My $111k/m TikTok Ads Strategy (Bid Ladders / LIVE SET-UP)
Summary
TLDRIn diesem Video wird eine Werbekampagne auf TikTok vorgestellt, die im vierten Quartal des letzten Jahres erfolgreich war. Der Schöpfer erklärt, wie er eine 'Bid-Ladder'-Strategie nutzt, bei der er eine Website-Konversions-Kampagne einrichtet und verschiedene Zielgruppen, Altersgruppen und Länder auswählt. Er betont die Bedeutung von Test- und Kopiervariationen, um die höchste Performance zu erzielen, und zeigt, wie man die Kampagne mit verschiedenen Geboten ausführt, um das beste Ergebnis zu finden.
Takeaways
- 🔧 Die Kampagne nutzt eine 'Bid Ladder'-Strategie, um die besten Ergebnisse bei niedrigsten Kosten zu erzielen.
- 📅 Diese Methode wurde bereits im vierten Quartal des letzten Jahres erfolgreich angewendet.
- 🌐 Die Kampagne wird auf einer Facebook-Ad-Konto laufen, mit Website-Konversions-Smart-Performance und deaktiviertem F-Tracking.
- 📊 Die Zielgruppe sind Frauen im Alter von 25 Jahren und älter in den USA und Australien.
- 🎯 Ziel ist es, eine benutzerdefinierte Zielgruppe mit einem Einkauf-Lookalike-Publikum zu erreichen.
- 🚀 Die Kampagne wird mit einer täglichen Budget von 100 Dollar gestartet und um Mitternacht aktiviert.
- 📈 Die Bid Ladder beginnt bei 6,54 Cent und steigt in bestimmten Schritten bis zu 14,55 Cent.
- 📱 Die Werbeinhalte werden auf TikTok hochgeladen und umfassen mehrere Videos mit verschiedenen Texten.
- 📝 Die Texte werden aus einer Erfolgsliste ausgewählt, um die Click-Through-Rate zu maximieren.
- 🔗 Die Werbeaktion soll den Traffic auf die Sammelseite und nicht auf die Produktseite leiten.
- 📈 Die Kampagne nutzt UTM-Tracking, um die Kampagnenleistung zu analysieren.
Q & A
Was ist das Ziel der beschriebenen Kampagne?
-Das Ziel der Kampagne ist es, eine Website-Konversion zu optimieren und eine erfolgreiche Werbekampagne auf TikTok mit einer Bid-Ladder-Strategie zu setzen.
Was ist eine Bid-Ladder-Kampagne?
-Eine Bid-Ladder-Kampagne ist eine Werbestrategie, bei der mehrere Anzeigengruppen mit unterschiedlichen Geboten erstellt werden, um herauszufinden, welches Gebot die besten Ergebnisse bei der Kosteneffizienz bietet.
Welche Zielgruppe wird in der Kampagne angegangen?
-Die Kampagne zielt auf erwachsene Frauen ab 25 Jahren in den USA und Australien ab, die in der Lage sind, Geld auszugeben.
Wie wird die Zielgruppe in der Kampagne definiert?
-Die Zielgruppe wird durch ein benutzerdefiniertes Publikum, das auf einer Kaufähnlichkeit basiert, definiert, und es werden sowohl US- als auch internationale Käufer berücksichtigt.
Was ist der Unterschied zwischen 'Balanced' und 'Bought' in Bezug auf die Kampagnenauswahl?
-In der Kampagne wird 'Balanced' und 'Bought' verwendet, um anzugeben, ob die Kampagne auf beide oder nur auf eine der Optionen ausgerichtet ist, um eine ausgewogene oder eine gekaufene Reichweite zu erreichen.
Was ist der Zweck der 'automatic creative optimization'?
-Die automatische Creative-Optimierung ist wichtig, um die besten Versionen der Werbeinhalte zu identifizieren und zu verwenden, um die besten Ergebnisse zu erzielen.
Wie wird die Budgetierung in der Kampagne festgelegt?
