The online shopping trend in Malaysia is undoubtedly one of the shopping behaviours that will keep growing year by year. Shopee and Lazada are the current leading online marketplaces that offer various products from all over the world. Moreover, these top eCommerce marketplaces have been leveraging people who are actively purchasing items online during the COVID-19 pandemic and the nation’s lockdown.
In Malaysia, there are several marketplaces that we often find, such as Shopee, Lazada, Zalora, and more. Each of these marketplaces has its own different advertising promotions, such as placing Shopee ads on Facebook or Instagram. For instance, Shopee and Lazada have their own signature offer day sales such as 4.4, 5.5, 6.6, and onwards.
However, many business owners and marketers are unaware of the importance of tracking the ad conversion in those marketplaces to determine if the campaign performance is good or bad. Therefore, we would like to share with you CPAS Facebook if you are selling in the marketplace.
What is CPAS?
Collaborative Performance Advertising Solution, also known as CPAS, is a feature created by Facebook for marketers to use when advertising on Facebook with the aim of reaching more audiences and driving them to a particular marketplace such as Shopee or Lazada. This feature was launched back in February 2019 to enable collaboration between the Facebook advertising platform and the marketplace.
Why Do You Need CPAS?
Before the existence of CPAS, marketers were unable to track and analyse the purchases made on online marketplaces when running Facebook advertising campaigns. This has led to difficulty in analysing the campaign performance effectively due to the inability to track actionable metrics such as “conversion” on the ads manager. Traditionally, we have always analysed our e-commerce purchases through e-commerce analytics when running the ads. This means we have to go back and forth just to check how many conversions have been made on the website itself rather than analysing through the ad manager.
Hence, the existence of CPAS has solved the problem for marketers or business owners where one of the capabilities is to enable the integration between Facebook Ads Manager and eCommerce sites on conversion tracking, which was impossible before.
How Does CPAS Work?
First of all, we must understand the CPAS term again. The term “collaborative” defines the collaboration between brands and retailers. In a simple understanding, you can think of the word “brands” as the company that wants to sell their products, while “retailers” are the marketplace for brands to connect sellers and buyers, such as Shopee or Lazada.
Okay, so how does it work?
Let’s assume brand X is a skincare brand and uses a collaborative ad feature to advertise its products on Facebook, and they want to drive audiences who see its ads to its online retailer, which is Shopee. The image below is an example of a CPAS Ad when it appears on a user’s Facebook feed. When audiences see the ad and click it, it will redirect to the landing page of the Shopee website or app to make the purchase.
What Does the CPAS Ad Look Like?
CPAS in advertising format tends to use the “collection” ad format, which is an ad type that has a main big banner followed by four product images underneath it. However, the CPAS ad format can also be in a single image or carousel format.
The Benefits of CPAS
Having CPAS can definitely benefit both brands and retailers. The following are benefits of CPAS:
1. Conversion Tracking
As mentioned earlier, CPAS is able to track the conversion rate of your marketplace. Without CPAS, you may still be able to analyse the performance of the ad campaign, but you may not be able to quantify the number of ‘adds to cart’ or ‘purchases’ made by visitors. With this, you will also be able to know your Return on Ad Spend (ROAS).
An example after applying CPAS, ‘Adds to cart’ and ‘purchases’ are tracked and displayed in the ad manager.
Example of after applying CPAS, ‘Adds to cart’ and ‘purchases’ are tracked and displayed in ads manager
2. Retarget Visitors
You can exclusively retarget people who viewed or added your products to their cart but did not purchase them for a certain period of time. This is a great feature to reach out to your visitors again to convince them to make a purchase, depending on your promotion strategy. Customise the preferred retargeting option that you want.
Customize the preferable retargeting option that you want
3. Increase Traffic to the Store
Facebook and Instagram have become the most popular social media platforms over the years. People are more likely to make purchases when they see marketplace ads on these platforms that are linked to their marketplaces, such as Shopee. With CPAS, you can also target new audiences, and this definitely helps to drive more traffic at the same time.
4. Smooth Customer Journey
You can drive audiences straight to your shop or product page when they see your advertisement. The purpose is to drive the audience directly to the product page to view the product information further and convert them into potential customers effectively. For instance, catalogue or collection ads are one of the preferred advertising formats for CPAS. So that audiences can view multiple products showcased when they click the ad, Then, this will drive the audience to the specific page of the product.
CPAS Collaborative Ads is a must-have if you often do advertisements for your products on social media and direct your audiences to your marketplace. Without utilising CPAS, you will have no clear picture of how your campaign is performing.
If you are interested in starting to increase your ecommerce sales through CPAS, you may contact us and our expert digital marketing will guide you through the process.
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