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In this blog post, we will take a deep dive into a real-life case study of Joseph Lee (Ecomdy's customer) that showcases the benefits of a successful campaign scaling strategy. We'll discuss the key elements that led to this success and provide insights that can help you implement similar strategies for your own marketing campaigns. So, let's get started and learn how you can scale your campaigns to achieve greater success and profitability.
1. Content strategy
"Content is king" on the TikTok platform. As a result, it's essential to create an effective content strategy that guarantees a return on ad spend (ROAS) greater than 5. To help you achieve this, here are some essential tips to consider when developing your TikTok campaign.
a. Grab your customers' attention with powerful hooks
- In the past, customers had limited choices, so businesses had a three-second rule to grab their attention. However, in today's world, customers' attention spans have shortened to just one second. If your video fails to captivate them within this time frame, they're likely to move on. As a result, an effective video must be crafted to entice viewers within the first second, leveraging three essential elements: visuals, sound, and text.
- For example, the color scheme in your video should be attention-grabbing or thought-provoking enough to pique viewers' curiosity about the content. If you're promoting a distinct print-on-demand (POD) or dropshipping product that isn't immediately recognizable, it can attract more customers.
You can refer to additional articles such as: creating a million-selling ad video or TikTok Ads video formats.
b. Sound plays a crucial role
Unlike Facebook or Instagram, the default sound on TikTok is turned off. As a social network that puts emphasis on sound and music (where some songs become viral trends solely because they're popular on TikTok), it's crucial to include audio in your videos. This can be accomplished through dubbing (using text-to-speech software) or hiring voice-over artists. If you have a limited budget, consider doing the voice-over yourself or adding captions to your video. The importance of the video title will be discussed below.
c. The main headline captivates your customers' attention
An easy yet powerful technique is to begin with "How to" and include some numerical figures or statistics to make it more engaging. To add some spice, like on TikTok, to make users pause scrolling and watch your video with interest, add a unique twist.
For instance:
- How to make a compelling TikTok ad that converts in under 3 minutes?
- How to achieve radiant skin with this one bizarre trick?
- How I lost 20 pounds by consuming these 5 superfoods that no one knows about.
d. Create a video in less than 10 seconds
The primary goal should be to catch viewers' attention and make them stop scrolling to watch your TikTok videos. You have a very limited time, typically less than 10 seconds, to communicate the video's overall message. On average, users tend to watch TikTok videos for approximately 6-8 seconds per video.
e. Don't use Call to Action (CTA)
It's generally recommended to steer clear of using a direct call-to-action (CTA) on TikTok because users are already aware of advertisements and can quickly spot promotional content. Nevertheless, you may choose to test whether adding a CTA would be beneficial for your particular campaign. If you opt to include a CTA, make it feel organic and unforced to avoid disrupting the viewer's experience.
f. Speed test & creation of content Tiktok
It's crucial to test your videos at a rapid pace to find winning ads. Many successful brands test over 100 videos per month on TikTok and Facebook to optimize their campaigns. In just one month, testing around 30+ videos can help you find the best performing ads. Remember that video performance can decline rapidly, typically within 1-2 weeks. Therefore, it's essential to identify winning ads quickly and continue making videos in that direction.
There are two approaches to video testing:
- Conduct tests in-house: the brand's in-house team creates and tests videos on TikTok.
- Work with influencers: partner with influencers and provide them with products to create videos showcasing the products. This allows the brand to tap into the influencer's audience and also provides a diverse range of video content to test.
2. TikTok Ads strategy
Step 1: Pixel warming
- One of the initial steps is to activate the Pixel by running traffic ads to the webpage where the Pixel is installed. This can assist in jumpstarting the account's spending and gradually progress towards Conversion Campaigns Ads.
- Due to spamming issues, personal accounts are usually more restricted, so Joseph opts to use an Agency account to minimize the possibility of ads being declined by the system.
Ecomdy not only provides you with a TikTok Agency Ad account but also offers various supporting tools such as the Ecomdy TikTok Pixel management. This feature is particularly helpful when expanding a significant campaign or facing account-related challenges to prevent disruptions in your campaign.
Step 2: Moving to conversion campaign ads.
After the Pixel has been adequately warmed up, the subsequent step is to establish a conversion campaign by following this structure:
- 30 Campaigns.
- 1 Ad Group per campaign.
- 1 Ad per Ad Group.
- Targeting: Wide, no Interest, Lowest Cost Bid.
Joseph splits Ads into Ad Groups to test them individually. While some may question the time-consuming nature of this approach, Joseph's strategy has proven successful.
After launching ads, Joseph monitors their performance until he reaches a break-even point. Once he reaches that point, he decides whether to increase the budget or stop the campaign entirely.
Step 3: Scaling up
- After observing promising results from the Ads, Joseph increases the Ad Group budget by 2x. He then closely monitors customer behavior for about a week and divides the ads by day.
- Joseph also duplicates Ad Groups and sets up a Manual Bid Cost Cap campaign. He starts with the cap set at the current CPA and gradually decreases it to (CPA - 5).
- For example, if the current CPA is 20, Ad Group Bids will be set at levels of $19, $18, $17, $16, and so on.
- The ads that perform well will continue to run, while poorly-performing ones will be removed.
Conclusion
The above case study analysis provides valuable insights on how to scale up a successful campaign. These practical tips and suggestions can be applied to your own campaigns to drive better results.
Don't hesitate to sign up for an Ecomdy account today to take your business to the next level. Our team is always ready to assist you