Collaborative Performance Advertising Solutions (CPAS), rebranded as Collaborative Ads, are an advertising solution created by Facebook (now Meta) allowing brands and retailers to create ads together.
Facebook Collaborative Ads work for brands (merchants) that sell products online. If you are a brand selling products through online retailers and marketplaces, Collaborative Ads are an effective way to run direct sales campaigns.
Your retailer partner shares your catalogue products (called catalogue segment), already uploaded in retailer’s seller platform with your Facebook Business Manager.
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Brands showcases relevant products to people who are more likely to purchase when they are on Facebook, Instagram and more online sites part of Facebook Audience Network
Brands can measure sales, and other custom conversion events, generated on retailer partner website or apps.
Brands can launch Facebook campaigns targeting people who have interacted with their catalogue products available on retailer partner website or apps. For example, the brand can target those users who have added a product into the cart without finalizing the purchase.
Same as retargeting campaigns, brand can target those users who have purchased a particular product, directly from retailer’s e-store, and promote them other similar products.
Maximize business collaboration between brand and retailer. Some retailers, like Shopee and Lazada, use to launch Agency Partnership Program with on-invitation selected digital and media agency who can support brands to set up, run and optimize Collaborative Ads campaigns. MOST 2414 and our e-commerce enabler Silken Asia are Shopee, Lazada and TikTok Agency Partner.
Choosing the right retailer partner is very simple for a brand. The brand needs having am active e-store on retailer platform. Based on brand’s omni-channel e-commerce strategy, brand will easily decide which retailer worths to enhance the collaboration.
For Facebook Collaborative Ads, or CPAS, the list of participating retailers depends region by region. In Thailand, for example, brand can collaborate with Lazada, Shopee, JD Central, Power Buy, Tops and more. Visit Retailer Partner Directory to find your partner, or to apply as new retailer partner.
Collaborative Ads is the advertising solution offered by Facebook. Other advertising providers, as Google Shopping Ads, have similar options. We will keep updated this post, introducing simple set up guidelines from different ad providers.
For all Shopee Sellers, marketplace or ShopeeMall, are eligible to apply for Shopee Collaborative Ads.
Brands just need to follow few instructions:
Contact us and learn more how we at MOST 2414 can help to set up, run and optimize campaigns for your e-commerce.
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