We’ll explore the world of TikTok ads for real business owners. Joining us is Brady, founder of ChurchCandy Marketing, a two-time Ninja Hacks award winner, and a seven-figure agency player.
Table of Contents
What can you share about how to run TikTok ad campaigns and measure the results end to end?
Certainly. Before we dive in, I believe it’s crucial to understand that I’m personally in my early twenties and use TikTok myself.
Initially, I dismissed TikTok for business advertising, thinking it was only for dancing teenagers.
However, a client using our Facebook ads services mentioned they had a separate agency handling their TikTok ads.
That got me curious, and we decided to test it with one of our clients.
Surprisingly, we achieved outstanding results, generating numerous new patient appointments at a significantly lower cost than on Facebook.
I’ve learned that simply repurposing content from other platforms onto TikTok doesn’t work.
TikTok users dislike obvious ads, and they’ll quickly swipe away from them.
So, it’s essential to understand the TikTok ecosystem, familiarize yourself with trends, and adapt your content to fit the platform seamlessly.
To illustrate, we have our clients send us short video clips from their offices, which our team then edits together.
This way, clients don’t need to worry about video editing, making it easier for them.
We ask clients to send us individual clips of their office activities, such as chiropractic adjustments.
Our team then edits these clips together.
The format, while simple, has proven highly effective.
It may not seem revolutionary, but it gets results.
TikTok users don’t appreciate obvious sales pitches, so the key is to blend in with the platform’s content style.
Let’s see the breakdown of costs and results.
We’ve been pleasantly surprised by the conversion rates on TikTok.
Despite concerns about quantity versus quality, our clients have reported that TikTok leads convert into patients even better than Facebook leads.
For instance, one client acquired 500 patient appointment requests within 30 days at just $3 per lead.
Here is a testimonial from our client:
“Our TikTok ads have been running for a couple of weeks now across three different markets. I’m very pleased with how it’s going. Best of all, leads are cheap, and we have a great conversion rate of getting them on a schedule and converting them into a treatment plan. Thanks, ChiroCandy.”
Such positive feedback validates the effectiveness of TikTok advertising.
Do you notice a shift towards younger demographics becoming patients through TikTok ads compared to Facebook ads?
Interestingly, we intentionally exclude anyone under the age of 25 from our targeting criteria.
However, TikTok usage patterns suggest that older demographics spend more time on the platform during each visit than younger users.
Personally, I recently received TikToks from my 70-something-year-old grandpa, which surprised me.
So, TikTok’s audience extends beyond just teenagers, and businesses should consider its potential reach.
Given your experience, do you believe TikTok ads can work for more specialized niches such as therapy, personal injury, or specialized real estate?
Absolutely.
My advice is simple: if you believe Facebook ads can work for your business, you can achieve similar results on TikTok, often at a lower cost.
I encourage everyone to give it a try.
Test the platform and see what it can do for you.
You won’t know until you try.
What other strategies or tactics have you experimented with on TikTok ads?
While we’re still in the early stages of our TikTok advertising journey, we’ve focused on refining our initial format and creative.
We believe in adapting our creative when necessary, rather than sticking to one winning formula.
Our goal is to stay ready to refresh our campaigns if the results start to decline.
Currently, we’re exploring various variations of our initial creative to maintain high performance.
How do you handle content creation for multiple clients efficiently, especially when they are selective about their videos?
Managing content creation can be challenging.
We’ve streamlined the process by creating a step-by-step guide for clients, making it easy for them to provide the necessary video clips.
We even automated reminders for clients who haven’t submitted their content promptly.
This approach ensures that we have the materials we need to run successful TikTok campaigns.
Additionally, having generic videos that can be used across multiple clients is an efficient way to scale, although we haven’t extensively tested this yet.
You mentioned using computer-generated voices in your TikTok ads. Have you tested different narrations or voices to see if it affects performance?
We haven’t conducted specific tests on voice narration variations yet.
However, we have created different formats and variations using the same video clips as our starting point.
This includes trying out different narrators or voices, but we are still in the early stages of exploring these options.
The main focus is on maintaining a format that resonates with TikTok’s style and audience.
Have you utilized popular TikTok sounds or music tracks in your ads, and has this impacted your ad performance?
Yes, we’ve incorporated popular TikTok sounds and music tracks that are approved for commercial use.
TikTok offers a variety of music options that are not only catchy but also acceptable for business ads.
While we haven’t conducted specific tests on the impact of music choices, using trending and approved tracks can enhance the overall appeal of your TikTok ads.
Any final words of wisdom for those considering TikTok ads in their marketing strategies?
I’d like to emphasize the importance of adopting a “shotgun strategy.”
Just like when hunting, where a shotgun scatters shots widely, consider creating different variations of your TikTok ads.
Experiment with various formats, creatives, and approaches to increase your chances of success.
TikTok is a powerful platform, and testing different content styles can help you find the right formula.
Key Takeaways
Here are the top 5 key takeaways from the discussion about TikTok advertising for business owners:
- TikTok’s Diverse Audience: TikTok isn’t just for teens; it can be effective for various businesses, reaching a broader audience.
- Adapt to TikTok’s Style: Success on TikTok involves understanding its style, trends, and audience preferences. Avoid overtly salesy content and blend in with the platform’s vibe.
- Effective Simple Format: Short video clips showcasing products or services, coupled with a non-salesy message, have proven highly effective for TikTok ads.
- High Conversion Rates: TikTok leads have demonstrated high conversion rates, often at a lower cost per lead compared to Facebook.
- Constant Adaptation: Continuous refinement and adaptation of TikTok ad creative are essential to maintaining high performance.
We welcome your thoughts and experiences with TikTok advertising and give Brady Sticker a follow while you’re at it.
Have you ventured into TikTok advertising for your business?
About the Author
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.