What goals can your brand achieve with TikTok Ads?

The social network TikTok, offers a variety of advertising options for advertisers targeting the younger generation.

In TikTok Ads Manager, brands can choose from a variety of advertising goals to better match their marketing strategy. Before creating an ad or optimizing your budget, it is essential to clearly define your expectations.

Ask yourself this question: What action do you expect from your audience When does she see your content?

In this article, we are going to look at the three categories of goals available in the TikTok ad manager: Notoriety, Consideration and Conversion. In addition, we will look at the seven types of specific goals they contain: Reach, Traffic, App Installations, Video Views, Video Views, Engagement, Lead Generation, and Conversions. The aim is to understand how these goals can contribute to the achievement of your brand's marketing ambitions.

The different advertising goals on TikTok

Each objective defined in the TikTok Ads Manager is of fundamental importance for brands and the results they want to achieve, as these goals allow for further refinement of the marketing strategy. So how can your brand use these lens categories? And what are the benefits of the 7 sub-goals for your ads?

Let's dive into the details of each one!

Notoriety

The goal of “Reach” (or reach) on TikTok Ads is destined unto maximize your brand awareness.

For an awareness campaign, use the Reach category.

This advertising lens is the ideal option if your main goal is to promote your brand or a specific product to a wide audience in your target area, at an optimized cost. It promotes the increase of the notoriety, recognition and credibility of your brand. For these types of campaigns, the auction method is based on CPM, meaning you will be charged for 1,000 impressions.

Consideration

In the “Consideration” category, you encourage users To act, to arouse interest of the public and to encourage interaction with your ads, whether by inviting them to visit your site, install your application or buy your products.

This category has 5 goals:

1. Traffic‍

The “Traffic” objective is ideal for businesses that want to increase the number of visitors to their website or application. It allows you to broadcast your ad to a wider audience and direct it to your website or landing page. There may be confusion over the choice between the Reach and Traffic objective, as their goals are similar. However, the most effective solution is to test them by fractionation.

If you're using the Traffic objective, here are a few key things to consider:

• Define the destination of the traffic, whether it is your website or your application.
• If you want to target users who have already downloaded your application, this option is available in the Audience section when creating your ad group.

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2. App installations

The “App Installations” objective on TikTok aims to introduce users to your application and direct them to the application store. There, they will have the opportunity to consult the description and information of your application, and will have the opportunity to download it. By doing so, the aim is to boost the number of downloads of your application, while expanding your user base. The appeal of your application, its usefulness, and the ease of download are key factors in encouraging users to take action.

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3. Video views

The video views objective is designed to maximize the views of your video ads. En optimizing the targeting of the audience most likely to watch your ads, you will increase the number of views of your videos on the platform.

Here are some factors to consider when creating a campaign with the objective of video views:

• What is your marketing objective? Longer video views allow you to effectively position your product or service with your audience.
• How much are you prepared to pay for one view of the video? When running campaigns with the goal of video views, the bidding method is CPV, which is the price you're willing to pay for a thousand views of the 6-second or 2-second video.
• What is the goal of optimizing your video view? Depending on your objective, you can deliver your ads to get as many video views as possible for 2 or 6 seconds continuously.

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4. Lead generation

The advertising objective of Lead Generation on TikTok allows you to create opportunities and engage leads. When a user clicks the CTA button on an ad, an instant form opens where they can learn more about your business, leave their contact information, and express interest in your product or service.

Lead Generation is not limited to collecting information via a form. It also allows you to increase conversions, personalize your messages, generate web traffic and automate your next actions.

This lens is very versatile and can be used to develop any segment of your marketing funnel. Whether you want to promote a new product or attract new customers, Lead Generation can help you gather relevant information from users who are interested in your business.

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5. Commitment :

With the objective of Engagement you increase user interaction with your TikTok content by attracting subscribers to your profile or by increasing the number of visits to your TikTok profile.

Two optimizations are currently available with the Community Engagement objective:

1. Subscriber optimization: Boosting subscriber growth
2. Optimization of profile visits: Increase account profile traffic

In short, all these sub-goals aim to arouse the interest of the audience and encourage them to interact with your content, whether by going to your website, downloading your application or watching your videos.

In addition, each of them is particularly effective for guide your TikTok prospects through your sales funnel, until the final stage: conversion!

