Facebook Collaborative Ads with Shopee
- 1. 1 Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook C湛ng Shopee
- 2. Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook C湛ng Shopee AGENDA 1. Qu畉ng c叩o C畛ng t叩c tr棚n Facebook (CPAS) l g狸? 2. T畉i sao n棚n s畛 d畛ng Qu畉ng c叩o C畛ng t叩c tr棚n Facebook (CPAS)? 3. Quy Tr狸nh ng K箪 D畛ch V畛 & Danh M畛c Ti Li畛u 4. Ph畛 l畛c
- 3. Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook (CPAS) L G狸?
- 4. Private & Confidential CPAS (Qu畉ng C叩o C畛ng T叩c) Tr棚n Facebook L G狸? Ti畉p c畉n t畛i nh畛ng 畛i t動畛ng c坦 nhu c畉u mua s畉m cao vo 炭ng th畛i i畛m 畛 th炭c 畉y doanh s畛 b叩n hng QU畉NG CO C畛NG TC Nh畉m m畛c ti棚u 畉n c叩c 畛i t動畛ng c坦 nhi畛u kh畉 nng mua h董n T畛i 動u ho叩 c叩c chi畉n d畛ch c畛a b畉n 畛 th炭c 畉y k畉t qu畉 t畛t o l動畛ng t叩c 畛ng chi畉n d畛ch c畛a b畉n t畛i ho畉t 畛ng b叩n hng
- 5. Private & Confidential S畛 Kh叩c Bi畛t Gi畛a Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook V畛i 畉y M畉nh Bi ng Danh m畛c S畉n Ph畉m Nh畉n bi畉t Th動董ng hi畛u L動u l動畛ng truy c畉p L動畛t Ti畉p c畉n L動畛t T動董ng t叩c Chuy畛n 畛i ng動畛i xem thnh ng動畛i mua Chuy畛n 畛i ng動畛i xem thnh ng動畛i mua Qu畉ng c叩o 畛ng H動畛ng 畉n 畛i t動畛ng m畛c ti棚u M畛c ti棚u c畛a CPAS
- 6. Private & Confidential C叩ch Ho畉t 畛ng C畛a Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook V畛i Shopee Kh叩ch Hng Nh畉p vo qu畉ng c叩o v chuy畛n 畉n trang s畉n ph畉m tr棚n Shopee c畛a ng動畛i b叩n v mua hng. Shopee Cung c畉p danh m畛c s畉n ph畉m (d畛 li畛u 箪 畛nh c畛a ng動畛i mua hng) c畛a c畛a hng th動董ng hi畛u ho畉c ng動畛i b叩n tr棚n trang Shopee v chia s畉 tr棚n tr狸nh Qu畉n l箪 Doanh nghi畛p tr棚n Facebook c畛a h畛. Ng動畛i B叩n Thi畉t l畉p Qu畉ng c叩o C畛ng t叩c tr棚n Facebook b畉ng c叩ch s畛 d畛ng danh m畛c s畉n ph畉m 動畛c chia s畉 b畛i Shopee
- 7. 2 L畛a Ch畛n: CPAS B畛i Ng動畛i B叩n Hng Qu畉n L箪 & CPAS B畛i Shopee Qu畉n L箪 CPAS b畛i ng動畛i b叩n hng qu畉n l箪 CPAS b畛i Shopee
