TikTok lead generation operation guide, main contents include:
1. Why generate leads on TikTok: TikTok lead generation ads can drive user action, users are more likely to purchase products from advertised brands, and ROAS is higher. At the same time, combining organic content with paid ads can achieve better results.
2. Key elements for successful lead generation: including creativity, measurement, and full-funnel strategy.
- Creativity: Get familiar with the TikTok platform, use its creative tools such as TikTok Video Editor and Smart Video for content creation, follow the simple principles of making TikTok videos, such as vertical shooting, adding popular music, including strong CTA, etc., and consider how to make brand assets more in line with TikTok style. Spark Ads can be used to enhance creative effects.
- Measurement: Measurement is crucial for success, including identifying key metrics, choosing the right Lead Gen measurement solutions, managing leads, and setting up TikTok Pixel, etc., to improve CPL, optimize ad performance, and provide accurate reporting.
- Full-funnel strategy: Acquiring customers is a full-funnel process, and TikTok can help at stages such as brand awareness, lead development, optimization, and nurturing. In the initial stage, ensure Pixel is correctly installed, use the most direct setup and Lowest Cost bidding strategy, and try using automatic targeting to expand coverage.
3. Best practices for video views and lead generation: Introduces the features and advantages of Focused View, as well as methods to simplify and optimize ad delivery using automatic targeting. In addition, form best practices are provided, such as adding visual elements, paying attention to the number of questions, using logic settings, and linking to privacy policies.
4. Ad policy: Advertisers are responsible for their ads, must comply with applicable laws and TikTok's relevant policies, and ensure ads meet the requirements of the review checklist, including language, grammar, call to action, creative specifications, brand consistency, product consistency, copyright, and audio, etc.
5. Special ad category toggle: Introduces the function of Special Ads Toggle, which allows advertisers to specify when creating ad campaigns in housing, employment, or credit categories, helping advertisers comply with anti-discrimination ad policies.
6. Case studies: Multiple cases demonstrate the application and effectiveness of TikTok lead generation in different industries, such as CVS Health, Zapp, Lalamove, Gojek Vietnam, Pés Sem Dor, a university, Berlitz, EF Adults ID, Kenzie, Singapore Management Institute, MYX, UAG Medical School, Hyundai, Trust Bank Indonesia, Generali, Dermanostic, and DA Surgery, etc.
7. Appendix: Emphasizes TikTok's commitment to data security, including continuous innovation and improvement of user experience, protecting user data security, and cooperating with Oracle to change the default storage location of US user data, etc.
This guide introduces the advantages, strategies, practices, and cases of lead generation on TikTok, helping businesses better utilize TikTok to acquire potential customers.
