Cpas 8

Collaborative Ads
Playbook
For Brands
Agenda 01 03
Collaborative Best Practices:
Ads Overview Advanced
02 04
Best Practices: Getting Started
The Basics
01
Collaborative Ads
Overview
Collaborative Ads Overview
COLLABORATIVE ADS RETAILER SITE OR APP
Reach high intent

shoppers at the right
time to drive sales
• Target people who are
more likely to buy.
• Optimize your campaigns

to drive results.
• Measure the impact of your

campaigns on sales.
How Collaborative Ads work

Brand on Facebook Retailer site or app
Retailer shares catalog www.rainbowbeauty.com
No segment with advertiser

Rainbow Beauty Pixel
Pixel
Run performance Advertiser drives

marketing directly
high-quality traffic to Send traffic from
No retailer site or app shoppers with
on Facebook with SDK
SDK high intent to
your products using
retailer’s catalog drive purchases
Collaborative Ads
pass back signals Eye Shadow
from Pixel/SDK $39
Measure the
impact of your
Collaborative Ads
on sales
In Ads Manager: High Level
Performance
In Product Level Reporting:

SKU Level Performance
02
Best Practices:
The Basics
Best Practices: The Basics
Objective Product Set Targeting Optimization
Bidding Placement Ad Format Creative
Set your objective

to Catalog Sales
or Conversions
to drive real business results
Create a product
set you would like
to advertise
We recommend that you start with
a broader set to increase efficient
delivery and performance
What is a RETAILER’S CATALOG
Product Set?
1
1 CATALOG 2 ADVERTISER A’S ADVERTISER B’S 2

CATALOG SEGMENT CATALOG SEGMENT
contains all products
available in retailer’s site/app. Product Set 1 Product Set 1
2 CATALOG SEGMENT
contains advertiser’s
Product Set 2 Product Set 3 Product Set 2 Product Set 3
products which is shared 3
by retailer to advertiser.
3 PRODUCT SET
is a grouping of related items
in a catalog, created by
advertiser/media agency.
Create Product Product Set filtering

options
Sets strategically
Product Sets enable you to control
bids and product recommendations.
Choosing the right balance of clearly
delineated product sets without
over-segmenting, will enable you to
maximize your reach and control spend.
Two main types of targeting for Dynamic Ads
RETARGETING
Target people who have
been to your site or app
to generate sales
BROAD AUDIENCES/
PROSPECTING
Expand your Dynamic
Ads to reach beyond your
website or app visitors
to generate demand
Ads Manager 1
Broad Audience /
Prospecting
Interface:
Targeting Types
2
Retargeting
3 Upselling
4 Cross-selling
Prospecting
in action
Jill is in your She has been browsing for Your Dynamic Ad
target audience face cream on Facebook will display skincare
Pages and over the web from your catalog
to match her intent
But she has not been to
the retailer’s site yet
Prospecting
BROAD AUDIENCE
Tips to get started TARGETING /
PROSPECTING
1 2
Avoid using filters such as city, Refrain from excluding all
interest, and category targeting. purchasers to maintain the
potential for repeat purchases.
3 4
Welcome all visitors to improve Avoid using Lookalike
personalization of product Audiences to ensure
recommendations. delivery.
People who like

Why should I keep shoes and might like
my audiences broad? your brand’s shoes
Your Custom
Audience/
Lookalike
Audience
Retargeting in action
Retailer Facebook Retailer
Shopper views content

Dynamic Ad retargets
of Item A on marketplace www.rainbowbeauty.com
that shopper with their
& adds to cart but did
abandoned basket Rainbow Beauty
not purchase
Hurry before offer ends
Eye Shadow
$39
Shopper clicks to continue

and complete shopping
Retargeting
Tips to get started
1 2
Start with those who have Avoid narrowing down this time
viewed or added your products frame, as this can decrease
to their carts but did not buy in audience size, which can affect RETARGETING
the past 14 days. delivery and performance.
3 4
Avoid using filters such as Set your conversion
city, interest, and category window based on
targeting as these are your sales cycle.
shoppers who are already
interested in your products.
Use both retargeting

and prospecting
to maximize your performance
with Collaborative Ads
RETARGETING
Pick your conversion event
Not recommended
LINK CLICK VIEW CONTENT ADD TO CART PURCHASE
NO YES NO YES NO YES
Test Test Test Start with