- 8. CPAS b畛i nh b叩n hng qu畉n l箪 CPAS b畛i Shopee C叩ch th畛c Shopee chia s畉 Danh m畛c B叩n hng v畛i c叩c nh b叩n hng, cho ph辿p h畛 t畛 ch畉y qu畉ng c叩o c畛ng t叩c (CPAS) Shopee t畉o v qu畉n l箪 qu畉ng c叩o c畛ng t叩c (CPAS) cho c叩c nh b叩n hng d畛a tr棚n ng但n s叩ch c畛a h畛 Ng動畛i qu畉n l箪 ti kho畉n qu畉ng c叩o Facebook C叩c nh b叩n hng Shopee 畛i t動畛ng C叩c nh b叩n hng mu畛n ch畛 畛ng qu畉n l箪 c叩c qu畉ng c叩o v ng但n s叩ch c畛a h畛 C叩c nh b叩n hng thi畉u nh但n l畛c chuy棚n ch畉y v qu畉n l箪 qu畉ng c叩o cho h畛 Kinh ph鱈 Kh担ng c坦 m畛c kinh ph鱈 t畛i thi畛u Tu畛 thu畛c vo c叩c g坦i CPAS c畛a Shopee Quy畛n l畛i th棚m Kh担ng c坦 Ng但n s叩ch ch畉y th棚m Paid Ads ho畉c ng但n s叩ch CPAS b畛 sung t畛 Shopee N董i qu畉ng c叩o CPAS hi畛n th畛 Trang Facebook c畛a nh b叩n hng Trang Shopee Theo d探i v b叩o c叩o Facebook Dashboard ho畉c b叩o c叩o chi畉n d畛ch t畛 Shopee Marketing Solutions Portal ho畉c c叩c b叩o c叩o chi畉n d畛ch t畛 Shopee 2 L畛a Ch畛n: CPAS B畛i Ng動畛i B叩n Hng Qu畉n L箪 & CPAS B畛i Shopee Qu畉n L箪
- 9. Facebook CPAS B畛i Shopee - G坦i Gi畛i Thi畛u *L動u 箪: - G坦i Gi畛i Thi畛u ch畛 叩p d畛ng m畛t l畉n v畛i ng動畛i b叩n ch動a mua b畉t k畛 g坦i CPAS no kh叩c - Ph畉n t畉ng k竪m cho g坦i Gi畛i Thi畛u s畉 動畛c n畉p vo ti kho畉n qu畉ng c叩o c畛a ng動畛i b叩n tr動畛c ngy 25 hng th叩ng v sau khi hon t畉t thanh to叩n S畉n ph畉m M畛c G坦i Gi畛i Thi畛u* Ng但n s叩ch CPAS Kinh ph鱈 c畛a chi畉n d畛ch CPAS 12.000.000 VN Th畛i h畉n CPAS Th畛i h畉n c畛a chi畉n d畛ch CPAS 14 ngy Chi ph鱈 qu畉ng c叩o - t畉ng k竪m Chi ph鱈 qu畉ng c叩o 1.000.000 VN (14 ngy) Chi ph鱈 qu畉n l箪 Qu畉n l箪 b畛i Shopee Mi畛n ph鱈 T畛ng chi ph鱈 (達 bao g畛m 10% VAT) 13.200.000 VN
- 10. T畉i Sao N棚n S畛 D畛ng Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook (CPAS)?
- 11. T畉i Sao N棚n S畛 D畛ng Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook (CPAS) Tr畛c ti畉p th炭c 畉y l動u l動畛ng truy c畉p 畉n c叩c trang s畉n ph畉m c畛a th動董ng hi畛u tr棚n 畛ng d畛ng Shopee ho畉c website Gi畛i thi畛u c叩c s畉n ph畉m c坦 li棚n quan cho nh畛ng 畛i t動畛ng c坦 kh畉 nng mua hng cao h董n 17% TNG L働畛T THM C畛A HNG 2x NNG CAO T畛NG TH畛 BN HNG 4x L畛I NHU畉N T畛 CHI PH QU畉NG CO Nh畉m 畛i t動畛ng m畛c ti棚u theo th畛i gian th畛c T畛i 動u qu畉ng c叩o cho ng動畛i mua hng theo th畛i gian th畛c o l動畛ng / B叩o c叩o ROAS c畛a doanh s畛 b叩n hng th畛c t畉 L畛i 鱈ch c畛a Qu畉ng c叩o C畛ng t叩c
