Facebook Collaborative ads campaign

Today, online shopping is on the rise, and customers’ shopping journeys will occur on more channels. To increase access to target customers and increase sales, businesses will promote digital advertising activities, including collaborative ads on Facebook. This is considered an effective solution for retailers to support brands in implementing marketing campaigns to increase sales on the retailer’s website or application. To better understand this type of campaign and how to implement it, please refer to the article below by Ad Support!

Introduction to Facebook collaborative ads

This type of advertising creates a partnership between a retailer and a brand. With collaborative ads, brands can run performance-based marketing campaigns for their products. This helps drive traffic to the retailer’s website, mobile app, or retail store, helping to complete a purchase. Brands sell products through retailers and sellers can run direct sales campaigns.

Collaborative ads help brands increase sales and make it easier for them to measure and optimize the effectiveness of their advertising. You can use collaborative ads to reach a broader target audience by running campaigns that recognize and leverage these audiences for sales goals. How this type of advertising works on Facebook is that brands use the retailer’s catalog to run dynamic ads for their products on Facebook.

By using Facebook collab ads, brands can reach the most likely shoppers at the right time, driving sales and traffic to their retail partner’s platform, app, or store. Retailers can offer brand partners collaboration ad extensions based on targeting options or reporting features for a fee. Collaborative ads enable businesses to work with creators to create compelling branded content to deliver their message, optimizing conversions.

In addition, it helps retailers and brands create campaigns together to reach more people and drive sales through multi-channel reporting with detailed SKU and brand details. You can use collab ads to drive traffic to your retail partner’s website or app. Reduce costs by preventing your ads from competing with your retail partner. Measure conversions by brand portfolio segment and view conversion reporting in Ads Manager on Meta and product-level reporting in the Collaboration Center.

Purpose of using collaborative ads

This type of ad, you can use it for many purposes, such as running an advertising campaign that includes Advantage+ category ads to drive product sales on the partner retailer’s website or app.

You can run a campaign to increase traffic to the partner’s website or app. Build a large target audience through awareness campaigns and use these audiences in sales objectives.

Collaborative ads are also used to measure sales and other conversion events on the retailer’s website or app.

Features of collaborative ads on Facebook

For brands that want to drive traffic to the retailer’s platform or app, collaborative ads are the top choice. When the retailer shares a product category segment, the brand can only reach people who have shown interest in their products.

Collaborative ads deliver fast results as brands can showcase relevant products to people who are more likely to buy. Direct traffic to the retailer’s website or app to increase sales.

You can optimize ads to sell products or measure the impact of your campaign on conversions. Retailers can safely partner with brands at scale. Increase the reach of your collaborative ads campaigns, drive more sales, and measure the impact of your marketing campaigns based on how well your brand drives sales.

Collaborating is as simple as contacting a Facebook customer support representative or visiting the retail catalog to get started.

Facebook collaborative ads campaign objectives

With Facebook collaborative ads, you can create campaigns to raise awareness and drive traffic or product sales to your partner’s website or app. Each objective optimizes your ads in different ways and can be used to achieve different results.

You can run an awareness-targeted collaborative ad campaign to reach a broader audience and generate purchase demand for your product.

The traffic objective is useful if you want to run a campaign optimized for link clicks. However, you can also use it with catalog segments to measure conversions. This objective is for running campaigns that drive traffic specific to your website, app, or partner.

A campaign with a sales objective is used to find new leads, retarget customers, or drive more sales.

If you want to optimize for category sales, turn on the Category toggle at the campaign level. Using the category sales objective will show your ads to people who have shown interest in products similar to those in your category.

If you want to optimize for conversions, leave the Category toggle on and select category segmentation at the ad set level.

Requirements for Creating Collaborative Ads on Facebook

For Retailers

To start running collaborative ads on Facebook, you must meet the following requirements:

• Contact a Facebook Customer Support Representative to check eligibility for this ad format and complete the registration process in the Collaborative Ads Manager.
• Ensure Facebook Pixel and Mobile SDK are properly set up.
• Create product catalog segments and share them with brand partners via Business Manager.
• Partner brands will then run performance-based marketing campaigns to promote their products using your catalog.

For Brands

Find a retail partner and establish a collaborative advertising agreement.

Receive product catalog segments from the retailer, including products listed on their website or app, and accept the terms and conditions for Collaborative Ads.

Create a new ad account specifically for Collaborative Ads, dedicated to managing the partnership with the retailer.

Access the ad account for Collaborative Ads, where you can start creating campaigns.

