Collaborative Ads Playbook Revised

Collaborative Ads
2.0 Playbook
Agenda 01 04
Collaborative What’s New:
Ads Overview Conversion Objective
02 05
Collaborative Ads New Case Studies
Best Practices:
The Basics
03 06
Collaborative Ads Getting Started
Best Practices:
Advanced
01
Collaborative
Ads Overview
Collaborative Ads Overview
Introducing Collaborative Ads
• Target people
who are more
likely to buy.
Reach high intent shoppers
• Optimize your
at the right time to drive sales campaigns to
drive results.
• Measure the impact

of your campaigns
on sales.
How Collaborative Ads work BRAND
Advertiser on Facebook Retailer site or app
Retailer shares catalog

No segment with advertiser
Pixel Pixel
Advertiser drives
Run performance
high-quality traffic to Send traffic from
No marketing directly
retailer site or app shoppers with
SDK on Facebook with SDK
high intent to
your products using
drive purchases
retailer’s catalog
Collaborative Ads
pass back signals
from Pixel/SDK
Measure the impact

of your Collaborative
Ads on sales
Ads Manager Reporting:

Available Collaborative Ads metrics
Mobile metrics Website metrics
Mobile App Mobile App Website Website

Typical Ads Mobile App Website
+
Adds to Cart Purchases adds to cart Purchases
Content Content
with Shared with Shared with shared with Shared
manager metrics Views
Items Items
Views
items Items
(Impressions, reach,
cost per result, etc.) Mobile App Website
Mobile App Website
Adds to Cart Adds to Cart
Purchases Purchases
Conversion Conversion
Conversion Conversion
Value for Value for
Value for Shared Value for Shared
Shared Items Shared Items
Items Only Items Only
Only Only
Agenda 01 04
02 05
Best Practices:
The Basics
03 06
Best Practices:
Advanced
02
Collaborative Ads
Best Practices:
The Basics
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
Collaborative Ads Best Practices: The Basics
Objective Product Set Targeting Bid
Conversion Event Conversion Window
Set your objective

to catalog sales
to drive real business results
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
What is a MERCHANT’S CATALOG
product set?
1
ADVERTISER A’S ADVERTISER B’S
1 Catalog 2
CATALOG SEGMENT CATALOG SEGMENT
2
contains all products

available in merchant’s Product Set 1 Product Set 1
site/app.
2 Catalog Segment
contains advertiser’s
Product Set 2 Product Set 3 Product Set 2 Product Set 3
products which is shared 3
by merchant to advertiser.
3 Product Set
is a grouping of related items
in a catalog, created by
advertiser/media agency.
Product Set
Create a product
set you would
like to advertise
We recommend that you start with
a broader set to efficient delivery
and performance
Product set
Create product 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.
Examples of successful
product sets:
• 1 set per
Create product product category
sets strategically • 1 set per price range
Product sets enable you to control such as <$5, between
bids and product recommendations. $5 to $10, >$10
Choosing the right balance of clearly
delineated product sets without • Product Sets by
over-segmenting, will enable you to markdowns / promos
• Product Sets by themes,

such as holiday bundles,
gifting packages…
Watch-outs
• Avoid creating too many

product sets with few items
• Use custom columns in your

Create product product feed to create
advanced product sets.
sets strategically
• You can add up to 5 custom
Product sets enable you to control columns to your product feed
bids and product recommendations. to add additional information
Choosing the right balance of clearly about your products. You can
delineated product sets without use these custom columns to
over-segmenting, will enable you to create advanced product sets.
• Don’t use product IDs for filers-
brand name and product
names are safer. If IDs or SKUs
change with the merchant
update, it won’t show in your
product set anymore.
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
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 skincare on Facebook will display skincare
Pages and over the web from your catalog
to match her intent
But she has not been to
the merchant’s site yet
Prospecting:
BROAD AUDIENCE
Tips to get started TARGETING
1. 2.
Avoid using filters such as city, Avoid excluding all purchasers,
interest, category targeting. this will eliminate the potential
These are the people who are of repeat purchases.
already more likely to be
interested in your products.
3. 4.
Do not exclude all visitors to We do not recommend
make sure your ads leverage using lookalikes audiences
this information to personalize to ensure delivery.
product recommendations.
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
Merchant Facebook Merchant
Consumer views content

