I wanted to share a brief success story of a brand I am currently collaborating with.
Ad spend: 19,423 USD
ROAS: 82,741 USD
Conversion rate: 5.1%
Profit margin: 40%
Timeframe: little over a week
This brand is a bathroom accessory brand based in the US.
Roughly 10% was not tracked in the ads manager.
Like most of my clients, these guys had never run TikTok ads before. So there was no data to play with.
In this case, I had to provide direction on how to create creatives that would be suitable for the TikTok platform and perform well. Unlike Facebook ads, TikTok ads work differently. An ad that is a winner on Facebook may not work on TikTok. Therefore, it’s very important to know what works and what doesn’t before creating TikTok ads. The client provided me with footage based on my direction, and I then edited it to make it TikTok-friendly.
We’re still in the process of scaling this brand so I only can explain what I have done now and what I am planning on doing.
Here’s what I did:
So while the client was creating the creatives, I focused on optimizing the website. Previously, the conversion rate was 2.8% and the average order value (AOV) was $40. I identified significant opportunities for optimization and improvement. As a result, I completely redesigned the product page and sales funnel by incorporating attractive offers, including an order bump and a post-purchase offer. As a result of these optimizations, I saw an increase in the AOV to $60 and the conversion rate to 5.1%.
Campaign set up:
I always start with open interests. I really don’t put much effort into testing audiences at all, it has never made a difference for us in Tiktok Ads.
Quick tip: if you’re low on budget, just test your creatives organically. You can upload as many TikToks as you want, TikTok will give each video the same opportunity to go viral. This is the case with Instagram reels. If the stats of a certain video stands out, that might be a good sign to start testing it.
One thing I’d like to add, if I get clear signs that an ad has a lot of potential I *usually* don’t scale up slowly anymore. We like to do things faster now as testing slowly takes away from the complete longevity of the ad.
I WANT TO EMPHASIZE THAT EVERY BRAND IS UNIQUE AND WHAT WORKS FOR ONE MAY NOT WORK FOR ANOTHER. SIMPLY COPYING SOMEONE ELSE’S STRATEGY WORD-FOR-WORD IS NOT A LONG-TERM SOLUTION. FOR THAT REASON, I WILL NOT BE PROVIDING SPECIFIC EXAMPLES.
So here we go:
I focus on eye-catching and attention-grabbing content.
Why is this important? TikTok users typically have short attention spans due to the platform’s algorithm, which encourages users to spend more time on the app by providing a dopamine hit with every video. This means that advertisers like us have a small window of time to capture users’ attention and keep them engaged.
Social media users are programmed to automatically skip ads, so we have to start our ads in a way that immediately grabs their attention. We need to be interesting and maintain their attention in the first few seconds.
In essence, it all comes down to attention. Attention is the new currency on social media, and we as advertisers are taking a piece of that pie.
So, to sum it up, we have to be creative and interesting in the first few seconds of our TikTok ads to capture users’ attention and keep them engaged.
- Start your TikTok ad with an unexpected statement or an eye-catching visual.
- Surprise and confusion can be key in capturing people’s attention. They want to know what’s going to happen next. So, switch up your frames quickly and create different angles.
- Use a surreal before-and-after effect, but keep it balanced.
- If you’re featuring someone talking in your ad, try to keep it visually interesting. Zoom in and out, add animations, and include images. All of these elements should happen quickly to trigger people’s dopamine system and keep them engaged.
- Take inspiration from marketing expert Russell Brunson, who is a master at capturing and maintaining people’s attention.
My aim with this post is to educate you on the psychological aspect of running TikTok ads. I hope you found this informative.
Stay tuned for more posts like this in the future.
Thank you for reading! If you found this helpful, please leave a comment. Your support helps with the algorithm.
If you’re looking to achieve similar success, don’t hesitate to reach out to me! We’re here to help make it happen.