-Die Budgetierung ist auf 100 Dollar pro Tag festgelegt, und die Kampagne wird sofort gestartet, jedoch so eingestellt, dass sie kurz vor Mitternacht beginnt.
Was bedeutet 'accelerated spend' und warum wird es in der Kampagne verwendet?
-'Accelerated spend' bedeutet, dass das Budget so schnell wie möglich ausgegeben wird, um eine schnelle Reichweite zu erreichen. Es wird verwendet, um die Kampagne effizienter zu machen.
Wie wird die Textauswahl für die Werbeinhalte in der Kampagne bestimmt?
-Die Textauswahl basiert auf einer Cheat-Sheet mit performenden Texten aus der Vergangenheit, die zur Steigerung der Klickraten und zur Anziehung von Besuchern auf die Website verwendet werden.
Welche Art von Creatives werden in der Kampagne getestet?
-In der Kampagne werden verschiedene Creatives getestet, die auf TikTok noch nicht getestet wurden, um zu sehen, welche die besten Ergebnisse bringen.
Wie wird die effektive Creative-Auswahl in der Kampagne bewertet?
-Die effektive Creative-Auswahl wird anhand der Performance der Kampagne bewertet, insbesondere anhand der Kosten pro Akquisition und der Umsetzung der Website-Konversion.
Outlines
📈 Einstellung einer Bidding-Strategie
Der Sprecher erläutert, wie er eine Bidding-Strategie namens 'Bid Ladder' einstellt, die er erfolgreich im letzten Quartal des Vorjahres verwendet hat. Er plant, eine Videokampagne einzurichten, die auf der Website-Konversions-Smart-Performance basiert. Er geht durch die Schritte der Einrichtung in der Werbeplattform, wählt Zielgruppen nach Alter und Geschlecht aus und verwendet eine Lookalike-Audienz. Er legt außerdem fest, dass die Kampagne in den USA und Australien laufen soll und wie er die Budgets für die Kampagne einstellt.
📊 Test der Bidding-Strategie
Der Sprecher erklärt die zweite Hälfte seiner Strategie, bei der er die Bids variiert, um zu testen, welcher Bid am besten performt. Er kopiert die erste Anzeigengruppe zehn Mal und ändert nur den Bid. Er erklärt, dass er historische Daten verwendet, um die Bids zu bestimmen, und dass er die Bids in einem bestimmten Bereich variiert. Der Sprecher betont die Wichtigkeit von Tests und wie er verschiedene Texte und Creatives verwendet, um die besten Ergebnisse zu erzielen. Er zeigt auch die Creatives, die er für die Kampagne verwendet, und wie er die Anzeigengruppe auf TikTok eingestellt hat.
Mindmap
Keywords
💡Bid Ladder
💡Pixel
💡Optimierungsereignis
💡Automatische Kreativoptimierung
💡Benutzerdefinierte Zielgruppe
💡Kostengrenze (Cost Cap)
💡Beschleunigtes Ausgeben (Accelerated Spend)
💡TikTok Spark Ads
💡UTM-Tracking
💡Kreativtest
Highlights
Setting up a bid ladder campaign for Q4
Using a strategy that performed well in the past
Campaign will run on ad account with website conversion and smart performance off
Media buying tracking sheet mentioned for campaign details
Optimization event set to 'complete payment'
Disabling user downloading in advanced settings
Enabling automatic creative optimization
Targeting US and Australia with female audience
Age targeting set to 25 and above
Creating a custom audience with a purchase look-alike
Enabling target expansion for audience reach
Setting daily budget to $100 with immediate start
Adopting the minimum recommended bid for the campaign
Starting bid ladder at 6.54 cents and increasing
Uploading content for the campaign
Using a copy that has historically performed well
Directing traffic to the collection page instead of a product page
Using dynamic call to action and UTM tracking
Duplicating the ad set to test different bids
Strategy focuses on testing one variable: the bid
Aim is to find the optimal bid for cost per acquisition
Testing a new group of creatives on TikTok
Examples of the creatives being used in the campaign
Transcripts
yo what's up gents don't mind the fact
that I don't have a shirt on but I did
want to do a quick little recording here
for you guys just setting up a nice
little bid ladder campaign this is a
strategy I've been using haven't used it
actually in a minute but I use it pretty
heavily in quarter four of last year and
it performed quite well I'm just gonna
make a little quick video I actually
have another one out of it this is just
going to be another one recreating it
with some live content that I'm going to
be running so this is actually going to
be running on our ad account so we're
gonna have this website conversion smart
performance is going to be off F here
inside the media buying tracking sheet
uh we're gonna be running if you guys
need this it's inside Discord group so
let's go ahead to drop that in there
we're going to go ahead leave all this
as is Click continue add a group name
