Paid Partnership ads, where advertisers tap into a creator's handle to amplify their collaborative efforts, represent a powerful marketing strategy. Utilizing platforms such as Meta's Ad Manager for Paid Partnership ads with creators may lead to excellent outcomes. However, to fully exploit its capabilities and further enhance performance, a tried-and-tested strategy is essential. In this article, we'll explore Meta's data-proven method of simplifying ad-sets to amplify outcomes and we'll intertwine this approach with our established best practices for structuring partnership ads.
Understanding the architecture of your ad campaign is the first step. Your campaign has three layers. The Campaign Level: Your overarching advertising objective. The Ad Set Level: Houses multiple ads, a dedicated budget, and a defined delivery schedule. And then the Ads Level: The actual creative elements.
Having a diverse array of ads within an ad set allows for optimal delivery and audience engagement.
Meta emphasizes the importance of simplified ad set structures, highlighting its ability to drive more efficient advertising spend and lower costs. Based on this recommendation, we advise advertisers to create unique ad sets for every creator you partner with, ensuring it's tailored to their audience and content.
At The Cirqle, having managed an impressive ad spend of $50 million in the first half of 2023 for our clients, we've observed a specific ad structure that consistently yields the best results. Imagine you're partnering with five creators, and each of them crafts three distinct content pieces. In such a scenario, the ideal ad structure would appear as follows:
The initial ad set, known as the Broad Targeting Ad Set, aims to cast a wide net, targeting a vast and varied audience segment. It's a fusion of content, amalgamating the creativity of all five collaborators, thus presenting a total of 15 unique creatives.
Following this, we have the Retargeting Ad Set. The primary objective here is to re-engage and subtly nurture the potential leads that have shown interest in your brand before. Mirroring the broad targeting ad set, this ad set integrates content from all five creators.
After the primary ad sets, we introduce the Creator-Specific Ad Sets, labeled from 3 to 7. These ad sets aim to spotlight the creatives of each creator. For example, Ad Set 3 focuses solely on the content from Creator 1, showcasing their three pieces. Ad Set 4 displays the three creations from Creator 2. This trend continues, with Ad Sets 5, 6, and 7 highlighting the content from Creators 3, 4, and 5, respectively.
Practical tips & tricks
Meta suggests simplified ad set structures imply efficient and above all effective advertising spend. Following this advice, it's best-practice and our recommendation to create unique ad sets tailored to each creator you collaborate with.
This video demonstrates how to configure Paid Partnership Ads on Meta, using The Cirqle platform. For optimal results when setting up your ads, we recommend following The Cirqle's blueprint as outlined above.
Recommendation: scale budgets on best performing ad sets by a maximum of 10% on a daily basis. If you go beyond 10% increments, ads may go back into the “learning phase”, which may be undesired.
Once your initial ads are up and running, the next step is about refinement and enhancement. Over time, certain ad sets will naturally outperform others based on various factors like audience engagement, relevance of content, and overall reach. These better-performing ad sets are like your "winners".
To make the most out of these winners, it's advised to combine them. But why? Two primary reasons:
For the same client, an increase in ad frequency corresponded with a drop in CTR. This implies that when viewers encounter the ads too often, their likelihood to click diminishes, which directly inhibits performance of your ads. This is the perfect indicator that creative assets need to be swapped much more frequently.
Recommendation. Consistently update, swap and change creatives in your ad sets to combat ad fatigue, at least every 30 days.
This approach aligns with Meta’s guidance on ad optimization. In practical terms, Meta’s recommended structure implies that advertisers should initiate the creation of new ad sets, where elements, such as audience segments, ad creatives, are consolidated and have proven to drive success in the past. Essentially, this new ad set becomes an upgraded version that's built upon the success of all the learnings gathered and collected over time. For optimal results, consolidate all audiences from various ad sets into one singular ad set. From there, compare the estimated audience size of your previous ad sets with the new, unified and grouped audience size in your new ad set. By bringing all audiences under one umbrella, you can pool the budgets that were previously scattered among multiple ad sets, thereby centralizing your spending and optimizing reach, allowing for better performance.
Recommendation: Utilize The Cirqle's dashboard to monitor CPM and other cost metrics in real-time. Make data-driven decisions to allocate your budget towards the ads with the lowest Cost Per Result for maximum ROI.
Recommendation: Regularly review the performance metrics of your ad sets. If you identify sets with low click-through rates or high CPR, consider deactivating them to better allocate your budget and protect account health.
Recommendation: After two weeks of performance analysis, create a consolidated ad set featuring your best-performing ads, especially those co-created with top-tier content creators. This focused approach is likely to amplify audience engagement and overall campaign results.
Sustaining Peak Performance:
The overarching goal is to consistently present the most effective ads to the most responsive audiences. Achieving an optimal balance between creative quality and audience relevance should be the focus. Once your ads are optimized, the aim should be to sustain this peak performance for about 3 to 4 weeks. This period ensures you maximize the benefits of your optimization while also providing a substantial data set for future refinements.
Onboarding and re-optimization:
Lastly, every time you onboard new creators, undergo this optimization process again. New creators offer fresh perspectives, styles, and potentially new audience segments. By adjusting your strategy each time, you ensure you're continually tapping into the latest potential for engagement and conversion. In essence, this cyclical optimization process ensures that your advertising efforts evolve to continually meet and exceed your objectives.
Navigating Paid Partnership marketing within Meta's Ad Manager demands both strategic foresight and tactical nuance. As illustrated, the structure of ad campaigns plays an instrumental role in driving results, from understanding the foundational hierarchy to refining and consolidating for optimal performance.
In a digital landscape where every click, impression, and engagement matters, advertisers are provided with both challenges and opportunities. Following Meta’s streamlined approach offers a clear roadmap, but the true magic unfolds when this is seamlessly merged with unique creator-specific strategies. By prioritizing individual creators, being agile in response to performance metrics, and ensuring continuous refinement, businesses can ensure a robust return on ad spend.