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Creators

Geographies

1 Mln+

EU & USA

The Cirqle is a software platform empowering advertisers to scale paid creator advertising

Getting Started with

Paid Partnership Ads

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We recommend the below setup for testing creators for

Paid Partnership Ads on Meta

Creators

If you are working with creators for paid partnership ads for the first time, the more creators you work with, the better the chances of success.

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  • Avg 50%-60% of creators will outperform your BAU ads
  • Follower demographics matches with your Target Audience
  • > 1% Engagement rate

Pieces of content

1x IG Reels, 1x Carousel of 3-5 images

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14-20

  • 15 - 30 sec IG Reels
  • Clear CTA, product & creator’s face visible within safe zone
  • No Copyrighted music
  • No 3rd Party effects
  • No product tags

LaL audiences of followers for all creators

Brands have seen on avg 26% decrease in CPA while using creator LaL audience as compared to broad target audience

1-5%

  • Test 1% LaL audience for each creator separately
  • Combine the best performing creators audiences in 1 single ad set
  • Increase LaL % to avoid audience saturation

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Paid Partnership Ads - Setup using The Cirqle platform

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Paid Partnership Ads - Setup using Meta Ads manager

  1. Meta doesn’t allow paid partnership ads with the below configuration settings
    1. Conversion location - Both App and website selected
    2. Catalog ads - Switched on
    3. Dynamic creative - Switched on
  2. We recommend selecting “Manual Placements” with the 9 placements highlighted
  3. Please add UTM parameters if you are using GA or other software to also track performance
  4. If you are downloading the content and using them as Ads through your own handle, it’s Mandatory to use the #tag from our platform to track it’s performance
  5. Paid partnership ads can be used in Advantage+ campaigns
  6. Meta allows you to select up to 20 paid partnership posts in the same ad; but we recommend using different ads for each creator

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Campaign Structure to Maximise simultaneous creative and audience testing

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Option 1: Directly inject Paid partnership ads into your Media Mix

Recommendation:

  • Ensure weekly Frequency < 2.5: If the same audience sees the same ad multiple times (high frequency), it may lead to ad fatigue & reduced performance
  • Deactivating Underperformers: CPM, CPC, CTR in addition to CPA/RoAS are key indicators and based on them we recommend deactivating underperforming creatives and audiences. But only after all ads have run for at least 7 days or have exited learning phase (whichever is earlier)
  • Consistently update, swap and change creatives in your ad sets to combat ad fatigue, at least every 30 days.

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Option 1: Directly inject Paid partnership ads into your Media Mix

What to expect:

  • 7 days: 20%-30% higher cost metrics as compared to BAU ads, as Meta algorithm is testing and learning new creatives and audiences
  • 7-14 days: The performance metrics will stabilise, time to make optimisations
    • If your BAU ads are also targeting the same audience, you will see an increase in RoAS on those ads too
  • 14-30 days: Paid partnership ads start outperforming and improving your overall account performance.
    • Time to identify the best performing creators and work with them again for new content
    • Start the next round of new creator selections

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BAU Campaign

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1 campaign

1 Ad set with BAU assets

BAU + Partnership ads Campaign

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1 Campaign

1 Ad set with BAU assets

1 Ad set with Partnership ads

(50/50 budget split)

Campaign #1

Campaign #2

Option 2: Setting up A/B experiment setup

Hypothesis: Adding Partnership ads in the media mix will help to drive better performance vs BAU

Measurement Solution: Conversion Lift or A/B Test

SETUP

  1. Audience Targeting: Broad targeting
  2. Bid: Auction
  3. Optimization: same conversion event in all campaigns
  4. CBO: Off
  5. Creative format: Should follow creative best practices
  6. Budget: Minimum = 50 conversions * (Bid or CPA expected). Best results when targeting 100 conversions & run test for 2-3 weeks to ensure stat-sig results
  7. Apply same attribution setting across both campaigns
  8. Recommend testing similar number of creatives in both campaigns and use at least 4 creators

MEASUREMENT

  • Recommended to have CAPI implemented & use Conversion Lift
  • Account for ad history in: If BAU creative was already used in previous placements, it is recommended to stop it for 7 days or consider building history for new ads.

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For Newer Ad accounts

  • Less than 1 year old
  • Less than €50k p/mo ad spends

For Mature Ad accounts

  • More than 1 year old
  • More than €50k p/mo ad spends

Step 3

Work with more creators to replicate the best performing content

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Step 1

Add creator ads to bottom funnel campaign as a new ad sets

Step 2

Add the winning creatives to Advantage+ shopping campaign

Step 3

Work with more creators to replicate the best performing content

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Step 1

Add creator ads to Middle funnel campaign as a new ad sets

Step 2

Add the winning creatives to your bottom funnel campaign

Option 2: Setting up A/B experiment setup

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Syndicating content cross channel - IG Reels x TikTok Videos

By syndicating content across channels, you can increase the overall performance of your campaigns.

  • Connect your TikTok ad account to our platform
  • Select creators who have social channels on both platforms
  • Creators to upload same content on TikTok (& vice versa) for you to use them as Spark ads on TikTok and Paid Partnership Ads on Meta

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Benefits:

  1. Cost efficiency: Lower cost per content as you don’t have to ship products to 2 different creators + overall cost reduction
  2. Improved performance: Brands have seen on avg 15% lower CPM & CPC by using same creators across both social channels