As the digital advertising landscape becomes more complex, advertisers are looking for ways to maximize their return on advertising spend (ROAS) and reduce wasted ad spend. One way to do this is through whitelisting: Whitelisting is a process that allows brands to gain limited advertising access to a creator’s Facebook or Instagram account.
But how can whitelisting level up our ad game and increase ROAS? Let's break it down!
Whitelisting (n): Running an ad via a brand’s Business Account/Ad Manager that appears to run as another account (likely a creator or another publisher). The brand still pays for the ads, sees the ad in Ads Manager like they would any other ad, and gets all the data.
Another option is Branded Content, also known as Spark Ads on TikTok, is another option for brands to work with creators. This is where the creator posts organic content on their own profile and includes the "paid partnership" toggle in their post and tags the brand. They also need to enable the brand's ability to use the post in advertising. Once the brand accepts, the organic post can be run as a branded content ad through Ads Manager using the "Existing Post" feature in the ad setup section, and the "Branded Content" tab.
An example of a whitelisted ad:
The creator must have a Business Manager of their own that connects their Facebook creator page and/or their Instagram account. In order to set up a creator-licensed campaign in your brand’s Ad Manager, make sure the creator follows these steps in their Business Manager:
Need more help? Check out this help article.
Whitelisting is a powerful tool for increasing ROAS in paid advertising. Here's how:
Whitelisting can be your superhero that saves your campaigns from ad fatigue and wasted budget. It's important to note that the effectiveness of whitelisting through a creator may vary depending on factors such as the creator's audience, the type of product or service being advertised, and the messaging of the ad. It's always a good idea to run tests with multiple creators, you’ll find it a lot easier to identify which of them is converting.
If you want to increase your ROAS and try whitelisting through a creator, talk to us today! We can help you find the perfect creator for your brand's next campaign and amplify your brand with creator whitelisting.