I'm just going to copy this cool so
we're just going to go ahead and select
the pixel select the optimization event
as complete payment we're gonna go click
select placements we're going to
deselect the pangol advanced settings I
just like disabled user downloading this
is the other ones are fine I'll show
search that fine you can like debatably
toggle that on and off some people
consider it a waste of money I'm gonna
leave it on doesn't matter to me I'm
gonna leave I'm gonna turn on automatic
creative optimization I think this is
important for this locations I'm gonna
go ahead and also do Australia here so
we're gonna do a us and Australia we're
gonna be doing female and we're gonna
only want females that are older like
like not young young but like not old
old either and definitely not all we
definitely don't want people that are 13
to 17 on people that can actually spend
money I'm gonna go ahead and debatably
let me see how much this changes the
audience I'm gonna go ahead and do 25
plus right so it's actually a set of 21
plus it's gonna be a 25 plus and I'm
gonna go ahead and actually update this
here just so I have this all accurate
beautiful so let's go ahead and um we're
going to be targeting we're gonna be
targeting a custom audience here it's a
look-alike and all we're going to be
doing is a purchase look alike I'll show
you guys which one I'm gonna use we're
just going to do a us a US purchase look
like and I'm gonna go ahead and do to
abroad actually we can just toss them
both in there it's going to make it a
little bit bigger but yeah I'm going to
add both balanced and brought in there
cool so that narrows Downer size a
little bit more we're not going to have
any exclusions here or as interest beer
this is all going to be the same I'm
going to enable Target expansion and I'm
going to allow audience to be expanded
on I'm going to go ahead and set this to
about a hundred dollars a day I'm going
to let it start immediately oh actually
no I'm gonna set this to tonight so
we're gonna set it to right before
midnight so it's gonna yeah should be
Gucci we're gonna go ahead and go to
conversion we're gonna go ahead and drop
a cost cap here you can see they have a
minimum bid here recommended I'm
actually going to adopt this minimum bid
that I have that they're they're
recommending here and I'm going to start
my bid ladder at that and go up so you
can do a bid ladder two different ways
you can start from a certain number and
go down or you can start from a certain
number and go up in this case I'm going
to start with 6.54 cents and I'm gonna
go up and we're gonna see what happens
so we're also gonna turn on accelerated
spend click next and then we're gonna go
here I'm not going to be doing no spark
ads this is just going to be straight up
on Tick Tock we're gonna go over to the
upload section here and we can actually
upload the content that we're going to
be using so overall we're actually going
to be using all the all this content but
not all in this specific campaign I'm
just gonna go ahead and upload them all
so Tick Tock has them and this is going
to take a little bit of a second so
while that's doing its thing we're going
to go ahead and add some text here we're
going to be pulling the text from my
little cheat sheet of what has performed
for us in the past and I'm gonna go
ahead and identify what I want to use
and this will change all the time I will
do different text I'm constantly going
to be testing copy this is extremely
important to test you want people to go
from the tech talk to your website you
want that click through rate to be as
high as possible so you want your copy
that use to be as high quality as
possible one that I like and actually
don't have it written here it's run
don't walk to
popbring.com I like this one right here
so we're gonna go ahead and use this
here we're gonna go ahead and paste it
so you can see it's asking us to
re-upload it says because it contains
duplicate name so we can go ahead and
rename this which is I don't want to
re-upload that exact same one there uh
you can see One issues text may contain
the URL okay let me just make sure that
doesn't have the URL so run don't walk
to puffering I think that's a good piece
of copy that could get people to
actually go to the site now as far as
the actual URL here we're going to go
ahead and send everybody to the all page
so the collection page instead of the
the product page so we're just gonna
have them go directly to the collection
page call to action I'm going to leave
the system Dynamic to be honest with you
interactive add-ons don't want to put
