My $164k/m TikTok Ads Strategy (Bid Ladders A-Z)
Summary
TLDRIn diesem Video wird eine einfache und effektive Methode zur Erstellung einer Gebotsleiter (bid ladder) für TikTok-Werbeanzeigen vorgestellt. Der Schöpfer erläutert, wie man mit hohem Startgebot beginnt und dann heruntergeht, um das optimale Gebot zu finden. Dabei wird auch das Testen von Inhalten und kreativen Elementen erläutert. Der Fokus liegt auf der Erstellung einer Kampagne, der Zielgruppe, der Budgetierung und der Optimierung der Werbeanzeigen, um die besten Ergebnisse zu erzielen.
Takeaways
- 🌐 Die Strategie dreht sich um das Testen von Bieten mit TikTok-Werbeanzeigen.
- 📈 Ein Gebotsleiter wird verwendet, um verschiedene Bieten zu testen, beginnend mit einem hohen und gehend nach unten.
- 📑 Umfangreiche Budgets werden empfohlen, da nicht alle Kampagnen ausgeben werden.
- 🛒 Der Sprecher betreibt eine E-Commerce-Marke mit einem Monatsumsatz von mehreren hunderttausend Dollar.
- 🚀 Die einfachste und empfohlene Methode zum Starten ist das Testen von Hashtags, da diese in TikTok-Werbeanzeigen gut abschneiden.
- 📅 Derzeit (Stand: 23. Februar 2023) haben Hashtags in TikTok-Werbeanzeigen gute Ergebnisse gezeigt.
- 🎥 Es wird empfohlen, bis zu drei oder vier kreative Inhalte in der gleichen Struktur zu testen, um herauszufinden, welche erfolgreich sind.
- 🌍 Zielgruppen können auf verschiedene Weisen definiert werden, aber der Sprecher empfiehlt, mit Hashtags zu beginnen.
- 💸 Der tägliche Budget sollte hoch gesetzt werden, aber durch Bieten und Bieten-Capping wird dies begrenzt.
- 📉 Der Startgebotspreis sollte etwa halb der Verkaufspreis des Produkts betragen.
- 🔄 Nachdem die Kampagne gestartet wurde, wird der Gebotsleiter durch Senken der Bieten in den verschiedenen Ad-Gruppen erstellt.
Q & A
Was ist das Hauptthema des Videos?
-Das Hauptthema des Videos ist, wie man mit Hilfe von Tick-Tock-Werbeanzeigen und einem sogenannten Gebotsleiter Tests durchführt.
Was ist ein Gebotsleiter und wie wird er im Video verwendet?
-Ein Gebotsleiter ist eine Strategie, bei der mehrere Gebote mit abnehmenden Werten getestet werden, um herauszufinden, welcher Betrag am besten Ergebnisse liefert. Im Video wird er verwendet, um verschiedene Gebote für Werbeanzeigen zu testen.
Wie viele Mitglieder will der Sprecher in seiner Discord-Community haben, bevor er sie schließt?
-Der Sprecher will seine Discord-Community auf maximal 500 Mitglieder begrenzen.
Welche Zielgruppe richtet sich die im Video gezeigte Werbekampagne?
-Die Zielgruppe der Werbekampagne ist Frauen, die in der Altersgruppe von 18 bis 55 Jahren sind und sich für Hundeinteressen interessieren.
Was bedeutet es, 'um zu skalieren' in diesem Kontext?
-Im Kontext des Videos bedeutet 'um zu skalieren', die Werbekampagne zu vergrößern und mehr Budget zu investieren, nachdem ein erfolgreiches Gebot und eine effektive Werbestrategie identifiziert wurden.
Wie wird die Zielgruppe für die Werbekampagne im Video definiert?
-Die Zielgruppe wird durch Alter, Geschlecht, Interessen und Schlagworte definiert, wobei im Video ein Schwerpunkt auf Hundeinteressen und Frauen im erwähnten Altersbereich gelegt wird.
Welche Rolle spielen Schlagworte in der beschriebenen Werbekampagne?
-Schlagworte werden verwendet, um die Werbekampagne gezielt an die Zielgruppe zu richten, indem sie Schlagworte verwenden, die im Zusammenhang mit Hundeinteressen stehen.