of Item A on marketplace Dynamic Ad retargets
that consumer with their
& adds to cart but did
abandoned basket
not purchase
Consumer clicks to continue

and complete shopping
Retargeting:
Tips to get started
1. 2.
Start with a retargeting Avoid narrowing down this time
audience who viewed or added frame (e.g. 3 days, 7 days) as this
your products to their carts but may decrease the audience size
did not buy in the last 14 days. significantly, which can affect
delivery and performance.
RETARGETING
3. 4.
We do not recommend using Set your conversion
additional filters such as windows based on
city, interest, category your sales cycles.
targeting as these are
shoppers who are already
interested in your products.
BROAD AUDIENCE
TARGETING/
Use both retargeting PROSPECTING
and prospecting
91%
to maximize your
of performance
successful Collaborative Ads
with Collaborative Ads
campaigns used a mix of
prospecting & retargeting
RETARGETING
Cross-selling & upselling in action

Merchant Facebook Merchant
Consumer A Click to Item B

on marketplace
buys Item A
Reinventing wireless headphones. Buy them at Jasper Market
Cross-sell or upsell
Consumer A with Item B
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
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

02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
Deciding your conversion event:

This tells the system how to optimize the results
Not recommended IDEAL SETTING:

LINK CLICK VIEW CONTENT ADD TO CART PURCHASE
Prospecting - Optimize for

“View Content” / “Add To Cart”
Retargeting –
Optimize for “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?
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
02
Collaborative Ads
Best Practices:
The Basics
Objective
Product Set
Targeting
Bid
Conversion Event
Conversion Window
Optimize toward “7 days

click or 1 day view” for
FMCG purchase behaviors
1 day view 1 or 7 day click
Purchase
successful
Agenda 01 04
02 05
Best Practices:
The Basics
03 06
Best Practices:
Advanced
03
Collaborative Ads
Best Practices:
Advanced
03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

Collaborative Ads Best Practices: Advanced
Budget Creative Placement
Always-On Mega 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 Set 1 Ad Set 2
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 Available
spend
July 2018
CAMPAIGN
LEVEL
Ad Set 1 Ad Set 2 Ad Set 3 Ad Set 1 Ad Set 2 Ad Set 3

Test different CBD 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

03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

Always-On Mega Sale Date Carousel Collection
Rainbow Beauty
April 17 at 9:18AM
Use carousel
or collection
Ad format
Note: Single image is also
available, but not recommended
for Collaborative Ads.
Hurry before offer ends
For carousel, option to add a

card in front to include branding
& other key information 1
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
Always-On Mega Sale Date Prospecting Remarketing
Employ tailored
creative per
targeting segment, 9.9 Sale.
Add To Cart Now!
9.9 Sale. Shop Now!
with a specific CTA

Potential to improve View Content to
Purchase ratios by including a specific
concrete CTA per targeting segment
03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

More placements, more opportunities for better results

Facebook Instagram Messenger Audience Network
Automatic
placements
(recommended)
Edit placements
Automatic
placements include
a variety of ad
opportunities
Single image
carousel collection
Opt for automatic placements for media efficiency

Cost per outcome
Avg. cost
per outcome:
Facebook only
Avg. cost
per outcome:
Facebook,
Instagram,
Messenger and
the Audience
Network
Time Elapsed
Carousel creative on automatic placement
Facebook Feed Instagram Feed Messenger Inbox Facebook Marketplace Audience Network
Collection creative on
automatic placement
Facebook Feed Instagram Feed

03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

Why should we run

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

capture signals of a consumer’s
purchase intent in real time.
Seize daily signals.
Bottle of Water
1.9 USD
Mineral Water 500ML
3.
Always-on presence can
ensure 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
Always-On
1 5
Determine clear objective Optimization Event
and sales KPIs (Sales Growth Optimize for lower funnel events: View content,
ATC, Purchase. Do not use Link Clicks
X%, ROAS >1)
2 6
Product Set Placements
Do not micro-segment Opt for Automatic Placement
Collaborative product catalog and advertise for media efficiency
Ads: Always-On
3 7
checklist Campaign Structure Bid
Split campaigns by prospecting & retargeting. Bid using Auto-Bid (lowest cost bidding). Only
Use campaign budget optimization. place a bid cap if you have a max bid per result.
4 8
Targeting Conversion Window
Use broad audience for prospecting Set 7 day click and 1 day view
campaigns and viewed/added to cart but
not purchased for re-targeting campaigns
03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

