The term CPAS is a term that often appears in the world of marketing technology. CPAS itself stands for Collaborative Performance Advertising Solution . Facebook CPAS is a digital marketing feature on the Facebook social media platform.
Facebook CPAS is a feature that allows Facebook users to see the products you market in the marketplace . This feature appears because Facebook itself has established advertising partnerships with several widely used marketplaces .
CPAS certainly offers a practical solution for business people who want to market their products effectively. With Facebook's CPAS feature, you don't need to bother using a website to market your products.
Benefits of CPAS for Business
Being one of the effective digital marketing strategies in increasing sales, CPAS is certainly beneficial for business people. So, what are those benefits? Here is the explanation.
1. Promote Relevant Products
The main benefit you can feel when advertising products through CPAS is as a place to promote relevant products. The CPAS feature is able to target market segments that really need the product, making marketing strategies more effective and efficient.
2. Direct Users to the Marketplace
As explained above, the CPAS feature has a system that directly helps you direct ads to product pages in the marketplace . This is very practical and makes it easier for potential consumers to buy the product.
3. Expanding the Reach of Potential Buyers
Another benefit that is really felt when you choose CPAS as a business marketing strategy is attracting a wider range of potential buyers.
As stated in the previous paragraph, social media users continue to buy phone number list grow every second. This is a great opportunity for your business to get potential buyers.
4. Optimizing Ads
The next benefit of CPAS is more optimal advertising. Digital marketing strategies using CPAS make your promotions or advertisements reach a wider and more specific target market so that they are considered more effective.
Moreover, the use of social media is massive and continues to increase. This makes Facebook CPAS more promising as a digital marketing tool than advertising features in other marketplaces .
5. Provide Detailed Reports and Analysis
Another benefit you can feel when using CPAS for business is getting detailed and comprehensive conversion reports. Conversion reports are reports that show who sees and visits your ads.
You can also find out some other information from visitors such as demographics, interests and others. This certainly makes your business performance more measurable and becomes an evaluation material to be better in the future.
How Facebook CPAS Works
After knowing what benefits can be achieved by Facebook CPAS, this time you have to understand how Facebook CPAS works. As a digital marketing strategy, Facebook CPAS works with systematic stages to achieve marketing goals effectively.
How Facebook CPAS works is grouped into two platforms, namely how it works on the marketplace application and on the Facebook platform itself. See the full explanation below.
1. On the Marketplace Application
The first thing we will discuss is how Facebook CPAS works on marketplace applications such as Shopee, Lazada, Tokopedia, and others. This platform will usually help you in the process of running ads, from creating to displaying ads to the audience.
We will take an example of one of the largest marketplaces in Indonesia, such as Shopee, in helping its sellers display Facebook CPAS. Reported from Shopee, here is how Facebook CPAS works on Shopee:
Product catalog integration: In the first stage, Shopee will integrate your store's product catalog with your Facebook Brand Manager account.
Connecting with a Facebook account: Shopee will open access for Facebook to recognize your Shopee shop account.
Ad serving: The next stage is that the Facebook system will serve your ads based on your user interest, visits, and behavior algorithm on Shopee.
Conversion process: In the final stage, users who click on your ad will be directed directly to the product page on your Shopee store.
2. On Facebook
If you have previously known how Facebook CPAS works from the marketplace side, the next thing you need to understand is how Facebook CPAS works from the Facebook platform itself. Here is a complete explanation.
Setting marketing goals: The first step is that you as an advertiser need to set specific goals that you want to achieve when campaigning on Facebook CPAS. These goals can be anything from increasing sales to brand awareness.
Ad integration with platforms: This stage is the selection of platforms that you want to integrate with your ads. These platforms can be e-commerce, marketplaces, or other platforms.
Collaboration in developing campaign strategies: The third stage, start collaborating with the platform to work together and develop effective campaign strategies.
Ad serving: The next and most important stage of work is ad serving. The ad campaign starts running and you can monitor its performance through the CPAS dashboard in your Facebook Brand Manager account.
Ad optimization: At this stage, you can perform ad optimization periodically to achieve your marketing goals.
Ad payment: The last stage is payment. You as an advertiser can pay the platform that collaborates based on the results that have been achieved. Facebook CPAS payments are usually based on CPA or cost per action (CPA) . CPA is an advertising payment where advertisers only pay if the number of conversions that have been made by the audience.
CPAS Target Market
As one of the effective digital marketing strategies , CPAS can target a wider market than other digital marketing strategies. Here are the target markets that CPAS can reach.
1. Marketplace Visitors
Marketplace visitors are the main target market targeted by CPAS. Your product ads will still appear on the Facebook pages of marketplace users even if they have never seen your online store .
For example, a Shopee user has never seen or visited your Shopee store, but has seen another Shopee store that sells similar products to the ones you sell. Then with CPAS, your product ads will appear on their Facebook page.
2. Have you ever purchased a similar product?
The next target market that can be captured in CPAS is people who have bought products similar to yours in the marketplace. For example, when a marketplace user has made a purchase at your competitor's Shopee store. These users can be your reach with CPAS.
3. Ever Clicked on a Competitor's Ad
The last target market that you can target with CPAS is people who have been recorded as having interacted with or clicked on ads placed by other competitors on Facebook.
