This article records a nutrition-app experiment published in April 2020. It follows our earlier TikTok analysis and reports one client’s preceding 30 days. Keep the results and bidding options in that historical context; they are not a forecast for a campaign running today.
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Advertiser access and auction conditions were different when this experiment ran in 2020. Low costs in that account did not establish that TikTok would be inexpensive for every app. For a new test, define the user action that matters, a cost limit and the time needed to assess retained-user value. Our TikTok resource provides a starting point for current channel planning.
If you would like to read more about the possibilities of TikTok as a marketing tool, take a look here.
Learn More: TikTok Growth Strategy 2023
The results of the last 30 days:
You will easily recognize the difference between the main channel everybody is on and a channel that is relatively new. You buy into new audiences for extremely cheap and our data shows that the conversion rates post-install are absolutely on par with any other digital user acquisition channel that we manage. So there is no reason why not to scale hard on that channel as long as the inventory is cheap.
The best way to bid for your customers
Bidding is an important part of the overall ad creation process. There are various types of bidding methods available on TikTok that depend on your overall strategy and objectives. Figuring out which method is right for you can be a challenge, but it is important to take the time to understand all methods before running a campaign. The 2020 setup discussed below described four bidding methods: Cost per Click (CPC), Optimized Cost per Click (oCPC), Cost per mille/thousand (CPM), Cost per Thousand Views (CPV).
About the 4 bidding methods
- CPC means your bid is the cost you are willing to pay per click. The system will deliver your ads to users who are most likely to click them at a cost that is as close to your bid as possible. Applicable Advertising Objects are Traffic, App Install and Conversion.
- oCPC means your bid is the cost you are willing to pay per result. The system will deliver your ads to users who are more likely to take the action you want at a cost that is as close to your bid as possible. For example, if your marketing goal is to drive more users to your app page to install your gaming app, when using the oCPC bidding method, the system will deliver your ads to those who are more likely to install the app, but will charge you based on clicks to your app page. Applicable Advertising Objects are App Install and Conversion.
- CPM means your bid is the price you are willing to pay for one thousand impressions. The system will deliver your ads to get the most exposure and reach as many customers as possible within your budget. Applicable Advertising Objects are Reach and Traffic.
- CPV (currently in Beta and only available for certain accounts) means your bid is the price you are willing to pay for per one thousand 6-second or 2-second video views. The system will deliver your video to get as many views as possible within your budget. Applicable Advertising Object is Video View.
Just get in touch!
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