What is Facebook CPAS (Partner) Advertising Model?
One of the platforms that most efficiently supports the relationship between social media and e-commerce is Facebook. So much so that Facebook is an ideal channel for advertising. Continuing its developments in this regard, Facebook provides significant advantages to companies that partner with CPAS in e-commerce. CPAS application, also known as joint advertising, allows the relationship between the brand and the dealer to be marketed. What is Facebook CPAS, where wholesalers can support retailers, how does it work, how to sell products on Facebook and what are the ways to advertise on Facebook and Instagram?
What is Facebook CPAS?
Facebook CPAS enables brands and retailers to drive traffic to their e-commerce sites by organizing joint advertising campaigns.
What is Facebook CPAS (Partner) Advertising Model?
Facebook CPAS; It is a system that enables retail e-commerce businesses to publish advertisements in partnership with the brand. E-commerce businesses that offer products of a particular brand as resellers can be supported by the relevant brand within performance marketing campaigns. The brand publishes joint advertising by supporting its dealer in a simple and safe way. Thanks to this system, trust is built between customers and dealers and the products are shown directly to the relevant people. Reaching a niche audience is possible with this advertising model. What are the ways to advertise on Facebook and Instagram?
To explain joint advertisements with an example, Hepsiburada can be considered as a dealer selling the products of the Adidas brand. Hepsiburada’s catalog consisting entirely of adidas branded products is added to a Facebook CPAS ad published by adidas. Users who click on this advertisement published under the name adidas will reach the same branded products sold through Hepsiburada.
How Does Facebook CPAS Advertising Model Work?
Dealers using dynamic ads on Facebook can create a catalog of products from a single brand. The brand uses the relevant catalog in its advertisements in order to increase sales on the e-commerce website or mobile application of the dealer in question. Users who click on the ad go to the dealer’s website, not the brand’s website. With Facebook CPAS Ads, dealers publish advertisements to people who have shown interest in the products in the catalog, in line with the data they receive from cookies and similar sources. This significantly increases the performance of the advertisement, providing returns to both the dealer and the brand.
Who Should Use the Facebook Joint Advertising Model?
Facebook joint advertising model should be used by brands such as holdings, companies, manufacturers, suppliers, and e-commerce companies selling the products of these brands. This type of advertising partnership benefits both parties, as both the brand and the seller can earn income for each product sold. Dealers who have completed dynamic advertising integration and brands who have participated in this system can easily use Facebook CPAS.
If you are a dealer who wants to take part in the campaigns, you must first complete the installation of Facebook Pixel and Facebook SDK (Software Development Kit) applications. Next, you must create a product catalog segment. You should share this catalog segment you created with the brands you have partnered with via Business Manager. Your partner brand sees you among the retailers where it can run joint advertisements and includes you in its performance marketing campaign.
What are Facebook CPAS Advertising Campaign Models?
“What are the types of social media advertising?” One of the first answers to the question may be Facebook ads. Facebook, on the other hand, enables e-commerce to be more active by offering various alternatives in terms of advertising models. Facebook CPAS, one of the alternatives on Facebook, also includes different advertising models. These are sales-oriented advertising models that aim to increase sales. Two different models can be preferred: conversion and catalog ads.
Conversion Ads
CPAS system is a model that can be used to show advertisements to relevant people again with the logic of remarketing, and it is also useful in new customer acquisition targets. Conversion ads direct users to a landing page, that is, an e-commerce site. It is generally used for prospecting campaigns. Prospecting is a campaign method that targets people who have not interacted with relevant products and visited the shopping site in the past. New customers can be gained with conversion ads and new data can be obtained to be used in subsequent campaigns.
High Recycling Rates
You can achieve high conversion rates by reaching the right target audience with joint advertising.
Catalog Ads
Catalog ads are a model mostly preferred on Instagram. Products in catalogs created on Facebook can be added to Instagram stores. The advertiser brand can associate the ad with this store. Thus, users who click on the ad do not need to leave Instagram in the first stage. When the ad is clicked, the showcase opens and the products are displayed there. Users who want to buy products can go to the shopping site by clicking the relevant button. This method is also very useful for the remarketing process.
Catalog Ads
Catalog ads allow you to reach larger audiences by displaying your products on Instagram and Facebook.
How to Target a Facebook CPAS Advertising Campaign?
Facebook CPAS can be considered an efficient advertising model for targeting. Because in these advertisements, in addition to the dealer, the brand’s large data pool is also used. When a data agreement is made, a detailed analysis is made using cookies and similar resources and advertisements are published accordingly. Potential customers who have previously examined the relevant products, added them to their cart or visited the dealer shopping site, see affiliate ads more frequently.
Facebook algorithm is also useful at this stage. Because CPAS is a sales-oriented model, ads can be shown to people with the highest purchasing potential rather than a very broad target audience. There are some details that need to be taken into consideration in order to target correctly and increase the conversion of the targeted audience. By taking into consideration the suggestions below, you can both target your target correctly and increase the performance of your ad.
Create different product sets in catalog segments.
When creating a product set, add brand or product names, not codes, to the filtering options.
If you want to acquire new customers, choose larger and wider target audiences.
Do not choose target audiences with similar characteristics.
Don’t forget to use retargeting.
Use automatic ad slots.
Target more conversions for more consistent data.
Why is Facebook CPAS Ad Campaign Reporting Important?
Considering its reporting efficiency, Facebook CPAS asks “What are the most useful types of digital advertising?” It may be one of the first answers to the question. Because in this model, dealers and brands can also see each other’s effects on campaigns. With common advertising reports, data on items such as reach, impressions, clicks, conversions and ad sales return can be accessed. Thanks to these reports, real-time information can be obtained and advertising performance can be closely monitored. For example, dealers can see to what extent the advertisements published by brands affect sales. Campaign reporting provides useful information for both parties.
Facebook CPAS Reklam Kampanyalarının Avantajları Nelerdir?
Marka açısından faydaları:
- Satın alma potansiyeli yüksek kişilere uygun ürünler sergileyebilme
- Bayilerin internet sitesine ve mobil uygulamasına doğrudan trafik yönlendirebilme
- Reklamları, ürünlerin internet üzerinden satışı için optimize edebilme
- Kampanyaların dönüşümler üzerindeki etkilerini ölçebilme
Bayi açısından faydaları:
- Markalarla güvenli ve geniş kapsamlı ortaklıklar kurabilme
- Ortak kampanyaların erişimini artırabilme
- Marka desteği ile online satışları artırabilme
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