Rolled out in 2019, TikTok announced in-feed paid ads that appear on users ‘For You’ page, allowing advertisers to directly drive website traffic, sales, and app downloads.
This presents marketers with new, diverse opportunities. With a very competitive average CPM/CPC, at Fanbytes we have exclusive, beta access to the platform, and have been able to drive quality traffic for as little as £0.02 per click, and app downloads at an impressive £0.50 CPI for brands around the world.
This article will list the best practices for TikTok ads, giving you the secret hacks and insider tricks on how to dominate the platform and generate a lucrative ROI.
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One massive advantage of TikTok ads is how seamlessly assets are incorporated. Ads appear alongside native content while scrolling through the For You page. All features of a regular post are retained, such as the ability to like, comment, and share. Indeed, the only thing that makes it apparent it is an ad is the CTA button at the bottom, such as ‘Shop Now’ or ‘Learn More’.
As a result of this, TikTok ads have impressive watch-through rates, and from our experience, often many people don’t immediately realise that the content is paid. This is a unique chance to win over potential customers in ways other platforms can’t. Therefore, it is pivotal to have a strong creative.
Having an ad that is native in aesthetic, utilises key features of TikTok culture, and ideally features popular influencers to spearhead the campaign is a formula for success.
Utilizing trending songs and effects in paid material is a great way to build rapport with potential customers, showing that you have taken time to understand the platform and Gen-Z culture. When working with creators to develop impactful creatives, it is important to find influencers who will be recognized by the audience that you are trying to target. At Fanbytes, we use our exclusive analytics search tool Bytesights to guarantee the best influencers for paid and organic campaigns.
In our experience, we find that rolling out a paid campaign with a minimum of three different creatives produces the best results. There are various reasons for this; firstly because it allows you to split test creatives. After allowing the data to collect for a few days, you will see a trend in some creatives performing better than others. Therefore, once there is a clear ‘winner’, you allocate more budget to that specific ad, resulting in more cost-effective results.
Also, because different creatives may resonate with different parts of the demographic, it is important to build a portfolio of creatives that will appeal to different segments of your audience.
TikTok also allows for precise targeting, to ensure that only your core audience is hit. You can segment by age, gender, location, interest categories, languages, and device type. As well as split testing the creatives, we often find that building different ad groups with different targeting options is also a key point for success. Testing out different combinations of age and gender, or interests, alongside the creative split-testing really does drive down the CPA, as you can fine tune to ensure the best results.
Once your campaign is over, TikTok provides detailed reporting as to how successfully the campaign has resonated with the different demographics targetted, and the amount of conversions driven, for example, CVR breakdowns for gender/age.
It is important to take these learnings, and apply them to future activations. Especially in regards to creatives, look at what worked and what didn’t. Also, one key tip is that as mentioned previously, users can still like and comment on the ads; so taking time to actually read through the comments to see the general consensus is very useful in planning future activations, almost acting as a digital focus group.