Everkind worked together with Purity Woods to identify a top of funnel strategy in order to generate awareness amongst new users for the brand with a strong third party voice. The traffic to the website is of high quality which was then retargeted through brand ads.
In order to test the impact of targeting directly the content creators' followers versus look-a-like audiences of those, two ad sets were built out and ran alongside each other. The same content was used for the followers as well as the look-a-likes in order to have a fair test.
The interesting result was that the engagement metrics around CTR (click through rate) and CPC (cost per click) were stronger by each around 20% for retargeting the content creators followers. However, the stronger performance metrics were achieved by the look-a-like audiences with a 12% higher ROAS. Those results require then a balancing act of budget distribution as the brand will want the high engagement and high quality traffic to the site for their brand retargeting, but a direct ROAS is of course a metric that is primary as well in budget decisions. The final decision on that is made case by case together with the brand and their individual business goals.
But not just that, the CTRs for the allowlisted ads were four times as high as the brands top of funnel ads. This highlights the importance of adding a third party tone of voice to a brand’s own account. The engagement that can be generated is highly beneficial for the ad account and in turn strengthens the performance of the brand’s own retargeting ads.
Allowlisting is furthermore a great tool for educating the user around the brand’s benefits and USPs. Paired with a dedicated long form landing page this can create authority and thought leadership in the niche the brand is operating.