Discover Facebook Collaborative Ads (CPAS) for Your Business

Facebook Collaborative Ads How it Helps Small Business

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Facebook Collaborative ads were launched in 2018 as a method for brands and retailers to advertise products together. Since then, they’ve been available worldwide, and Google’s Shopping campaigns, which were released in 2019, have allowed brands to help retailers promote specific items. In this blog, we’ll examine how brands can use Facebook’s technology to boost sales via their retail partners’ platforms with Facebook Collaborative Ads.

What are Facebook collaborative ads?

CPAS is a collaboration between Facebook’s advertising platform and the marketplace. Its goal is to make it easier for marketplace merchants to advertise on Facebook and increase their sales. Brands can alluring sales by using collaborative ads to advertise their products. They can also measure and optimize ad effectiveness by using cpas ecommerce.

Every collaborative ad served will use the retailer’s catalog and direct the consumer to the retailer, but the brand (the manufacturer of those products) will have the opportunity to influence the sale of their own items. The partnership between the brand and retailer is strengthened as a result of the collaboration, as well as generating more revenue for both parties.

Selecting the correct retailer (merchant) partner for a brand is very easy. The brand needs to have an operating online store on the retailer platform. With the brand’s omnichannel eCommerce strategy, it will quickly decide which retailer is worth teaming up with.

The list of retailer taking part in Facebook Collaborative Ads varies by region. In Indonesia, for example, brands can partner with Tokopedia, Blibli, Lazada, Shopee and more. To either locate a partner or to put in an application as a new retailer partner, go to the Retailer Partner Directory.

Discover Facebook Collaborative Ads (CPAS) for Your Business 1

Source: Freepik

Why Facebook Collaborate Ads is Important?

The connection between brands and retailers has always been crucial, but this alliance has grown more complicated with the rise of eCommerce (particularly direct-to-consumer marketing). Because brands must get involved in digital and performance marketing in order to stay competitive, new strategies must be adopted and consumers must be connected to them more directly.

Maintaining positive relationships with their retail partners is more important than ever before. Brands and retailers don’t want to compete against each other for customers; instead, they need a fresh approach to working together. They rely on cooperation to compete with other firms and accumulate resources. Collaborative ads are a powerful approach to accomplish this.

In addition, many businesses don’t have the tools or resources to begin with digital performance marketing on their own. While some brands have strong eCommerce websites or an existing presence on popular marketplaces, many still rely on retailers to advertise and sell items. Collaborative ads, therefore, help these brands utilize channels such as Facebook to generate not just general top-of-the-funnel campaigns but also sales.

Discover Facebook Collaborative Ads (CPAS) for Your Business 2

Source: Freepik

Understanding your Facebook Collaborative Ads Value

With facebook collaborative ads format, brands can obtain a variety of information. They are not just contributing a few ad dollars to assist retailers; they are provided a toolkit to run digital marketing initiatives efficiently and mostly independently. With these ads, collaborating brands can both track campaign performance and the results of their advertisements. They can learn where and how advertisements are driving revenue.

To initiate the process of utilizing collaborative ads, there are three fundamental steps that must be taken:
1. Retailers must verify their Facebook pixel and mobile SDK.

2. Retailers are required to establish a product catalog segment, which they will then share with their partnered brands via the Business Manager platform.

3. Brands run in performance marketing campaigns featuring their products.

Discover Facebook Collaborative Ads (CPAS) for Your Business 3

Source: Freepik

What is the Benefit of Facebook Collaborative Ads for your business?

Prior to the introduction of Facebook Collaborative Ads, brands with strong eCommerce sites or popular marketplace stores had a difficult time leveraging digital marketing to their advantage. Because they largely relied on retailers to advertise and sell their goods, they were largely reliant on retailers to advertise and sell their goods. Thanks to Facebook Collaborative Ads acting as the go-between, brands may now advertise and sell their entire inventory without relying on retailers.

Brands can benefit from Collaborative Ads in the following ways.

  1. Assisting customers in making the right choice by emphasizing and showcasing relevant products.
  2. Measurement can be done more accurately.
  3. Advertisements that exist prior to a product availability or price change can be automatically updated.
  4. All aspects of the campaign’s performance can be accessed in real-time.
Discover Facebook Collaborative Ads (CPAS) for Your Business 4

Source: Freepik

How do Facebook Collaborative Ads work?

Here is an example of how Facebook Collaborative Ads work. You run an online store on Tokopedia that sells bags, but you don’t have a standalone e-commerce store, you rely on Tokopedia to market your store online.