03
Collaborative Ads
Best Practices:
Advanced
Budget
Creative
Placement
Always-On
Mega Sale Date

What strategy
should I use for
Mega Sale Dates?
Differentiate Always-on
Vs Key Sale Date Strategy
Potential areas to test via
Always-on campaigns are meant to build audiences and drive split 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
Opportunity to start activating Mega Sale campaigns earlier

to leverage on active browsing activity starting October
11/11 Indonesia
“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)
Opportunity to start the campaign earlier with relatively

high ROAS as compared to key sale date itself.
ROAs vs. Investment Amount Spent

ROAS
50000
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.
Teasing phase
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.
Mega 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 have to 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.
Mega Sale 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

• Objective: Product Catalog Sales
Prospecting • Targeting: Broad
• Optimization Event: View Content
DRIVE CONSIDERATION & CONVERSION FOR MEGA-SALE CAMPAIGN

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

Past visitors • Targeting: Last 180 -14 days View Content
• Optimization Event: View Content
CBO: Campaign Budget Optimization
Mega Sale Date

1 5
Campaign Period Optimization Event
Start running campaigns Optimize for lower funnel events:
2 weeks before mega sale. View content, ATC, Purchase.
Do not use Link Clicks
Teasing: Optimize for View Content
2 During sale: Optimize for Purchase
Product Set
Do not micro-segment 6
Collaborative product catalog and advertise
Placement
Ads: Mega Sale Opt for Automatic Placement for media efficiency
3
days checklist Campaign Structure 7
Split campaigns by prospecting & retargeting.
Use campaign budget optimization. Bid
Bid using Auto-Bid (lowest cost bidding). Only
place a bid cap if you have a max bid per result.
4
Targeting 8
Use broad audience for prospecting
campaigns and viewed/added to cart but Conversion Window
not purchased for re-targeting campaigns Set 7 day click and 1 day view
Agenda 01 04
02 05
Best Practices:
The Basics
03 06
Best Practices:
Advanced
04
What’s New:
Conversion Objective
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 vs. current Catalog Sales Objective

CATALOG SALES OBJECTIVE CONVERSION OBJECTIVE (NEW!)
• Retargeting of people who engaged with brands’ • Any targeting (it does not include retargeting of
Targeting products in merchants’ website/app audiences on merchants’ website/app)
• 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 already want Brands want to reach

to send traffic to their more people beyond
Collaborative Ads high-intent audience
merchant partner or target first-party
but would like to audiences
measure this activity
Brands who are in Brands who have a low

sensitive categories and number of products in
cannot utilize the catalog their catalog segment
sales objective due to their and experience delivery/
ads being rejected in ad performance issues
review process
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 All cards can

Static card can be
dynamic from be customized
added in the first slot
product catalog
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 dynamic from
product catalog product catalog
Benefits to Merchants
1. 2. 3.
Greater creative Merchants can see Domain safeguards
transparency the total value they are in place to ensure
for merchants. receive from their brands send traffic to
The “Partner Ads” brand partners through only to the merchant's
we launched in Merchant Reporting, website/app.
Catalog Manager for whether it’s from
Collaborative Ads give Conversion or Catalog
merchant full visibility Sales objectives.
to merchants on their
brand’s partner creatives
How do you create

Collaborative Ads
under Conversion
Objective?
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

Collaborative Ads
under Conversion
Objective?
create new campaign



How do you create

Collaborative Ads
under Conversion
Objective?
create new campaign



How do you create Website App
Collaborative Ads
under Conversion
Objective?
create new campaign


*Need to create a separate ad set
each for iOS and Android
Agenda 01 04
02 05
Best Practices:
The Basics
03 06
Best Practices:
Advanced
05
New Case Studies