Was ist der Grund, warum der Sprecher für seine Werbekampagne einen hohen Budget vorschlägt?
-Der Sprecher schlägt einen hohen Budget vor, um die Kampagne effektiv zu testen und zu skalieren, da nicht alle Kampagnen den gesamten Budget verbringen werden.
Wie wird die erfolgreichste Werbeaktion im Video identifiziert?
-Die erfolgreichste Werbeaktion wird durch das Testen verschiedener Gebote und die Analyse der Ergebnisse identifiziert, um das beste Gebot zu finden, das viele Umsätze zu einem niedrigen Preis erzeugt.
Was ist der Zweck des Mediakauf-Tracking-Sheets, das im Video erwähnt wird?
-Das Mediakauf-Tracking-Sheet dient dazu, Tests zu verfolgen und zu analysieren, um zukünftig effektiver zu werden und zu lernen, wie bestimmte Tests ausgeführt und welche Ergebnisse sie erbracht haben.
Wie viele Ad-Gruppen werden im Video erstellt, um den Gebotsleiter zu erstellen?
-Im Video werden zehn Ad-Gruppen erstellt, um den Gebotsleiter zu erstellen und verschiedene Gebote zu testen.
Outlines
📈 Einführung in die Teststrategie mit Bid-Ladder
Der Sprecher stellt eine schnelle Videovorstellung seiner Teststrategie für TikTok-Werbung vor, die umfasst das Erstellen eines sogenannten 'Bid-Ladders'. Er teilt mit, dass er in seinem Discord diese Methode diskutiert hat und dass er die Mitgliederzahl begrenzen wird. Der Schwerpunkt liegt auf der Erstellung von Werbeaktionen mit verschiedenen Geboten, beginnend mit einem hohen Bid und schrittweise nach unten, um das beste Ergebnis zu finden. Er zeigt, wie er eine Kampagne erstellt und wie er die Budgets einstellt, um nicht alle Budgets zu verbrauchen, da nicht alle Kampagnen gleichzeitig laufen.
🌐 Zielgruppenauswahl und Kampagnenname
Der Sprecher erklärt, wie er die Zielgruppe für seine Kampagne setzt, indem er auf die Einstellungen für Website-Konversionen, die Kampagnennamensgebung und die Verwendung von Medienkauf-Tracking-Tabellen für die Namensgebung eingeht. Er betont die Bedeutung von Hashtags in TikTok-Werbeanzeigen und wie man sie effektiv nutzen kann, um die Kampagnen zu skalieren und zu testen. Er empfiehlt, mit einfachen Hashtags zu beginnen und zeigt, wie man eine Liste von Hashtags erstellt, die für die Kampagne verwendet werden soll.
🎥 Anpassung der Anzeigen und Erstellung des Bid-Ladders
Der Sprecher geht auf die Anpassung der Anzeigen ein, indem er die Einstellungen für die Zielgruppe, wie Geschlecht, Alter und Einkommen, erklärt. Er betont die Notwendigkeit, keine Werbung für Kinder zu schalten, da sie keine Käufe tätigen können. Er erklärt dann, wie man einen Bid-Ladder erstellt, indem man die Gebote in einem bestimmten Muster senkt, um herauszufinden, welcher Bid am besten funktioniert. Er zeigt, wie man die Kampagnen kopieren und die Gebote anpasst, um die Tests durchzuführen.
📊 Auswertung der Kampagnen und Skalierung
Der Sprecher beschreibt, wie man die Ergebnisse der Kampagnen analysiert, um herauszufinden, welche Gebote am besten funktionieren. Er erklärt, dass man am Anfang des Tages höhere Gebote ausgeben wird, um mehr Aufmerksamkeit zu erhalten, aber dass man letztendlich nach einem optimalen Mittelwert suchen soll, bei dem viele Konversionen zu einem möglichst niedrigen Preis erzielt werden. Er betont, dass, wenn man einen erfolgreichen Bid findet, man diesen für größere Kampagnen verwenden kann, um die Werbeaktionen zu skalieren.
Mindmap
Keywords
💡Tick Tock Ads
💡Bid Ladder
💡Testing Bids
💡Content Testing
💡Media Buying
💡Smart Performance Campaign
💡Hashtags
💡Targeting
💡Bid Caps
💡Conversion
Highlights
Introduction to creating a bid ladder for testing in TikTok ads.
