Lazada x Meta: Collaborative Ads (CPAS)
Outline
META COLLABORATIVE ADS (CPAS)
Q: Who can use Meta CPAS with Lazada?
- Only whitelisted stores that have signed the Traffic Enhancement Agreement (TEA) with Lazada.
Q: What are the audience types that can be used for Meta CPAS?
Custom Audience: Lazada shoppers who visited your category and other relevant categories of your choice. (e.g. a Health & Beauty brand may use this to target Lazada users who have visited the Babies & Toys, Women's Fashion, and Sports & Lifestyle categories.)
Catalog Audience: Lazada shoppers who interacted (e.g. visit, add to cart, or purchase) with your store in the past 180 days.
You can use Custom Audience for prospecting new buyers and Catalog Audience for retargeting.
CPAS Migration Webinar 2024
- Webinar Deck
- Webinar Recording
CPAS Migration FAQ: Onboarding
Q: Why do sellers need to migrate to new CPAS system?
To improve the overall Meta Collaborative Ads (CPAS) experience on Lazada, we are moving to a new Business Manager.
With this change, the benefits you can expect include:
Enhanced sync between your store catalog and CPAS ads
Quicker resolution of issues
Faster onboarding of new accounts
Q: What do sellers need to do to migrate to new CPAS system?
- There are three main steps to migrate to new CPAS system
- Creation of a new Meta Ad Account ID.
- Re-onboarding via digital onboarding process
- Replication of existing campaigns in the new Ad account and re-entering the learning phase
Q: Is it possible to use the same ads account that already run CPAS instead of creating new one?
- Ad account that linked with existing CPAS cannot be used new CPAS. Hence, you will need a new ad account as one CPAS ad account can only be linked to one catalog segment. However, you don't need a new Business Manager account.
Q: Can new ad accounts only be created after the linkage of Lazada to the Business Managers?
- Not necessary. The key is ad account that has been linked with existing CPAS cannot be used new CPAS. Hence, you will need a another ad account
Q: What will happen to my old ad account after we migrate to new ad account?
- Campaigns in old ad account(s) should be paused as Lazada will stop updating the old catalog that is used by the old ad account(s) We will not delete the old ad account, so that you can see the history.
Q: What do I have to set up in my new Meta ad account and link with new CPAS system?
Click and accept the CPAS TEA T&C on LSSC
Enter onboarding details including Meta business manager ID (to align with the requirements based on UED's draft)
Lazada will share the catalogue and custom audience to your account
- Or you can download the CPAS Lazada Playbook and follow the steps accordingly.
Q: How long does the new ad account take to set up?
- Normally, it would take less than an hour to set up a new ad account .
Q: How long does it take to set up a new ad account product catalog?
- It takes 2-3 days for products to sync into the catalog.
Q: When will Lazada CPAS v1.0 will be removed for good?
- CPAS v1.0 will be removed as soon as we complete the migration process. Support will end on 29 Feb 2024.
Q: Can one catalog be shared to multiple Business Manager (BM) IDs?
- Yes, 1 catalog segment can be shared to multiple BMs. However, it is advised to create new catalog segments for different BMs.
Q: How can I run CPAS ad once I finish the process of new ad account creation and account linking?
- CPAS ad can be run in Meta ad manager inside Meta Business Suite.
Q: What should I do if I cannot onboard new ad account to the new CPAS system?
The possible reason for uncompleted account linking is you have not granted view access during account onboarding back to Lazada.
Please troubleshoot with the following steps:
1) Go to Business Settings page on Meta Business Account
2) Select your ad account. And then click "Assign partners"
3) Select "Business ID"
4) Enter partner business ID: 2723068664658551, toggle on "View performance" and click Next.
CPAS Migration FAQ: Performance
Q: Can I duplicate my past performance history to new ad account?
No, learnings cannot be transferred. However, you can restart the learning and expedite the phase by running your CPAS campaigns on an ongoing basis. Learning phase will be restarted if an Ad Set is paused for >7 days. For more information regarding learning phase, please refer to this article.
However, You can download your past performance reports from your previous Meta Ad account.
Q: In case, sellers have set up CPAS by using 2 ads account (1 account from old portal, 1 account from new portal), and those 2 ads account are used to run the campaign at the same time. Is there any performance impact from running 2 campaigns?
If the campaign is identical (same objective, same product, same audience), these two campaigns will compete each other and the audience is overlapping.
So, this is not the suggested setup.
Q: Is there any guideline/support for brand to accelerate the CPAS performance as it takes time for system to re-learn ?
- Please ensure that you have enough budget to allow for 50 conversions per week to move out from learning phase. Please see this article for more information regarding the learning phase.
Q: I can't accept and use the product catalog to run the CPAS campaign. What do I need to do?
- You may need to check whether you have the right role, access, and permission. If you need help, you may reach out to the dedicated KAM.
Q: I cannot find the shared custom audience on the newly linked CPAS ad account, what should I do?
It is likely that as you have just created a new Facebook ad account for new CPAS. When a seller haven’t created the first CPAS campaign in a new ad account, then Lazada and this ad account are not connected at Facebook yet.
The suggested action is to create a CPAS campaign without Custom Audience first. Once campaign is created, you will be able to see the audience later on.
Q: How should I create new Facebook CPAS campaign for the best results?
- When creating new Ad Campaign, we encourage to select objective of Sales. This would ensure that Meta's algorithm would optimize to reach people who are likely to purchase from Lazada app.
Furthermore, with catalog sales objective, sellers can extend the targeting to select different conversion actions on app including View Content , Add to Cart and Purchase. If you want to target prospect customers on the higher funnel, "View Content" can be the appropriate event to target. Meanwhile, "Purchase" is more suitable for lower funnel targeting.
