Due to the impact of the global economic downturn and geopolitical instability, the overall environment of cross-border e-commerce has undergone major changes in the past two years, and many buyers have been severely hit. First of all, Amazon’s wave of account closures has resulted in more than 50,000 large and small buyers having their stores closed, resulting in losses of hundreds of millions of dollars. As a result, the cross-border e-commerce industry has fallen into a state of lamentation. So, let’s learn about TikTok’s advertising plan?
1. Material selection.
When selecting materials, you must pay attention to the tonality of the TikTok platform. Materials on Facebook and Instagram cannot be moved directly. Here are a few points to pay attention to when choosing materials on TikTok.
1. The video size must be 16:9.
2. The length of the video is generally between 15 and 60 seconds.
3. There must be spoken words and copywriting in the video.
4. Grass-growing videos tend to be more popular.
5. The video should show the usage scenarios, parameter characteristics and other information of the product.
2. Delivery and testing.
First of all, let us understand the delivery logic of TikTok. TikTok has made a preliminary geographical classification, including the United Kingdom, the United States, Australia, Canada and other developed countries. These countries belong to the first echelon and are relatively large in number. If your product launches well in these countries, you may be able to achieve the policy effect. Secondly, Southeast Asia belongs to the second echelon, including countries such as Indonesia, Singapore, Philippines, Malaysia and Vietnam. The second tier is characterized by affordable prices. Products in these countries have lower pricing and lower CPM (cost per thousand impressions), making it easy to achieve 10 times or 5 times ROI (return on investment). If you don’t have much experience in advertising and your budget is not very sufficient, it is recommended to test it in Southeast Asia first and then launch it on a large scale. If your budget is sufficient, you can directly launch it globally.
3. How to formulate an effective advertising plan?
To formulate an effective advertising plan, we often use the 1:2:3 model for testing. Taking Product A as an example, we need to prepare at least 2 sets of materials, Material 1 and Material 2, and select 3 different audiences, such as corresponding interest tags and basic demographic attributes, as test objects. What we need to note is that there should be 2 ad groups under a set of product series, and 3 different interest tags under each ad group. If we want to be more detailed, we can test according to the same 1:2:3 pattern when testing countries. But remember, don’t add too many creatives under the same ad group, because the increase in variables may lead to unclear attribution analysis.
4. Expand scale.
When an ad group starts issuing orders, you can consider expanding its scale. A common method is to copy an ad group. For example, if 10 groups are copied at the same time, and each group has consumption and orders, then congratulations, your product has the potential to become a hit, and you can prepare for large-scale promotion. In terms of budget, for markets like the United States, the budget needs to be around US$100; while for the UK, Australia, Canada, etc., it can be controlled between US$50-100. In terms of bidding, it is recommended to set the bid at 15-20 and monitor the data results in real time. If your data is good, bid increases can be made every half hour. For the Southeast Asian market, the budget can be appropriately reduced to achieve better results.
The above introduces the relevant knowledge on how to make TikTok advertising plan. As TikTok’s popularity continues to rise in China, more and more sellers are beginning to use it as a new marketing tool to expand overseas markets. . The lack of advertising saturation on the TikTok platform also provides sellers with a huge opportunity. Sellers are able to gain a large audience from the TikTok platform. TikTok has a wide audience, especially young people and fashionable consumers, so sellers are able to promote their products and services on the TikTok platform and connect with their target audience.