Test with TikTok: Scale Up Your Campaigns with Automation Solutions

About Test With TikTok

Test With TikTok is all about inspiring advertisers across Southeast Asia (SEA) to achieve more with TikTok For Business solutions. This way, you can focus on designing and developing campaigns exactly the way you want, while TikTok helps improve campaign performance. Our solutions deliver leading returns on investment, and they even prime audiences for your advertising on other platforms too. So, we'll be offering tips and tricks for boosting your brand, driving sales, and growing your business on TikTok.

Now advertisers have access to real-time data, everyone from brands to agencies are having to compete more intensely to deliver campaign results. In this third edition of Test with TikTok, we'll explore the best practices learnt from advertisers that have scaled up their campaigns with our automation solutions.

Advertisers Face Major Challenges During Real-Time Campaign Optimization

Generally speaking, there are three major challenges advertisers face when striving for the best-possible results from real-time campaign optimization. Advertisers:

- See their time spent quickly adding up while manually shifting, sorting, and re-allocating budgets to better-performing ad groups on a regular basis

- Lose out on customers and revenue opportunities due to uncompetitive bids, resulting in limited campaign scale

- Lack certainty on which creative combinations will drive the best-possible results.

Maximize Business Results with TikTok Automation Solutions

To help advertisers drive scalable campaign wins with a streamlined, hands-off experience, TikTok has created three automation features (listed below), with focuses on three areas: budget, bidding cost, and creatives. These automation features empower advertisers to improve campaign KPI delivery, budget consumption, and the stability of delivery.

The Test Format

To validate the impact of TikTok's automation solutions on advertisers' campaigns, we worked with 10 advertisers to measure the performance uplift on campaign delivery when using these three automated features. We designed an A/B test with our Split Test tool, creating two versions of each advertiser's campaign. Both campaigns had identical schedules, budgets, targeting, and creatives. The only variable was that test campaigns used our Campaign Budget Optimization, Lowest Cost Bidding, and Automated Creative Optimization solutions.

Results Deep Dive

Enabling the Campaign Budget Optimization, Lowest Cost Bidding, and Automated Creative Optimization features within a single campaign saw higher budget consumption rates. This helped the platform to gather more data points, and therefore to optimize the campaigns to drive more impressions, clicks, and conversions at a lower cost.

The campaigns that utilized TikTok's automation features helped advertisers to:

Drive scale with optimized budget consumption

All 10 advertisers achieved almost 100% budget consumption rates on their test campaigns. When campaigns enabled all three automation features, they spent more budget than the non-automated campaigns, allowing the platform's machine learning algorithm to gather more data points, and therefore optimize the campaign in real-time.

Drive more clicks, with lower cost per click

For Traffic objective campaigns, both the test and control campaigns consumed their entire budgets and achieved a similar click-through rate performance. However, the test campaign (with all three automation features enabled) obtained a 25% lower cost per click, indicating more clicks were achieved with the same budget.

For App Install campaigns, the test campaigns drove significantly higher spends, with an average 99% consumption rate. That's compared to an average 30% consumption rate on the control campaigns. Although advertisers in the control group increased their bids to match the competitive auction landscape, they were still unable to optimize their bids to scale up their campaigns effectively. In addition, the test campaigns also secured more clicks at an average 30% cheaper cost per click than the control campaigns.

Drive more conversions

For App Install and Conversion campaigns, TikTok's automation features helped to drive higher conversions and app install volumes, up to 13x higher, thanks to the higher scale achieved.

The automation features prioritized converting the most highly engaged audience segments first, and at the most efficient cost. Then, once the opportunity was maximized, the features proceeded to scale up conversion volumes by optimizing toward the next most engaged audience groups, to maintain peak campaign efficiency.

It's Time to Let the System Do the Work for You

Based on the above findings, advertisers should consider letting TikTok's advertising solutions do all the heavy lifting for them. With our automation features enabled, your campaigns can better capture the abundant opportunities to grow your business through our platform.

Stay tuned for more updates and advice from Test with TikTok.

Read the previous Test with TikTok blog post here.

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