TikTok's basic guide for small and medium-sized businesses mainly introduces how to fully leverage the potential of TikTok website conversion ads, with specific content including:
1. Why choose TikTok ads: 92% of global users take action after watching TikTok videos. TikTok is where brands are discovered and can guide the next customer to your brand.
2. Success formula:
Account basics: Set up website Pixel and full funnel (more than 3 events). Data connection can better measure the effectiveness of ad campaigns and understand consumer behavior on the website.
Audience strategy: Give the system time to introduce the website to a broader user group. If you have a large existing audience, you can try starting with retargeting custom audiences. Ensure that the estimated audience size for the first ad campaign is at least "fairly broad."
Budget best practices: Customers with higher intent and closer to the lower end of the conversion funnel may require higher costs to convert. Optimize spending according to the desired event to maximize the performance of early conversion ad campaigns. If using lower funnel events such as "Complete Payment," it is recommended to spend at least $100 / CAD 140 per daily ad group; if using mid-to-upper funnel events such as "Add to Cart," it is recommended to spend at least $40 / CAD 55 per daily ad group. Set the budget by daily ad group and run the campaign for at least 7 days.
TikTok-first creatives: Use TikTok's tools for creation, use the AI-driven TikTok Creative Assistant to find personalized creative solutions, and try using CapCut for Business ad creative templates.
3. Case study: Taking SweetyTreatyCo as an example, this company is a US family-owned e-commerce candy business known for freeze-dried candies. They used TikTok's basic formula to drive more website sales, with specific measures including setting up website Pixel and full funnel events, adopting a balanced-to-broad targeting strategy, focusing on the "Complete Payment" event and raising the daily budget to $120, and leveraging existing TikTok organic presence by using Spark Ads as the first ad campaign creative. As a result, CPA decreased by 20%, conversion rate increased by 14,000% in the first week, and "Complete Payment" events increased by 70%.
This report introduces the advantages of TikTok ads, elements of success, and demonstrates actual results through case studies.
