It is in this context that Facebook Collaborative Ads were born , which seek to unite the strengths of brands and distributors with the aim of maximizing sales .
How do Facebook Collaborative Ads work?
Until formulas such as Facebook Collaborative Ads were available , the usual advertising dynamic between manufacturer and distributor was very similar: the brand chooses to promote branding, on the bulk sms russia one hand, while the retailer launches sales-focused campaigns, on the other. Common sense dictates that both types of actions feed off each other, but the lack of integration makes it difficult to measure the impact on sales of a specific product.
Collaborative Ads bring brands and retailers closer together by leveraging the strengths of both: the manufacturer's knowledge of the audience and the distributor's sales infrastructure .
How do Collaborative Ads work to achieve this? With this campaign format, manufacturing brands capture transactional traffic through dynamic ads on Facebook, Instagram, Facebook Messenger or the network of apps that make up the Facebook Audience Network and direct it to the distributor's e-commerce site .
From the catalogue that the retailer has in its e-commerce, the brand can select the products to promote and form different groups with them within the same Collaborative Ads campaign. Creating these sets facilitates the control of the bidding strategy and also makes product recommendations more relevant.
There is no need to upload a product feed to Facebook, since the ads direct users to the distributor's e-commerce site where the purchase is ultimately made.
The manufacturer brand can choose the type of audience acquisition strategy . Dynamic ads can be used to increase reach and reach similar but new audiences ( prospecting ) or, on the other hand, they can impact audiences that have already interacted with the brand to boost sales ( retargeting ).
In terms of measuring results, the campaign is fed by the data collected with the pixel/SDK installed on the retailer's pages , where the transactions take place. In this way, the manufacturer has access to the timely information to optimize the Collaborative Ads campaign.
