The Secret to Higher Engagement and ROI? Whitelisting for Better Ad Performance

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.

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But how can whitelisting level up our ad game and increase ROAS? Let's break it down!

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What is Whitelisting?

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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.

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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.

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An example of a whitelisted ad:

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How does Whitelisting work?

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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:

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• Navigate to the “Partners” tab on the left column
• Click “Add”
• Click “Give a Partner Access to your Assets”
• Paste the Partner Business ID number of the account you will be whitelisting for gave you (It’s a string of a bunch of numbers)
• Give them access to your Facebook and Instagram page (Follow the same steps that you did in Steps 4 & 5)
• Make sure that you at least give them access to “Content” and “Ads” but feel free to give all access if you wish

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Need more help? Check out this help article.

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How Does Whitelisting Help Increase ROAS?

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Whitelisting is a powerful tool for increasing ROAS in paid advertising. Here's how:

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• Improved Ad Placement: By whitelisting specific publishers or creators, you can ensure that your ads are displayed in new environments that are relevant to your target audience. This helps to improve ad fatigue, increase engagement, and drive higher conversion rates.
• Appears authentic: Another advantage is that ads appear authentic to your audience: Your ads are being run from the creator’s account and that’s all the social proof the audience needs, resulting in higher engagement and better ROI.
• Higher CTR: When your ads are displayed in a relevant environment, they are more likely to be seen and clicked on by your target audience. This can result in higher click-through rates (CTR), which can lead to more conversions and a higher ROAS.

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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. 

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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.

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