5 Things to Know BEFORE You Start TikTok Ads...

Is TikTok Ads Right for Your Brand?

In this video, the speaker discusses five things to know before advertising on TikTok. She emphasizes that TikTok ads are not suitable for every business and highlights the importance of creative and pixel seasoning.

Pixel Seasoning

• It is essential to season the pixel on TikTok.

• New pixels take a few weeks to months to optimize results.

• The platform is still new, so it does not have as much data as Facebook.

Creative is Key

• Creative is the most important thing on TikTok.

• You need to make actual TikToks for your ads to be delivered.

• What works on Instagram or Facebook may not work on TikTok.

Other Things to Consider

• The speaker recommends Savannah Sanchez's Ultimate Guide to TikTok Ads course.

• Graduating from optimizing for add-to-cart to purchase conversion takes a few more steps.

• Managing client expectations is crucial when starting out with a new pixel.

Overall, businesses should consider whether their brand aligns with the platform and invest in creating unique content that resonates with their target audience.

TikTok Advertising: Creative, Attribution, Targeting and Scaling

In this section, the speaker discusses the challenges of advertising on TikTok compared to Facebook. The topics covered include creative development, attribution methodology, targeting abilities and scaling.

Creative Development

• A good creative on Facebook can last up to 3 weeks to 2-3 months before seeing fatigue. On TikTok, a creative lasts only 1-2 weeks even when it performs well.

• To succeed on TikTok, businesses need to invest in creating more content or partnering with creators for developing high-quality creatives.

• The speaker recommends investing in creating content yourself or partnering with creators by watching her video about the top 10 TikTok ad creative strategies.

Attribution Methodology

• Attribution is tough on TikTok due to unreliable post-iOS14 platform numbers. Businesses need an alternative attribution method such as investing in a first-party data solution like Northbeam or Triple Whale.

• Previously, TikTok's attribution was only same-browser attribution which is not how user journeys work in real life. Therefore triangulating data from different sources is necessary for accurate attribution.

• Cross-analyzing data from your first-party data solution and post-purchase surveys with what you see on the platform will help you get better insights into your ad performance.

Targeting Abilities

• Compared to Facebook's advanced targeting abilities, TikTok's targeting abilities are not as developed yet. Interest targeting and lookalike targeting are available but using them as a big lever is not recommended.

• Investing in solid creative instead of relying solely on the targeting algorithm is the key to success on TikTok.

Scaling

• Scaling on TikTok is not easy due to the challenges discussed in the previous sections. Seasoning the pixel, developing high-quality creatives, and investing in an alternative attribution method are necessary for scaling on TikTok.

Tick Tock Advertising Checklist

In this section, the speaker discusses the importance of having a checklist before advertising on TikTok.

Why You Need to Have a Checklist

• If you don't have preparations for Facebook, Google or Snapchat, think long and hard about why you want to get on the platform.

• Use this video as a checklist to get these things online and not only are you going to be ready to advertise on TikTok ads your entire advertising portfolio is probably going to benefit from it.

Importance of Scale

• The speaker believes that TikTok is here to stay and there are many positive things about it.

• However, for now, it's definitely not the most scalable way to grow your brand without also investing into Facebook and investing into Google or Snapchat.

Recommendations

• The speaker recommends most brands giving serious thought to getting on TikTok ads.

• However, if you don't have preparations for Facebook, Google or Snapchat, think long and hard about why you want to get on the platform.

Benefits of Having a Checklist

• Using this video as a checklist will help ensure that not only are you ready to advertise on TikTok ads but your entire advertising portfolio is probably going to benefit from it.

Conclusion

In this section, the speaker concludes by thanking viewers for watching and discussing how much fun they had filming the video.

Thank You!

• The speaker thanks viewers for sitting and watching this video.

• They mention that they had tons of fun filming it.