Should I be using TikTok Ads for Ecommerce in 2023

So you're already running Google or Facebook ads to promote your eCommerce store and drive sales, but now you're looking to scale this even more. Is it time to get to grips with TikTok ads as well? In today's article, we'll be looking at what makes TikTok such a powerful tool for e-commerce campaigns in particular and working out if it's right for you and your business. Stick with me while I break down both the opportunities and drawbacks of running TikTok ads in 2023, so that in 10 minutes, you'll have all you need to make a decision on adding this to your media strategy.

What Makes TikTok Ads Appealing?

Firstly, I want to break down what makes TikTok ads such an appealing option for entrepreneurs looking to drive growth across their store. The platform has made it clear that supporting e-commerce brands is a real priority for them. Like any new platform, the tools TikTok has released have gone through a lot of iterations in the last couple of years. However, in 2023, these have all been consolidated into one overarching campaign type: TikTok Shopping Ads. TikTok bills this as a simpler, smarter, and more advanced ad solution that helps brands meet shoppers wherever they are in the purchase journey, sparking demand and boosting sales.

Types of TikTok Shopping Ads

In practice, TikTok Shopping Ads are similar to other more automated campaign types that Google and Facebook have released over the past few years. The real benefit here is that while you can't just set and forget these campaigns, there is a pretty low barrier to entry, and there are a lot of opportunities to reach users at all parts of the funnel. Unlike the other two big players in the space, TikTok Shopping Ads are broken down into three really interesting distinct placements:

Video Shopping Ads: These are videos that you've uploaded, appearing to the most relevant users on their feed or for you page. Unlike normal TikTok ads, these have a clickable product button.
Catalog Listing Ads: Similar to Facebook ads, these serve your ads in viewers' feeds. When users click the call to action, they're given a list of relevant products to shop through.
Live Shopping Ads: This requires active participation on TikTok as a social media platform. You or someone you work with starts a live stream to showcase your products with a clickable call to action button.

Things to Keep in Mind

While TikTok Shopping Ads seem appealing, there are important things to consider as to why TikTok may or may not be the right channel for you:

Audience: TikTok is still dominated by younger users. In 2022, people aged 10 to 19 made up 25% of the platform's user base, and users aged 20 to 29 are 22% of the platform's audience.
Organic Content: A lot of TikTok users come to the platform to be entertained, not advertised to. To truly succeed, you need to commit time and effort to creating engaging content.

Is TikTok Right for Your Business?

To determine if TikTok is right for you, ask yourself:

Is your product aimed at younger age groups?
Do you have the time to invest in building organic content?

Examples of successful brands on TikTok, like Duolingo and Ryanair, show that embracing the platform and creating engaging content can drive significant sales and brand affinity.

Conclusion

To wrap things up, while I would have loved to give you a definitive yes or no answer, it really depends on the nature of your business and what you're willing to put into the platform. For the right brand, the potential rewards are huge, and given that TikTok is a new platform that's not oversaturated, your budget can go a long way.

Keywords

TikTok Shopping Ads
eCommerce
Video Shopping Ads
Catalog Listing Ads
Live Shopping Ads
Younger Audience
Organic Content
Brand Affinity
Duolingo
Ryanair

FAQ

Q: What are the different types of TikTok Shopping Ads available in 2023?
A: The three main types are Video Shopping Ads, Catalog Listing Ads, and Live Shopping Ads.

Q: Is TikTok suitable for targeting older demographics?
A: TikTok is still predominantly used by younger audiences. If your product is aimed at older demographics, platforms like Google or Facebook may be more effective.

Q: How important is organic content for running TikTok ads?
A: Very important. Successful TikTok campaigns often rely on engaging organic content to build brand trust and rapport with users.

Q: Are TikTok ad campaigns similar to those on other platforms like Meta and Google?
A: Yes, they are similar in terms of structure and automation, but they require active engagement and tailored organic content creation for the best results.

Q: Can you run TikTok ads without an organic account?
A: No, ad accounts on TikTok need to be connected to an organic account to allow users to see more context around your business.