- 12. Private & Confidential Chi畉n D畛ch Thnh C担ng - LOr辿al ACD LOr辿al ACD l th動董ng hi畛u chm s坦c c叩 nh但n c畛a Ph叩p bao g畛m hai nh達n hi畛u ch鱈nh Laroche Posay & Vichy. Th動董ng hi畛u 達 l棚n k畉 ho畉ch tri畛n khai chi畉n d畛ch Ngy h畛i si棚u th動董ng hi畛u vo th叩ng 4 畛 x但y d畛ng nh畉n th畛c cho s畉n ph畉m v th炭c 畉y doanh s畛 b叩n hng. Th畛i gian: 4/2020 Th担ng i畛p ch鱈nh: Y棚u Da 炭ng C叩ch, Si棚u 働u 達i 50% Thi畉t l畉p chi畉n d畛ch t畉p trung vo k棚nh CPAS c畛a Facebook 畛 tng l動u l動畛ng truy c畉p 畉n c畛a hng Laroche Posay/Vichy v landing page tr棚n Shopee Ph叩t tri畛n c叩c c叩ch t畛i 動u h坦a qu畉ng c叩o 畛 x但y d畛ng nh畉n th畛c v畛 th動董ng hi畛u v th炭c 畉y doanh s畛 b叩n hng Ph但n chia kh叩n gi畉 thnh c叩c nh坦m qu畉ng c叩o kh叩c nhau (Retargeting, Lookalike) Ph但n t鱈ch v t畛i 動u h坦a qu畉ng c叩o hng ngy Doanh thu tng g畉p 2.x l畉n so v畛i chi畉n d畛ch tr動畛c Tng g畉p 3 l畉n l動u l動畛ng truy c畉p c畛a hi畛u CR tng 70% so v畛i m畛c trung b狸nh B畛i c畉nh Ho畉t 畛ng
- 13. Private & Confidential 畛nh D畉ng Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook Video H狸nh 畉nh B畛 S動u T畉p Carousel Canvas 畛nh d畉ng CPAS 畛nh d畉ng CPAS 畛nh d畉ng CPAS
- 14. Private & Confidential Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook C湛ng V畛i T鱈nh Nng Qu畉ng C叩o C畛a Shopee 14 Qu畉ng c叩o d動畛i d畉ng b畛 s動u t畉p Qu畉ng c叩o d動畛i d畉ng bng chuy畛n Danh m畛c tr棚n Shopee (Qu畉ng c叩o 動畛c c叩 nh但n h坦a d畛a tr棚n m畛c 鱈ch c畛a kh叩ch hng) 畉nh minh ho畉 Danh m畛c tr棚n Shopee (Qu畉ng c叩o 動畛c c叩 nh但n h坦a d畛a tr棚n m畛c 鱈ch c畛a kh叩ch hng) 畉nh minh ho畉
- 15. Quy Tr狸nh ng K箪 D畛ch V畛 & Danh M畛c Ti Li畛u
- 16. 1. ng k箪 Ng動畛i b叩n hng x叩c nh畉n v畛i BD 畛 tham gia d畛ch v畛 b畉ng c叩ch ng k箪 v畛i nh畛ng th担ng tin ny. 2. Ki畛m tra k畛 thu畉t Shopee s畉 ki畛m tra xem ng動畛i b叩n c坦 畛 ti棚u chu畉n hay kh担ng v g畛i x叩c nh畉n 畛 BD th担ng b叩o cho ng動畛i b叩n 3. Ng動畛i b叩n 畛ng 箪 chia s畉 danh m畛c v畛i Shopee BD s畉 th担ng b叩o cho ng動畛i b叩n sau khi qu叩 tr狸nh hon t畉t 畛 ng動畛i b叩n ch畉p nh畉n chia s畉 danh m畛c 4. H畛 tr畛 v 畛 xu畉t tr畛c ti畉p Shopee s畉 h畛 tr畛 tr畉 l畛i c叩c c但u h畛i v畛 v畉n hnh v hi畛u su畉t qu畉ng c叩o C叩ch ng K箪 D畛ch V畛 Qu畉ng C叩o C畛ng T叩c Tr棚n Facebook
