Targeting is one of the most valuable tools in a digital marketers' toolbox. With targeting in performance marketing campaigns, including remarketing and prospecting, marketers can reach high-quality potential customers and encourage them to buy their products or services. With the right amount of customer data, these types of campaigns can be successful because they cut out low-potential customers. So, how can brands and retailers who rely on third-party e-commerce platforms utilise their customer data to develop successful targeting campaigns?
One such way is through Collaborative Platform Advertising Solution (CPAS) ads, also known as 'collaborative ads'. CPAS ads make it simple for brands to run performance marketing campaigns while driving sales to their preferred retailers' websites, such as Lazada and Shopee. CPAS ads, as the name suggests, are a collaboration between an e-commerce site and an advertising platform like Facebook. Facebook processes data provided by the e-commerce site and pushes personalised ads to users who match with the desired customer profile. To optimise your CPAS ads campaign, it's best to partner with a CPAS agency with a proven track record of leveraging consumer data for more effective campaigns.
In Thailand, Facebook is the top social media platform for brands and retailers to advertise their products. Brands and retailers that create official stores on Shopee and Lazada are given the option to create targeted ad campaigns using Facebook's collaborative ads service. CPAS ads on Facebook work by utilising data from a customer's behaviour on a third-party e-commerce site, including elements such as products viewed and products added to the shopping cart, among others. These data are usable through intuitive collaborative ads systems on Shopee and Lazada, which let marketers choose who to target, which products to display in the ads, and what promotions, if any, are available.
When your brand creates CPAS ads on Facebook, customers who meet your targeting criteria will start seeing your advertisements in their feeds, prompting them to click the ad to complete a sale. In this sense, CPAS ad services are mutually beneficial to the brand or retailer and Facebook, as Facebook gets the ad revenue and the retailers make the sales. Both Facebook and the retailer leverage their individual strengths to create revenue for each other.
CPAS ads are excellent drivers for sales because they target customers who have already shown interest in your brand or products, thus increasing high-quality traffic back to your e-commerce stores. Similarly, CPAS ads can also be used for prospecting new customers by targeting users with similar profiles as your current customers. That said, the keys to a successful collaborative advertising campaign are understanding the nuances involved in working with each platform, knowing your target audience, and creating attractive ads which encourage them to buy.
A reputable CPAS agency like Primal will work with your brand to create high-conversion CPAS ad campaigns. The advertising experts at Primal can analyse data from e-commerce players like Shopee and Lazada, choose the highest-value targeting criteria for your campaign, and incorporate cross-selling and up-selling strategies to enhance sales offtake further. Additionally, Primal has expert copywriters on hand to make each advertisement grab the attention of your target audience. Start working with Primal today and watch the conversion rates for your ad campaigns continue to rise.
At the start of the pandemic in 2020, Nature2U operated solely on word-of-mouth and via a Google Form. As the brand established its website, previous campaign resulted in low traffic, which did not meet their aim to drive brand awareness across Malaysia and ultimately, bring in more sales & revenue. Nature2U approached Primal on 2021 to further improve their business.
Klinik Hana had created their own website during the pandemic and started to do online marketing. They were looking to get more customers to make online bookings through their website. Meanwhile, they were aiming to get customers who aged up to 50 years and who have stronger spending power.
CompareHero provides online comparison tool for finding, comparing and applying credit cards in Malaysia. CompareHero has been running website conversion campaigns for a period of time. They would like to focus on generating more conversions with a lower cost and optimizing the campaigns effectively to ensure conversions quality.
YNH is having different residential properties, including new launch and older projects, which are located around different areas in Malaysia, including Mont Kiara, KLCC, Seri Kembangan and Perak. As the market is fairly competitive and there are few properties running at the same time, hence Primal is being engaged to work on all properties.
OGAWA wanted to focus primarily on promotional campaigns for their Lazada & Shopee stores, with the primary focus on driving sales. The challenge is in the management of the budget throughout the promotional periods to maximise performance, while juggling with the challenges of high competition during peak periods with other brands.