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How to Use TikTok Ads to Get Leads For Your Business

Introduction

I've been discussing a lot lately in my videos about how Facebook ads have become less reliable for lead generation and advertising in general. Advertising, however, remains essential to fuel the fire of business growth. In a previous video, I introduced my new Campfire Methodology, which outlines a new way to grow with video in 2022 and beyond. You can get the blueprint for that methodology at mattjohnsononline.com/free-blueprint.

In this approach, rather than relying heavily on ads as the main structure that drives everything, I believe, and my testing confirms, that you need to spend some money on ads while leveraging organic methods to amplify your efforts. This methodology is thoroughly explained in the blueprint. Recently, I have been using TikTok, finding it more effective than Facebook ads. Although my TikTok ad numbers are not mind-blowing, they are significantly better and more cost-effective compared to my recent experiences with Facebook ads.

Here are the steps and methods I've been using to run a successful lead generation campaign on TikTok, aimed at building an email list.

The Campaign Overview

  1. Driving Traffic: I drive leads to a specific offer—a downloadable lead magnet that leads into my CRM (I use Drip), followed by an email sequence designed to book calls with me. This helps promote my Ignite program focused on helping people grow their business through video.
  2. Testing Metrics: I conducted a lot of testing and compared TikTok ads side-by-side with Facebook ads. Here are some numbers:
    • 14,000 impressions on TikTok ads with a click-through rate (CTR) of 0.45%.
    • On Facebook, achieving a CTR above 1% has become increasingly challenging, with CPAs skyrocketing to $ 20 or more.
    • TikTok CPM for B2B is around $ 12.51, whereas Facebook CPMs are often $ 60-$ 70.

I've spent around $ 138 on TikTok with a cost per click (CPC) of about $ 2.67, a CPA of $ 10.68, and a conversion rate of 25%. While these numbers are not groundbreaking, they represent a significant improvement over current Facebook and Instagram ads.

Setting Up the TikTok Campaign

  1. Advertising Creative: I tested both short (6 seconds) and long (about 1 minute) ads. The longer, more detailed ad performed better. This format follows a direct response framework emphasizing empathy, education, and a clear call-to-action (CTA).
  2. Event Tracking: Use TikTok's events manager to set up conversion tracking. Install the TikTok pixel on your site, set up events (like a thank you page visit post-download), and ensure it captures the appropriate conversions.
  3. Audience Selection: I tested both broad and purchase-based audiences, finding better success with broader, interest-based groups.

Creative Strategy

A well-performing TikTok ad should:

  1. Hook the Audience: Use empathy-based hooks to grab attention.
  2. Include a Qualification Statement: Filter out unqualified leads.
  3. Offer Value: Provide educational content to retain viewer interest.
  4. Clear CTA: Utilize TikTok's native tools to add clear visual stickers pointing to the CTA.

Execution Tips

  1. Content Creation: Record your ads within TikTok to utilize spark ads, ensuring a native feel.
  2. Budgeting: TikTok requires a minimum budget of $ 50/day for campaigns.
  3. Optimization: Use TikTok's campaign budget optimization and regularly test different audience segments and ad creatives.

Keyword

  • TikTok Ads
  • Lead Generation
  • Business Growth
  • Advertising Strategy
  • CPA
  • CTR
  • CRM
  • Video Marketing
  • Conversion Campaign
  • Audience Testing

FAQs

Q1: Why should I consider using TikTok ads over Facebook ads? A1: TikTok ads currently offer better engagement and lower costs compared to Facebook ads, particularly in terms of CPM and CPA.

Q2: How can I track the success of my TikTok ad campaigns? A2: Use TikTok's events manager and ensure your TikTok pixel is correctly installed to track conversions and other key metrics.

Q3: What's the ideal length for a TikTok ad? A3: While both short and long formats can work, ads around 50 seconds with detailed content and a clear CTA have shown better performance in my experience.

Q4: What budget should I start with for TikTok ads? A4: TikTok requires a minimum daily budget of $ 50 for campaigns, so plan accordingly based on your overall advertising strategy.

Q5: How can I improve the performance of my TikTok ads? A5: Continuously test and optimize different creative formats, audience segments, and landing pages. Use TikTok's native tools for a more organic feel in your ads.

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