- 17. Danh M畛c Hnh 畛ng Ghi Ch炭 Th担ng tin shop tr棚n Shopee 1. T棚n shop 2. Shop ID 3. Shop URL Tr狸nh qu畉n l箪 doanh nghi畛p v ti kho畉n qu畉ng c叩o T畉o ti kho畉n qu畉ng c叩o chuy棚n d畛ng m畛i cho Qu畉ng c叩o C畛ng t叩c tr棚n Facebook v畛i Shopee trong Tr狸nh qu畉n l箪 doanh nghi畛p (H動畛ng d畉n) v cung c畉p quy畛n truy c畉p xem s畛 ID doanh nghi畛p tr棚n Shopee (1472239313020616) 1. ID Qu畉n l箪 doanh nghi畛p 2. ID Ti kho畉n qu畉ng c叩o 3. Cung c畉p 畉nh ch畛p mn h狸nh chia s畉 quy畛n xem 1. H動畛ng d畉n chia s畉 quy畛n truy c畉p xem 2. C叩ch 畛 l畉y 動畛c ID Qu畉n l箪 doanh nghi畛p v Ti kho畉n qu畉ng c叩o 3. 畉nh ch畛p mn h狸nh h畛p l畛 動畛c qu畉n l箪 b畛i Ng動畛i b叩n ho畉c Agency Ng動畛i b叩n t畛 qu畉n l箪 ti kho畉n qu畉ng c叩o ho畉c th担ng qua agency Danh m畛c 動畛c ch畉p nh畉n Ch畉p nh畉n y棚u c畉u chia s畉 danh m畛c tr棚n Shopee v畛i T&C Ch畛 c坦 th畛 th畛c hi畛n sau khi Shopee hon t畉t qu叩 tr狸nh chia s畉 C叩c v畉n 畛 th動畛ng g畉p 1. 畉nh ch畛p mn h狸nh chia s畉 quy畛n xem kh担ng h畛p l畛 (B畛 m畛) 2. Ti kho畉n qu畉ng c叩o kh担ng h畛p l畛 (動畛c s畛 d畛ng 畛 ch畉y chi畉n d畛ch kh担ng ph畉i CPAS tr動畛c 但y) 3. ID hi畛n th畛 tr棚n 畉nh ch畛p mn h狸nh kh叩c v畛i ID Ti kho畉n qu畉ng c叩o 動畛c 畛 c畉p 畛 tr棚n 4. Qu棚n g畛i 畉nh ch畛p mn h狸nh chia s畉 quy畛n xem Danh M畛c Ti Li畛u C畉n Chu畉n B畛 (N畉u Ng動畛i B叩n Hng Qu畉n L箪 CPAS)
- 18. Danh M畛c Hnh 畛ng Ghi Ch炭 Th担ng tin shop tr棚n Shopee 1. T棚n shop 2. Shop ID 3. Chi ti畉t g坦i CPAS 達 ng k箪 (ng但n s叩ch, th畛i gian,...) 4. Shop URL Chi ti畉t qu畉ng c叩o 1. D畉ng qu畉ng c叩o (H狸nh 畉nh hay Kh担ng c坦) 2. 動畛ng link Google Drive ch畛a c叩c ti li畛u cho qu畉ng c叩o 3. Th担ng tin ch動董ng tr狸nh khuy畉n m達i 4. C叩c ghi ch炭 1. H動畛ng d畉n t畉o h狸nh 畉nh qu畉ng c叩o tr棚n Shopee 2. H狸nh 畉nh ph畉i 動畛c g畛i tr動畛c 26.4 3. C叩c th担ng tin c畛 th畛 v畛 動u 達i khuy畉n m達i mu畛n gi畛i thi畛u t畛i ng動畛i mua Danh M畛c Ti Li畛u C畉n Chu畉n B畛 (N畉u Shopee Qu畉n L箪 CPAS Cho Ng動畛i B叩n)
