Meta has introduced a new way for brands and retailers to partner up to sell products on Facebook and Instagram.

What are Facebook Collaborative Ads local delivery?

Collaborative Ads local delivery will let brands promote products across Meta’s suite of apps while sales are handled by a partner in your consumer’s area.

Meta says the partnership between brands, restaurants, delivery providers and grocers helps create brilliant, targeted, local interest.

When you run one of these ads, your target audience will see a large ad for your product with a ‘shop now’ button attached to it. Users will be directed to a panel that allows them to place their order when they click it. The nifty and important bit is that it can all be done while still on Facebook.

The ads let consumers take direct, spur-of-the-moment actions with little room to talk themselves out of their intentions.

Meta for Business

“These ads allow local businesses and consumer packaged goods brands to create awareness for their products next to options for people to order those same products from a local delivery service.”

According to Meta, 57% of grocery shoppers want to purchase products directly on the site where they discover them. Collaborative Ads local delivery empower that.

What are the benefits for marketers?

The plan is to make it easier for people to order products directly from Facebook or Instagram, which means it’ll be easier for marketers to convert leads into sales.

Collaborative Ads for local delivery also show products in stock and up-to-date pricing, so your customers have no nasty shocks.

Meta has run a case study with Wendy’s and says the fast food chain has experienced great success.

Kristin Tormey, Manager, Social Media & Gaming, The Wendy’s Company via Meta

“Collaborative Ads have helped us unlock the ability to directly optimize and measure conversions from our delivery consumers. As we continue to grow our presence in the digital space, opportunities like Collaborative Ads are where we are looking to activate, as it allows us to strengthen our partnerships with our delivery providers, as well as our consumer.”

Furthermore, Meta says there has been a 12% media increase in attributed traffic seen by global retailers one month after adding a brand connection, a 10% median increase in attributed conversions and a 2.37x median return on advertising.

The Collaborative Ads umbrella

Collaborative Ads local delivery sits under the Collaborative Ads umbrella. According to Meta, the ads “create efficient and effective partnerships between retailers and brands.”

According to the company, you can use them to reach high-intent shoppers, monetise more effectively, better leverage the marketplace system and use creators to help drive revenue.

How to set up Collaborative Ads

When selecting a campaign objective, you can pick between Awareness or Traffic and Sales. Before you start getting excited about what this format can do for you, there is some housekeeping to go over.

• You need to find a participating business in your region that sells your products. Use the retailer directory or contact Meta’s sales team for more. For example, if you’re a restaurant in Aus or NZ you’ll see that Uber Eats is available as a delivery partner.
• Review and accept the terms and conditions of the catalogue segment your partner will share with you.
• Convert your ad account to a collaborative ads ad account. You can then create an ad from your collaborative ads ad account.

Now is probably a good time to go over some best practices, as well.

1. Create product sets in your catalogue segment.
2. Use brand name or product name as filtering options rather than IDs.
3. Use broad audiences to reach more people.
4. Use retargeting.
5. Use separate ad accounts – for example, use one ad account for each retailer you partner with.
6. Don’t use Lookalike Audiences.
7. Use Meta Advantage+ placements.
8. Start with conversion optimisation.
9. Contact merchants to add new items to your catalogue segment.