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Tiktok – terrible for bottom funnel?
In the sports nutrition niche, small brand with ~20k/mo rev. Most new traffic currently coming from google pmax running at 250% ROAS.
Site conv rate from google traffic is great at ~8%.
Decided to give tiktok a good shot. Uploaded some great media that had good organic engagement. Then ran a campaign focused on conversions with a spend of £100/day. Also paid 4 influencers in our sector with 40k+ followers each to do a video review.
1 month in:
-204k impressions
-1.2k clicks
-avg cpc £0.68
-total spend (inc influencers): £2.3k
-6 conversions (Yes, you read that right)
-0.5% conv rate
-AOV £64
-Total sales £384
-ROAS 17%We were really excited with the cheap clicks initially (our avg cpc on Google is £4).
Overall, a bust. I do feel that tiktok has value for upper/mid funnel though, which is much harder to quantify.
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