Requirement of having content ready for testing or scaling.
Explanation of starting with high bids and testing down to lower bids.
Advantage of running tests at higher budgets to ensure spending.
Strategy for naming campaigns to track testing effectively.
Recommendation to use 'smart performance' for scaling campaigns.
Importance of using a bid ladder for testing multiple interests and audiences.
Advocating for starting with hashtags due to their recent strong performance.
Description of how to create a new campaign for testing.
Details on setting up the campaign for website conversions.
Instructions on how to exclude certain placements and settings for ads.
Guidance on targeting demographics and why it's crucial to avoid younger audiences.
Technique for stacking hashtags to maximize ad reach.
Rationale for setting a high daily budget and how it won't necessarily be spent.
Method for calculating starting bids based on sales price.
Process of duplicating ad groups for creating a bid ladder.
Final step of adjusting bids in each ad group to create the bid ladder.
Explanation of how the bid ladder helps find the optimal bid for conversions.
Advice on scaling campaigns using the winning bid from the bid ladder.
Transcripts
yo what's going on everybody uh this is
going to be a very quick video uh
showing you guys how I do
um a lot of my testing uh utilizing Tick
Tock ads and what's called a bid ladder
um this was a question asked inside of
my Discord uh if you want to join we
will be closing this at 500 members uh
which we are approaching
um cool so let's get right into it uh
basically all you're going to need is
the content that you want to test or the
content that you want to scale this
entire strategy is going to revolve
around testing bids so as you can see
this is an example here of a bid ladder
you can see inside the bid section we
basically have a bunch of bids that we
were testing the idea is you want to
start with a high bid and you want to go
down so you can see that we started here
with 18
59
and then we essentially just went all
the way down from that all the way up or
all the way down to about ten dollars
and one cents testing that bid so I'm
going to go ahead and show you guys
exactly how I like to create these all
of them I like to run at a little bit of
higher budgets there's a reason for this
not all of them will spend you can see
if we go over to here you can see that
the total cost for a lot of these even
though they were running during the same
period was quite low so we're going to
go ahead and um also just for some
social proof since I know a lot of
people like social proof you can see
that we I currently do run an e-commerce
brand
um we do a couple hundred thousand
dollars a month uh I am public about it
and that's kind of my thing uh cool so
let's kind of hop right into this we're
going to want to just create a brand new
campaign
um once you get that going you want to
make sure that this is website
conversions
uh you're going to want to go over to
the campaign name smart performance
campaign uh off if you guys want a video
on that go couple videos back I do have
a live video about how to set up a smart
performance campaign uh this is
beautiful for scaling so if you're
um not looking for testing but you're
looking for scaling smart performance
that's hands down uh the best that I've
noticed uh cool so as far as campaign
name goes I'm going to go ahead and grab
uh the campaign name from
my media buying tracking sheets also if
you want this it is also going to be
inside of the Discord what we're going
to go ahead and do is create
uh create this right here so February
23rd
and basically all this is going to do is
allow me to track uh exactly what I am
testing uh so in the future I can come
back and be like hey you know how did
this test perform uh analyze that test
learn from that test
um to Media by more effectively
uh so we're gonna go ahead and
basically when it comes to
um this strategy there's multiple ways
you can do it you can Target multiple
different interests you can Target also
look-alike audiences and you can also do
broad so you there is a very wide
variety of different things that you can
bring to the table and test when it
comes to this strategy uh for today's
video I'm going to be showing you guys
the simplest and easiest way that I
would recommend everybody starts with
and that is with hashtags there's a
reason for this hashtags lately have
been performing really really good
um on Tick Tock ads this is I'm saying
this on February 23rd of 20 2023 so
we're just gonna say hash stack
um we can say bid ladder
and I do know what I'm going to be
testing today
So today we're going to be running the
video ad 270 and I know this is a
winning ad so this is going to be
um a little bit more of a a bid
identification for me but if you guys
also are trying to uh do some creative
testing literally plop the creatives I
would say maximum of three four inside
of these of this structure that I'm
about to show you
um and that's going to allow you to
essentially test it this is how I found
out that this here is a winner by the
way this exact strategy right here so