anything right now on there this year
I'm going to leave the same I actually
already have my UTM here we use wicked
wicked reports I can link them down
below if you guys want to check out the
exact guys that we use for UTM tracking
cool so all these are update uploaded
and you can see this one one here we're
not going to be doing 43 42 and 41 so
actually sorry those are we're doing 39
40 and 41. okay so we're going to remove
42 and we're going to move 43 these are
the three that are going to be in here
and we're going to go ahead and click
submit now you'll see where the second
part of the strategy comes into play so
we're going to do is um we're going to
go to the campaign that we just launched
you're gonna see there's only one ad set
in there right now we're going to click
on it we're going to click on the copy
and we're going to copy this nine more
times about 10 total ad sets and
everything else is going to be the same
like we're not you can see we're not
changing anything here not even the bid
right now we're just gonna go ahead and
get those created and the whole idea
with the strategy I'll explain it a
little bit here the whole idea with the
strategy is you are going to have one
variable and one variable only that you
are testing and that variable is the bid
it's called the bid ladder for a reason
you want to test which bid is going to
have the highest amount of spend at the
cheapest performance are such at the
cheapest cost per acquisition action and
then you can use that bid alongside with
that group of creatives to scale those
yeah and and you'll see very shortly
here as soon as this finishes up on how
and how I set up the different bids but
it's pretty simple it's pretty
straightforward as soon as you get as
you as soon as you get these all
duplicated all you're going to want to
do is go over here to the bid and you're
going to want to we want to start at you
know the original one is at 654 and now
you want to go up or again you want to
start with one and go down I want to get
ideally to the number probably like 14
15 I want to say like 14.55 that's going
to be the maximum that I get to that's
that's kind of what I'm aiming for so
I'm going to say 14.55 over here that is
I pulled this out of my aspro like don't
don't be like how'd you cut now this is
like I'm pulling a number that I knew
that performed historically for us and
I'm gonna kind of like go down and go up
from the others so we're also going to
go ahead and try I also want to try 1401
I also want to try 13 it starts 13 17.
and again these are numbers that I'm
pulling numbers out of my butt like
thirteen well one we're gonna do 12 69
we're gonna dude well one we're gonna do
Eleven Forty Four we're gonna do 10 50
size you can see it like 55 we're gonna
do like a 9
44. so as you can see this kind of goes
from six all the way up to 14 55 we have
about we have 10 ad sets we're gonna
basically see which one of these is
going to spend as much of the hundred
dollars with getting the best
performance as possible these group of
creatives I have not yet tested on Tick
Tock so this is how I am testing this
group of creatives now this is a pretty
decent group of creatives I will play
you guys the creative so you can see
what we're running but this is not you
know these are not like bad creatives
either this ring is unlike anything
you've ever seen I ordered a puff ring
it has your dog's name laser engraved on
it allowing you to take them with you
everywhere you you go run don't walk to
pupring.com Puff ring it has your dog's
name laser engraved on it allowing you
to take them with you everywhere you go
run don't walk to pupring.com you can
see where that like around don't walk is
three reasons why I regret buying this
necklace it gets way too many
compliments I can't go anywhere without
God moms begging me to tell them where I
got it from my dog gets jealous at how
many other dogs want me I'm telling you
this personalized pet face necklace from
puff ring is driving me crazy by the way
I shot all of these you guys should all
be like with your iPhone shooting
content like no excuses everywhere it's
so cute so I've had to get one for my
little best friend Max it's a sterling
silver ring with my baby's name on it
absolutely the best gift for any dog
lover get yours at pupring.com so those
are the ads we're gonna run
um that's really the end of this video
I'm gonna go ahead this is this is all
active right now like as soon as as soon
as 11 59 hits is going to run um cool
guys hope you find this um content
useful if you have any questions let me
know bye
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