- 19. Ph畛 L畛c
- 20. 畉nh Ch畛p Mn H狸nh Chia S畉 Quy畛n Xem H畛p L畛 畉nh ch畛p h畛p l畛 畉nh ch畛p kh担ng h畛p l畛
- 21. C但u h畛i th動畛ng g畉p Q: S畛 kh叩c nhau gi畛a Qu畉ng c叩o C畛ng t叩c v pixel-sharing l g狸? A: Th担ng qua vi畛c chia s畉 ph畉n danh m畛c, ng動畛i b叩n s畉 kh担ng c畉n 畉n pixel sharing Q: N畉u ch炭ng t担i t畉o 1 danh m畛c c畉p c担ng ty v m畛i th動董ng hi畛u 畛 t畉o b畛 s畉n ph畉m cho c叩c chi畉n d畛ch, i畛u ny s畉 ph畉n 叩nh nh動 th畉 no trong b叩o c叩o? A: Tr狸nh qu畉n l箪 qu畉ng c叩o s畉 b叩o c叩o m畛i chuy畛n 畛i do chi畉n d畛ch c畛a b畉n th炭c 畉y tr棚n t畉t c畉 c叩c s畉n ph畉m trong ton b畛 c叩c ph但n kh炭c danh m畛c v kh担ng ch畛 trong b畛 s畉n ph畉m Q: T担i n棚n t畉o bao nhi棚u ti kho畉n qu畉ng c叩o cho ph但n o畉n danh m畛c Qu畉ng c叩o c畛ng t叩c c畛a m狸nh n畉u t担i c坦 nhi畛u th動董ng hi畛u tr棚n Shopee? A: V狸 c叩c chuy畛n 畛i 動畛c lo畉i tr畛 tr湛ng l畉p 畛 c畉p ti kho畉n qu畉ng c叩o, Shopee khuy畉n ngh畛 l ch畛 s畛 d畛ng 1 ti kho畉n qu畉ng c叩o cho m畛i c担ng ty ho畉c 董n v畛 kinh doanh. i畛u ny ph畛 thu畛c nhi畛u vo c叩ch ph但n chia ng但n s叩ch v 叩nh gi叩 hi畛u su畉t chi畉n d畛ch trong t畛 ch畛c c畛a b畉n. Q: T担i c坦 th畛 s畛 d畛ng c湛ng m畛t ti kho畉n qu畉ng c叩o cho Qu畉ng c叩o c畛ng t叩c v畛i Shopee v c叩c th畛 tr動畛ng kh叩c kh担ng A: Kh担ng. B畉n s畉 c畉n s畛 d畛ng ti kho畉n qu畉ng c叩o 畛c quy畛n c畛a Shopee cho Qu畉ng c叩o C畛ng t叩c v畛i Shopee. Q: Ph但n o畉n danh m畛c c畛a t担i 動畛c c畉u tr炭c nh動 th畉 no? A: Shopee s畛 d畛ng shopid 畛 t畉o ph但n kh炭c danh m畛c. N畉u b畉n c坦 1 shopid tr棚n Shopee, ch炭ng t担i s畉 t畉o m畛t ph但n kh炭c danh m畛c duy nh畉t ch畛a t畉t c畉 c叩c s畉n ph畉m. N畉u b畉n c坦 nhi畛u h董n 1 shopid, b畉n c坦 t湛y ch畛n 畛 c坦 m畛t ph但n kh炭c danh m畛c duy nh畉t cho m畛i shopid HO畉C m畛t ph但n kh炭c danh m畛c k畉t h畛p ch畛a t畉t c畉 c叩c shopid. H達y nh畛 r畉ng ph動董ng ph叩p hay nh畉t c畛a FB l gi畛 cho ph但n kh炭c cng r畛ng cng t畛t. Q: C叩ch 畛 xu畉t 畛 t畉o b畛 s畉n ph畉m l g狸? A: C坦 2 c叩ch 畛 t畉o b畛 s畉n ph畉m - l畛c c畛t Lo畉i s畉n ph畉m theo shopid (cho ph但n o畉n danh m畛c k畉t h畛p) ho畉c c畛t S畉n ph畉m theo itemid (cho c畉 ph但n o畉n danh m畛c 董n v k畉t h畛p).
