TikTok Ads

What Stevin gets out of TikTok Ads

TikTok Ads works for the audiences where it works and not for the audiences where it does not. Sounds glib, but in practice it holds: for brands with an 18-34 audience it performs strongly on cost per acquisition, for B2B or 50-plus audiences it is symbolic. We see teams running TikTok because 'you are supposed to' without checking whether their audience is even there. The first step is always: measure whether your buyers are on it, not whether your competitors are advertising on it.

What you pair it with

The Events API has to be on, otherwise you lose 40 percent of your conversion data to iOS and privacy restrictions. On top of that: TikTok creatives live 3 to 7 days before they hit creative fatigue. Plan a production cadence of at least 5 new creatives a week, otherwise your account goes into a downward spiral within a month. We feed creative performance back to the creative makers with automatic reports per asset.

Common mistakes

• →Running an ad set until it stops working instead of 5 creatives in parallel with natural selection
• →Not using Spark Ads for creators you already follow organically, a missed lever
• →Optimizing web conversions in a market where 70 percent of your audience converts natively inside TikTok
• →Building lookalike audiences on all site traffic instead of on customers, the model gets the wrong signal