Presentation

2/20

Highlights
About Me
Campaign Set Up
Bidding Strategies
Targeting Techniques
Optimizations
Creative Best Practices for TikTok Ads
How to Properly Execute on Brand/Creator NEXT
Partnerships
About Me
Following l For You

Founder & owner of The Social Savannah

Worked on TikTok ads campaigns for two years
$____ in spend
Clients include BlendJet, Sugarbear Hair, Our
Place, Thrive Market, Verb Energy, and more.

@savannahsanchez
So excited for this
opportunity to speak at
#EcomWorld

3/20 @social_savannah NEXT

Setting Up Your Campaigns
Best Practices
Shopify x TikTok integration
Simplified ad account structure
Prioritize prospecting over
retargeting (currently) X
Low Cost Bidding vs. Cost Cap

Determine Advertising Objective

Awareness, Traffic, Lead Gen,
Conversions, Catalog Sales (HOT )

4/20 @social_savannah NEXT

Targeting Strategies
01
Demographics
The most intuitive targeting based on
your ideal customer, I recommend
keeping your targeting broad to start
and let the machine learning determine
who your ads are served to and
resonate with.
5/20
02
Interests/Behaviors
On TikTok, you can target based on
how a user interacts with content types
(liked/commented/shared) and follows
creators in a specific category.
@social_savannah
03
Lookalikes
Build and test broad/balanced/narrow
act-alike audiences based on events
like Page Views, ATCs, and Checkouts.
This strategy allows for scale and lower
CPAs.
NEXT
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Optimizations
Refining Your Targeting
At the ad group level, you can hover
over the ad set to view data. From here,
you can break down your metrics by
your targeting and eliminate any groups
of demographics/interests/behaviors that
are ineffective (high CPA, low CTR, low
CVR)

Optimization Events
It's recommended to start with your first
optimization event as Add to Cart. After
1,000 successful events at this level,
you can move lower into the funnel and
opt for Initiate Checkout or Complete
Payment.

@social_savannah NEXT
 Creative Best
Practices For
TikTok Ads
Don't make ads, make TikToks!

7/20 @social_savannah NEXT

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NEXT
@social_savannah
Creative Tips 9/20

Use Native Text Try Trending Effects Tell Your Story

Make your ad content look as
organic as possible, using the native
text elements that viewers associate
with the producing a video directly in
the TikTok app.
Another way for your content to feel
organic and authentic is to use
effects like Green Screen, Time
Warp, and Lenses.
Use your unique story to harness
engagement from viewers. Show
your audience why you made this,
how it happened, where you are
now.

Product Applications Design for Sound On

Got a cool product? Show us how to
use it! Short form tutorials, unboxing
experiences, recipes, before/afters,
and life hacks are great ways to
frame your video.
TikTok is an audio-focused platform.
Keep that in mind when choosing
soundtracks (non-copyrighted, of
course) or voiceovers. Always
caption for accessibility

@social_savannah NEXT
Native Text
TikTok or Branded
example: Wandering Bear

For this ad, the design uses similar

elements such as rounded rectangle text
bubbles (native to TikTok) but with
Wandering Bear's brand font.

10/20 @social_savannah NEXT

Trending
Effects
Green Screen, Lenses, Etc.
example: @myearthbreeze

For this ad, a trending effect called "Green

Screen Eyes & Mouth" is used to
demonstrate how plastic waste sit in
landfills and then transitions to a solution to
the issue at hand.

11/20 @social_savannah NEXT

Storytelling
From the Founder
example: @drinkpoppi

TikTok users resonate with brand faces,

personal stories, and authentic emotional
experiences so, by demonstrating how "we
got here" is a great way to connect with the
audience.

12/20 @social_savannah NEXT

Product
Application
Demonstrations, Tutorials, Unboxing
example: @blendjet

If your product speaks for itself, simply

show the viewers how to use it! Make
something like a recipe, a DIY, or introduce
a new life-hack.

13/20 @social_savannah NEXT

Sound-On
Design
Audio and Captions
example: @teema

TikTok is a sound-on environment, so

always use audio whether it be a
soundtrack or voiceover. For this example,
using the "Siri" voice is a popular trend on
TikTok. Don't forget captions, though! This
is important for accessibility.

14/20 @social_savannah NEXT

Tracking Trends
for Brands
Use TikTok as a resource
Set up your account as a Business Account
Profile > ••• (Settings) > Business Suite > Business Creative Hub
Discover shows all the currently trending hashtags
Use the audio library for approved Commercial Sounds

Another resource for inspiration is the TikTok Creative Center

https://ads.tiktok.com/business/creativecenter

15/20 @social_savannah NEXT

Other Takeaways
Engage With Your Use questions in the comment section to create new content from. Or, mock it up with some
of your FAQs! In TikTok, you can create video replies to comments on your posts, why not
Community make it into an ad?

Test, Test, Test Don't be afraid to try new things, trends, effects, filming styles, you name it. TikTok trends are
changing, creatives can fatigue, and it's an entirely new ad platform - try something until it
sticks!

Keep Specs in Mind Design for mobile, vertical format (9x16) and keep in mind that unlike Instagram Story Ads,
TikTok's "safe zones" avoid where the caption, like/comment/share, and profile picture would
overlay the content.

16/20 @social_savannah NEXT

 Engage With Your Test, Test, Test Keep Specs in Mind
Community

17/20 @social_savannah NEXT

Working With
Creators
Boosted content
from a creator page
typically has higher
CTRs and CVRs.

Use TikTok to work with creators in your space!

For this example, Outer Aisle (a keto-friendly

bread alternative) partnered with a creator that
films low-carb recipes and boosted the content
Built-in CTA and
through her page. direct link to website.

18/20 @social_savannah NEXT

19/20

More Followers ≠
Higher ROAS Find Creators in
Your Niche
Forget the term "influencer" for this.
Sure, you could spend thousands on a
brand partnership with one of the most
followed TikTok-ers but why not find
someone that genuinely loves your
product/service and give them creative
freedom to make something amazing!

@social_savannah NEXT
 Website

Thank you!
thesocialsavannah.com

Social
@social_savannah
@thesocialsavannah

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