Conversion

The last category of goals available for your ads on TikTok is the Conversion goal. Designed to encourage users to take a specific action on your site, such as adding items to their shopping cart, downloading your application, registering via a form, or completing a purchase, it is proving to be the ideal tool for transform the engagement of your TikTok audience into tangible actions, and in particular in sales.

It encompasses two sub-goals in this advertising category on TikTok:

• App promotion: to encourage users to download your mobile application or re-engage people who are already using it (by encouraging them to take certain actions);
• Web conversion : to direct users to your website or TikTok instant page to take a specific action, such as making a purchase or adding an item to their cart. At this point, you can use other TikTok tools to measure your performance, Like TikTok Pixel, Web API Events and Advanced Matching for optimize ad ads and monitor the performances.

The unique shopping journey at TikTok

In traditional marketing, we've often used the concept of a sales funnel, which is a linear process: awareness, consideration, purchase, and, sometimes, loyalty. This model, while effective, considers the purchase to be the ultimate objective and the end of the consumer journey.

However, the social network TikTok has redefined this dynamic by creating an endless loop of interaction and engagement. This is often referred to as the “looped” user journey or the “customer lifecycle.”

Why a buckle? Because on TikTok, once a user makes a purchase (or any other desired action), they're not considered to have reached the “end” of their journey. On the contrary, the objective is to continue engaging this user, to keep them interested and invested in the brand or product. This can mean creating product-related content, participating in associated challenges or trends, or simply continuing to interact with the brand on the platform.

This creates an endless engagement loop: discovery, consideration, purchase, post-purchase engagement, and then back to discovery. This not only stimulates repeat purchases, but also turns consumers into brand ambassadors, creating content that can lead to new discoveries by other users.

In short, TikTok promotes continuous interaction and renewed engagement, making the consumer journey more cyclical than linear, creating a “loop” rather than a “funnel.”

Best practices for reaching your goals with TikTok Ads

Now that you know better the different advertising objectives available on TikTok, you will be able to put in place an effective strategy to reach them.

Start with:

1. Set realistic and measurable goals

The success of an advertising campaign on TikTok is essentially based on the determination ofspecific and quantifiable performance goals. Beyond pre-established performance goals in TikTok Ads, it's imperative to think about the results your brand aspires to achieve. For this, a clear understanding of your target audience on the application and their position in your sales funnel is crucial.

If you are taking your first steps on TikTok and your brand is not yet established among Generation Z, Consideration's objective will probably be the most appropriate. Indeed, as experts, we generally recommend that brands avoid the Reach objective, which tends to produce average results and generate a low level of engagement.

Traffic or Engagement goals will be much more effective for increase your visibility and stimulate the attraction of your content. The more interactions your content generates, the more its organic reach will naturally increase on the social platform, thus strengthening your visibility.

2. Take care of and vary your creative ads on TikTok

The key to the success of your advertising campaigns on TikTok undeniably lies in Creativity of your ads.

Using a diverse range of staging and visual effects, including B-roll transitions and cut planes, can increase your impressions by more than 40%.

For your brand, this element of diversity in your creations is essential.

So, consider making multiple videos, with a particular focus on the first three seconds, often referred to as “stop-scroller,” as well as the final call to action.

Highlight various selling points - the quality of your products, their competitive price, or the values of your business - and test them to see which ones have the greatest impact on your audience.

3. Define an advertising budget that is relevant to your business goals

Another very important factor in optimizing your ads is to well Define your advertising budget and your bidding strategy. The budget you'll need to spend on your campaign will depend on your advertising goals. If you want to generate traffic and conversions, the recommended daily budget is 50 times your target CPA (Cost Per Action).

As for bidding, you can start with more conservative strategies. Then, try different tactics manually to determine which ones offer the best return on investment. It is an approach that is both safe and effective for maximize your results on TikTok Ads.

4. Launch multiple campaigns to achieve multiple goals

When advertising on TikTok, we recommend adopting an evolving strategy to optimize the effectiveness of your campaigns and achieve a variety of business goals.

As your brand consolidates its presence on the platform, you will be able to guide your prospects through the customer journey in an effective manner.

At the beginning, prioritize campaigns that drive engagement. Later, when users have become familiar with your brand and engage with your content on a regular basis, finally, focus on the conversion goal for the final stage of the customer journey.

If you are looking for personalized advice from TikTok experts, do not hesitate to make an appointment with our team. We will be happy to guide you on how to ensure the success of your social media ads!