- 22. C但u h畛i th動畛ng g畉p: Chia s畉 quy畛n xem t畛i Ti kho畉n Qu畉ng c叩o Shopee Q: Lm c叩ch no 畛 chia s畉 Quy畛n truy c畉p Xem c畛a Ti kho畉n Qu畉ng c叩o C畛ng t叩c c畛a t担i v畛i Shopee ID cho Doanh nghi畛p? A: Ch畛n Ti kho畉n> Ti kho畉n Qu畉ng c叩o> Ch畛n ID Ti kho畉n Qu畉ng c叩o> Ch畛 畛nh 畛i t叩c Shopee ID cho Doanh nghi畛p: 1472239313020616 B動畛c 1 B動畛c 2 B動畛c 3
- 23. C但u h畛i th動畛ng g畉p: C畉p quy畛n truy c畉p vo Catalog (1/3) Q: Lm th畉 no 畛 c畉p quy畛n truy c畉p t畛i Catalog Segment? A: Nh畉p vo Danh m畛c> Th棚m ng動畛i> 畉m b畉o c湛ng m畛t c叩 nh但n c坦 quy畛n truy c畉p vo Ti kho畉n qu畉ng c叩o B動畛c 1: D動畛i bi畛u t動畛ng Chu担ng, b畉n s畉 nh畉n 動畛c th担ng b叩o m畛i sau khi Ti kho畉n Doanh nghi畛p Shopee 達 chia s畉 ph但n kh炭c danh m畛c v畛i BM ID c畛a b畉n B動畛c 2: Khi nh畉p vo th担ng b叩o (sau khi nh畉n Ngu畛n d畛 li畛u> Danh m畛c), b畉n s畉 動畛c quy畛n Th棚m Ng動畛i 畛 c畉p cho h畛 quy畛n truy c畉p vo ph但n kh炭c danh m畛c *Sau khi Shopee chia s畉 quy畛n s畛 d畛ng Catalog
- 24. C但u h畛i th動畛ng g畉p: C畉p quy畛n truy c畉p vo Catalog (2/3) B動畛c 4: Trong Ti kho畉n > Ti kho畉n Qu畉ng c叩o: 畉m b畉o r畉ng c湛ng m畛t c叩 nh但n c滴ng c坦 quy畛n truy c畉p vo Ti kho畉n Qu畉ng c叩o C畛ng t叩c (th担ng qua n炭t Th棚m ng動畛i) B動畛c 3: Ch畛n c叩c c叩 nh但n v b畉t T畉o qu畉ng c叩o trong Ci 畉t Quy畛n *Sau khi Shopee chia s畉 quy畛n s畛 d畛ng Catalog
- 25. B動畛c 5: Nh b叩n hng c坦 th畛 l畛a ch畛n v s畛 d畛ng catalog cho chi畉n d畛ch qu畉ng c叩o sau khi ch畉p nh畉n thnh c担ng C但u h畛i th動畛ng g畉p: C畉p quy畛n truy c畉p vo Catalog (3/3) *Sau khi Shopee chia s畉 quy畛n s畛 d畛ng Catalog
- 26. C但u h畛i th動畛ng g畉p: Thi畉t l畉p chi畉n d畛ch v theo d探i hi畛u qu畉 qu畉ng c叩o UTM (1/2) 26 B動畛c 1: Nh畉n UTM code t畛 Shopee B動畛c 3: D叩n th畉 UTM 達 動畛c ch畛 畛nh vo t棚n chi畉n d畛ch (Campaign name) v nh畉p 叩p d畛ng (Apply) Step 2: Khi ng動畛i b叩n hng thi畉t l畉p chi畉n d畛ch CPAS, i t畛i c畉p 畛 qu畉ng c叩o (Ad level) -> Theo d探i -> T畉o m畛t tham s畛 URL
- 27. 27 Facebook Collaborative Ads with Shopee
- 28. Facebook Collaborative Ads with Shopee AGENDA 1. What is Facebook Collaborative Ads (CPAS) 2. Why Facebook Collaborative Ads (CPAS) 3. Onboarding Process & Checklist 4. Appendix
- 29. What is Facebook Collaborative Ads (CPAS)?
- 30. Private & Confidential What is Facebook CPAS (Collaborative Ads) Reach high intent shoppers at the right time to drive sales COLLABORATIVE ADS Retarget people who are more likely to buy Optimize your campaigns to drive sales results Measure the impact of your campaigns on sales
- 31. Private & Confidential Difference between Facebook CPAS & Boost Post Objective CPAS Objective Catalog Sales Brand Awareness Traffic Reach Engagement Run as Dynamic Ads Sellers Buyer $$ Sellers Buyer $$ Target to buyer audience
- 32. Private & Confidential How Facebook Collaborative Ads works with Shopee Customer Click ads & land to sellers shop product page on Shopee and purchase. Shopee Provide product catalog (shopper intent data) of brand/seller shop on Shopee site and share to Facebook Business Manager of brand/seller Brand Run Facebook Collaborative Ad by using product catalog shared by Shopee.
