CPAS – Collaborative Ads: The must-have strategy for e-commerce brands
What is CPAS?CPAS stands for Collaborative Performance Advertising Solution. It is a new platform created by Facebook in collaboration with e-commerce websites. This tool enables the brands to drive shoppers to buy their products online via Facebook’s dynamic ads. Also, for brands, it has finally become possible to quantify the conversion rate of digital ads on e-commerce platforms, which was impossible before. Besides this, they will also be able to simplify and streamline the whole process.
The reason CPAS is called collaborative ads since they enhance the collaboration between the brands and retailers.
How CPAS works?Let’s understand this through an example. A watch store, Watchmen Company, wants to sell its new line of shoes online. They create dynamic ads on Facebook using some online retailer’s product catalog, let’s say Lazada. The copy on the Facebook dynamic add will look something like this “Watchmen, Buy on lazada.com”. A user sees the dynamic ad for the watch and decides to make the purchase. Now, when the user will click on the Facebook Ad to make a purchase, they will be redirected to the Lazada’s website or app to complete the purchase. It’s this simple!
Why CPAS is a much-needed tool?CPAS is extremely useful for:
- Brands: To collaborate with other brands and get better visibility on campaigns conversion rate
- Budget/Media Planners: To get a better picture of how ads are affecting sales and accordingly allocating budget in a strategic way
Who will benefit from CPAS?This is the amazing part! This tool is extremely helpful for online shops or brands who either don’t have an e-commerce site or have a minimal e-commerce presence. Facebook launched this tool to strengthen the relationship between different brands.
Case Studies:Let’s take one of Heroleads own clients as an example, a very well known FMCG giant out of Japan. This client has an e-store set up on Lazada. Its objective is to not only make its targeting more dynamic but also be able to:
- Put a clear number on its conversion rate to be able to allocate excess budget elsewhere (or invest more in digital ads depending on the data)
- Make the creative process and information gathering purchase focused.
Experienced Senior Marketing Strategist with a demonstrated history of working in market research and digital marketing industry. Passionate for both professional and creative writing as well as project & strategic management. Excels at creating marketing strategies, campaigns to execute strategic plans, making high-quality reports within stipulated deadlines, and handling key projects supporting business goals.