-
$10k Spent on TikTok, no conversions.
Recently, TikTok convinced a few of our clients to spend at least $1k/day with higher funnel optimization goals prior to starting the complete payment campaigns in order to warm up the pixel.
I measured the traffic in Google Analytics and with session recordings tools like Clarity and the traffic barely interacted with the brand’s site.
These brands are huge brands that are in major retail stores across the US.
The vast majority of the traffic spends less than 3 seconds on the page without scrolling or clicking on anything. It acts exactly like bot traffic would.
Is TikTok pulling a fast one on brands and just getting them to spend their ad budgets on crap traffic?
Are you guys seeing any good results still?And before you yell “creative” we’re testing dozens of creators across multiple brands.
Edit: messed up my title, each brand has spent around $10k and we’ve seen only Add-to-carts come in.
These brands advertise on all channels and convert really well. -
1 Reply
-
For Tiktok, you need time and money. My personal opinion is that having LTV <500€ doesn’t need Tiktok Ads. A better way is to pay niche influencers.
-
Personally, I think context matters a lot here, as personally I don’t really think TikTok is a channel where the audience is particularly well primed to make purchases. People are on TikTok for entertainment, not to shop for products, so it should really come as no real surprise that the traffic you’re getting isn’t converting. Just too much of a hard switch to go from watching a video about a guy reacting to reaction videos of people dancing, to then switch to “Hey now I want to buy a thing.” My take as always been that some channels are best suited to particular funnel stages, and stuff like Snapchat and TikTok have always seemed far more relevant to building a brand and generating interest and awareness than actually driving last-click sales.
Bottom line too for me too is never, ever do whatever the platform reps say to do. They don’t care about your client’s business, only their own. I’ve had multiple clients over the years crater whole accounts that were converting well due to implementing some bullshit a Google or Facebook rep in India who cold called them told them to do. Meant more money fixing their mistakes, but also a heck of a lot of headaches.
-
Higher funnel optimization is something every ad networks reps will try and sell you on, and it never works.
Your reps are first and foremost ad salespeople… and they have a shitload of inventory nooone wants (users who have only shown a likelihood to click, or watch videos, or ATC only, and not buy).
They are trying to unload that inventory on you to meet their sales goals.
I’ve only ever hit performance goals on TT, Meta, Pins etc by bidding for purchases.
The exception is sometimes remarketing functions better by bidding upper funnel because that allows you to reach a wider portion of an already qualified audience.
Hope this helps
-
Are you using their audience network (Pangle)? We tested that a few months ago and it was mostly bots, so make sure it’s turned off.
-
???
All I ever say about tik tok is that its a fraudulent fraud machine that defrauds people. Stop giving the CCP your credit card number. That’s my advice.
-
I only put $100 into tiktok promotions before I gave that the fuck up! 98% of the heightened interaction I was receiving was done by bot accounts
Total waste of $ and NOW, you get a “promoted” label slapped across the bottom of videos you promote; we all know people skip right past ads and commercials
-
I did a comparison across all our paid channels recently, and Tiktok had the lowest average time on site. It could be because of bot traffic, but I wouldn’t be surprised if tiktok users really had a such a crap attention span
-
View content and ATC objectives suck. 99% of the time I’m still going CP.
CVR from tik tok traditionally lower than other channels, so you gonna manage your LP.
just make 3 green screen videos, ideally of a pr article that highlights your offer, run them in one ad set. Small budget. CP.
-
I struggled with TikTok ads for awhile (been running them since last April) and I realized the absolute key to TikTok has been creative. If you put up crappy content or content that’s too ad-like, users won’t care or engage or convert. What I’ve found to work best has been user generated type content that has someone who looks like (literally) your target audience speaking to them about the product or about a problem and how the product solved their problem. We really hit our stride this month after kind of floundering for a bit and now we’re running a couple hundred k a month profitably.
The other thing I will mention is you have to be bidding for purchases, as with any other social channel, upper funnel stuff doesn’t do much for conversions (especially if you’re looking at last click)
Let me know if you have any questions and I can hopefully answer them!
-
Hah, and when I tell them to spend $1k per day in google ads search, on very high buying intent keywords, with huge conversion rates, they want to start with $50 per day and see how it goes 🙂 yeah, ontopic, I believe it’s working pretty much like twitter ads. Their platform shows 1000 clicks and Analytics shows 2 unique users 🙂 you get the point
-
*Is TikTok pulling a fast one on brands and just getting them to spend their ad budgets on crap traffic?*
Is Tik-Tok a Chinese company?
Absolutely they’re pulling a fast one like every other Chinese company in the west.
-
higher funnel meaning you’re running for like landing page views or traffic?
just bid for bottom of funnel immediately instead
not saying it’ll be profitable but it’ll definitely be higher quality traffic than what you’re describing
Log in to reply.