let's go ahead copy this go over to our
Tick Tock ads manager paste that in the
campaign name we're going to leave all
of this the same we're going to hit
continue
uh as far as the ad group name
I'm going to call this February 23rd
we're going to say hash stack and right
before this I'm going to say
uh video 270 since we know that is a
winning piece of content uh as far as
your Tick Tock pixel goes literally plug
and play your Tick Tock pixel in here go
ahead and add complete payment for your
optimization method for placements when
I go to select placements uh turn off
this other dude we just want to be
advertising uh to tick tock and I'm also
going to exclude this from search
um I'm gonna go to Advanced uh Advanced
options and settings and turn off video
downloading I'll leave comments on leave
sharing on
um as far as the creative type I am
going to go ahead and turn on automatic
creative optimization
um as far as our targeting goes it's
going to be as follows
we do ship to Canada
so I'm gonna go ahead and add this if
you ship only to the US just leave the
US language is all gender we are
specific to females only you want to put
whatever gender you're targeting to here
now one thing that I would say is quite
important um with Tick Tock is that a
lot of the demographic is younger right
so you have a lot of kids on Tick Tock
you don't want to be advertising to the
kids um because they're gonna have to go
ask their mom to get their credit card
um and that's just not going to be very
effective for your entire flow so what I
like to do is I like to do
um the smallest amount I like to do is
18 to 24 and then I like to just add all
these other ones
um you can if you want to be
even more specific to a higher
demographic or older demographic do 25
to 55 plus but I'm just going to leave
18 to 55 plus
household income I'm going to leave that
to all
um now here in the audience section
we're actually going to leave this here
blank this is where you would have
ideally your look-alike audiences if you
want to test look-alikes
um I do test lookalikes with this exact
same strategy all the time the ones that
I like to test are going to be purchase
look-alikes initiate check out
lookalikes add to cart look-alikes those
are all great
um we're going to not exclude nothing
not include nothing as far as audiences
go and I'll simply go down a hashtag so
as I previously mentioned we're going to
be doing hashtags for this and uh what a
hashtag stack is you you identify what
are the broad hashtags in your Niche for
us it's pets right so we're in the pet
Niche specifically dogs so I'm about to
go ham you guys can watch me go ham with
this basically I'm just gonna go uh dog
we're gonna say doggy we're gonna say
dogs we're gonna say dog fun we're gonna
say
dog toy dog park and when I say you want
to go ham you want to go ham dog memes
dog talk
dog feet dog bowl uh now let's say dog
mom
so now we got dog Mom we have dog Mom we
have dog moms we have dog mom AF we have
dog mom tips we have dog mom life we
have dog mom love we have
dog moms of tick tock and when I again
when I say stack it I mean stack it
right uh let's go to puppy
so we're going to go ahead and add puppy
we're gonna go ahead add puppy with a
heart we're gonna add puppies we're
gonna head
puppy run puppy fun puppy dog puppy fyp
puppy mom puppy talk puppy time puppy
toys so again you just wanna this is
this is gonna be different for every um
every single product that you know
everybody has a different product
um again for us we're in the dog space
um so you want to have at least 30 I
would say so I'm like right underneath
that
um so let's just add
let's just add like doggo
beautiful so I would say a minimum of 30
um and this is all we're going to do for
our our targeting
I'm going to go ahead and turn on uh
targeting expansion interest and
behaviors
and then as far as the daily budget goes
now a lot of you are going to get scared
at this
set at 100 here's the reason why it will
not spend 100 of your 100 it will
probably not come close to this why
because we are going to be limiting this
with bits and with bit caps so uh let's
go ahead leave that at 100 leave that
out all day
optimization goal we're going to go
ahead and turn this to conversion which
is going to allow us to switch on cost
cap and we're going to go ahead and
start with
um
with a random number now it's not
necessarily a random number I will teach
you how to calculate this for your
specific brand what you want to do is
you want to take your sales price right
and you want to divide that directly in
half and that's kind of where I would
start so if you're selling a product for
30 that's kind of what we're starting at
um you want to set your your starting
bid at around 15 give or take so I'm
going to go ahead and say 15.55 for mine
and let me just make sure okay and as
far as advanced settings we're going to
go ahead and turn on accelerated
so let's go ahead and hit next
and let's go ahead
and actually add our creative so I'm
going to go ahead and add mine from the
library
um you're going to want to add yours
from your computer if you did not
already add it
I'm going to go ahead and type v270.
