The E-Commerce Starter Guide for Small-Medium Business

On TikTok, shopping takes on a whole new meaning. There’s nothing like going viral on the app to infuse excitement around a product – and to sell it out many times over. In fact, 11% of small-medium businesses say they have sold out of a product as a direct result of advertising on TikTok[1].

Every day, people around the world watch a movie length’s worth of content on TikTok[2], it’s a digital landscape that’s ideal for brands and marketers looking to boost sales and engage with new audiences.

Best of all, our research shows that 92% of global users take action after watching a TikTok video, and that users are 50% more likely to buy something that they find directly on the platform[2].

No matter what stage your E-Commerce business is at – whether you’re an established online retailer, or just getting started selling direct-to-consumer – including TikTok in your advertising strategy is the best way to unlock your sales potential and reach the devoted fans who are waiting to find you.

Getting Started

Working with TikTok Ads is easy. Here’s a quick walk-through on how to set yourself up for success:

1. Create your TikTok Ads Manager account.

• It’s as simple as signing up and setting up a payment method!

• Click here to view the detailed instructions on how to complete this step!

2. Set up your TikTok Pixel.

• TikTok Pixel allows you to capture events for all the visitor actions you value, and informs your campaigns to find users more likely to become customers.

• We recommend advertisers start with a minimum of 3 pixel events: View Content, Add to Cart, and Complete Payment. We choose these three events as it provides us with good indicators of users intent across the funnel and makes it easier to identify prospects (new customers interested in your brand) and how likely they are inclined to convert.

• Next, turn on Automatic Advanced Matching, as well as First Party Cookies. This makes it as easy as possible for users to effortlessly shop on your website in a way that keeps their information safe and secure.

Pro Tips about the Pixel:

• Set up Pixel with a single click if you use a TikTok E-Commerce Partner Platform (including Shopify, BigCommerce, Ecwid, WooCommerce, Prestashop and more!

• Add Pixel Custom Code events with little to no developer resources using TikTok’s tag template with Google Tag Manager. Click here to learn more!

3. Build your first ad creative.

• If you have existing organic videos:

Find an existing TikTok video to use with Spark Ads. The video can be from your own account or a TikTok made by creators (with their approval).

• If you don't have an existing organic video:

Use our inspiration page and Creative tools to guide your advertiser on video creation. They'll upload their video during campaign creation.

• Don’t be intimidated by the video format – we have plenty of tools and resources to get you started! Get inspiration to create an original video, and see what creative tools can help you bring your ideas to life!

Pro Tips about Spark Ads

• Spark Ads are an ad format that transforms existing TikTok videos into paid ads on the For You feed. Because Spark Ads feel like native content, they tend to perform better.

• Our research suggests the best performing Spark Ads are videos that touch on your business or product with the most views. This works better if your video is recent, within the first 3-5 days, but you can use any TikTok video with Spark Ads!

4. Run your first campaign!

• You’re almost at the finish line – to start setting up your first campaign in TikTok Ads Manager by clicking ‘Create an Ad’ on your dashboard.

Campaign Level:

• Select the ‘Website conversions’ objective.

• Turn off ‘Set Campaign Budget’ (instead, you’ll use daily ad group budgets for more control).

Ad Group Level:

• Select ‘Website’ and your Pixel.

• Choose ‘Add to Cart’ as your Optimisation Event (do this because our research shows that starting with Add to Cart events helps the system learn what types of visitors convert).

• Choose ‘TikTok’ under ‘Select Placement’.

• Choose your Targeting.

• Set a daily ad group budget of at least $30 USD to start.

• Choose ‘Lowest Cost’ for your bid strategy.

Ad Level:

• Select identity to use your account to run Spark Ads.

• Select the organic post you’d like to use as your ad, or upload your new video.

• Fill in your ad’s Text and URL. This is what your ad will say and link to on TikTok!

• Select ‘Dynamic’ for ‘Call to Action’.

Click ‘Submit’ to send your first campaign for review!

Proven Results

Take it from HiSmile , the teeth whitening brand who launched with a TikTok-forward advertising strategy. When they first started advertising on the platform, they opted for lower funnel events like ‘Complete Payment’, but saw limited results. Eventually, they decided to pivot and optimise for events that occurred earlier in the purchase journey, like ‘Add to Cart’. This allowed them to teach the TikTok system who was most likely to become one of their customers, and lead to more effective advertising results. This simple tweak lead to HiSmile driving a 28% lift in sales revenue!

Key Takeaways to Keep in Mind

• TikTok has millions of users waiting to find your business. Don’t delay on advertising to them!

• Getting started with TikTok ads is easy. Follow our step-by-step guide and you’ll be on your way!

• The TikTok system only knows what you teach it. To start, choose to optimise for early-funnel events for best results!

Keep your eyes peeled for the next instalment of this 2 part blog series for Small-Medium, Ecommerce businesses - packed with best practice tips to get started with TikTok for Business.

Can’t wait? Jump ahead and download the full guide filled with all the tips, advice and a practical checklist you’ll want to make your business a success with TikTok ads.

Sources: (1) TikTok Marketing Science EUI SMB Advertiser Research 2022 conducted by Advertiser Perceptions (2) TikTok Marketing Science Global Time Well Spent Research 2021 (Conducted by Kantar)