Link click View content event: Add to cart event: Purchase event:
optimization Are you able to get Are you able to get Are you able to
50 conversions? 50 conversions? get 50 conversions?
Optimize toward “7 days

click or 1 day view” for CPG
purchase behaviors
1 day view 1 or 7 day

click
Purchase
successful
Bid determines how you spend your budget
SCALE CONTROL
Lowest Target Lowest cost

cost cost with bid cap
Lowest-cost bidding
WHEN TO USE
When you are just
Price
starting out, you want the

cheapest conversions
and you have no idea
how much a conversion is espo nse Bid
Best R
For illustrative purposes only Time

Lowest-cost bidding with a bid cap
Bid
WHEN TO USE
Price
When you want the

cheapest conversions and
you know your max bid
espo nse Bid
Best R

Target cost bidding
WHEN TO USE Generally

Price
When you want to have Bid +/- 10% from

target cost
a certain target cost

More placements, more opportunities for better results
Jasper’s Boutique
Sponsored
Jasper’s Boutique
April 17 at 9:18AM
ı
Automatic
Welcome summer with 10% off on this season’s hottest new
arrivals.
placements Jasper’s Boutique
(recommended)
Welcome summer with 10% off on this season’s
hottest new arrivals.
Jasper’s Boutique
Sponsored
Edit placements
Check out the new colors
Shop Now
Hurry before offer ends Shop Now
jaspersboutique.com Shop Now
Welcome summer with 10% off on this season’s hottest new arrivals…
more

jaspersboutique.com
Automatic
placements include
a variety of ad
opportunities ı
Single image
Carousel collection
Opt for Automatic Placements for media efficiency
ı
Cost per outcome
Avg. cost
per outcome:
Facebook only
Avg. cost
per outcome:
Facebook,
Instagram,
Messenger and
the Audience
Network
Time Elapsed
CAROUSEL COLLECTION
Use Carousel or
Collection ad format
Note: Single image is also available,

but not recommended for
Collaborative Ads.

Carousel creative on Automatic Placement
FACEBOOK FEED INSTAGRAM FEED MESSENGER INBOX FACEBOOK AUDIENCE NETWORK

MARKETPLACE
Collection creative on ı
automatic placement
FACEBOOK FEED INSTAGRAM FEED

Get the creative best practices right
BUILD CREATIVE HIGHLIGHT THE SHOWCASE THE

THAT CONVERTS BRAND EARLY PRODUCT
Mixed format (static plus video) Brand association within Showcasing the product
campaigns have a positive impact for 3 seconds of a video’s start is being advertised for most
DR advertisers on lower funnel metrics positively correlated with of the video correlates with
ı
conversion lift conversions
GET NOTICED PROVOKE AND PLAY MORE WITH

Being noticed is positively PROMOTE FORMATS
correlated with conversion lift Asking questions, showing Create more, learn
promotions and keeping the text more, play more
copy under 280 characters are
associated with higher DR lift
Source: “Creative Considerations for Direct Response

Campaigns” by Facebook Business, Aug 2018.
For Carousel, option to add a card

in front to include branding & 1
other key information ı
1. 2. 3.
2
Text communicating Brand image Rest of the cards are
value to consumer and communicating dynamically generated
where consumers can brand value on with products from
get the product the first card product set
3
PROSPECTING REMARKETING
Employ tailored
creative per targeting
segment, with a 9.9 Sale.
ı
Add To Cart Now!
9.9 Sale. Shop Now!
specific CTA
Potential to improve View Content to
Purchase ratios by including a specific
concrete CTA per targeting segment
03
Best Practices:
Advanced
Best Practices: Advanced
Budget Always-On Key Sale Date
Recap: Campaign structure