- 33. 2 Options for CPAS: CPAS by Seller managed & CPAS by Shopee CPAS by Seller managed CPAS by Shopee
- 34. 2 Options for CPAS: CPAS by Seller managed & CPAS by Shopee CPAS by Seller managed CPAS by Shopee What is it? Shopee shares a Product Catalog with sellers, allowing sellers to run CPAS themselves Shopee create & manage CPAS ads for sellers, based on their budget. Who manages Facebook Ads account? Sellers Shopee Who is it for? Sellers who prefer full control over their ads & budget Sellers without marketing resources who specialists to run their ads Spending No min. spending Sellers need to buy CPAS service packages Benefits None Paid Ads credit or extra CPAS budget from Shopee Where is CPAS ads featured? Through sellers business page Through Shopee page Reporting & Tracking Facebook Dashboard Marketing Solutions Portal or Campaign Reports
- 35. Facebook CPAS by Shopee - Available Packages *Note: - Starter Package is one time offer for sellers (1) have not bought any other packages and (2) not managed by BPNS. - Bonus for Starter package will be top-up to sellers ads account by M0 25th after payment is done Product Item Starter Package* CPAS Budget CPAS campaign spending 12.000.000 VND CPAS Duration CPAS campaign duration 14 days Bonus - Paid Ads Paid Ads 1.000.000 VN (14 days) Bonus - Extra CPAS budget Facebook CPAS with Shopee Bonus DMPP Shopee Ads credit reward for driven traffic Manage Managed account by Shopee Free Total cash required (included VAT 10%) 13.200.000 VND
- 36. Why Facebook Collaborative Ads (CPAS)?
- 37. Why use Facebook CPAS Directly drive traffic to brands product pages on their Shopee's app or website store Showcase relevant products to people who are more likely to purchase 17% INCREASE IN SHOP VISITS 2x LIFT IN OVERALL SALES 4x RETURN ON ADS SPEND Real-Time Targeting Real-Time Optimization of Real Purchasers Measurement / Reporting ROAS of Actual Sales Benefits of Collaborative Ads
- 38. Private & Confidential Successful Case Studies - LOr辿al ACD LOr辿al ACD is a French personal care brand including Laroche Posay & Vichy. The brand plans to roll out a launching Super Brand Day campaign in April to build brand awareness for product and drive sales. Timeline: April 2020 Key message: Y棚u Da 炭ng C叩ch, Sale Up To 50% Set up campaign focus on Facebook CPAS channel to drive traffic to Laroche Posay/Vichy store and landing page on Shopee Develop optimization tactics to build brand awareness and promote sales Separate audience into di鍖erent groups (Retargeting, Lookalike) Analyze and optimize daily. Revenue increase by 2.x compared to last campaign Drive x3 times traffic to store CR higher 70% than average Context Action
- 39. Private & Confidential 39 Facebook Collaborative Ads Ad Formats Video Image Collection Carousel Canvas CPAS format CPAS format CPAS format
- 40. Private & Confidential Facebook Collaborative Ads with Shopee Ad Feature 40 Collection Ad Carousel Ad Catalog in Shopee (Personalized ads based on customer intent) Artwork Catalog in Shopee (Personalized ads based on customer intent) Artwork
- 41. Onboarding Process & Checklist
- 42. 1. Register Seller to confirm to BD to join the service by register with these info 2. Technical Check Shopee will check whether sellers are qualified or not and send confirmation for BD to update to sellers 3. Sellers accept Shopee catalog sharing BD will confirm to sellers once onboarding process is done for sellers to accept catalog sharing 4. Direct supporting & recommendation Shopee will support and provide FAQ directly via Zalo/email/chat How to participate in Facebook CPAS
- 43. Checklist Action Note Shop Info 1. Shop name 2. Shop ID 3. Shop URL Business Manager & Ad account Create new dedicated ad account for FB Collaborative Ads with Shopee within Business Manager (instructions) and provide View access to Shopee Business ID (1472239313020616) 1. Business Manager ID 2. Ad account ID 3. Provide screenshot of view access sharing 1. Share view access instruction 2. How to get BM ID & Ad account ID 3. Valid screenshot Managed by Seller or Agency Sellers indicate if they run Ads account by themselves or through Agency Accept Catalog Accept Shopee catalog sharing request with T&C Only can be done after Shopee has completed sharing process Common Issues 1. Invalid screenshot of view access sharing (blur screenshot) 2. Ad account is not clean (used for running non-cpas campaign previously) 3. ID shown on screenshot is different with the mentioned ad account id above 4. Forget to send screenshot of view access sharing Onboarding Material Checklists (if Seller managed CPAS)
