NewsPicks

The Objective

Acquiring new app users

NewsPicks is a Japanese social online media and news site that delivers economic news from more than 90 media outlets in Japan and abroad. NewsPicks has been advertising with TikTok for Business since February 2022 with the goal of acquiring new users for the app.

The Solution

Optimizing ad delivery with Smart Performance Campaign

To support the brand's user acquisition efforts, the TikTok team suggested using Smart Performance Campaign, TikTok's end-to-end automation solution. Smart Performance Campaign simplifies the Ads Manager process by removing the need to set up ad groups for each new campaign manually. It also makes evaluating performance easier. With Smart Performance Campaign, advertisers no longer need to examine the performance of each ad creative separately. They can jump directly to the performance data for each video and text.

Sensing the potential of this automation solution, NewsPicks launched its first Smart Performance Campaign in September 2022. The brand reached the right audience automatically and maximized results at scale, giving it more time to focus on creative production.

The Results

Reducing cost per install

By following TikTok best practices and focusing on creative quality, NewsPicks saw excellent results, reducing cost per install (the brand's primary KPI) by 28%. The brand also decreased its cost per click by 28% while increasing the click-through rate by 13%, exceeding expectations. Because of this success, NewsPicks has continued to run Smart Performance Campaigns and allocate a high budget to TikTok.