JazzCash
Driving conversions through Pangle, TikTok for Business' Audience Network.
The objective
JazzCash wanted to test various ad placements on TikTok's Ads Manager for different objectives.
Having already run successful campaigns on TikTok, JazzCash has been familiar with using TikTok and Pangle placements for their full-funnel campaigns. The brand now wanted to test the various placement options available and understand the impact of using TikTok only placement and Automatic Placement (TikTok + Pangle).
The solution
Conducting a split test to understand the impact of each placement!
With Pangle being TikTok’s audience network through which advertisers can extend their campaigns beyond the app and reach different users on an extensive network of premium partners, JazzCash opted for a split test analysis to understand the kind of impact brought on different parts of the funnel by using specific placements. Using the TikTok Ads Manager and the same set of creatives, one ad group was created serving ads on TikTok placements only, while the second ad group was set up with Automatic Placement, which included TikTok and Pangle placements.
The results
TikTok increased volume for upper funnel metrics for JazzCash, while Automatic Placement drove volume for conversions at a lower cost.
Being a discovery and entertainment platform, results showed TikTok as the prime driver for JazzCash’s upper funnel metrics. The ad group using only TikTok placement reached 50% more users and drove higher consideration amongst users with an increase in conversion rates of 2.5x in comparison to the ad group with automatic placement.
Automatic Placement, meaning TikTok and Pangle placements together, was the true hero for lower funnel metrics. This ad group showed a significant increase in conversions brought through Pangle, at a CPI that was 44% lower than that from TikTok only placement.
Overall, the combination of Pangle and TikTok was enlightening in terms of understanding unique user environments and behavior. With TikTok placement driving 4x higher awareness and Automatic Placement driving 2x higher conversions, it was demonstrated that these two placements have significant, yet different effects at different stages of the funnel for JazzCash
The ethos I like to instill within my team is one of constant innovation and experimentation. When the TikTok team came to us with Pangle, we were excited to be one of the first in the industry to test it out. Our results have been splendid with an increase in both awareness and conversions. Digital marketing truly is the future. And with platforms such as TikTok, we’re always looking forward to what other new technologies and modes of advertising they’ve got up their sleeves.
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