American Eagle
Elevating product sales and ROAS with Search Ads Campaign
The objective
Exploring search to enhance sales efficiency
American Eagle sought to explore the potential of TikTok's Search Ads Campaign to enhance product sales and increase ROAS. Their goal was to test how this new placement in TikTok's search results could complement their broader digital marketing strategies and improve overall performance. This pilot campaign aimed to gather key insights into the effectiveness of search-based advertising on TikTok, identify best practices for future optimizations, and position American Eagle to capitalize on the growing trend of user-driven, search-based shopping behavior on social platforms.
The solution
Turning curiosity into conversions with Search Ads Campaign
By integrating TikTok search campaigns into their always-on strategy, American Eagle tapped into a new stream of high-intent user behavior. Search-based advertising allowed them to engage users actively looking for specific products or content, capturing demand more efficiently than traditional discovery methods. American Eagle doubled down on this approach, using TikTok’s unique platform capabilities to target users further along in their purchase journey.
This strategy not only deepened engagement with over 2,000 product-related searches, but also boosted click-through rates (CTR) and sales conversions. American Eagle's search campaign focused on leveraging highly visual and immersive ads to deliver an experience that resonated with their audience. This allowed the brand to remain present during critical shopping moments while also driving cost-effective results. By adjusting their creative assets and refining their targeting based on search intent, they reduced cost per acquisition (CPA) by 46%, proving the potential of TikTok search as a cornerstone of their future digital strategy.
The results
Doubling ROAS and multiplying conversion rate
American Eagle's search campaign pilot exceeded expectations, delivering a 100% increase in return on ad spend (ROAS) compared to non-search campaigns. Additionally, the campaign saw a 46% improvement in CPA, demonstrating a more cost-efficient way to drive conversions. Most impressively, the conversion rate (CVR) increased by 10x, reinforcing the effectiveness of tapping into high-intent user behavior through Search Ads on TikTok. The campaign's success validated the opportunity search-based advertising's in American Eagle's broader media strategy.
Being one of the first brands to pilot TikTok's Search Ads Campaign has been an exciting opportunity for American Eagle. The way Gen Z is redefining how they discover and shop for products is undeniable and TikTok has become their favorite search engine. As we look ahead, we’re excited to explore more opportunities to connect with our audience in meaningful ways, leveraging TikTok’s unique platform to drive both brand love and results. We're thrilled to be at the forefront of this innovation.