Contents of the case
Media
Initial data
Whole works
- /01Increase the number of customers
- /02Attract a new audience
- /03Increased brand awareness
Issues and general strategy
The problem
As soon as advertising on TikTok became available again in Ukraine, our specialists immediately started using this promotion channel. There were no problems with setup and launch, as we already have experience in launching advertising in this niche.
The key advantage of using the TikTok platform is the lower cost per lead compared to Facebook and Instagram, as well as the ability to launch test campaigns with a minimal budget.
Overall strategy
From our experience with previous ad campaigns, we knew that we got the best leads through lead forms, so we went with that as our main strategy. We’re testing other formats too, but so far, they’re not as effective for our niche.
What has been done
- TikTok Pixel has been set up to track conversions. Even if we are not currently planning to run ads on the website, it is still worth collecting data in advance.
- All connections and accesses in TikTok Business Center, the advertising account, and the business page have been set up from scratch.
- Lead forms have been created and launched on TikTok.
- Various creatives, calls to action, and audiences have been tested.
- Retargeting to warm audiences has been launched.
- Lookalike (LAL) audiences based on existing customers have been used.
Results
Thanks to targeted advertising on TikTok, we managed to increase the steady flow of inquiries from an additional channel at a lower cost than other advertising channels.
| Options | At the beginning of work | After 4 months | Difference |
|---|---|---|---|
| Shows | |||
| Shows | 0 | 2871308 | - |
| Number of leads | |||
| Number of leads | 0 | 208 | - |
| Cost per lead (CPL) | |||
| Cost per lead (CPL) | 0 | 22,07$ | - |