TikTok has established its place as a key source of traffic for affiliates operating in almost every niche. With its huge users and distinctive style of content, TikTok presents an interesting possibility for affiliates who want to connect with new audiences and generate results. However it is important to note that success on TikTok requires an entirely different approach to traditional platforms such as Facebook as well as Google.
This article will look into the proven methods to test and expand TikTok advertising campaigns to get faster outcomes, drawing on knowledge and experience provided by Maor Benaim, an experienced industry veteran.
Knowing how to engage with the TikTok audience
One of the major difference among TikTok and other advertising platforms is the audience. The TikTok users are less crowded and less susceptible to scams when compared the Facebook users. They are a strong researcher as well as discovery loops, usually seeking out products they see on TikTok to make sure they’re receiving the best price and aren’t getting drop-shipped.
This is an effect that spills over to other platforms. TikTok advertisements for an e-commerce company usually result in an enormous increase in Amazon sales as well as Google searches and 60% of sales result from Amazon because of TikTok. TikTok spillover. Brands must adopt a multi-channel strategy and be ready to benefit from this cross-platform increase.
Another feature of the TikTok users is the superior leads quality as well as the average value (AOV) it offers in comparison to other platforms. AOVs for TikTok were 20-30% more in average. This gives the possibility advertisers to pay more for leads, while achieving profits.
Although TikTok was initially renowned for its young users However, its user base is growing. It is possible to reach older users using TikTok as well, including 55or more. As TikTok gets older it’s becoming an attractive alternative for a wider variety of users and brands.
Innovative strategies for TikTok
Creative is the king of TikTok and the platform requires a native authentic and genuine approach. One of the major changes when switching to Facebook and TikTok was to move away from advertisements. On TikTok 50% of their campaigns did better by driving straight to their offer, instead of using advertorials because the TikTok user base is more cautious of being scammed or conned.
Long-form video content is being successful on TikTok. While punchy, short UGC-style or user generated content advertisements can be effective, 2- 5 minutes of educational videos that offer the value in the beginning perform extremely effectively on TikTok. Being open and local is essential such as recognizing the availability of your product on Amazon or informing users to purchase from Amazon.
In the case of creative testing there are several methods to choose from:
- “Ugly ad” method “ugly ad” method: using simple, even low-quality ads to get cheap clicks and let TikTok algorithm improve at the backend. This is a mass-play that doesn’t need a high production costs.
- Informational creative: more appealing advertisements that offer important information, but do not overtly make a sale. The aim is to educate and create trust.
- Direct response of high-quality: Polished ads that are designed to encourage an action with a the right call-to-action. They require a greater investment, but pay off in more targeted traffic.
The majority of successful TikTok campaigns employ strategies that employ the “ugly ad” approach, which suggests that experimenting with different creative approaches is essential to discover what appeals to your target audience.
Practical tips to increase the size of TikTok
With the creative framework set Here are some practical suggestions to increase the scale of TikTok campaigns:
- Spark ads: Spark Ads permit users to promote organic content in ads, offering more creative freedom and the capability to make ads last longer than 60 second. The only exception to utilize Spark Ads can be when you are running Smart Performance Campaigns (SPC) and requiring it to be able mix videos and headlines.
- Types of test campaigns:Always test SPC campaigns against the default lowest Cost option. SPCs may be slower to start but they will perform better when there is enough learning data. When using SPCs limit the number of ads you run to 3-4 with a budget of $5k per day. beginning with $500 per day and increasing the size to 20 percent every 24 hours.
- Create lookalike audiencesIf you have purchased or checkout start data, build lookalike audiences. If not, create lookalikes from video view and click-through engagement.
- Explore Premium AudiencesTikTok’s Premium Audiences function lets you target premium segments based on internal information.
- Make sure you optimize for appropriate occasions:If you have a catalog with a variety of SKUs (Stock Keeping Units) optimize them to maximize value. If you’re focusing on a specific product, focus on conversions. For lower cost items, use 1-day click attribution.
- Implement the budget structure 80/20:Once a TikTok ad account has reached maturity, you can give 80% of budget to evergreen winners, and 20 percent to experimenting with new ideas. Transfer winning tests to an evergreen budget.
The adjustment from Google/Facebook to TikTok
For those who have an experience with Facebook and Google advertising There are a few key changes to make to TikTok:
- Creatives for ads:As mentioned, TikTok prefers genuine, native creative rather than the polished style that is common for other sites. UGC and educational content that is long-form generally perform better.
- tracking:TikTok is still a evolving ad platform that may be unable to accurately track web-based events. Consider the relation between Click-Through Ratio (CTR) and the Cost-Per Click (CPC) as an indicator of direction, as CTRs that are high on TikTok directly correspond with lower costs (which isn’t the case on Facebook).
- Cross-platform liftTikTok has a significant impact on cross-platforms and therefore it is essential to assess the results in a holistic manner. Examine the overall lift in Google searches as well as direct site traffic along with Amazon Sales to get a an accurate picture of TikTok performance.
