Do you want to optimize your paid TikTok strategy but don't know where to start? Sure, TopFeed ads get you all of the exposure, but that requires a hefty budget. No need to fear, we will tell you how our strong conversion-based campaign structure led to solid results in 2023. Plus, these top 4 buckets are available to everyone, no allowlisting or large investments necessary.
1. Value-Based Optimization for a Broad Audience
VBO campaigns will give you a large audience for TikTok's algorithm to optimize on. This way you get your ads in front of a wide variety of people and within a few days or weeks the ads will be placed in front of the right people who are more likely to convert. Cast a wide net at first, then, if necessary, take the demographic learnings and bucket them into smaller ad sets with more focused content.
2. Video Shopping Ads Using a Lookalike Audience
VSA campaigns allow you to feature product sets specific to video content. This is a great way to prime users to your products. We found that featuring a larger set of similar products is better than only featuring the few products promoted in the video (i.e., all black dresses versus just the two featured in the video). This allows users to shop around a bit before going to the site with more intent to purchase.
An example of a Video Shopping Ad on TikTok.
3. VSA Retargeting
VSA retargeting allowed us to get more expensive core products in front of site visitors that need an extra nudge to purchase. Creative was more feature-based (compared to top of funnel branding videos) since this audience was more familiar with the brand.
4. Search Ads
Search advertisements for TikTok are great to get your ads in front of users searching for top product categories. It's worth trying your strongest content related to a group of products and save the editorial and broad branding content for brand search. You never know if you might hit a niche audience that is looking for something very specific. For example, if you want to show up for backpacking gear and show people how small you can fold down your lightweight winter coats.
An example of what a search ad looks like in TikTok.
A Note about Creative:
These ad sets will do well with any UGC-style content that features top-selling product, though it's always good to have a mix. Sometimes it's the "red dress that sells the black dress" type ads where you would feature something more eye-catching and click-worthy that leads to selling your core products. Lastly, the easy-to-reach, lower price products can create the impulse buy that keeps those users coming back the more they see your ads.