Total company /
Ad Account brand / product level
Campaign 1 Campaign 2 Buy type, objective, split test,

campaign budget optimization
Targeting, budget, placement,

Ad Set 1 Ad Set 1 Ad Set 1 Ad Set 1 optimization, goal, conversion
window, delivery type
Ad format,
Ad 1 Ad 1 Ad 1 Ad 1 creative details, FB pixel
Ad 2 Ad 2 Ad 2 Ad 2
Use Campaign Budget Optimization (CBO)

Campaign Budget Optimization allows the system to
automatically allocate the budget to better performing ad sets.
WITHOUT CAMPAIGN BUDGET OPTIMIZATION
$3
$30 total
average
cost per
conversion
campaign
spend
CAMPAIGN
LEVEL
AD SET 1 AD SET 2 AD SET 3

Use campaign budget optimization (CBO)

Campaign budget optimization allows the system to
automatically allocate the budget to better performing ad sets.
WITHOUT CAMPAIGN BUDGET OPTIMIZATION WITH CAMPAIGN BUDGET OPTIMIZATION
$3 $30 $2
$30
total
average campaign average
cost per spend cost per
conversion conversion
total
campaign
spend
CAMPAIGN
LEVEL
AD SET 1 AD SET 2 AD SET 3 AD SET 1 AD SET 2 AD SET 3

Test different CBO strategies
Potential Test 1 Potential Test 2
Ad Account Ad Account
Key Sale Date Always-on 50% 50%

Campaign Campaign prospecting remarketing
View content View content

Prospecting Prospecting
Add to cart Add to cart
Remarketing Remarketing Purchase Purchase

Why should we run

Always-On eCommerce
campaigns?
Always-On
1.
Products can be
bought on any of the
365 days in a year.
Always-On Key Sale Date
Shopper A
viewed content
but did not
Add to Cart nor
2. Purchase
Facebook Pixel and SDK capture

signals of a shopper’s purchase
intent in real time.
Bottle of Water
1.9 USD
Mineral Water 500ML
3.
Always-on presence can ensure
on-going learning for Facebook
algorithm with expanded buyer
pool for the brand and positive
ROAS
Return on Ad Spend (ROAS)
= Purchase Value divide by
Advertising Spend
Purchase Value (1000USD)

Advertising Spend (100USD)
= ROAS 10
Budget Always-On Key Sale Date • Determine clear objective and sales KPIs (Sales
OBJECTIVE Growth X%, ROAS >1)
PRODUCT SET • DO NOT micro-segment product catalog set
CAMPAIGN • Split campaigns by prospecting and retargeting.

STRUCTURE • Use Campaign Budget Optimization
• Use Broad Audience for prospecting campaigns

TARGETING • Use Viewed/Added to Cart but not purchased for
Always-on tips retargeting campaigns
• Optimize for lower funnel events: View Content, Add

OPTIMIZATION
to Cart, Purchase
EVENT • DO NOT use Link Clicks
PLACEMENT • Opt for Automatic Placements for media efficiency
• Bid using Auto-Bid (lowest cost bidding). Only place a

BID bid cap if you have a max bid per result
CONVERSION
• Set as 7 day click and 1 day view
WINDOW
Best practice recommendations solely to help inform ad campaign strategies; not intended as a warranty or
guarantee of results to be achieved. Marketing outcomes depend on a variety of factors and will vary.
What strategy should I

use for Key Sale Dates?
Differentiate Always-on
Vs Key Sale Date Strategy
Potential areas to test via split
Always-on campaigns are meant to build audiences and drive testing:
baseline purchases, while key sale dates are focused on driving
high sales volume. • Optimization window of
7-day click / 1-day view
Prospecting • Creative messaging

