B2BDigital Advertising

Why Facebook Collaborative Ad is Key to Ecommerce Marketing


When it comes to Ecommerce and digital advertising, one may first think about Facebook Link Ads that drive targeted audiences to Ecommerce platforms. Now, we all know how effective it is, but Facebook took it further when they set Collaborative Ad in motion.

What is a Collaborative Ad?

Collaborative Ad, previously branded as Collaborative Performance Advertising Solutions (CPAS), is a collaborative solution brought by Facebook, allowing brands and retailers to collaborate on maximising the effectiveness of their digital sales advertising. To run Collaborative Ads, retailers share their catalogue products with the brands’ Facebook Business Manager which enables Facebook to dynamically generate advertisements to boost ecommerce sales. Brands and retailers are hence able to show their products on Facebook, Instagram and websites under the Facebook Audience Network, to audiences who are more likely to purchase.

Types of advanced campaigns that can be carried out using Collaborative Ads include retargeting of audiences who have interacted with the catalogue products on retailer partner websites or apps, to encourage them to complete their abandoned sales or to purchase related products.

With Collaborative Ads, it is simple to run marketing campaigns with personalised advertisements as Facebook will use Machine Learning to match the appropriate products to the right customers at a scale based on their interest shown on the internet. Because of the elaborate process and algorithm of Facebook Collaborative Ads, brands enjoy optimised digital advertisements to boost ecommerce sale.


Case Study: Kao Laurier’s Facebook Collaborative Ads

Kao Laurier uses Facebook Collaborative Ads to raise products awareness and to drive sales for the retailer’s e-commerce platform.

Kao Laurier's Collaborative Ad to direct people to Guardian online storeKao Laurier launches Collaborative Ad to direct people to Guardian online store.

Kao Laurier launches Collaborative Ad to direct people to Guardian online store.

Kao Laurier uses Collaborative Ad to link to their product page on Guardian e-commerce platform.


Maximise Facebook Collaborative Ads with IH Digital

Consumers are becoming increasingly favourable to online purchases. That’s why Ecommerce businesses are optimising their potential and generating online sales like none before, and one of their most significant assets is Collaborative Ads.

Let us help you start growing your ecommerce sales, contact us now!

About IH Digital 

IH Digital is an Asia-focused social media agency that provides consultancy service, leading companies with strategising and executing market readiness and market penetration plans across Singapore, Malaysia, Thailand, Vietnam, Philippines and Indonesia. Founded in 2006, IH Digital consists of teams with in-depth understanding of Asian markets and highly experienced in simplifying the complex process of planning and executing marketing campaigns across various channels in multiple languages.​

Diversity is one of our key strengths and our Content and Social Experts enable the production of written content, images and videos for markets across Southeast Asia. Our certified media buyers and planners help bring customers through the marketing funnel and provide campaign optimisation to enhance clients’ return on their media investments. We provide direct media buying on digital advertising platforms like Facebook, Instagram, LinkedIn, TikTok and Google, and in-market media buying on platforms like Grab, Spotify, Carousell, SGAG, The Smart Local, Mothership, OHBULAN, MGAG, and on various out-of-home (OOH) advertising platforms. ​​

IH Digital is a member of Digital 38 Group. ​