DIBS Beauty
Improving CPA with Automatic Search Placement
The objective
Leveraging TikTok's community of shoppers to maximize sales
DIBS Beauty is an innovative brand dedicated to creating makeup essentials that deliver a flattering finish with no-nonsense application and good-for-you ingredients. As a direct-to-consumer brand, DIBS Beauty heavily relies on its online presence and online sales to drive business growth. Understanding TikTok's revolutionary role in community commerce and its incremental impact on the consumer shopping journey, DIBS Beauty turned to TikTok to leverage the platform's growing user base to advertise its suite of products.
The solution
Driving performance with Automatic Search Placement
During the 2022 Black Friday and Cyber Monday shopping period, DIBS Beauty utilized TikTok's innovative Automatic Search Placement (formerly Search Ads Toggle) feature to boost product promotion. Automatic Search Placement extends auction campaigns to deliver ads within the TikTok search results page by serving existing ad content against relevant user queries.
DIBS Beauty used Spark Ads to boost Co-Founder Courtney Shields' organic video that demonstrated the application of the DIBS Status Stick, narrating the product's unique features and usage instructions. The brand then employed Automatic Search Placement feature, ensuring its ad popped up on TikTok's search engine results page (SERP) when users entered relevant search terms.
This additional ad placement expanded DIBS Beauty's reach, making the brand visible not just on the For You page but also in active searches for the brand or related products. Whether users were exploring TikTok for fresh content, recalling older posts, or tracking down the latest trends, Search Ads emerged as a vital tool for DIBS Beauty, offering an avenue to engage and deliver rich and relevant content to TikTok's beauty community.
The results
Searching for success
The proof is in the performance! With Automatic Search Placement on, DIBS Beauty saw an 8% higher conversion volume and a 6x higher conversion rate compared to their non-search ads, highlighting the effectiveness of the product in directing people to the brand's website. With a 22% decrease in CPA compared to their non-search ads, DIBS demonstrated how Automatic Search Placement allows brands to achieve greater performance at a more affordable cost.
As a trailblazer in the world of beauty, it's no surprise that DIBS Beauty was one of the first brands to implement Automatic Search Placement. DIBS Beauty plans to continue leveraging TikTok's innovative ad solutions, including Automatic Search Placement, in their upcoming campaigns to further maximize sales and conversions.
TikTok has become a search engine for many of our customers looking to discover and learn more about our brand. With the success of our search ads campaign, we've discovered how to optimize our content and ad strategy around keywords most relevant to our target audience, and what information they are looking for us to deliver. Through TikTok, we've been able to elevate our search and social strategy to reach our audiences in an incredibly meaningful way.
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