KEY SALE DATE
Retargeting
• Use of video vs static
within collection
Prospecting
ALWAYS-ON
Retargeting
Month 1 Month 2
Start activating Mega Sale

campaigns early to leverage active
Holiday SEA example 11/11 Indonesia
browsing activity
“View Content” E-Commerce Thailand
events visible to Facebook Singapore
across the 2018 end-of-year Vietnam
season in South East Asia 12/12 Philippines
(shown as % of standard Malaysia
events per country)
Mid-October
21-Sep-18
27-Sep-18
3-Oct-18
9-Oct-18
15-Oct-18
21-Oct-18
27-Oct-18
2-Nov-18
8-Nov-18
14-Nov-18
20-Nov-18
26-Nov-18
2-Dec-18
8-Dec-18
14-Dec-18
20-Dec-18
26-Dec-18
Facebook IQ Source: Facebook data. 2018-09-21 to 2018-12-31. Analysis of conversion pixel and app events data for advertisers who have installed
Facebook Pixel and Facebook SDK (E-commerce vertical only – Thailand, Vietnam, Philippines, Indonesia, Malaysia, Singapore)
Start the campaign early to drive

relatively high ROAS as
ROAS vs. Investment Amount Spent
compared to the Key Sale Date

50000
ROAS
itself.
40000 Potential window with less-
competition
30000
20000
10000
0 1/9/19 2/9/19 3/9/19 4/9/19 5/9/19 6/9/19 7/9/19 8/9/19 9/9/19 10/9/19 11/9/19 12/9/19
Teasing phase
Brands should start campaigns at most
2 weeks leading to mega sale to be top
of mind for consideration
Consumers do increased product views

9-10 days before Mega Sale to identify
what they want to buy during Mega Sale.
Brands should optimize Mega Sale Campaigns

for product views (‘View Content’)
to drive consideration for their products.
Purchase Rate drops 10-11 days before Mega

Sale. During this period consumers are
considering products to buy during Mega Sale.
Key Sale Date
Unpause campaigns instead

of creating new ones
Restart a paused campaign within 14 days
for previous learnings to continue.
Active Unpause Campaign

Pause Campaign
(Learning (Continue with
< 14 Days
Complete) Same Learning)
Active
Pause Campaign Unpause Campaign
(Learning
> 14 Days (Restart Learning)
Complete)
Facebook system would keep previous

performance campaign’s learnings for up to
14 days. Restarting paused campaigns after
14 days would require in a new learning phase.
Applicable to Traffic, Conversions, and Catalog Sales campaign objective
Learning phase
At the start of a campaign or after you edit it,
Facebook doesn’t have all the data
necessary to deliver it as stably as possible.
In order to get that data, we show ads to
different types of people to learn who is most
likely to get you optimization events. This
process is called the “learning phase.”
THINGS TO KNOW
1 2 3
Facebook requires Expect more Making significant
50 optimization performance edits to your ad
events at ad set fluctuations than set will reset
level to complete usual during and reinitiate
the learning phase Learning Phase learning phase
Avoid creative changes

during high traffic periods or
time sensitive campaigns
Creative changes may impact the delivery of
your ads in the middle of a campaign. If you
must make creative changes to your ads, do
so at a low-traffic time.
Key Sale Date sample media plan

PRE-TEASING TEASING SALE DAY
(D-14 to D-8) (D-7 to D-1) D-Day
Budget 20% 50% 30%
Drive awareness of flagship store and mega-sale campaign

PROSPECTING • Objective: Product Catalog Sales
• Targeting: Broad
• Optimization Event: View Content
Drive consideration & conversion for mega-sale campaign

• Objective: Product Catalog Sales
RETARGETING • Targeting: Last 14 days View Content or Add to Cart (minus) Purchase
• Optimization Event: View Content & Purchase
• CBO for Retargeting Ad-Sets
Drive conversion from past visitors

Objective: Product Catalog Sales
PAST VISITORS Targeting: Last 180 -14 days View Content
Optimization Event: View Content
• Start running campaigns 2 weeks before the key
Best Practices: Advanced CAMPAIGN PERIOD sales day(s)
PRODUCT SET • DO NOT micro-segment product catalog set
CAMPAIGN • Split campaigns by prospecting and retargeting.

