How to Run High-Performing TikTok Conversion Ads: A Guide

Running TikTok conversion ads is an effective way for businesses to boost sales revenue and find potential customers. So how do you build an advertising campaign that delivers a high conversion rate and keeps costs under control? Let The7 walk you through it in this article.

What Are TikTok Conversion Ads?

TikTok conversion ads are ads focused on turning customer behavior into a specific action that creates value for your business. For example, going from watching a video to making a purchase, downloading an app, or leaving their contact information.

 

What are TikTok conversion ads?

How to Calculate Conversion Rate on TikTok

The conversion rate on TikTok is calculated with the following formula:

Conversion rate = Conversions / Ad reach

Goals of TikTok Conversion Ads

The goals of running TikTok conversion ads include:

• Conversions on your website (purchases, form submissions, etc.)
• Purchases on TikTok Shop
• App downloads on Google Play / the App Store

What Do You Need to Prepare Before Running TikTok Conversion Ads?

Landing Page

A landing page is a single web page that displays information about a specific product or service. Its purpose is to attract viewers and guide them to take action on the page.

A landing page is a single web page

You can optimize your landing page’s conversions in several ways:

• Keep the structure simple and logical, and make your key message stand out: Put yourself in your customers’ shoes. Study their behavior, needs, and expectations when they click through to your landing page, and optimize the user experience accordingly.
• Create scarcity to increase the click rate: You can use a countdown timer or offer special deals to the first people who make a purchase or fill out a form on the landing page.
• Make your CTA button stand out: Use eye-catching colors that appeal to customers’ psychology, add extra value to the CTA button, and place it where it catches the viewer’s eye.
• Deliver a clear message and avoid sending visitors elsewhere: Show customers the features of the products and services they care about, use colors that match your brand, and add content that builds credibility, such as feedback from past customers.
• A/B test and measure your landing page: The metrics to watch are page views, view rate, conversion rate, and the total number of leads.

TikTok Pixel

The TikTok Pixel is a piece of HTML code provided by TikTok that you can add to your landing page, website, app, and more. When users visit, the pixel fires automatically and collects their behavior and information.

The TikTok Pixel is a piece of HTML code

The benefits the TikTok Pixel brings to running TikTok conversion ads are:

• Measure how well your ads perform.
• Optimize ad delivery
• Build audiences based on their behavior

How to Run High-Performing TikTok Conversion Ads: Step-by-Step Guide

How to run high-performing TikTok conversion ads

Step 1: Choose your ad objective

• Website conversions: Best for driving actions such as adding products to the cart or filling out a form on your business website.
• App promotion: Use this when you want to increase engagement or app downloads.

Choosing your ad objective

Step 2: Set up your ad group settings

• Identify the website type
• Choose ad placements
• Choose your target audience
• Select the creative format
• Set your budget and schedule
• Choose your bidding strategy and optimization

Note: You also need to install the TikTok Pixel to measure conversions on your landing page. There are 2 ways to install the Pixel:

• Install it through a third party.
• Set it up manually

Step 3: Publish your ad content

At this step, you need to fill in the following details:

• Ad name
• Identity
• Ad details
• Tracking

Note: In the “Ad details” section, attach your landing page. If you don’t have a landing page ready, you can use a TikTok template. However, this landing page offers more limited customization.

Step 4: Measure and optimize your ad performance

After you set up and finish running your ad campaign, TikTok gives you a report. To optimize your ads, you need to pay attention to 3 key metrics: CTR, CPC, and CPM.

Measuring and optimizing ad performance

• CTR (Click Through Rate) is the click-through rate. The higher your CTR, the more it shows that viewers are interested in your ad and click on it repeatedly. This is the most important metric, and the one to watch to run TikTok conversion campaigns effectively.
• CPM (Click Per Mile) is the cost per 1,000 impressions. CPM tells you the best way to reach your target audience and how many competitors are advertising to the same audience you are reaching.
• CPC (Cost Per Click) is the cost for each click on your ad. This metric shows how appealing your ad is and how effective it is relative to your total ad budget.

We hope the knowledge The7 has shared in this article helps you better understand how to run TikTok conversion ads effectively. If you need an expert in strategy to optimize and improve the performance of your business’s ad campaigns, contact The7 today. We are a professional, reputable team in the field of online marketing. The7 is confident we can help your ad campaigns achieve a high conversion rate.

>>> See more:

• How to Go Viral on TikTok quickly as a beginner
• What is TikTok? Get the details about TikTok
• A guide to running TikTok ads effectively