New Case Studies
Increasing sales with

Facebook’s Collaborative Ads
L’Oréal Paris Philippines ran a campaign for its Lazada store
using Collaborative Ads to boost online sales and significantly
increase the revenue contribution of its ecommerce channels,
resulting in a 55-point lift in sales.
96% 50pt 55pt 8pt

increase in traffic lift in buyers for lift in online sales lift in sales for L’Oréal,
for L’Oréal Paris L’Oréal for L’Oréal Paris Garnier and MBNY as
on Lazada result of this campaign
To optimise its ecommerce campaigns and boost sales, L’Oréal Paris tested the effectiveness of Facebook’s
Collaborative Ads in combination with dynamic ads. This campaign was the first of its kind in the Asia Pacific
region, using Facebook’s Collaborative Ads to significantly increase online sales and attract a new
audience. It ran for about 3 weeks in August 2018 on Facebook, Instagram and Audience Network.
https://www.facebook.com/business/success/loreal-paris-philippines
New Case Studies
Increasing sales with Collaborative Ads

and dynamic retargeting
Huggies Vietnam ran a performance-driven product marketing
campaign, combining Facebook’s collaborative ads, dynamic ads
and retargeting to increase Lazada sales, achieving a significant
3.8X return on ad spend.
3.8X 21% 2.2X 3.4X

return on lower cost lift in sales value increase in
ad spend per purchase within 2 weeks weekly purchases
To boost online sales, Huggies tested Facebook’s Collaborative Ads in combination with dynamic ads
and broad audience targeting. Huggies was able to run performance-driven dynamic ads to promote
products from its Lazada store directly on Facebook, creating a Catalog Segment with the brand’s
products hosted on the ecommerce website, and then directly include the products in the dynamic ads
in a Collection Ad format, pairing a hero video ad with 4 dynamic ads in a Carousel that featured
products from Huggies’ store on Lazada.
https://www.facebook.com/business/success/huggies-vietnam
New Case Studies
Driving food and beverage online sales

with Facebook Collaborative Ads
PepsiCo used Facebook Collaborative Ads for the first time to
boost ecommerce sales in Thailand, resulting in a 3.8X increase
in return on ad spend.
3.8X 28% 15%

Return on ad spend of people who viewed PepsiCo’s conversion rate (people who
products on Lazada added added products to their cart on
those products to their cart Lazada and completed purchase)
“As one of the leading global brands, PepsiCo believes that Facebook’s Collaborative Ads will revolutionise
advertising by directly approaching customers with targeted offers, further increasing traffic and PepsiCo’s
ecommerce sales. PepsiCo has the utmost confidence in the future growth of ecommerce and has chosen
Mindshare as our digital partner to help accelerate PepsiCo’s growth in ecommerce.”
Tassanarom Goodler
eCommerce Lead, APAC, PepsiCo. Thailand
New Case Studies
Increasing online sales and brand

awareness with Collaborative Ads
The skincare brand’s sales-focused Facebook campaign
improved both brand and online conversion metrics, achieving
a 5-point lift in awareness and a 4.9X increase in sales.
6pt 4.2X 4.9X

lift in brand awareness lift in brand awareness Increase in sales
among the target audience within consumer packaged
(young female millennials) goods category
“We have proven that conversation campaigns can also drive awareness. Therefore, we now always
think of campaign executions that benefit the brand overall and that aim at a variety of objectives,
regardless of what stage it is in the funnel.”
Dennis Perez
Head of Media, Unilever Philippines
New Case Studies
The personal care brand used Facebook

Collaborative Ads to boost online sales for its
products on the ecommerce platform Lazada,
resulting in a 13.6% lift in sales on the platform.
13.6pt lift in sales over previous campaign

without Collaborative Ads
16.2% lift in purchases on Lazada over previous

campaign without Collaborative Ads
18.5% lift in add-to-carts on Lazada over previous

campaign without Collaborative Ads
“As a performance-driven brand, we have found that Collaborative Ads are a

unique way to boost sales in a cost-efficient manner. After seeing the results of
this campaign, we are planning to increase our investment in order to expand
and boost sales in the market.”
Lik Sing Lau

