TikTok-To-Search: The Game-Changing Strategy Behind $110M of Testing

Introduction

At the recent Search Arb Meetup 2023, a discussion centered on the thriving collaboration within the search arbitrage community took place. You've seen the incredible potential for scaling and monetizing with the right strategies, especially in light of the dominance of platforms like TikTok in the marketing landscape.

The session emphasized the importance of collaboration, shared experiences, and strategies that can help marketers grow collectively rather than competing against each other.

The Journey

Who We Are

Trendsy acts as a creative production agency aimed specifically at optimizing ads on TikTok. Our team at Maximedia, a performance marketing agency based in Canada, has been entrenched in the search arbitrage sector for seven years, initially working with Native advertising platforms like Taboola and Outbrain before transitioning to Facebook and finally TikTok.

Having secured one of the first 100 ad accounts in Canada, we quickly realized that traditional creatives from Facebook would not translate effectively to TikTok. This prompted a fundamental shift in our strategy; we pivoted towards user-generated content (UGC), which proved to be a game-changer.

Building a Strong Foundation

To harness UGC effectively, we built Trendsy, recruiting a diverse range of TikTok creators to improve our ad performance. Over three years, we invested $ 10 million and assembled a robust team of over 200 creators, compliance officers, and internal creative directors.

Our creative directors integrate data-driven insights from our media buyers, allowing for real-time optimization and ongoing training for our creators. This coordinated approach fostered synergy and enhanced the overall ad quality.

Creative Optimization

The Importance of Compliance

One critical aspect we emphasized was maintaining high compliance standards. By establishing a dedicated internal compliance team, we drastically reduced our ad rejection rates from 23% to just 0.3%. This reduction not only safeguarded our account health but also improved the quality of clicks.

Compliance isn't just about adhering to policy; it significantly influences both margin and profitability. Our experience demonstrated that compliant ads led to higher EPCs, even when they involved slightly higher CPCs.

Testing Strategies

One of the key highlights shared was our testing methodologies, which revolved around what we termed the "Rule of Fives." For every new campaign, we start by testing five creators, each generating five ads with different angles. This approach quickly scales to 25 ads, which we then test different hooks and calls-to-action (CTAs).

By maintaining flexibility, we can initiate these campaigns with lower budgets, typically around $ 10-$ 20 for each ad, ultimately identifying which creatives are performing best.

Innovative Creative Execution

To keep pace with the fast-changing nature of TikTok, we continuously diversify our creative efforts. Key methods include:

Repurposing Ads: By adjusting length or employing different ad formats, we can launch variations of the same core ad content without incurring high production costs.
Utilizing Interactive Add-Ons: Features such as stickers or countdown timers can refresh existing ads without needing to create new content.
Exploring Audience Segments: By tailoring ads to specific audiences, we enhance relevance and engagement.

Call to Action (CTA) Testing

The importance of a strong CTA cannot be overstated. Initially, ads without CTAs attracted high CTRs but ultimately resulted in poor back-end conversion rates. By crafting detailed CTAs, we significantly improved our user conversion, showcasing how the framing of an offer can make a substantial difference in ad performance.

Conclusion

Through relentless-testing, proactive partnership, and a commitment to compliance, our teams have navigated the complexities of search arbitrage on TikTok. By continually harnessing data-driven insights and creative innovation, we have successfully scaled ad spend significantly across the platform.

Keywords

TikTok
Search Arbitrage
User-Generated Content (UGC)
Compliance
Ad Optimization
Creative Testing
Call to Action (CTA)
Trendsy
Maximedia

FAQ

Q: What is the significance of user-generated content for TikTok ads?
A: UGC helps create authentic and relatable ads that resonate well with TikTok users, leading to better engagements and conversions.

Q: How did compliance affect the overall performance of ads?
A: Maintaining compliance significantly improved ad quality and reduced rejection rates, thereby enhancing account health and increasing profitability.

Q: What is the "Rule of Fives"?
A: The "Rule of Fives" involves starting new campaigns by testing five creators with five different angles, leading to 25 ads being launched to find winners in performance.

Q: Why is a strong Call to Action important in ads?
A: A strong CTA guides the user effectively towards the desired action, enhancing conversions and ensuring that the investment in advertising leads to profitable outcomes.