The Perfume Shop

The Objective 

The Perfume Shop aimed to enhance its TikTok performance by driving higher-quality web traffic and improving click-through rates. They ran with a new approach, focused on engaging users with brand-tailored, seasonally relevant creative that showcased its product range and gifting options. To achieve this, The Perfume Shop launched a TikTok Search Ads campaign, optimised for traffic, allowing the retailer to select keywords that targeted high-intent users actively searching for inspiration and relevant products. The overarching goal was to maximise impact in the lead-up to the holiday season by aligning creative formats and messaging with audience preferences and seasonal shopping trends.

The Solution 

The Perfume Shop, in collaboration with their agency, Incubeta, focused on selecting the most effective keywords, leveraging the Broad Match match type to drive maximum relevant traffic. By ensuring that creatives were highly relevant to the targeted keywords, the campaign delivered strong performance. To further optimise results, the team diversified creative formats by introducing Carousel Ads and TTCX VCP videos. This expansion enhanced user engagement and drove a significant uplift in overall campaign CTR, demonstrating the value of a paid search-led approach in TikTok campaign strategy.

The Results 

1. The campaign achieved an overall CTR of 5.16%, significantly outperforming the 2023 account average of 0.87% for traffic campaigns, demonstrating the importance of leveraging high user intent to drive quality traffic, as well as the need to consider seasonality when selecting keywords

2. Refreshing creative with native assets (TTCX) and experimenting with the Carousel Ads product to drive an increase in CTR, with the Carousel driving 7.66% compared to 3.35% with only videos.

3. The campaign also saw a improvement in cost-per-click (CPC), reducing from the previous account average of £0.37 last year to just £0.15