Digital Marketing Senior Executive, KOSÉ Malaysia
Agenda 01 04
02 05
Best Practices:
The Basics
03 06
Best Practices:
Advanced
06
Getting Started
Getting Started
Get started with Collaborative Ads today!
Start here
From evaluating the fit for your client
to creating your first campaign!
ONBOARDING GUIDANCE FOR COLLABORATIVE ADS YOU’RE ALL SET!
1. 2. 3. 4. 5.
Find a Partner Merchant Creates Acceptance of Create a New dedicated Launch
Merchant/ Catalog Segment Terms & Conditions Collaborative Ad Account Collaborative
Marketplace and Catalog per Merchant Ads
Getting Started
1.
Find a Partner
Merchant/Marketplace
Find a Merchant that you’d like to partner

with. Either contact the Merchant Team
directly with the contact above or work
with your Facebook Client Partner or
Client Solutions Manager to connect you
to the respective Merchant.
Check on available merchants through here.

Getting Started
Start here
1. 2. 3. 4. 5.
Merchant/Market Catalog Segment Terms & Conditions Collaborative Ad Account Collaborative
place and Catalog per Merchant Ads
Getting Started
2.
Merchant Creates
Catalog Segment
Request your Merchant/

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
Start here
1. 2. 3. 4. 5.
Getting Started
Follow the guided flow to
Accept partnership and create
a new ad account
3.
Acceptance of
Terms & Conditions and Catalog
3.1 3.2 3.4
No monetization allowed from Only products belonging to Producer can only use
merchant side by charging a producer can be shared as Engagement Custom Audiences
premium/fee to “sell” audiences, part of Catalog Segment to send traffic to merchant that
optimization or measurement for shared by the merchant where the engagement with the
campaigns using the to producer. producer’s product happened.
collaboration advertising model.
Ancillary services, such as 3.5
creation of creative assets or 3.3
Producer to create a
managing media campaigns, that Producer can not add new
dedicated ad account for
merchant provides to brands, it’s products to the shared
Collaborative Ads and give
OK if it’s not a requirement, but an Catalog Segment. New
view access to the merchant
optional service for brands. product feed uploaded to
(to enable audit on proper use
the shared Catalog Segment
of custom audiences).
can only be for creative
purposes, such as adding
hero images for the ads. 3.6
And that no other Product. Legal agreement needed to
be signed by both parties
for the beta.
Getting Started
Start here
1. 2. 3. 4. 5.
Getting Started
4.
Create a New dedicated Collaborative Ad Account per Merchant
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.
Getting Started
Start here
1. 2. 3. 4. 5.
Getting Started
5.
Launch Collaborative Ads
Questions?
1. Select Catalog Sales Objective 3. Select Broad, Retargeting or Cross Sell
Please reach out to your Facebook

4. Select Single, Carousel or Collection
Sales team or visit our Help Center.
2. Select the Shared Catalog

Thank you

Collaborative Ads Playbook Revised

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Collaborative Ads Playbook Revised

Uploaded by

Copyright:

Available Formats

Collaborative Ads

Introducing Collaborative Ads

• Measure the impact

How Collaborative Ads work BRAND

Advertiser on Facebook Retailer site or app

Retailer shares catalog

Measure the impact

Ads Manager Reporting:

Mobile metrics Website metrics

Mobile App Mobile App Website Website

Set your objective

What is a MERCHANT’S CATALOG

contains all products

Create product filtering options

• Product Sets by themes,

• Avoid creating too many

• Use custom columns in your

Two main types of targeting for dynamic ads

People who like

Consumer views content

Consumer clicks to continue

Cross-selling & upselling in action

Consumer A Click to Item B

Reinventing wireless headphones. Buy them at Jasper Market

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

Deciding your conversion event:

Not recommended IDEAL SETTING:

Prospecting - Optimize for

Test Test Test Start with

Optimize toward “7 days

Mega Sale Date

Mega Sale Date

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

Ad Set 1 Ad Set 2 Ad Set 3 Ad Set 1 Ad Set 2 Ad Set 3

Test different CBD strategies

Potential Test 1 Potential Test 2

Key Sale Date Always-on 50% 50%

View content View content

Remarketing Remarketing Purchase Purchase

Mega Sale Date

Mega Sale Date

For carousel, option to add a

with a specific CTA

Mega Sale Date

Mega Sale Date