TikTok is about community connection, entertainment and shopping. In fact, we can see it with the latest updates, the shopping experience is more and more integrated with the app, and the user's shopping experience is getting better and better. And considering it's a platform that recently hit 1 billion monthly active users, how could you not be interested in upselling your brand with TikTok?
TikTok content drives users through the product experience to act or convert. In fact, according to an August 2021 Material survey, TikTok users are 1.7 times more likely to make in-app purchases.
TikTok content drives users through the product experience to act or convert. In fact, according to an August 2021 Material survey, TikTok users are 1.7 times more likely to make in-app purchases.
So why not promote your products on TikTok?
TikTok recently introduced two ad products to boost online shopping: ad collections and dynamic display ads (DSAs). Before enabling any of these options, you must create and configure a product catalog that allows you to store information about your brand's products.
How to create and configure a product catalog on TikTok
Using a product catalog is essential for any business that wants to create and manage effective advertisements and have a wide range of products. As we explained in the previous point, a folder is a file that allows you to store information that can automatically generate a variety of ads, in this case on TikTok. It is a way to keep your auctions synchronized with real information on each of your products, such as price, availability, sizes...
The first step is to create a product catalog with TikTok Business Manager. It's time to define the folder name, define the default currency and the recipient location (destination).
The second step is to display the directory template. Before adding products, review the corresponding file fields in the catalog template. There are 9 required parameters to add a product to the catalog and 35 optional parameters. The more information your catalog contains, the more personalized the products shown in your ads will be.
The third step is to add the product to the catalog. In Ad Manager, choose how to add products:
Manually: fill out a simple form for each product you want to add. Enter the information in each field: Title, Product Image, URL, SKU, Price... Except for the "Movie URL" field, all other fields are required. After adding the product, click "Import".
Data Transfer Schedule: Automatically add products from the online archive according to the schedule you set. Add the name and URL of the data source. If the document is protected, add the access data. Select the frequency and charging method (refresh or replace).
Please note the TikTok requirements: .CSV, XML (RSS), XML (ATOM), ZIP and GZ formats are supported. Add the name of the font to the URL and keep the file size under 50 GB. There is also a limit of 20 million products. When uploading the files, use the form to submit product information. Enter the name of the data source and download the information. Use the "Document Review" option to check if the format is correct. You can add more sources of product information as needed.
The fourth step is to create product bundles. Product sets allow you to group products based on their characteristics that can be used to promote specific products in campaigns with catalog sales targets. To create these product sets, you can use filters or manually select the products you want to include.
The fifth step is to manage the directory rules. This step will allow you to automatically update the product information in your catalog to match the TikTok category template.
Ad formats that increase your sales with TikTok
Now that you've created your catalog, it's time to create videos for the products in your catalog, integrate the information collected from TikTok Pixel events, and publish your campaigns. When creating a TikTok campaign, you have the option to choose from a variety of objectives based on the action you want your users to take when they see your ad.
Tiktok Advertising Goals
After choosing a campaign objective, it's time to choose our ad format. Ad delivery will allow your brand to achieve its marketing goals along the way. They appear on the Para Ti channel and are designed to capture the attention of customers. Two new ways to increase brand sales are integrated ad formats: collection ads and dynamic display ads (DSAs).
Advertising collection
The purpose of the promotional collection is to facilitate the purchase of niche products. It's all about making your videos "more accessible", increasing your sales and increasing your ROI. This is a format that focuses primarily on mid-path strategies (discovery to buy). In addition, it allows brands to associate their product portfolio with brand videos. This allows users to click on the products they have seen in the video.
This new format includes custom slider tabs for products in your feed ads. These cards take the user to a "gallery" page where they can browse products from other brands and make purchases. As a result, they can help drive traffic to the brand's website, showcase new collections, and even promote limited offers.
The ad collection is TikTok's statement of intent, a commitment to drive in-app purchases. On the one hand, they benefit the user by facilitating the purchase process and on the other, they guarantee the seller a better presentation of their products. Dynamic Display Ads (DSA).
In this case, Dynamic Showcase Ads are a lower funnel format focused on increasing conversions and increasing customer loyalty. This is a format that allows us to reach both potential (additional) audiences and retargeting. Dynamic Storefront Ads allow brands to promote hundreds of products with personalized video ads. In addition, DSA allows you to create targeted video ads for specific audiences based on their interests and behavior. This information is provided by the correct TikTok Pixel implementation.
DSA TikTok
It is a format that is very well integrated into the platform as it offers highly personalized content. You can take advantage of this inherent value of Dynamic Presentation Ads (DSAs) for the TikTok community with engaging audio visuals, text overlays, and clips that come together to tell an exciting product story.
Here are some recommendations for these types of ads:
- Expand your audience and show all the most relevant products.
- Use your creativity to attract attention.
- Trabaja siempre para obtener los mejores resultados.
- Always work to get the best results. Make sure that the measurement parameters are set correctly (CTA, Pixel, UTM...).
- Try not to make changes to your campaign more than once a day. Therefore, the effectiveness of this new format is based on two main aspects: personalized advertising (delivered to users based on their behavior and interests).
- Improve ROI by showing users the right products and generating offers. To learn more about creating dynamic display ads, check out this post on the TikTok Business Help Center.
Finally, given the incredible growth in active users, the ability to reach a huge audience, and more, you need to make TikTok a major venue for your brand if you're looking to increase your sales. First of all, now the platform has become an online store.