TikTok is one of the fastest growing social platforms in recent years and initially has a huge appeal to the younger generations. However, the older generations are slowly becoming more and more engaged with the platform.
TikTok Ad Types
- In-Feed:Honestly it’s as the name suggests, these ads appear in a TikTok users feed.
- News Feed Series:There are specific news feed apps such as BuzzVideo or NewsRepublic. These ads appear in these series and have different secifications from the In-Feed Ads.
- Vigo and Helo in-feed:These apps are actually third party apps that are either owned by the same company that owns TikTok or work closely with the platform. These apps are generally popular in other (usually non-English speaking) countries.
TikTok Ad Costs
- Minimum Spend:TikTok requires a $500 minimum ad spend, with a minimum campaign level daily budget of $50, a minimum AdGroup level daily budget of $20.
- A Brand Takeover:TikTok will guarantee five million impressions with this advertising strategy. It comes with a hefty cost of $50,000 per day.
- In-Feed Ads:Will set you back $10 per impression and you’ll have to pay for 600 impressions before you even start.
- A sponsored hashtag challenge:This is exactly what it says on the tin and costs $150,000 per week.
TikTok Ads Best Practice
- Prioritise Vertical Videos:Who watches an advert, when they know it’s an advert? Make your ad feel more native, so do what everyone else does and film it on your phone so it fits the screen properly!
- Limit the Video Length:These days, nobody likes a long video. Make sure your ad is anywhere between 9 and 15 seconds long.
- Start with an Impactful Visual:What do you do when you don’t find something interest online? You continue scrolling. The best way to avoid this? Make your video impactfully interesting.
- Centre all Important Elements:Keep all the important stuff like your brand name and the Call To Action (CTA) centered. That way, if TikTok decides to blur out the edges of the video, your audience don’t miss anything.
- Add Background Music:TikTok is a noisy platform. It’s not often that users will be on TikTok with their volume turned down, so add some music to your ad to make it more appealing.
- Don’t Forget the Captions:If you write an engaging caption, then when a user is getting bored with your video, they will be able to read your caption and get the gist of what the video is about. So even if they do abandon the video, they’ll have read what you have to say about it.
- Include a Compelling Call-to-Action:You’ve gone to the effort of shooting an engaging video, spent money on serving your ad to users, so make sure you’re telling your audience what you want them to do after they’ve seen your ad.
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Active Monthly Users
Time Spent
TikTok users spend an average of 52 minutes per day on the app
Daily Usage
90% of users visit the app daily
Downloads
TikTok was downloaded 68 million times in January 2021 alone
Account Structure
Account structure and audience funnels is super important for social ads. So the first thing we'll do is check out how your audiences are set up to flow through your ad funnel.
Audience Crossover
Quite often when a social ads account has been set up incorrectly, the audiences will sometimes cross over at different stages of the ad funnel. This can limit the performance of an ad and stop them from performing to the best that they can.
Strategy Analysis
Campaigns all have different strategies and it's important (if there are multiple strategies in an account) that they all marry up well and don't stop each other from performing.
Performance Analysis
Depending on the objective of the campaigns within the account, we'll analyse performance in different ways. Some of the fundamental things we look at are:
• Average Cost Per Acquisition (CPA)
• Conversion Rate
• Cost Per Click (CPC)
• Click-Through Rate (CTR)
• Return On Ad Spend (ROAS)
Advert Review
The amount of ads can sometimes be a tell tale sign that whoever was running the account previous, may be grasping at straws to figure out what works and what doesn't. This is fine as long as there is some form of structure to measure the A:B testing properly.
Ad Tracking
Check all Pixel events, CAPI, UTMs, Purchase Conversion Value Tracking and more.
Growth Opportunities
Find any quick wins, tell you how much wasted spend there is, look for some long term opportunities, trend analysis and competitor research.
