35% Lower CPA on E-Commerce Retargeting With Dynamic Creatives

Dynamic retargeting campaign dashboard showing personalized product ads for fashion e-commerce

The Challenge: 70% Cart Abandonment, Zero Personalization

A fast-growing online fashion retailer was losing revenue to cart abandonment rates above 70%. Their existing static display campaigns showed the same generic banner to every visitor regardless of browsing behavior -- resulting in a CPA that kept climbing and a ROAS stuck below breakeven. The brand needed a retargeting partner who could turn abandoned sessions into completed purchases at scale, without inflating media spend.

We built a deep learning retargeting engine on DV360 powered by dynamic creative optimization (DCO) connected directly to the retailer's live product feed. Our team configured CPC-based bidding to focus spend on users most likely to convert, while the DCO layer served hyper-personalized ads featuring the exact items each shopper had viewed -- plus algorithmically recommended complementary products. The result: a 2.4x ROAS and 35% CPA reduction within the first 8 weeks.

Analytics dashboard tracking e-commerce retargeting

How We Delivered It

A full-funnel retargeting engine built on real-time product data, CPC bidding, and predictive audience models inside DV360.

Product feed DCO on DV360

We connected the retailer's live catalog -- thousands of SKUs with real-time pricing, stock status, and promotional overlays -- to our DCO engine on DV360, assembling personalized ad units in milliseconds for every impression.

Predictive audience segmentation

We built deep learning models to score users by purchase intent, separating casual browsers from high-value cart abandoners. Budget was allocated proportionally on a CPC basis, concentrating spend on the segments with the highest conversion probability.

Sequential retargeting journeys

We designed multi-touchpoint sequences that evolved messaging from product reminder to urgency trigger to incentive offer over 7 days, adapting creative and frequency in real time based on engagement signals.

Cross-device identity resolution

We unified user profiles across mobile, desktop, and tablet to deliver consistent retargeting without oversaturation -- reducing wasted impressions by over 40% and lowering blended CPC.

Why Kalithea Made the Difference

Real-time creative assembly at scale

Our DCO platform generates personalized ad units in milliseconds, pulling live product data including price drops, stock scarcity, and promotional badges. Every impression is relevant, accurate, and designed to convert.

CPC bidding optimized by machine learning

We ran CPC-based buying on DV360 with machine learning algorithms that continuously adjusted bids based on conversion likelihood, time of day, device type, and user recency -- maximizing ROAS while respecting strict budget constraints.

Full transparency, product-level reporting

As an independent agency, we gave the retailer full visibility into product-level CPA, creative variant performance, and attribution paths -- no hidden margins, no black-box optimization. Every dollar was accounted for.