The digital market is currently expanding rapidly, offering promising prospects for businesses. Digital marketing strategies designed to increase business profits can be both effective and cost-efficient, one of which is through collaborative ads like Facebook CPAS. Let’s learn more about what CPAS is and its benefits, which are widely used today.

Read Also: Check out 7 Benefits of Facebook Ads for Your Business

What is CPAS?

CPAS (Collaborative Performance Advertising Solution) is a feature from Facebook that allows your marketplace products to be visible to Facebook users. The way it works is through Facebook collaborating with the various marketplaces you use, providing a great opportunity as marketplace users are growing rapidly. By running Facebook ads, sellers can boost their sales on these marketplaces without the need for a website.

Difference Between Facebook CPAS and Facebook Ads

Although both Facebook Ads and Facebook CPAS are part of digital marketing, the concepts differ. Facebook Ads is a paid service that promotes products within Facebook. The ads direct conversions to your website or e-commerce business accounts, and are typically shown on other social networks such as Instagram and Audience Network.

In contrast, CPAS allows you to advertise products on a marketplace (like Shopee, Tokopedia, or Lazada) directly to Facebook users, broadening your reach. This solves the limitation of Facebook Ads, where products listed on marketplaces could not be advertised directly on Facebook. CPAS extends the targeting capabilities of Facebook Ads by enabling promotions for products on marketplaces.

Benefits of CPAS for Online Businesses

1. Relevant Product Promotion
   There are numerous benefits to using this digital marketing strategy for your business. One of the key advantages is its ability to promote products more efficiently and accurately. This is because the system used targets a specific market segment that needs the products being offered.

2. Direct Traffic Generation
   The Facebook CPAS feature makes your product marketing strategy more targeted. It increases the chances of your store or business attracting potential customers. This is because CPAS helps direct Facebook platform users to open the product links you are selling on marketplaces.

3. Ad Optimization
   With the rapid advancement of digital technology, many businesses are turning to digital advertising. This digital marketing strategy is seen as more effective as it reaches a broader audience, with the growing number of social media users each day. This certainly presents a promising business opportunity, doesn’t it? This is because Facebook’s advertising performance outperforms that of marketplace ad features, which tend to be less detailed in data processing and targeting.

4. Conversion Reporting
   Another benefit of using CPAS for your business is the ability to receive more comprehensive and detailed conversion reports. Conversion reporting is a tracking system that helps you understand who views your ads, including demographics, interests, and more. Furthermore, conversion reports measure the effectiveness of the digital ads run. This will be helpful as a foundation for business analysis and a valuable tool for future evaluations.

5. Wider Potential Buyers
   As mentioned earlier, social media and digital platform users are constantly increasing. This creates a great business opportunity when fully leveraged. Promoting through social media will help you reach a wider market segment.You can run both Facebook ads and ads provided by each marketplace. This allows you to determine which ads perform better, enabling you to analyze whether to use certain ad features or opt for all available options.

Target Market CPAS That Can Be Reached

A. Marketplace Visitors
For example, when a Shopee user has never visited your shop but has seen a product similar to yours, by using CPAS on Shopee, ads for your similar products will appear on their Facebook or Instagram. This is very beneficial for increasing brand awareness.

B. Previous Marketplace Buyers
Taking the same example, when a user has made a purchase on Shopee, whether from a competitor or your shop, the ad can reach these users. Customer data can be analyzed based on their activity history.

C. Competitor Ad Clickers
Another market segment you can target using CPAS Facebook marketing strategy is people who have interacted with ads from other competitors. This way, the ads you offer will be visible to these users.

The target markets mentioned above are not only useful for Shopee CPAS users but also for those using CPAS on platforms like Tokopedia, Lazada, and others.

Implementation of Facebook CPAS

A. CPAS Shopee
One of the marketplaces collaborating with Facebook to use the CPAS feature is Shopee. To run ads on Shopee, you do not need a physical store. Some of the requirements for using CPAS on Shopee include having an active Seller ID, a Facebook ID, and a newly created Facebook Ad Account ID.

B. CPAS Tokopedia
Another marketplace where you can implement the Facebook CPAS feature is Tokopedia. The requirements to use CPAS on Tokopedia include being registered as an official store, having a minimum of 20 SKU products, possessing a Business Manager account, providing product images of at least 600px by 600px, and not selling hazardous products.

C. CPAS Lazada
Another marketplace option is Lazada. To apply CPAS on Lazada, simply open the Facebook CPAS Directory, search for Lazada, click “View Profile,” then proceed by clicking “Start Request.” Complete the form provided and wait for further information from a Facebook Representative or Lazada’s team.

Conclusion

Facebook’s CPAS is an effective and efficient digital marketing strategy for growing your business. However, it’s not something you can implement directly by yourself; it requires assistance from a Relationship Manager (RM) from one of the marketplace platforms working with Facebook.

By utilizing CPAS, you can expose your marketplace products to a larger audience across various platforms, ultimately helping your business grow with a more efficient ad budget. If you’re interested in implementing this strategy, feel free to consult with digital marketing agencies like Doxadigital Creative Digital Marketing Agency for professional guidance.

This powerful digital marketing tool is a great way to expand your online presence and drive sales in a cost-effective manner.

Conclusion

The CPAS feature provided by Facebook is an effective and efficient digital marketing option to grow your business. However, unfortunately, you cannot run CPAS directly on your own. This is because using this advertising feature requires the assistance of an RM, or Relationship Manager.

Each Relationship Manager comes from different marketplaces that collaborate with Facebook. Therefore, not all advertisers can use the CPAS feature. These Relationship Managers are typically managed directly by FB Ads agencies that have been appointed by Facebook CPAS, such as Doxadigital Creative Digital Marketing Agency.

That’s a brief overview of one of the most promising digital marketing strategies currently available. CPAS enables your marketplace products to be seen by a wider audience across various marketplace platforms to the Facebook network. This digital marketing strategy will help your business grow with a more efficient advertising budget. Consult your business needs now, for FREE!