Facebook Ads Whitelisting Tips

Unless you love high CPAs ... Stop running every ad through your brand page. Too many DTC brands use only their brand page to run their ads through, and never even test whitelisting. You can reduce your CPA by 20-40% with this one simple switch. So instead of running every ad through your brand page, do these 3 things instead: 1. Influencer pages → Agree on whitelisting rights with the creator → Send them a customised Leadsie link to access their FB page and IG account → Adjust the ad copy accordingly → Run your ads through their pages You can usually pay influencers for 3-6 months of whitelisting rights. Otherwise, you can work with an agency that has a strong relationship with creators, and who usually offer influencer whitelisting as a bonus. 2. Blog pages → Source popular blog pages relevant to your niche → Pay for whitelisting rights → Adjust the ad copy accordingly → Run your ads through their pages We have our own online shopping blog page at our agency, through which we test all ads created for our partners. 3. Custom page → Create your own page relevant to your niche for free ↳ e.g. Healthy Online Finds for a supplement brand → Populate the page with content → Run your ads through the page Whitelisting works as it makes your ads look more organic, to help get past "ad blindness". So instead of blindly (pun intended) running ads through your brand page only. Test one or all of the above whitelisting methods, and watch your CPA drop. Could be your biggest win of 2024 so far.

Everybody in DTC is hyping up whitelisting. But I haven’t read a LI post that: -> Outlines the 5 different types of whitelisting -> Explains the pros and cons of each option Let’s break down the 5 ways your DTC can get into whitelisting, and help you understand what’s right for your brand. 1. Post Boosting Influencer posts organically and tags you as a brand partner. You run the existing post as an ad in your Facebook account. Why it works: -> The easiest way to get started with whitelisting -> You get social proof from that OG organic post Why it’s not great: -> You don’t have control over the ad copy -> You can’t iterate b/c you’re limited to boosting that one post 2. Traditional Influencer Whitelisting Influencer grants you permission to run ads through their Facebook and Instagram pages. Why it works: -> You control the ad copy, destination, etc… -> You can launch iterative creative, since you’re renting out their pages Why it’s not great: -> You’ll run into issues with comment moderation -> Need to ensure your messaging stays on brand for the influencer 3. Branded Content Site Whitelisting An existing “publisher”, like My Subscription Addiction or The Quality Edit, grants you permission to run ads through their social pages and drive to a piece of sponsored content on their website. Why it works: -> Great for advertorial-style funnels -> Easy to get set up with pixels and tracking Why it’s not great: -> Loses credibility if the publisher partners with too many brands -> Buying process requires one extra step for the customer 4. True Publisher Whitelisting A real publisher (blog, website, etc…) grants you permission to run ads through their social pages and drive to a piece of sponsored content on their website. Why it works: -> The most authentic style of whitelisting -> Borrow the publisher’s credibility to empower your message Why it’s not great: -> Many publishers aren’t set up to make this process easy -> Content needs to be very educational and not selling-focused 5. Brand-Created Publisher Whitelisting You create your own publisher presence: website, FB & IG pages, etc… and run “whitelisted” ads through that presence. Why it works: -> Spend on upfront costs for a domain, but that’s it -> Still get the benefit of a 3rd party brand Why it’s not great: -> Not as credible as a real publisher -> Takes time to set up the pages, website, etc… --- Ok, let’s summarize the 5 options: 1. Post Boosting 2. Influencer Whitelisting 3. Branded Content Site Whitelisting 4. True Publisher Whitelisting 5. Brand-Created Publisher Whitelisting If you’re a 7-figure DTC brand, you should be testing most if not all of these over the next 12 months.