- 44. Private & Confidential CPAS Campaign Brief Checklist (if Shopee manage CPAS for seller) Checklist Action Note Shop Info 1. Shop name 2. Shop ID 3. CPAS Package Details (Budget, Timeline,...) 4. Shop URL Audience Targeting 1. Demographic Ages 2. Demographics (Gender) 3. Interests targeting (optional) To help OM team setup ad campaign to target the most potential buyers group Creative Details 1. Ad Creative Type (Image or Video) 2. Link Google Drive material for Ad Creative 3. Ad Text 4. Other note
- 45. Appendix
- 46. Valid screenshot of view access sharing Valid Invalid
- 47. FAQ: Kicking off Q: What is the difference between Collaborative Ads and pixel- sharing? A: By sharing the catalog segment, there is no need for pixel sharing. Q: If we were to create 1 company-level catalog, and each brand to create product sets for campaigns, how will this reflect in reporting? A: Ads Manager will report every conversion driven by your campaign on all products in the whole catalog segment, and not only in the product set. Q: How many ad accounts should I create for my Collaborative Ads catalog segment if I have multiple brands on Shopee? Ans: As conversions are deduplicated at the ad account level, the recommendation is to only use 1 ad account per company or business unit. This depends heavily on how budgets are split and campaign performance evaluated within your organization. Q: Can I use the same ad account for Collaborative Ads with Shopee and other marketplaces? A: No. You will need to use a Shopee exclusive ad account for Collaborative Ads with Shopee. Q: How is my catalog segment structured? A: Shopee uses shopid to create catalog segment. If you have 1 shopid on Shopee, we will create a single catalog segment containing all products. If you have more than 1 shopid, you have the option to have single catalog segment for each shopid, OR a combined catalog segment containing all shopids. Bear in mind that FB best practice is to keep the segment as broad as possible. Q: What is the recommended way to create product sets? A: There are 2 ways to create product sets - filter Product Type column by shopid (for combined catalog segment) or Product column by itemid (for both single and combined catalog segment).
- 48. FAQ: Kicking off - Share view access to Shopee Ad Account Q: How can I share View Access of my Collaborative Ads Ad Account to Shopee Business ID? A: Go to Accounts > Ad Accounts > Pick the Ad Account ID > Assign Partners Shopee Business ID: 1472239313020616 Step 1 Step 2 Step 3
- 49. FAQ: Kicking off - Grant access to Catalog (1/3) Q: How can I grant Access to a Catalog Segment? A: Go to Catalog > Add People > Ensure same individual has access to the Ad Account Step 1: Under Bell icon, you will receive a new notification once Shopee Business Account has shared the catalog segment to your BM ID Step 2: Upon clicking the notification (also Data Sources > Catalogs), you will be prompted to Add People to give them access to the catalog segment
- 50. FAQ: Kicking off - Grant access to Catalog (2/3) Step 4: Under Accounts > Ad Accounts: Make sure the same individual also have access to the Collaborative Ads Ad Account (via Add People button) Step 3: Select individuals and turn on Create Ads under Set Permissions
- 51. FAQ: Kicking off - Grant access to Catalog (3/3) Step 5: The respective individual will be able to select the catalog segment upon campaign set up
- 52. FAQ: Campaign Setup - Setting tracking UTM (1/2) 52 Step 1: Send assign UTM tag in column V to seller Step 3: Paste assigned UTM tag to Campaign name and press Apply Step 2: When sellers setup CPAS campaign, go to Ad level -> Tracking -> Build a URL parameter
- 53. Thank you