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PlusUp Field Guide · Meta ads

4 things to consider when running Meta campaigns for creator marketing.

Creator content plays differently depending on the job you're hiring it for. Objective, attribution, targeting and creative mix: the four calls to weigh before you spend.

Read the four considerations ↓Put these to work for your campaigns
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The signal decides

Same creator content. Different calls.

Creator marketing sits in an odd spot in paid media. It can build awareness like a brand video, and it can drive purchase like a performance ad, sometimes in the same week.

So before you spend, know which one you're running. Objective, attribution, targeting and creative mix all follow from the strength of the signal you're running to.

Go conversion

Strong signal

Purchases tracked and coming in, so the platform has something to learn from.

Lead with reach

Weak signal

Few tracked outcomes yet, so the platform can't optimize on what it can't see.

Start here

The call

Objective, attribution, targeting and creative mix all follow from it.

The four considerations

Four things. Weighed right.

Know the job first. Objective, attribution, targeting and creative mix line up behind it.

  1. 1

    Consideration 01 · Signal

    Objective: start with the signal, not the creator.

    Your objective depends on what you're running to. If you're running to a strong signal, you can go conversion-based and let the platform find buyers. If the signal is weaker, reach does more of the work. A lot of creator marketing gets treated as reach, but if you're going for purchase, you'll use a conversion-based objective.

    • Watch for
    • + Reach objective for awareness
    • + Conversion objective for purchase
    • + Signal strength makes the call
  2. 2

    Consideration 02 · Credit

    Attribution: give creator credit room to breathe.

    You may end up using more attribution for creator campaigns. Engaged view matters here. View and 7-day click are always good for bottom of funnel, but engaged view is important as part of creator, so judge creator content on windows that reflect how people actually watch it.

    • Watch for
    • + 7-day click for bottom of funnel
    • + Engaged view for creator impact
    • + Windows that fit how creator is watched
  3. 3

    Consideration 03 · Reach

    Targeting: broad when the signal is strong, picked when it isn't.

    Conversion-based campaigns can run broad, because a strong signal does the targeting for you. For upper funnel, you may want to pick your targeting more specifically (age, gender) in order to reach the audience you're building for.

    • Watch for
    • + Broad targeting for conversion
    • + Picked targeting for upper funnel
    • + Age and gender where awareness needs it
  4. 4

    Consideration 04 · Mix

    Creative mix: video opens the funnel, visual closes it.

    For an awareness campaign, you may focus mainly on your video creators. Going for more conversion, you'll lean on your visual and video creators together. The video creator usually builds the top of the funnel, while the visual creator builds the bottom.

    • Watch for
    • + Video creator for awareness
    • + Visual + video for conversion
    • + Top and bottom of funnel, covered

Is this for you?

Built for creator campaigns that need a job.

  • ✓ You run Meta campaigns with creator content in the mix
  • ✓ You're unsure whether to optimize for reach or purchase
  • ✓ Your creator results get judged on the wrong attribution window
  • ✓ Your creator mix looks the same no matter the objective

Work with PlusUp

Let's put these four to work.

A 30-minute call. We'll look at your creator campaigns and map the signal they're running to.

Start a conversation ↗