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Learn How TikTok Advertising Works With This Free Guide

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Learn How TikTok Advertising Works With This Free Guide


TikTok explains how its advertising campaigns and tools work in a free course for businesses, which comes with multiple videos and a downloadable guide.

The new course, called TikTok Tactics, is broken down into four core components:

  1. Attribution (web + app)
  2. Targeting, Bidding, & Optimization
  3. Product Catalogs
  4. Advertising Creative

TikTok’s easy-to-follow guide is a universal set of best practices to help all businesses achieve success regardless of what their advertising goals are.

Before going over the tactics included in the course, let’s go over what makes the TikTok audience unique compared to users on other social media platforms.

TikTok Audience By The Numbers

TikTok provides the following statistics to help businesses learn who the TikTok audience is and what they want to get out of using the platform.

  • 75% of TikTok users want to be entertained
  • 42% of TikTok users discover new things on the platform
  • 68% of TikTok users are inspired by the content they see
  • 91% of TikTok users take some action following the content they see
  • 25% of TikTok users have researched/purchased a product they saw advertised
  • 61% of TikTok users feel its advertising is unique compared to other top social platforms
  • 45% of “heavy” TikTok users feel that the advertising blends in with other content

TikTok Advertising Tactics

TikTok Ads Manager

TikTok advertising begins with the TikTok Ads Manager, which is a self-serve platform that can drive results across the funnel for your business.

Within TikTok Ads Manager, businesses can utilize four tactics to achieve their marketing goals.

Each tactic has three levels that unlock additional advertising features.

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Here’s more about each tactic and the different levels within them.

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1. Attribution (Web + App)

Attribution means knowing where your conversions are coming from so you can make informed decisions about your campaigns.

Setting your business up on a solid attribution foundation is the first requirement to building a successful advertising strategy on TikTok.

TikTok offers multiple ways to attribute events from your website to your TikTok advertising.

First, you need to implement a web attribution tool — either the TikTok pixel or the events API.

When utilizing this tactic you begin at level one and unlock additional features as you move up the ladder.

  • Level One: Pixel standard mode for basic conversion tracking (best suited for businesses that don’t have a dedicated web development team).
  • Level Two: Pixel developer mode (a more advanced solution for businesses that have a dedicated development team).
  • Level Three: Events API — a server-to-server integration that lets you share website’s events directly with TikTok.

2. Targeting, Bidding, and Optimization

This tactic is all about analyzing and adjusting campaign parameters to hit your goals.

Targeting, bidding, and optimization are three levels in one, which all work together in harmony. Unlike the other advertising tactics that work in a hierarchy,

TikTok emphasizes the importance of having resources dedicated to the day-to-day running of advertising campaigns.

That’s because the TikTok advertising platform evolves quickly and is always introducing new tools to enhance campaign performance.

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Having a dedicated resource in house, or via an agency, can help you stay up to date.

3. Product Catalogs

This tactic is exclusively for businesses that sell products, as it focuses on a suite of tools that will help get those products in front of the right audience.

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The catalogs tactic helps your business create ads at scale.

Let’s say you have three products and three audiences. It would be easy to go into TikTok Ads Manager and create nine ads, one for each combination of products and audiences.

On the other hand, it wouldn’t be so easy to create ads manually if you have upwards of 100 or 1000 products.

Instead, you can let TikTok’s platform create ads for you dynamically using your product catalog.

All you have to do is upload your product catalog and choose the level in the three-step system that’s right for your business.

  • Level One: Upload products manually
  • Level Two: Upload product catalogue from a CSV template
  • Level Three: Upload a catalog feed

Again, this is a hierarchy. As you level up you will unlock additional ad formats.

So uploading a catalog feed will grant you access to the maximum amount of ad formats available.

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4. Advertising Creative

Every TikTok video is a full screen, immersive, sound-on experience. This includes TikTok ads as well.

Greater immersion translates into higher engagement levels and richer interactions.

But it also means constantly having to keep your brand message fresh in order to maintain a high level of performance.

It’s recommended that businesses have a steady supply of new advertising creative fed into their account, ideally on a weekly basis.

Here are the three levels to TikTok creative, with each one unlocking more advertising capabilities.

  • Level 1 – Repurpose Creatives: Creative tools available in Ads Manager will allow you to repurpose existing ad assets.
  • Level 2 – Dedicated TikTok Ads: At this level you engage with creators, either directly or through the TikTok marketplace, to create a steady flow of spark ads (TikTok’s native ad display format).
  •  Level 3 – Creative Partner Ecosystem: At this level you will have a TikTok creative API partner on retainer feeding you five to ten new creatives per week.
See also  TikTok expands Shopify partnership, pilots TikTok Shopping in US, UK and Canada

TikTok Advertising Best Practices

Now that you’re familiar with the four TikTok advertising tactics, which you can learn more about in the company’s full guide, let’s quickly go over some best practices.

Screenshot from tiktok-tactics.com, January 2022.
  • High resolution: Aim for a video resolution of 720p or higher.
  • Use audio: Experiment with sound and jump on emerging music trends.
  • Fit to screen: Make your video a perfect fit for the screen with a 9:16 aspect ratio.
  • Keep creative in focus: Ensure important information isn’t covered by in-app overlays.
  • Mobile-first: – Create ads in a vertical video format, ensuring key visuals are in frame.
  • CTA: Inspire action with a clear CTA at the end of each ad.
  • Keep it short: The ideal length for a TikTok video ad is 21 to 34 seconds

Source: TikTok Tactics


Featured Image: Miguel Lagoa/Shutterstock

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How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

More resources:


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