In our previous post, “Running Influencer Ads on TikTok,” we covered TikTok’s ad formats that pair well with influencers. We also provided tips on how to design performance-driven creatives and how to set up great test campaigns. In short, everything you need to know to run influencer-powered Ads on TikTok. This post will focus on the process that happens after: what you should do when there are (no) conversions and how you can scale your efforts.
Act like a doctor and diagnose where the potential pains are. One of the first questions to ask is: “How long has the problem (in this case, no conversions) been going on?”. It can take up to 10 days on TikTok before an advert leaves the learning phase and starts converting. TikTok, unlike Facebook, is a nascent platform and really requires time to learn.
Let’s say you want to create a campaign to increase installs for your new e-commerce app. You set your cost per install bid at $10 and start running your ad. As your ad starts delivering, it enters the Learning Phase. TikTok Ads is going to try and find out who in your target audience is most likely to click on the ad and install your app.
During this phase, your cost per install may fluctuate anywhere from $5-30 as users start to install your app. As you get 50 installs, the Learning Phase passes and your cost per install becomes more stable. With your campaign now delivering stably, you are on your way to building your business and growing your app's user base.
If the traffic from TikTok has a +10% higher bounce rate than your other social channels, first look at the CPC (Cost-Per-Click) you get from TikTok and then run a comparison to other channels. If it’s vastly cheaper on TikTok, you might want to increase it to drive higher-quality traffic. You can also experiment with TikTok Instant Page if you see a high bounce rate (more information, below.)
If the traffic from TikTok is converting lower than your other channels, look at the targeting, audiences and copy/messaging to see if there’s a misalignment (ergo, you have a more enticing offer/discount on another channel, are you speaking to a different audience?)
However, if you have a low Click-Through-Rate (benchmarks can vary from 1% on in-feed videos to as high as 10% on take-overs), it could be the creative and we recommend that you follow the creative steps laid out in our previous article and think about 1) your hook, 2) catchy problem statement, 3) the way you phrase the solution, and 4) your Call-to-Action (CTA).
This is where things become much more exciting, albeit care and patience are required. Most of us wish to pump cash into the ad sets that are performing straight away. Trust us in saying this is not the way to get scalable long-term results, and slow and steady wins the race every time. You must ensure that once your initial campaign results are positive, you scale diligently according to a predetermined pace. We’ll lay out what that pace should look like below:
Once you've established consistent conversions at around $500 p/day for >2 days, proceed with doubling the budget again.
Follow this rhythm as long as your conversions are A) consistently bringing positive RoAS or B) results are increasing. Be on the lookout for frequency so it doesn’t skyrocket (e.g.>10). If this happens, chances are, you’ll see diminishing returns on your campaigns over time.
When this happens, the key tip here to consider is to add new creatives to your campaigns.
While you’re double your budgets and following that process, it’s time to set up an ad set optimized for scaling. To do this, merge all winning creatives and headlines, toss them into a single Automated Creative Optimization (or ACO, for short), and start the campaign with a higher budget of $500- $1000 p/day. Add the winning headlines and your destination URL to the creatives and follow the below settings:
If this campaign is performing well at a higher spend, keep doubling your budget as long as performance remains positive.
If you’ve hit your limit, it’s time to repeat this process. Test another set of creatives, take those winners and create another scaling ad set!
TikTok is an exciting beast to add to your social marketing strategy, and we hope that these two articles have removed some fears you might’ve had prior. We wish to leave you with a few additional tips that have helped us tremendously:
TikTok ads typically fatigue faster than on Facebook or Instagram. Hence, you should set up a process where you are constantly securing 5-10 pieces of creative pieces from influencers per week that you can test, optimize and learn from. To make that easier, take existing videos and swap out the first 3-seconds to try different hooks and angles. Or have a different ending to the videos with different CTA’s.
This allows you to create landing pages natively on TikTok (think Instant Experiences/Canvas on Facebook.) You can read more over at TikTok For Business. We just recently tested a listicle in this format and sent the traffic directly to a PDP (Product Detail Page), and we saw a high conversion rate – and we’ll continue to test this format.
Finally, book a meeting with our team here to learn more about how you can integrate TikTok as a foundational part of your social media strategy.