Paid Social Performance Marketing

Guide To Facebook Collaborative Advertising Solutions (CPAS)

Here’s the common misconception out there: You can’t run collaborative platform advertising solutions (CPAS) with Lazada or Shopee on your own.

Well, the truth is…you can. As long as your shop is Lazmall or ShopeeMall.

For those who have no clue what CPAS is, it’s an acronym for collaborative platform advertising solution. It’s basically a tie-up between Google & Facebook with marketplaces like Lazada and Shopee to run measurable advertising programs. This means that you’re not blind-sided as to what happens with the money you spend driving paid traffic to these marketplaces. You can track from page view to conversions or sales.

If you have the time and resources to run CPAS – it’s one of the best investments you can make in your Lazada and Shopee stores. Let this guide be your starting point. Enjoy and you’re welcome 🙂

Business Manager, Merchant Account & Catalog Setup

  • Get in touch with Lazada & Shopee Marketing Solutions Team.
  • Provide Lazada & Shopee with details they need such as email address for Marketing Solutions Portal (Lazada) and fill-out pre kick-off brief (Shopee).
  • If you haven’t, create your Facebook Business Manager account and Google Shopping Merchant account.
  • Lazada & Shopee Shares segment catalog to your Facebook & Google business accounts.

Prospecting, Remarketing & Retention

  • Create a prospecting campaign based on 1% lookalike audience.
  • Test a series of prospecting campaigns based on:
    • 2-5% lookalike audience
    • Different interests
  • Create a retargeting campaign targeting 30 days add-to-cart (ATC) audiences
  • Create a retention campaign sending exclusive vouchers or loyalty deals to existing customers
  • Test between manual & smart shopping campaigns on Google
  • Include Search campaigns for added visibility

Proven strategies you can test

  • Always use catalog sales as campaign objective & purchase as delivery optimization as it usually performs better but when you have less than 50 conversions per week & purchase pixel is not giving any results, try add-to-cart. Essentially moving higher or lower the funnel as you gather data & gauge performance
  • Gather data as quick as you can on prospecting campaigns and evaluate. Start with manually budgeted ad-sets and roll-out the performing ones to a CBO campaign
  • Test new prospecting campaigns every week, turn off non-performing ads after two days
  • Prepare teaser campaigns for big days (9/9, 11/11, 12/12) and increase budget

How to measure success?

  • Ultimately, main KPI is return-on-ad-spend (ROAS), this is basically the ROI equivalent in digital marketing basically measured as gross sales/ad spend. Depending on your average cart value, ROAS should be at least 3x. Based on experience, it is possible to go up to more than 12x if you’re good at optimizing and tweaking your campaigns based on data
  • Determine your cost per landing page view. As a benchmark in 2019, for CPGs this should not be more than P5 and P10 for higher-valued goods
  • Check your numbers daily and have a monitoring spreadsheet in place

Any Lazmall or Shopeemall can run CPAS on their own. So if you are interested in learning your own, by all means, go ahead. If you need assistance or if you already have set it up but you not getting a positive ROAS (return on ad spend), contact us and we’re happy to help!

Check out our blog to learn more.

Performance Marketing

Digital Marketing Strategy For Small Businesses

There are many challenges in starting a business. Let alone staying afloat and wearing multiple hats day-in and day-out. From sales to marketing, accounting, operations. You name it.

One of the low hanging fruits you can take advantage of as a small business owner is to leverage internet marketing and harness its impact in growing your business. Easier said than done though. There’s a sea of content out there and not knowing where to start and who to listen to is a main hurdle SMEs would consider.

The Pareto Principle

When starting your digital marketing efforts, always think of the Pareto Principle or the 80/20 rule wherein 80% of the results come from 20% of the work done. We only have the same 24 hours in a day and it’s smart to allocate efforts on what’s important and would bring the most value.

80/20 Rule for B2C Type of SMEs

When you have a business-to-consumer kind of business you might want to give 80% of your online marketing efforts to your website (SEO and Content) and Facebook owned platforms (Facebook, Instagram, Messenger, Audience Network) Why? Simply because eyeballs/attention are currently highest on Facebook from a mass consumer standpoint.

Focus the remaining 20% of your time on Google Ads, LinkedIn and Email Marketing because these are effective complementary channels to Facebook. Also be in the lookout for emerging channels such as SnapChat and TikTok as anything new is what we call under-priced attention. Google Ads was once cheap at P0.50/click and now to a staggering P50/click on some industries.

80/20 Rule for B2B Type of SMEs

Put your 80% definitely to your website (SEO and Content) and LinkedIn since you want to connect with people in business mindset and while the channel’s organic reach is still at ~50% on average. The remaining 20% will be for Facebook, Email and Google Ads.

Diversify & Adapt Quickly

See something in common? Both B2C and B2B businesses need to focus 80% of their marketing efforts on their website’s SEO and Content. Why? because this is basically your own “real estate” on the web. Even though Facebook and Instagram disappear tomorrow, your customer can still find you.

20 years ago, email is the hottest marketing channel with open rates to as much as 90%. These days 20% is scarce – even with double opt-in email subscribers. But this is not to say email is dead. In fact, far from it. Attention isn’t just there anymore as it did in 1999 but it can be a cost effective complementary channel to Social Media.

When a channel loses its relevance because trends are changing and the market says so, you need to adapt and adjust your 80/20 strategy accordingly.

If you don’t have the time or resources to execute your own digital marketing initiative, outsourcing some or all your work to us will save you both time and money in the long run. Contact us today.