Have you ever put out a Facebook ad for your products, but don’t get the traffic you’re hoping for?
You must be wondering what you can do to change this and whether there are more methods and tools on Facebook that can help you.
Well, the good news is that there’s a new platform in trend known as the CPAS Facebook.
But what exactly is this CPAS Facebook?
Facebook CPAS stands for ‘Collaborative Performance Advertising Solutions’.
In the following sections, we’re going to explore what exactly Facebook Collaborative Ads are, how they work, and how utilizing them can benefit your brand in the long run.
CPAS is a fairly new social media marketing method and advertising solution launched by Facebook in February 2019. Despite this, not many business owners are aware of the existence of these Facebook CPAS collaborative ads.
Facebook CPAS lets you work with some of the largest retail and e-commerce companies in your locality to promote your products which are listed on their site. This is one strategy that’s equally important to driving traffic to your website.
In Malaysia, the e-commerce platforms that you can create Facebook collaborative ads with include Lazada, Shopee, Foodpanda, Airasia, Watson Malaysia, and many more.
The main reason that the Facebook CPAS concept was introduced is to give brands a chance to create synergistic ads that can use the influence of both brands to reach out to a greater audience.
This method is perfect for companies that sell their products or services through online marketplaces in Malaysia. Fundamentally, if your brand sells products on online marketing platforms like Shopee, you can now run a direct sales campaign with a retail e-commerce partner and make Shopee collaborative ads.
Your partner will share your products that are on their catalog with your Facebook Business Manager so that you can launch an ad with it.
Let’s look at one example of how CPAS works in action. Let’s say that you have a cosmetics brand and also an official store on Shopee.
You can now set up an ad, whereby customers who are interested in your line of products can click directly on the CTA button on your ad, and be directed to your Shopee page selling all your skincare and cosmetics.
Apart from being able to link customers directly to the various e-commerce platforms you’re on, CPAS also allows you to track conversion rates more easily, especially when it involves sales from an online retail platform.
When you create a Facebook CPAS ad, you will create a link that goes directly to your e-commerce partner platform.
This makes it easier for customers to buy your products and increases their conversion rate – mainly because of the convenience it offers in terms of helping businesses reach more shoppers and drive sales.
Those interested in your collaborative ads no longer have to maneuver around a website or go through several links to find what they’re looking for. They can reach your retail page in a single click and this will encourage them to make the purchase without having to go through tedious redirection pages.
Many e-commerce platforms like Shopee and Lazada will provide you with analytical data of the traffic that reaches your store, as well as how many of these visitors actually made purchases. This will give you a clear picture on your actual conversion rates.
Information tracked includes the location of your visitors, their age groups, what other online or offline purchases they’ve made, when they’re most active, and more.
These data will also help you improve your marketing campaign strategy so you can invest your time in the demographics that bring in more ROIs (Return On Investment).
The ability to optimize your CPAS ads, like the best time to post on Facebook, will too, help increase your traffic since you can leverage FB’s targeting algorithm.
Oftentimes, you’re trying to reach FB users that haven’t heard of your brand before or don’t know much about it. When you collaborate and advertise with a well-known e-commerce name like a CPAS Shopee, you can leverage on the brand reputation your collaborators carry and lead users to trust your brand more.
Whether it is a Lazada or Shopee CPAS, for example, users will be more inclined to interact with an ad from a platform that’s somewhat reputable. This is because e-commerce platforms provide shoppers with a higher sense of security, as compared to selling your products on your own.
As a brand, before the introduction of Facebook CPAS, you wouldn’t be allowed to embed any e-commerce marketplace code into the FB platform.
This restricted a lot of marketing efforts as there couldn’t be any Dynamic Product Ads solutions applied. This advertising solution is able to personalize collaborative ads to appear on the feed of users based on their habits, preferences, and behaviors.
However, Facebook CPAS allows you to optimize the types of Facebook ads that appear on users’ pages. This ensures that you reach the people that have a higher conversion rate at your e-commerce page based on data. It also allows you to adjust different products for different target audiences.
With analytical data available from your e-commerce marketplace, you can now choose to retarget previous customers who have arrived from Facebook.
Research shows that targeting previous customers is a viable strategy. This includes encouraging them to buy other products in your store, or repurchase what they’ve bought previously.
This should also include reaching out to those who have filled their carts but have yet to bring them to check-out. Ideally, your soft-sell advertising and marketing to gently remind them about their original buying intent should act as an effort to minimize cart abandonment.
One of the first things you’ll have to do is have a Facebook account that is associated with your business page. This account will have access to something called a Facebook Business Manager.
Before you start creating collaborative ads, you’ll have to create a dedicated CPAS ad account to manage these collaborative ads.
This can be done under the Facebook Business Manager for your brand. Under ‘Business Settings’, choose ‘Ad account’ and create a new one just for the purpose of CPAS.
Once you have that, you should contact an e-commerce Facebook partner from the retail directory, which is the one you have a store on. They will usually require some basic information from you, like your Business Manager ID, dedicated CPAS Ad account ID number, your e-commerce account details, and so on.
Once that’s done, they will share your e-commerce store catalog and make your products available on Facebook. You will have to agree to their terms and conditions from your account notification in order to start creating CPAS ads.
Follow these simple steps to create your CPAS ads
- Go to ‘Ads Manager’ and choose your dedicated CPAS ad account
- Select ‘Create Ad’
- Choose from ‘Catalog Sales’ or ‘Conversions’ as a campaign objective
- Your retail partner would have shared your products catalog, so go there and create a product set to be featured on your ad by choosing what to feature
- Set the other details like the audience, budget, bid strategy, placement, and ad format. Ad formats include carousel, single image, or collection.
Example of a Facebook collection ad, an ad format introduced in 2017. Source: Xiaomi Malaysia
After setting up and launching your Facebook campaigns, you’ll be able to track their performance via the ad manager. This will give you the feedback you need to be able to perform minor adjustments to improve it.
Carefully planning your dynamic ads is one of the best strategies. You should carry out due diligence and understand the different types of formats available for your collaborative ads. This will help you carry out the following optimization tips better:
- Don’t put a limit on your target audience. The more demographics you target, the better it is for your brand.
- Use retargeting ads for users who have visited your store before and didn’t make a purchase.
- Know what the different ad classifications are, namely single image, carousel, and collection Facebook ads. Carousel and collection ads are suitable for prospecting new users, while single image ads are suitable for prospecting new users.
- Use conversion events like add to cart, buy now buttons, and view content.
- Understand that the best ad placement is automatic as it allows FB’s algorithm to determine where to best put your dynamic ads for users to see. Save costs with the auto-bid settings as this is the lowest cost bidding strategy.
- Set your Facebook collaborative ads CPAS to last for at least one month.
- Launch your Facebook advertising at least 2 weeks before your sales period or offer period begins.
Whether you choose to make Shopee partner platform ads, or collaborate to make Lazada ads, you stand to expand your Facebook marketing beyond the norm.
This is called a marketing synergy, whereby collaborations actually benefit both parties better than efforts that are done alone.