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Editorial Landing Pages For FB Ads: Cut Your CPA By 30% & Acquire Better Customers.

RC Williams
ByRC WilliamsJan 19, 2023

The typical practice on Facebook and Instagram for DTC brands is to run paid traffic either to a homepage, PDPs or classic direct-response landing pages. These post-click destinations, though, typically fail in a few major ways:

  • Ad creative aside, is your homepage or PDP really the most conversion-optimized, yet educational location you can be sending your users?
  • What if a user needs more context? If you send them to your homepage, PDP or collection page, you risk them having to navigate across your site and drop off.
  • What if a user doesn’t trust your ad? After all, it’s easy to say “we’re the best,” but it’s not easy to have a third-party source claiming so too.

These gaps are exactly what a third-party, editorial landing page solves. 

Not only are these editorials performance-focused but they’re also the best way to build context and a relationship with your prospective customers. You’re able to introduce your brand, products and problems you are solving through emotional story-telling that helps you connect with customers.

Especially when you consider the real reasons behind why people use social media in the first place – connecting with friends, discovering new things and simply finding entertainment – editorial landing pages connect direct response marketing with user behavior and desired interests.

Then, when you layer a third-party, reputable and trusted voice on top of the content and run the media through that voice, you build significantly more trust and engagement with your prospective customers. The third-party voice gives you a trusted source that backs the claims and benefits you are touting in your marketing.

Case Study: a DTC Supplement Brand Cutting CPAs by 20%+

An 8-figure DTC supplement brand, who has been whitelisting for years now but never to authentic, third-party content, recently teamed up with MSA to test a third-party campaign.

To date, MSA's content, creators and platform has allowed them to scale budgets significantly against the campaign while driving down CPAs by over 20%.

The biggest metric improvement appears in their conversion rate which ultimately drives down their CPA. The ads, since they’re coming from reputable publishers and creators, are naturally higher quality assets which allow them to get a higher ad quality score from Meta.

When Meta recognizes the quality of their ads going up and they are met with an increase in their expected action rate, the brand is able to win auctions at significantly lower costs and scale their new customer acquisition more profitably.

Through MSA's third-party content, users who consume the content and navigate to the brand’s PDP convert at a rate of 30%, which is significantly elevated compared to their brand’s internal 4-5% CVR from cold traffic.

The major lift in conversion rate has allowed the brand to spend well beyond 6-figures per month on MSA's content and achieve 20-30% lower prospecting CPAs.

Pre-MSA, the brand had been focused on driving cold prospecting traffic to direct-response landing pages and PDPs. Not only was performance lacking when using these types of destinations on Facebook/Instagram, but they uncovered that they weren’t acquiring the most profitable customers for their business.

When prospecting customers are converting through higher-context and education-focused landing pages, they turn into more profitable acquisitions over the course of 6-12 months. They’re not impulse purchasing or being focused to convert how standard direct-response marketing encourages, but rather they are being slowly sold through storytelling and entertainment.

MSA Creates Third-Party Editorial LPs For You At Scale

MSA works with top DTC brands like Care/of, MIRROR, Athena Club, Prose, Keeps and more, offering access to a reputable third-party reviews domain and an entire pool of creators for whitelisting.

MSA is able to match you with creators, campaign ideas and project coordination all through their tech-enabled, efficient process. You’re able to onboard and get a third-party whitelisting campaign up and running within days when you use the MSA platform – all without onboarding calls, content coordination back-and-forth and friction with the creator selection process.

MSA's platform is best suited for top growth marketers at $50M+ DTC brands as well as freelance growth marketers who work across multiple fast-growing DTC brands. The platform is best designed for DTC brands that are actively scaling their paid social spend and efficiency.

MSA's flagship domain, mysubscriptionaddiction.com, also has a domain authority of over 75 and receives hundreds of thousands of organic monthly unique visits, offering brands impactful social proof and a vast built-in audience to their campaign.

Additionally, MSA allows their partner brands’ growth teams to manage the entire paid media campaign unlike most opportunities in the marketplace today. There’s no media spend minimum to work with MSA and their packages start at just $600/month.

MSA's campaigns are scalable, and take minimal work from the brand - content can be ready to go live within 10 days of kickoff.

If you’re interested in learning more, click here, fill out this short form and we’ll be in touch!

RC Williams
RC Williams
RC is the newest member of the MSA team and a consumer product fanatic! In his free time, RC loves reviewing health products, discovering new restaurants in Philadelphia and going on long outdoor runs!