Facebook Ads with Shopee, or Collaborative Performance Advertising Solutions (CPAS), is a new way for brands to partner with Shopee and drive external traffic to their stores. Depending on your business goals and the nature of your ad content, you can utilize various optimization strategies to drive traffic from Meta to your Shopee store.
Below are some examples of optimization strategies and why you should use them.
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Optimize for conversion events

There are many conversion events that can be tracked on Meta. Typically, these include link clicks, landing page views, content views, add-to-cart actions, and purchase events. For ads driving traffic to Shopee, most brands aim to achieve two business goals: store traffic and sales. Some brands focus on increasing store traffic to meet KPIs set by Shopee for specific marketing packages, while others focus solely on driving sales through Meta ads. In one case study, we ran a conversion campaign optimized for content views, allowing Meta to direct ads toward potential customers who showed higher interest and engagement. As a result, even though store visits decreased, the conversion rate increased, indicating a higher likelihood of potential customers converting.

Use retargeting

With CPAS, you can retarget users who have clicked on your products, added items to their cart, or completed a purchase on Shopee. This is because CPAS enables Shopee to share pixel data with Meta, allowing you to track conversion metrics in real-time directly from the Meta dashboard. If you aren't using CPAS ads yet, start now so you don't miss out on potential customers interested in your brand and products!

Below are examples of audience targeting options available through Shopee CPAS.

This powerful feature allows you to easily customize your retargeting audience with just a few clicks, eliminating the need to manually analyze customer lists.

Leverage a wide range of lookalike audiences

If your account has high engagement, you can target lookalike audiences based on how people interact with your Facebook page or Instagram account. This means Meta will direct ads to people similar to your current audience, and these lookalike audiences generally have higher conversion rates than broad audiences because Meta already knows who engages with your account.
For lookalike audiences, you can create multiple audience segments with different levels of similarity to your existing customers. In our experiment, we ran ads targeting a 1% lookalike audience made up of people who were most similar to those who had engaged with our Instagram account over the past 30 days. This audience achieved a significantly higher conversion rate than our broader audience targeting campaigns.

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For campaigns using Shopee CPAS, you can also expand your targeting to reach lookalike audiences. In this case, we retargeted people who had viewed content or added products to their cart but later expanded the lookalike targeting range to 10%. This strategy is effective because it helps Meta find new, highly engaged users.

Ad Set Segmentation

‍Thanks to Meta’s diverse targeting options, we can segment potential customers based on demographics (age, gender, location), interests (items liked on Facebook or Instagram), and behaviors (whether they have made a purchase before or manage a Facebook page).
For ads run via CPAS, it is recommended to categorize ad sets and organize them by audience type (e.g., broad, lookalike, or retargeting). This makes UTM tagging easier, as it allows you to organize your UTM tags more effectively and track the performance of each segment more accurately.

Leveraging Catalogs

CPAS provides access to the Shopee catalog, where you can find information about products sold on the platform. It also allows users to navigate directly from an ad to the corresponding product page on Shopee. From the user's perspective, catalog ads are more intuitive because they make it easy to browse products that match their interests. For retargeting campaigns, brands can showcase the exact products a user has previously viewed. By maintaining multiple touchpoints throughout the customer journey, from Shopee to Meta's platforms, you can maximize conversion rates and ROAS.

Preventing Ad Creative Fatigue and High Frequency

It was long considered a golden rule that a user needs to see an ad an average of seven times to be more likely to convert. However, due to shifts in the social media landscape, younger users now have shorter attention spans and a higher demand for fresh content. This means the “rule of seven” may be outdated, and ad creatives might need to be updated more frequently than ever.
This is where CPAS is helpful. With CPAS, you can create dynamic catalog ads (also known as Advantage+ Creative for Catalog) that automatically optimize ad formats, creatives, and targeting for each individual. In other words, Advantage+ catalog creatives display various formats, visuals, and audiences based on what people are most likely to engage with. This helps prevent ad fatigue among your potential customers. Therefore, when creating ads, it is best to register multiple ad copy options so the system can highlight different messages as it reaches different groups.