shoppers see them.
Some businesses prefer to outsource their marketing activities to a third-party agency or freelancer and that’s okay. Our platform can be used effectively by anyone, including your go-to marketer. However, whilst dip can be used by an advertiser of any level, the really good stuff is delivered by the pros. We can recommend one of our talented Partnered Advertising Liaisons (or PALs) to run your dip campaigns for you.
A dip PAL (Partnered Advertising Liaison) is an advertising agency or freelance professional that is so proficient on dip that we recommend their services to businesses that wish to outsource their use of dip. Let us know and we we’ll find you’re the perfect PAL to meet your needs.
Or, if you think you have the marketing knowhow, get in touch and tell us you want to become a PAL.