Drive conversions across the funnel with TikTok Lead Generation

On TikTok, engagement goes beyond likes and shares. With over one billion global users showing up on the platform every month to co-create with brands, spark conversations and build communities, there is a hyper-engaged audience on TikTok for every business. If you want to learn how to turn your audience into customers, our new-and-improved lead generation solution is for you.

Lead generation is a versatile objective that brands can use to grow any part of their marketing funnel. Whether you are looking to raise awareness about a new product or acquire new customers, lead generation can help you collect meaningful signals from people interested in your business.

Our new solution enables brands to run lead generation using our in-app Instant Form or your own website via one entry point on TikTok Ads Manager. This means that when a user taps the CTA button on a lead ad, it will either open an Instant Form where people can learn about your business, leave their contact information, and signal their interest in your product or service, or redirect users to your own website where they leave their contact information.

To see the solution in action, check out how Spanish beauty brand Nina Ricci used a lead generation campaign to collect qualified leads for their new fragrance, achieving a 83% reduction in cost per lead and a 41.85% conversion rate.

Lead don't follow with these top tips

If you're ready to start but not sure which type of form is more relevant for your business needs, here are some tips to find the right solution for you:

We know that getting started with a new type of campaign can require some testing and learning. Using these proven tactics can help you set up your campaign for success and give you a head start with your test and learn agenda:

• Start with a compact account structure consisting of 1-3 campaigns to avoid complex management and duplication between campaigns or ad groups.

• Ensure you have a sufficient daily budget. Use a minimum daily ad group budget that's 20x your expected cost per lead to achieve at least 20 conversions per day for performance stability.

• Run your prospecting and retargeting campaigns side-by-side. It's easier to convert someone who's already familiar with your brand, so retarget users who have already engaged with your ads. Run evergreen prospecting campaigns or ad groups to continually feed your retargeting audiences with Automatic Targeting. Lead Gen advertisers who use automatic targeting see a 26% decrease in CPA¹*

• Opt for Lowest Cost bidding to give the system more flexibility to drive the maximum number of leads within your daily budget.

• Make your offer clear and appealing by adding a display card or a scrollable carousel via Instant Form or TikTok Instant Page.

These baseline recommendations will help you build a solid base for your first lead-generation activity on TikTok. To get started with your lead generation campaign, sign up for TikTok Ads Manager and check out this guide for our tips on how to optimise ad performance.

* Auto Targeting is not recommended for clients who need to exclude custom audiences.

Sources

TikTok Lead Generation & Auto Targeting Study 2022