- Be patient during learning phases:TikTok’s algo needs time and data to be taught particularly when it comes to SPCs. Avoid making snap decisions and let that learning process to finish before making any significant modifications.
- Riss toleranceTikTok’s rigid ad policy ensure that more accounts will be blocked compared to Facebook. Be prepared to operate “in the gray” and be prepared to lose some accounts to achieve the scale.
Although there’s a learning curve that is similar to different channels, however the benefit of breaking through the TikTok code is significant. It’s a less-crowded platform where a single successful ad or campaigns could go far.
Information From Maor Benaim
Q: What makes TikTok’s audience different from YouTube and Facebook? TikTok public different to Facebook as well as YouTube?
There are a few major differences from the TikTok users:
- They aren’t as exposed to fraudulent advertisements as Facebook. They’re therefore more tolerant and less dejected.
- When they see a brand’s advert on TikTok the users are likely to do a thorough investigation and discovery process. They want to be sure that it’s not a scam to dropship or that they’re receiving the most affordable price, and that it’s not at a cheaper price on Amazon and so on.
- Because of this phenomenon that this causes, if you are running TikTok ads and are multi-channel trackers and you’re seeing a significant increase in your Amazon ads, Google searches, Bing ads, and many more. The TikTok ads will create an “halo effect.”
I’ve witnessed this in person where Amazon revenues for the company I manage $59M in the last year exploded when we stepped up the scale of up TikTok advertisements. The majority of sales now originate from Amazon because of this TikTok spillover. It is possible to lose money from TikTok ads due to this.
- The lead quality on TikTok tends to be better also. If you are working with advertisers or networks who recognize and rewarding leads with higher quality with greater pay-outs, TikTok can be amazing for you.
- Average order values on TikTok are consistently 20% to 30% higher, Based on my tests across various deals. The user base is spending more.
In short, less blindness to ads and more natural research behaviour spillover onto other media, better quality leads, and larger AOVs create a TikTok audience special and valuable if you are able to handle it correctly. The secret is to be more genuine and local.
Q Does it really matter it is true that TikTok audience is mainly comprised members of Gen Z?
TikTok was once considered to be a youthful Gen Z audience, but this is changing fast. The users are getting older and it’s extremely effective to reach older people who are in the 40s and 50s and beyond by utilizing the correct direction.
TikTok is also marketing their native TikTok shopping service, much like Facebook or Instagram is doing. Therefore, integrating with it is important.
In a natural way, TikTok is also rewarding longer-form video content more heavily in their algorithm. While short videos may work, don’t be scared to play around with 3-5 minute informational videos as well. Attention spans are growing.
Q What are the biggest issues and drawbacks to TikTok right now?
The most significant problems with TikTok at present are:
- Ad policies are extremely strict when as compared with other platforms. Even the smallest error can cause you to be banned. Two things to remember: Use the natural TikTok page to see whether content is flagged prior to using it in an advertisement. Make sure you have two separate ads accounts, one to test risky content and the other to maintain as “clean.”
- Self-serve ads are not yet fully functional and is when compared to Google and Facebook. There are a lot of UI problems to address.
- Ad-creative fatigue is real and requires more creative talent. However, I have found that the problem is that people don’t give the process of learning enough time or money before creating a new creative.
In contrast to Facebook that is more accommodating, TikTok really needs those 50-100 conversions to be optimized to the fullest extent. Therefore, people are able to have false negatives if they switch off their creativity too quickly.
Overall, it’s a fantastic chance, but it’s important to be able to adapt to the different platforms instead of simply transferring your strategies for Google/Facebook.
Question: What modifications will advertisers from Facebook and Google make making their appearance on TikTok?
Some of the major adjustments I’ve made having a background of Google or Facebook:
- Reducing the use of advertisements. The TikTok users are more prone to being tricked, and half my campaigns have worked better when I went directly response.
- The polished UGC style for longer informational videos that instruct the user.
- Being more transparent about product available on different channels such as Amazon. Refusing to reveal that is not helpful on TikTok and is better to accept it.
- Paying attention to cost-per-click (CPC) far more closely than a leading indicator, as there is a higher CPC connection with cost-per acquisition (CPA) than Facebook.
- The launch of totally fresh Google Search and Amazon PPC campaigns to capitalize on the inevitable spillover demand as well as results your TikTok advertisements will result in.
Therefore, the major shifts are about ad creatives, adopting multi-channel strategies as well as using TikTok’s leading indicators to track the performance.
Conclusion
TikTok advertising in 2024 provides an enormous opportunity for companies that are prepared to adapt their strategies to meet the specific needs on the site. With an integrated, community-focused approach to design, constructing comprehensive measurement models and adhering to a rigorous testing strategy, advertisers are able to increase their efficiency and scale.
The knowledge provided by this expert in the field from the most innovative best practices to sophisticated strategies, offer an outline for advertisers who want to establish TikTok the central element of their social advertising strategy. Like any other emerging channel the process of testing and iteration is essential however, those who can crack the code first will be in a position to get the most out of TikTok’s potential.