Disclosure βΉοΈ
Marketers worried about compliance issues with third-party funnels can rest easy and launch campaigns confidently — as long as you include a disclosure.
Advertisements must disclose the interest between the review website and the brand to comply with advertising regulations. Without one, the ad and your brand may be penalized for misleading advertising.
Your disclosure language must be “clear and conspicuous” to prevent an FTC intervention, which means the text must be above the fold and in 10-point font or larger for accessibility. This is especially important if you start scaling your spend, and Shahbaz recommends hiring a compliance manager when your budgets grow to ensure smooth sailing for future campaigns.
Supercharging Third-Party Funnels β‘οΈ
Shahbaz recommends a few different tactics for supercharging third-party funnels, including:
- Agency Accounts: These special ad accounts are available to high-spend agencies with fewer compliance restrictions. This reduces the risk of ad account bans and, if your account has a high enough spend, Meta will give you a “FOX protection program” that will allow you to grow more quickly.
- Clickbait Creatives: Clickbait can generate high CTRs and low CPCs by driving comments, debates, and user engagement. Advertisers have been trained to think of clickbait as a dirty word, but because third-party funnels direct prospects to an independent page, you don’t have to be as concerned about brand safety.
- Authority Hijacking: Internal testing by Venture Beyond found that landing pages comparing top products to other well-known retail brands generated a higher click-through rate for their top product. And if you can add affiliate links to the well-known brands mentioned on the comparison page, you’ll generate revenue from every click on a product, not just the one you’re featuring.
Finally, larger brands looking to scale with these funnels will not want to run them internally, which will create opportunities for affiliates who can set up and operate independent publications that will recommend their products.
Establishing your third-party funnel processes before the competition can generate significant opportunities for scaling ad spend successfully, on Meta as well as other platforms.
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