How to create a Facebook collaborative ads campaign

Collaborative ads campaign objectives you can choose from: awareness, traffic, or sales. When you create an ad campaign targeting these objectives, you can drive traffic specifically to your partner’s website or app. Measure conversions by category segment. Also, view conversion reporting in Ads Manager and product-level reporting in the Collaboration Center.

Before you start creating a campaign, you need to search for businesses in your area that sell the products you offer through the retailer directory or sales team on Meta.

To run ads, your retail partner will share a catalog segment with you. Review and accept the terms and conditions in the notification sent to your account. Ensure you’re using an ad account that’s designed for Collaborative Ads, or create a new ad account that you’ll use only for Collaborative Ads.

You can only run campaigns with your linked retail partner after converting your ad account to a Collaborative Ads ad account.

Once you have all the elements ready, go to Meta Ads Manager and click +Create to create a new campaign. Make sure you have enabled the Collaborative Ads program. Next, select your partner-specific ad account and follow the steps for the selected objective: awareness, traffic, and sales. Next, complete the ad campaign details including the Advantage campaign budget and A/B testing (if needed), and click Next.

Based on the campaign objective you have selected, select the additional required settings. If you have selected the awareness objective, in the conversion section, use the drop-down menu to select the category segment. Next, in the awareness section, use the drop-down menu to select the performance objective.

If your campaign objective is Traffic, in the Conversion section, use the drop-down menu to select the source and category segment. Next, select Website or App as the conversion location. To change the performance objective, use the drop-down menu.

Now complete the Budget and Schedule sections along with the target audience and ad placements and click Next. Then complete the Identity, ad setup, and ad content sections along with language and tracking. When finished, review the entire campaign and edit if necessary. Finally, click Publish to post the ad.

How to use collaborative ads effectively on Facebook

In addition to following the guidelines for running collaborative ads, you need to pay attention to the following issues to get the best results for your ads:

For brands

The best way to use collaborative ads includes suggestions for targeting, bidding, placement, creative, and measurement:

When creating an ad group for a collaborative ad campaign, create a product group with the products you want to run ads on.

Use product names or brand names instead of IDs as filters to create product groups.

Target a broad audience to attract more people to your product page on a retailer’s website or app to run remarketing campaigns.

Retargeting will show ads to people who have viewed your products on a retailer’s website or mobile app.

Use an ad account for each retailer you work with and only run collaborative ads from that account. Never use the same ad account to run collaborative ads with other ad accounts.

Do not use lookalike audiences, but use broad audiences for lead generation purposes. Using lookalike audiences with broad audiences can limit your audience size and impact distribution.

Choose the Advantage+ placement on Meta so your ad campaign can show in available placements: Facebook, Messenger, Instagram, and Meta Audience Network.

Maximize conversions by allowing purchases and setting bid caps based on cost-per-action goals.

Brands cannot add new items to catalog segments in Commerce Manager. Therefore, brands need to contact the seller to add all new items to catalog segments in Commerce Manager.

For retailers

Keep your shared assets up to date and up to date so that your partners can use the assets you share.

Never share reports you receive from partners or collaborative advertising reports.

Ensure your profile is easy for potential partners to find and connect with your business.

How to track Facebook collaborative ads metrics

Businesses can track the effectiveness of their Facebook collaborative ad campaigns by measuring standard advertising metrics including: Reach, Impressions, Clicks, Conversions, and Return on Ad Spend. You can track these metrics through your Ads Manager account as follows:

Viewing ad performance metrics in the ads manager

Go to Ads Manager, select the Campaigns tab, click Performance Columns, and select Customize Columns from the drop-down menu. Next, check the box next to the metric you want to track and click Apply. Your metrics have now been added as columns in the Campaigns tab.

Viewing ad performance metrics in ads reporting

To view the effectiveness of your collaborative ads, go to Ads Manager, select Ads Reporting, and click Reports. Next, select +Create Report, enter a name for the report, select the ad account you want to create the report for, and click Create. Next, select Pivot Table for the layout, then click Continue.

Under Customize Pivot Table, select Metrics, then check the box next to the metrics you want to track, then click Save to save the report. Your metrics have now been added as columns to the report. You can now view campaign details through product-level reporting. It provides real-time information about product purchases.

If you want to effectively implement a collaborative ads campaign on Facebook, you need to know how to cooperate with retailers and choose the right goals. In addition, regularly monitor the effectiveness of the campaign to know the operating situation and improve the effectiveness by changing the factors. Through the article, you have learned a lot of useful knowledge about running Facebook ads and successfully applying it.

Frequently Asked Questions