TikTok recently released a web auction best practice guide to assist companies in making their ad bidding as effective as possible. This empowers marketers to increase their engagement, visits and sales, and includes guidance on the following:
Using a Nurtured Account Strategy
A nurtured account strategy targets the people most likely to purchase your product or service without pressuring them to buy. Rather, it allows you to nurture the relationship while empowering them to buy whenever they’re ready (which is what customers want). To implement this strategy, start at the upper end of the conversion funnel (view content or search) and nurture from there. Starting high allows TikTok to learn about your customers and how they engage with your company.
Optimizing Your TikTok Ad
To optimize your ad, stick to one account, even if you’re experiencing overbidding, low engagement, and other obstacles. Using more than one account risks confusing TikTok and prevents the system from learning how to properly scale your ad.
You should also try to have multiple ad groups within a single campaign (aiming for 3-5) but don’t go crazy. If you have too many ads or ads that are too similar to each other, they can unintentionally cancel each other out, resulting in a limited audience, less effectiveness, and exiting the TikTok “learning” stage.
Employing a TikTok Ad Bidding Strategy
Choosing between Maximum Delivery (spend-based) and Cost Cap (goal-based) tells TikTok how you want to use the auction system. Maximum Delivery is a better option when you want to maximize your budget and get as many results as possible from a set amount of money. Cost Cap is a better option if you have very specific conversion goals.
Whether you’re a seasoned TikTok user or just getting started on the platform, TikTok ad bidding is an important part of your marketing strategy. If you need assistance with this or anything else, give us a shout and we’ll be happy to help.