The arrival of the hot short video era has quietly made TikTok the hottest social platform of the moment. Data shows that TikTok overtakes Google and Facebook for the first time at the end of 2021 to rank No.1. How many advertisers are now eyeing TikTok to achieve high conversions? However, to make ads achieve high conversions, it needs to be constantly optimized. Today, let's talk about the optimization of TikTok ads.
I. TikTok ad types
1. Infomercial
Infomercial ads are common in domestic platforms, and also in overseas TikTok. It is a video on the user discovery page (i.e. "For You"), which is where the user lands when opening the application. According to TikTok's algorithm, on the user discovery page, TikTok will push them to users who may be interested in them.
2. TopView Ads
TopView ads on TikTok are videos that appear once a day, immediately after a user opens their app for the first time. topView ads can last up to 60 seconds, which is longer than the average TikTok video. Therefore, it is ideal for advertising products that require longer attention spans (such as TV trailers).
3. Spark Ads
This is TikTok's advertising product, Spark Ads, which allows brands to associate their products with relevant content without having to not only create the content, but also contact the creator to create or place the ad. Brands can use Spark Ads to identify video content that may be suitable for their ads - for example, when a product appears in a beauty blogger's video, the brand can contact the blogger and edit his/her video to create a secondary version for ad placement.
To understand it simply, it's a link to your ad embedded in a personal video. However, TikTok research shows that Spark ads have a 24% higher completion rate and 142% higher engagement rate than regular dynamic inline ads.
4. Hashtag Challenge
TikTok-themed hashtag challenge ads take TikTok's challenge culture and turn it into an ad format. These ads promote branded hashtags to encourage users to submit content for their participation in the challenge.
Say, you want to promote your sportswear on TikTok. You could create a hashtag like #InMyRedShirt and have KOLs use you as a hashtag, wear your clothes and shoot any videos that promote your clothes.
5. Branded TikTok stickers
Creating branded TikTok stickers is another way for brands to engage users with their content, and the NFL has released player AR stickers that users can find in the "football" effects folder of the video creation tool. This approach provides brands with a more interactive experience and is more intrusive than traditional style ads.
ⅡTikTok optimization methods
1. Check ad performance data
Audit your account and determine the direction of improvement. By looking at target audiences, optimization campaigns, ad materials and offers, you can decide which strategies are optimal.
For example, when examining ads you can see different metrics such as click-through rate, conversion rate or number of videos watched. Based on this data, you can focus your attention on specific methods, such as which ad materials are effective and which should be optimized by testing different copy, slogans, videos or music.
The process of checking ad performance data is really laborious and time consuming, and the labor cost of top data is so high that it will be difficult for placement staff to focus on uncovering better ad ideas. I suggest using the Tikadpro platform, which can automatically keep an eye on the ads, timely and effective budget increase, ad pause, ad copy and other behaviors, so that the good ads maintain their status and let the bad ads stop in time.
2、Continuous optimization strategy
Brand advertisers should optimize the reach of their ad campaigns or the number of video views according to their advertising objectives. Effect advertisers should adjust their cross-border e-commerce TikTok strategy so that it brings at least 50 conversions per week. After completing this milestone, higher goals can be re-evaluated and set.
With Tikadpro's built-in technology you can buy ads more effectively and improve your campaigns. Increase your return on investment (ROI), which will lead to more conversions and ultimately more revenue for your company.
3. Focus on innovation
When creating your campaign, be sure to provide resources for each group of ads that contain 5-6 different advertising materials. By placing multiple materials in your ad series, you can keep updating them and avoid readers from getting bored.
4. User group targeting
It is possible to create a database for loyal customer groups on other established social media at the same time. When you upload this part of the database to TikTok, TikTok will identify the characteristics in the group and look for matches with the same characteristics. Ultimately, this approach will help you find the right target audience. In theory, these people will like your brand and are more likely to become loyal consumers in the future.
In addition, be careful to avoid audience overlap, which is essentially when an audience belongs to several segments at the same time. If a user belongs to four segments, he will receive one ad from each segment and your overall CPA will go up. Even though they may have converted on one of the ads in one of the campaigns, they actually received a total of four ads. Make sure your audiences don't overlap whenever possible. Not only does this increase customer acquisition costs, it can also turn your audience off by viewing the same ad over and over again.
With the above, I believe you have learned the tips about TikTok ad optimization. To optimize ads, you should not only master the above skills, but also have the ability of multi-channel cognition, data analysis and the ability to summarize creative materials, etc. At the same time, the ability to choose a professional Tiktok data automation advertising optimization platform can play a role in half the effort. Tikadpro is a good choice to help you monitor data in real time, manage multiple accounts at the same time, and quickly achieve high conversion of ads.
Add: Tikadpro is free to try!