STRUCTURE • Use Campaign Budget Optimization
• Use Broad Audience for prospecting campaigns

TARGETING • Use Viewed/Added to Cart but not purchased for
retargeting campaigns
Key sale • Teasing phase: Optimize for View Content
dates tips OPTIMIZATION
EVENT
•
•
During the sale: Optimize for Purchase
DO NOT use Link Clicks
PLACEMENT • Opt for Automatic Placements for media efficiency
• Bid using Auto-Bid (lowest cost bidding). Only place

BID a bid cap if you have a max bid per result
CONVERSION
• Set as 7 day click and 1 day view
WINDOW
• DO NOT change creative during high traffic or time
CREATIVE
sensitive campaigns
Best practice recommendations solely to help inform ad campaign strategies; not intended as a warranty or
guarantee of results to be achieved. Marketing outcomes depend on a variety of factors and will vary.
04
Getting Started
Getting Started
Get started with Collaborative Ads today!
Start here
From evaluating the fit for your brand
to creating your first campaign!
ONBOARDING GUIDANCE FOR COLLABORATIVE ADS YOU’RE ALL SET!
1. 2. 3. 4. 5.
Find a Partner Retailer Creates Acceptance of Create a New dedicated Launch
Retailer/ Catalog Segment Terms & Conditions Collaborative Ad Account Collaborative
Marketplace and Catalog per Retailer Ads
Getting Started
1.
Find a Partner
Retailer/Marketplace
Find a Retailer that you’d like to partner with.

Either contact the Retail Team directly with
the contact above or work
with your Facebook Client Partner or
Client Solutions Manager to connect you
to the respective Retailer.
Getting Started
2.
Retailer creates
Catalog Segment
Ask your Retailer/

Marketplace for your Catalog
Segment which will be shared
through your Business
Manager ID.
Check out your Business

Manager Notification that
“Marketplace has shared a
catalog segment with you”.
Getting Started
Follow the guided flow to
Accept partnership and create
a new ad account
3.
Accept Terms & Conditions and Catalog
Getting Started
4.
Create a new dedicated Collaborative Ad account per Retailer
Follow the guided flow to create Collaborative Ads setup completed! Move on
a new ad account and accept catalog. to creating dynamic ads via shared catalog.
Thank you
What’s New:
What’s New: Conversion Objective
Collaborative Ads for Conversion

Objective
This enables brands to:
Use any creative Use Facebook’s native

in their campaigns targeting options and
their first-party audiences
to target anyone
Use conversion Direct people to a

optimization based specific landing page
on conversions they on their website/app
are driving
Key differences between Catalog Sales and Conversion Objectives

CATALOG SALES OBJECTIVE CONVERSION OBJECTIVE (NEW!)
• Retargeting of people who engaged with brands’ • Any targeting (it does not include retargeting of
products in merchants’ website/app audiences on merchants’ website/app)
Targeting
• Dynamic Ads Broad Audiences
• Link click, view content • Link click, view content and landing page views
Optimization • Conversion optimization (such as Add to Cart or Purchase) based • Conversion optimization (such as Add to Cart or Purchase) based
on conversions including one of brand’s products on all conversions that are driven by the brand
• Limited customization of creative1 • Full customization of creative1

Creative • Static image (optional) in Carousel
• Hero image in Collections
• Mostly directing to product details pages, only limited • Any landing page2
customization through2:
Landing Page • Links in caption
• Links from static/last card in Carousel
• Performance reporting (View Content, Add-to-cart & Purchase • Performance reporting (View Content, Add-to-cart & Purchase
Reporting Value for brand’s products, SKU level Reporting) Value for brand’s products, SKU level Reporting)
• Any placement can be used except newer placements like • All placements
Placement Facebook Video Feeds, Messenger Stories, Audience Network videos
1
All creatives used by the brands can be viewed by merchants in Partner Ads tab in Catalog Manager
2 Domain safeguard makes sure traffic always go back to the merchant’s site/app
When should Brands use

Conversion Objective?
Brands who are in

Brands want to reach
sensitive categories and
more people beyond
cannot utilize the catalog
high-intent audience
sales objective due to their
or target first-party
ads being rejected in ad
audiences
review process
Brands who have a low Brands already want

number of products in to send traffic to their
their catalog segment Collaborative Ads
and experience delivery/ merchant partner
performance issues but would like to
measure this activity
Creative mockup—Carousel ad format

Catalog Sales Objective Conversion Objective
More creative
flexibility!
Caption can Caption can

be customized be customized
All other cards are

dynamic from
Catalog Segment
All cards can
Static card can be
be customized
added in the first slot
and can be customized
Creative mockup—Collections ad format