we're going to go ahead and when it pops
up we're going to add that one
I'm gonna hit confirm once again if you
have multiple pieces of content that you
want to test you're going to add
multiple pieces of content in here
and then you want to add your winning
um either your winning text or if you're
doing some text testing you can add
multiple pieces of text I already have a
winning piece of text that I'm going to
be using so we're going to hippity
hoppity over to
my sheet and we're going to go ahead and
grab this 50 offense today has worked
pretty well for us so I'm going to go
ahead and add that here
last thing you want to do is add um add
your url I'm going to be sending people
to our collection page feel free to
check out the site as well by the way
like I said I'm pretty public about this
um so we're sending people to the
collection page I like to always go
ahead and make sure this is working
beautiful
and we're going to customize call to
action like you can leave it at Dynamics
some people like to change this I like
to leave it uh just because there are
some instances where this does come in
handy uh with some specific call to
actions to that individual user that
Tick Tock is targeting to
lastly you don't want to check this
um because then it's going to display
your ads in the public creative Center
which I don't like
um and that's it so what we're going to
go ahead and do is Click submit so this
is the first step
um to to creating what's called a bid
ladder right
um I'm gonna go ahead and pause this
video and well okay it looks like it was
created pretty quickly uh so we're going
to go ahead and do now is uh go back to
where we created uh this um
where we created this ad and uh right
inside of the ad group section you're
going to want to click on copy and we're
going to want to copy this into exact
same campaign nine more times so we want
to have a total of 10
um 10 ad groups that we're going to be
testing bids with so let's go ahead
click copy
and we're just going to speed run
through this because everything else we
want to be identical we don't want to
change anything
keep in mind a bid ladder we are testing
bids that's the whole entire point and
at the same time when you find a winning
bid it's typically going to allow you to
test your creatives pretty nicely as
well
so uh this is just gonna
you know take however long to load
um
beautiful everything else stays the same
as I said we're going to hit submit and
now I'm going to pause the video since
it's going to take a second to get all
these created
perfect and just like that we have
um all of the copied ad groups
um finished up what you're going to want
to do next is go over back to your
campaign
and I'm going to go ahead and just
reload this which should show me all the
ad groups that we just created
and now is the fun part now what you're
going to want to do is starting from uh
starting from that bid that we set in
the very first
in the very first ad group we're going
to want to start from that bid and go
down so this here is really where the
strategy takes place so you can see this
here is the original bid the 1555 and
going
um down the line we're just going to
start decreasing this and you can
decrease this to absolutely any numbers
you want I'm going to just go ahead and
start typing random numbers in but you
want to go buy a couple of cents down
all the way down till the 10th ad group
that you created so I'm going to go
ahead and let's just do
1497
[Music]
let's go ahead and do 14.
73
let's go ahead and do 14.55
let's do 14
30 34
. let's do 14.
07
let's go ahead do 13 69.
let's go ahead and do 13
55. I like 55.
uh let's go ahead and do
1201 why not for the last one so as you
can see we have
um a bid ladder that's it that's its
name and we're gonna let this run now
what you're going to notice is typically
day one
um the higher bids are going to spend
more money reason is is you're bidding
more for that place in the auction so
it's going to spend more money lower
bids might not spend
uh as much money but the lower bids
might be getting you better results so
ideally what we're trying to do here
is figure out what is that Medium right
what is that middle point to where we
have the high bids right we have the low
bids and then we're going to have a bid
in the middle somewhere in the middle
that's going to be absolutely perfect
where we're going to have a lot of
conversions but those conversions are
going to be as cheap as possible so
that's the idea with a bid ladder this
lets you test multiple things lets you
test bids lets you test content and
creatives and at the end of the day once
you find a bid that's winning let's just
say 14.55 which historically is a bid
that's winning for us we can take that
bid and now use it on a much bigger
campaign to scale as well so this is a
little bit about bids I really hope this
video helped
um I'm creating this for multiple
reasons a lot of people have been asking
me about the strategy
um so that's that's one of the biggest
reasons I'm making it but hopefully this
helps take care and have a good day bye
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