With Facebook Collaborative Ads, you can now create ads that highlight your store’s best products or any other items you want to boost sales for. Facebook will show the ad to consumers who are most likely to buy it. Tokopedia will redirect them to your store either through the website or mobile app, thereby helping them complete their purchases quickly. Through Facebook Collaborative Ads, sellers or brands on Tokopedia can advertise as if they had their own e-commerce store, as Facebook can easily manage and measure ad campaigns to increase sales cpas ecommerce.

example of facebook collaborative ads with tokopedia

Source: Tokopedia

Major E-Commerce that Utilize Facebook CPAS

Here are some of the major e-commerce marketplaces in Indonesia that power better ad strategies, more robust sales performance, and advanced seller tools to find potential customers, all of which integrate Facebook CPAS with their advertising ecosystems. Here’s a glance at those major players:

1. Tokopedia

Tokopedia has made it much easier for sellers to promote their products on both Tokopedia and Facebook. This integration places Facebook’s powerful advertising tools at the sellers’ disposal. Sellers can easily create ads, automatically populated with their Tokopedia product listings. This allows for precise targeting based on user behavior on Tokopedia, such as past purchases and searches, enabling highly focused advertising campaigns. The integration benefits sellers with increased visibility and sales through the use of Facebook’s vast user base and sophisticated targeting algorithms. Additionally, the seamless integration lowers the technical barriers to online advertising, making it accessible to those with limited marketing experience.

2. Shopee

Through its partnership with Facebook, Shopee allows sellers to connect their store to their Facebook Page, simplifying the management of promotions and ads across both platforms. This is managed through a single dashboard that oversees ad campaigns, budgets, and performance metrics. The platform’s automation features optimize ads for performance using real-time, data-driven insights without needing constant adjustments by the seller. The use of CPAS enhances ad spend efficiency, broadens the reach of product promotions, and potentially increases the seller’s ROI through higher conversion rates and a broader market reach.

3. Bukalapak

Bukalapak utilizes Facebook’s dynamic ad technology, which automatically retargets users who have shown interest in a product but did not complete a purchase. These ads are dynamically tailored for each user, displaying relevant products they previously viewed or added to their cart. Ads are optimally timed across the Facebook network, including Instagram and Messenger, leveraging Facebook’s robust tracking and retargeting capabilities. Dynamic retargeting helps Bukalapak increase conversion rates by keeping products visible and top-of-mind for potential buyers, thus enhancing marketing campaign effectiveness.

4. Lazada

As part of the Alibaba Group, Lazada benefits from advanced analytics and advertising technologies. Its integration with Facebook synchronizes advertising across Facebook and Instagram, utilizing Alibaba’s data analytics to refine ad targeting. This integration provides sellers with sophisticated tools for more accurate ad targeting, improved customer acquisition, and enhanced customer engagement through personalized ad content. Lazada’s use of CPAS ensures not only broad advertising reach but also precise targeting, leading to better customer experiences and increased sales efficiency.

Strategy for Facebook Collaborative Ads

Content and Campaign Based on Customer Behavior

First step is to analyze the behaviour of customer by grouping them in 2 category, compulsive buying and impulsive buying. Compulsive buying is customer behavior to focus on making purchase because there is a encouragement or compulsiveness to purchase, while Impusilve buying is customer behavior where they have no urge to purchase something, only just suddenly got interested and bought. Both are targeting shopaholic customers, but if you see from your campaign or content perspective, which one is best to use? Based on those 2 categories, so you can plan out effective strategy which relate to either of category or both.

Audience Retargeting

You can retarget your campaign to customer which previously had interest in your product or page in Meta Ads. Retargeting has the objective to recall the old customer or old potential customer with product or campaign that your business offers.

Campaign Monitoring

The last step is to monitor your campaign through the Meta Ads Manager. Analyze which campaign is hit or miss, which campaign has optimal CTR and CPR rate and pay attention to the audience. If you found the right campaign, you can plan effective strategy to reach the desired audience.

Final Words

In the near future, other channels and advertising platforms will likely become competitors to Facebook and Google’s collaborative ad offerings. Hopefully, brands will continue to benefit from new opportunities as a result of these efforts. Stay tuned for new developments!

Do you want assistance with your current social media advertising and digital marketing strategies? Pixie Digital is a Bali digital marketing that has been 8+ years of experience. You can count on us to assist you in developing and refining your digital strategy so that you can grow your company. Whether you’re a new brands or an established one, we can assist you with our digital marketing strategy.