The "2024 TikTok Performance Fundamentals Best Practice Guide" is compiled by TikTok and includes the following main contents:
1. Legal Statement
- Emphasizes that the document is owned by TikTok, recipients must keep it confidential and use it only for information viewing. The content is for reference only; TikTok does not assume responsibility for its accuracy or completeness and does not guarantee future performance.
2. Best Practice Guide Content
- Data Connection
- Best Setup: The combination of TikTok Pixel and Events API is crucial for data connection. App advertisers can transition to SAN and SKAN 4.0. Events should be created for every customer action on the website, passing relevant parameters and matching keys to achieve precise marketing.
- Success Case: Hyundai enhanced its data connection with TikTok, increasing sales leads and car sales.
- Campaign Management
- Optimizing Ad Accounts: The ad account structure should consider the end-to-end user journey. You can create one new ad group per week in a single campaign or use Smart Performance Campaigns (SPC).
- Targeting Strategy: If there are no specific targeting requirements, broad targeting can be used; for specific audiences, multiple targeting methods can be applied, avoiding overly narrow targeting. Automatic placement and Pangle can be used to expand reach.
- Creative Content
- Successful Setup: Creative is a key factor in ad fatigue, which can be addressed by creating new creative iterations or updating headlines. Each campaign should create 3 - 5 diverse ad groups, each with at least 5 creatives.
- Maximizing Impact: Use TikTok One Creative Suite to optimize creative assets.
- Effect Measurement
- Attribution Strategy
- Attribution Types: Includes Click-Through Attribution (CTA), View-Through Attribution (VTA), attribution window settings, and Multi-Touch Attribution (MTA). Advertisers can customize according to their needs.
- Best Practice: Combine CTA and VTA, set different attribution windows for different campaign strategies, configure at the ad group level, and track conversions at the event level.
- Campaign Measurement
- Measurement Strategy: Includes split testing and post-purchase surveys. Split testing can compare different ad strategies, while post-purchase surveys help understand audience consumption behavior.
- Success Case: Momentary Ink learned about brand discoverability on TikTok through post-purchase surveys.
3. Best Practice Checklist
- Data Connection: Integrate data connection as required, create comprehensive events, and activate matching features.
- Campaign Management: Experiment and optimize, start with broad targeting, choose automatic placement, and allocate resources reasonably.
- Creative Quality and Quantity: Introduce at least 4 new creatives per campaign each month and utilize the creative suite.
- Effect Measurement: Enable view-through attribution, determine the best attribution window, conduct split testing and post-purchase surveys.