Catalog Sales Objective Conversion Objective
More creative
flexibility!
Rainbow Beauty Rainbow Beauty

April 17 at 9:18AM April 17 at 9:18AM
Hero image can Hero image can

be customized be customized

All other cards are All other cards are
dynamic from customizable
Catalog Segment
Benefits to Retailers
1 2
Creative Transparency Total Value
The Partner Ads Retailers can see the
we launched in total value they receive
Catalog Manager for from their brand
Collaborative Ads gives partners through
full visibility of brand Merchant Reporting,
partner creatives to the whether it’s from
retailer. Conversion or Catalog
Sales objectives.
3 4
Domain Safeguards New Audiences
Safeguards are in place Brands can target new
to ensure brands can people and use their 1st
only send traffic to the party audiences
retailer's website/app. through by running a
Conversion Objective
campaign.
How do you create

Collaborative Ads under
Use Quick Creation to

create new campaign
Fill out form, selecting Conversion

Objective & save to draft
Switch ‘On’ the new

Collaborative Ad toggle
Select a Catalog Segment,

then select Website or App
How do you create


create new campaign



How do you create


create new campaign



WEBSITE APP
How do you create

create new campaign


*Need to create a separate ad set
each for iOS and Android
Remove before presenting: This feature will roll out to all advertisers at the end of May 2020
What’s New: Collaboration Center
[NEW] Collaboration Center for Brands

Centralized hub to manage
all your partnerships:
See your existing Collaborative Ads partners,

including the Catalog Segments and Ad
Accounts associated with each partner.
View the overall value driven by your
campaigns with basic metrics and a link to the
full Product Level Reporting per ad account.
Find educational resources and answers to the
frequently asked questions about Collaborative
Ads.
Explore new partnership opportunities through
the Discovery tab.

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Collaborative Ads

COLLABORATIVE ADS RETAILER SITE OR APP

Reach high intent

• Optimize your campaigns

• Measure the impact of your

How Collaborative Ads work

Retailer shares catalog www.rainbowbeauty.com

No segment with advertiser

Run performance Advertiser drives

In Product Level Reporting:

Set your objective

What is a RETAILER’S CATALOG

1 CATALOG 2 ADVERTISER A’S ADVERTISER B’S 2

Create Product Product Set filtering

Two main types of targeting for Dynamic Ads

People who like

Shopper views content

Hurry before offer ends

Shopper clicks to continue

Use both retargeting

Pick your conversion event

NO YES NO YES NO YES

Test Test Test Start with

Optimize toward “7 days

1 day view 1 or 7 day

Bid determines how you spend your budget

Lowest Target Lowest cost

starting out, you want the

For illustrative purposes only Time

Lowest-cost bidding with a bid cap

When you want the

For illustrative purposes only Time

Target cost bidding

WHEN TO USE Generally

When you want to have Bid +/- 10% from

For illustrative purposes only Time

More placements, more opportunities for better results

placements Jasper’s Boutique

Hurry before offer ends

Opt for Automatic Placements for media efficiency

Note: Single image is also available,

Hurry before offer ends

Carousel creative on Automatic Placement

FACEBOOK FEED INSTAGRAM FEED MESSENGER INBOX FACEBOOK AUDIENCE NETWORK

FACEBOOK FEED INSTAGRAM FEED

Get the creative best practices right

BUILD CREATIVE HIGHLIGHT THE SHOWCASE THE

GET NOTICED PROVOKE AND PLAY MORE WITH

Source: “Creative Considerations for Direct Response

For Carousel, option to add a card

Recap: Campaign structure

Campaign 1 Campaign 2 Buy type, objective, split test,

Targeting, budget, placement,

Use Campaign Budget Optimization (CBO)

WITHOUT CAMPAIGN BUDGET OPTIMIZATION

AD SET 1 AD SET 2 AD SET 3

Use campaign budget optimization (CBO)

WITHOUT CAMPAIGN BUDGET OPTIMIZATION WITH CAMPAIGN BUDGET OPTIMIZATION