(PART TWO) Digital Marketing Strategy 2021: Underpriced Attention On Social Media (TikTok Ads KILL!)

Introduction

A couple of weeks ago, I shared a video titled “Digital Marketing Strategy in 2021”, which resonated with many viewers. In that video, I discussed the immense potential of TikTok ads for clothing brands, emphasizing their affordability and effectiveness compared to traditional platforms. Due to the positive feedback and the value many gained from that video, I decided to dive even deeper into the realm of TikTok ads in this article.

TikTok Ads Insights for Clothing Brands

Since the last video, TikTok has introduced more targeting options concerning interests and behaviors, which has significantly enhanced their ad effectiveness. Initially, one challenge I faced with TikTok ads was the limited targeting capabilities relative to Facebook ads. However, the platform's newfound targeting features have allowed me to cater my ads to a more specific audience in Canada, which has led to better performance.

Ad Fatigue Management

One issue I encountered while running TikTok ads was ad fatigue, where the same ad was shown repeatedly to the same audience, resulting in declining performance. It’s crucial to adapt your ads continually; running the same ad indefinitely will not yield consistent results. This is a common and natural aspect of advertising that all brands should be prepared for.

Performance Metrics Overview

To give you an idea of the ad performance, as of July 23rd, I spent $ 231.48 on TikTok ads, achieving a cost per click of $ 0.26 and generating nine conversions with a return on ad spend (ROAS) of 4.14. This means I earned back over four times my investment, culminating in $ 2,079.87 in sales for the day and about 20 orders, with several carts still active.

Structuring TikTok Ads

When structuring TikTok ads for my clothing brand, I followed a simple framework akin to that of Facebook ads, which includes three primary components: campaign, ad group (ad set), and creatives (ads).

In the ad group, I refined my targeting strategy. I previously cast a wide net by targeting just Canada, but I found better success with specific interests and behaviors, such as outdoor activities, nature, drinks, and auto vehicles, which resonate with my rural Canadian audience.

Diverse Ad Creatives

Investing my daily budget (around $ 300) across multiple ad creatives has also proven effective. By running three different ads, TikTok can allocate spending to high-performing ads, reducing the risk associated with relying on a single creative. By the end of the day, I found that one ad performed exceptionally well, gathering most of the budget because TikTok's algorithm identified it as a top performer.

The best-performing content has been raw and authentic, resembling a montage that highlights the lifestyle associated with my brand. This included footage of people enjoying my clothing in various settings — from nature to urban environments, showcasing the essence of my brand.

Conclusion

I hope this article inspires you to try running your own TikTok ads for your clothing brand. By applying the strategies and insights I've shared, you can leverage the underpriced attention on social media to increase your brand's visibility and drive sales.

Keywords

TikTok Ads
Digital Marketing
Clothing Brand
Underpriced Attention
Targeting Options
Ad Fatigue
Return on Ad Spend (ROAS)
Performance Metrics

FAQ

Q: What are TikTok ads?
A: TikTok ads are promotional content that brands can use to reach users on the TikTok platform, leveraging the app's unique format to engage potential customers.

Q: How do TikTok ads compare to Facebook ads?
A: TikTok ads tend to be underpriced compared to Facebook ads, especially concerning cost per click, though Facebook offers more precise targeting options.

Q: What strategies can help prevent ad fatigue?
A: To prevent ad fatigue, continuously refresh your ad content, rotate different creatives, and regularly analyze performance metrics to make data-driven adjustments.

Q: What is Return on Ad Spend (ROAS)?
A: ROAS is a marketing metric used to measure the revenue generated for every dollar spent on advertising. A higher ROAS indicates a more effective ad campaign.