3 Tips To Make Your TikTok Ads SELL
3 Tips To Make Your TikTok Ads SELL
1. Set Up Your TikTok Pixel and Events
Just like every other social channel, TikTok also has an events manager tool that allows you to track app events and activity on your website with a piece of code.
The TikTok pixel has the ability to integrate with a variety of partners, namely Shopify and Google Tag Manager, for easy setup.
TikTok also provides the option to manually install the pixel in the header of your website.
Once the pixel’s base code is installed on your site, you’ll be prompted to set the event rules using either Standard Mode or Developer Mode.
The method you choose is based on your business and conversion path – We’ve set up events both ways successfully! TikTok’s Standard Mode is most similar to Facebook’s Event Setup Tool (if you’re familiar with that).
2. Build Custom Audiences and Create Lookalikes From Them
Once you have your pixel installed, take a second to create custom audiences based on website, app activity and your customer lists.
These typically take a day or so to populate.
Once your custom audience reaches a minimum of 1,000 people, you can then create lookalike audiences.
These lookalikes will come in handy when you’re creating target audiences for prospecting campaigns, and you’ll be able to exclude some of your custom audiences from ad groups to prevent waste and minimize audience overlap.
3. Create Target Audiences that Aren’t Too Small
We have tested A LOT on TikTok from completely broad targeting relying on the advanced algorithm to find qualified users to refined retargeting audiences leaning on our website data and or customer lists, and a takeaway that we have seen apply to most of our partners is that broader is better.
Maybe not completely broad – But grouping together relevant interests, interactions with specific videos, creators and hashtags to make one, large audience has consistently generated the strongest and most efficient results for us.
This even applies to retargeting campaigns – Pairing website visitors with video viewers with cart abandoners vs. isolating these in their own ad sets. Larger audiences (caveat: with relevant targeting) typically yield lower costs per results.
Here are a few additional tips on audience targeting that we’ve learned the hard way on TikTok:
- Ditch the age targeting. We know that most TikTok users are under the age of 35. If your target audience’s age range is above that, TikTok might not be the right channel for you anyway. Targeting by age can narrow your audience size without improving results.
- Watch for ad fatigue. Smaller audiences mean that your frequency gets higher, faster. You’ll want to keep an eye on your results – if you see costs start to increase, try rotating in new creative first. TikTok recommends updating creative every 2-4 weeks and keeping 3-5 assets in each ad group.
- Narrow your placements to TikTok only if you want to utilize Spark ads - TIkTok’s native ad format that allows you to leverage organic content to publish as an ad. Spark ads allow you to swap out creative more regularly based on popular trends and organic engagement.
Talk soon,
Aleksa
P.S. We help businesses get more clients through advertising and organizing marketing.
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