This is a guide for small businesses, introducing four major success formulas for driving website sales through TikTok ads. The main content is as follows:
1. Overall Introduction
- Explains methods for increasing website traffic and achieving conversion goals using TikTok ads, presenting the “Success Formula 4,” which includes account basics & data connection, audience strategy, TikTok-first creative, and budget best practices.
2. Details of Formula 4
- Account Basics & Data Connection
- Create a TikTok Ads Manager account, set up payment methods and TikTok Pixel. TikTok Pixel can track website events and is crucial for conversion ad campaigns. There are various setup methods; it is recommended to set up ≥3 tracking events (such as view content, add to cart, complete payment), and check for errors.
- Audience Strategy
- In the first 14 days, choose “broad” or “balanced” audience targeting to increase traffic. Audience types can be viewed in the TikTok Ads Manager account, and by creating or editing ad campaigns, you can find the “Audience Targeting” section at the ad group level.
- TikTok-First Creative
- Produce ad content that matches TikTok’s style and user preferences. Spark Ads can be used to turn existing videos into paid ads for better results. Some creative tips are also provided, such as keeping sound on, video size 9:16, adding subtitles with a duration of 12 - 15 seconds, and setting a call to action. Creative tools and resources are also introduced, such as TikTok Creative Center, CapCut, etc.
- Budget Best Practices
- To maximize return on investment, it is recommended to start with a daily ad group budget of at least $100/140 CAD. All ads must be submitted for review, and you will be notified once approved.
3. Follow-up Suggestions
- Build an organic presence: Set up a business account, create high-quality content by researching popular trends and using sound, and post 3 - 5 times per week.
- Further optimization: You can enable automatic advanced matching, use custom audiences for remarketing, and find high-quality audiences through value optimization. For website conversions, related steps are introduced, including selecting ad objectives and optimizing events. TikTok Shop-related content is also mentioned, as well as how to create video shopping ads.
4. Case Study
- Taking SweetyTreatyCo as an example, it demonstrates how they applied “Success Formula 4.” The company implemented TikTok Pixel for full-funnel event tracking, targeted broad audiences and optimized tracking for completed payments, set a reasonable daily ad group budget, and ultimately achieved a decrease in CPA and an increase in conversion rate.
