Initial data
Whole works
- /01Lead generation
- /02Attract a new audience
- /03Increased brand awareness
Issues and general strategy
Challenges
Before we started working together, the client already had experience running ads on TikTok, but they were using their website as the only landing page. The results weren’t great: low conversion rates and high lead costs.
Overall strategy
Ad localization. We abandoned universal communication in English, created ads in the language of the country being targeted, and directed users to websites with local domains in their countries. Initially, four countries were selected, and later the target was expanded to 12 countries. On average, we worked with nine countries per month.
We also tested TikTok lead forms as an alternative to driving traffic to the website. This approach proved to be much more effective and yielded better results in terms of price and number of leads.
What has been done
- TikTok Pixel has been configured for accurate conversion tracking.
- The structure of TikTok Business Center and advertising accounts has been optimized for working with different markets.
- Lookalike (LAL) audiences have been created based on the client’s database.
- Advertising has been tested for a broad audience and by interests.
- Retargeting has been launched for users who have interacted with ads or the website.
- Adapted creatives have been developed in the languages of EU countries and the US.
- Separate advertising campaigns have been allocated for each country, taking into account local characteristics.
- Launched separate campaigns for promotional offers to stimulate leads.
- Tested various channels: lead forms, website conversions, messages.
- Focused on lead forms as the most effective format.
- Gradually scaled budgets in campaigns with the lowest CPL.
Results
Thanks to targeted advertising on TikTok, we were able to stabilize the number of applications and the cost per application.
| Options | At the beginning of work | After 4 months | Difference |
|---|---|---|---|
| Reach | |||
| Reach | NDA | 191007 | - |
| Number of leads | |||
| Number of leads | NDA | 2240 | - |
| Cost per lead (CPL) | |||
| Cost per lead (CPL) | NDA | $8,5 | - |