Quick Guide: What are CPAS Facebook ads for Shopee and Lazada, and what can we do with them?
CPAS means collaborative platform advertising solution. Facebook calls it Collaborative Ads.
Collaborative ads make it safe and straightforward for retailers to empower brands to run a performance marketing campaign for their products, driving sales on the retailer’s website or mobile apps.
If you visit the Lazada mobile app store website and looking for the Samsung brand, for example, you go there, and they sell all these so-called home appliances. And then if you land on their store and visit any of the products, the next thing that you see is an advertisement from Samsung on Instagram, or Facebook, featuring all the products that are very much relevant to what you have seen just now on their Web Store on Lazada. It is tracing your intention on the product itself because you have already shown interest in Samsung as a brand. Basically, this advertisement follows your intent based on what you have visited in what you have done on other platforms such as the retailer platform, which is either a Shopee or Lazada. And then when you start seeing the advertisement on Facebook and Instagram, you’ll be seeing it from Samsung. It actually increases the chances or the probability of you clicking on the advertisement.
Imagine that you are a brand that sells on Lazada or Shopee, and you’re able to trace people’s intent. You can even capture people who have visited your Shopee store as a store. And in turn, start showing your advertisement featuring that particular product that the person has visited on your Shopee or Lazada store. Okay, and then carry your own brand and tell people that hey, this is my product, this is my brand. You are here looking at this product on my Shopee or Lazada store. Do you want to retake a look at this? I’m going to give you some discount, etc., So these are the things you can do. This is what we call CPAS Facebook ads or collaborative ads on Facebook advertising.
But what can we do with CPAS?
CPAS is being used as a catalog advertisement where you have to use the catalog sales objective.
However, you need to start with catalog sales objectives because when you set up a CPAS advertisement, you need to use a CPAS catalog being shared by Lazada or Shopee to you. You can even use this catalog sales objective to target people who have viewed or added to the cart but did not purchase.
People who go to your Shopee or Lazada store look at all these products and they added to cart, but they did not complete purchase. You can do this by targeting people who have done this action for up to 90 days. But it is better to look at something in between 3 to 14 days depending on your product category, because the purchase intent may be short.
You can target people who added to the cart only but did not purchase. The first one is actually on the broader perspective, the one that viewed your products. The second one is only targeting those with added to cart.
Now other than that, what else can we do?
We can upsell. So basically, when you have this catalog, you’ll be able to break your products into different product sets. And that will help you do this kind of so-called different types of upselling, retargeting, and cross-selling. The cross-selling — if you buy A-product, I’ll be able to sell you the B-series. When you buy a phone, you’ll be interested in the phone casing, for example. And of course, you can start doing some custom combinations where you can target people who added to cart or view your product as long as 180 days in the past. You can do different kinds of combinations. So this is how you can take full advantage of CPAS. It’s mighty. Businesses achieve more than 10 times return on advertising spent when targeting people who have already indicated an interest in the Shopee or Lazada store.
When you are actually a brand and work together with your retailer, which is the Shopee or Lazada as a platform, you’re able to target the right customers at the right platforms. And you’re able to re-engage your customers who are ready to buy. So you’re able to promote the right product to the right people.
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