Activating the full funnel on TikTok

From discovery to purchase Activating the full funnel on

TikTok is set up to drive full-funnel impact The online world has never been more saturated with brands selling products. And with consumers making purchasing decisions across multiple touchpoints, advertisers need to meet them across the entire marketing funnel to really drive impact and significant business results.

TikTok’s unique placement at the intersection of entertainment and commerce is transforming how brands connect with their audiences. Let’s rewind a few years, where we saw

65

%

TikTok users are likely to buy a product, that they previously saw on TikTok, in the future. [1]

the sell-out success of products like Ocean Spray and Little Moons. Since then, we’ve seen the exponential growth of #TikTokMadeMeBuyIt, proving that the platform has revolutionised the way consumers discover products and the way they shop – playing a valuable role in all stages of the purchase journey.

61

%

TikTok users have made a purchase either directly on TikTok, or online after seeing an ad on TikTok. [2]

Sources: 1. TikTok Marketing Science EUI TikTok for Full Funnel Research 2023 conducted by Material 2. TikTok Marketing Science Global Shopping Ad Products Study 2022 conducted by Material February 2022 (n=17,937).

3. Nielsen (Custom) Market lift analysis, 6 studies in KSA, 2021-2022 [2] 4. TikTok 1P Brand Lift Studies, June 2023 - Campaigns including Auction In-Feed and Pulse vs In-Feed Alone.

Crafting full-funnel strategies with TikTok can enable your brand to unlock its full potential by improving marketing efficiency, agility and driving brand salience. Want to find out how? We’ve broken down the key elements of three common marketing scenarios – launching a product, implementing an always on strategy, and capturing peak season sales – to show you how you can effectively consolidate multiple ad formats and objectives into single campaigns to drive demand and action.

Bundling ad formats drives impact:

+38

%

sales lift for campaigns using TikTok multi-ad formats [3]

The impact of a full-funnel campaign structure on our performance can’t be overstated.

Tom Donegan Senior Paid Social Manager at PureGym Hear more on how PureGym’s full-funnel campaign netted them over 26,000 new customers on page 5

+19

%

higher buying intent from campaigns using branding and performance ad formats [4]

2

Case Study

Take your products from just out to sold out When launching a product or collection, the primary goal is awareness.

But to maximise impact in the launch phase, brands must prime audiences before launch and ensure they retarget engaged audiences in the lower funnel to sustain momentum post-launch.

These are the elements recommended leveraging: Pre-Seed/Tease Pre-Launch

Launch Product Live

Sustain Post Launch

Phasing

Drive awareness and maximise key-data reach Build curiosity and start priming consumers

Sustain momentum and drive intent to trial

How Sephora launched a new skincare brand with a full-funnel strategy Solution 1. Generate awareness with Top Feed Ads, enhanced using Pop Out Showcase Interactive Add-On 2. Foster consideration with In Feed Ads optimised for Video Views and Landing Page Views objectives, supported by our Display Card Add-On 3. Drive conversions with Video Shopping Ads

Brand takeaway 12+ weeks

Ad Formats

In-Feed Ads

Pulse Ads, Top View Ads & In-Feed Ads

Video Shopping Ads & In-Feed Ads

Buy Type

Reach & Frequency

Reach & Frequency

Auction

Objective

Reach

Reach

Product Sales, App promotion, Web Conversion

Targeting

Broad + Interest & Behaviour

Broad + Interest & Behaviour

Broad + Retargeting

Creative Type

Spark Ads

Spark/Brand Ads

Spark/Brand Ads

↗ Bundle multiple ad formats to drive impact ↗ Use premium placements such a Top View to maximise awareness on launch day ↗ Leverage Reach & Frequency buying to deliver maximum reach and awareness

Results

+40

%

increase in complete payments

-29

%

decrease in CPA

x3

increase in average ROAS

3

Get game-changing results with an always-on strategy

Re-engage users who interacted with your ad

Broad targeting

Combining brand and performance objectives on TikTok see improved campaign performance compared to isolated single-objective campaigns. An always on full-funnel strategy expands reach to widen your pool of customers before retargeting engaged users and optimising for conversions, driving brand silence and more efficient CPAs.

Top tip

consistently recruit new and existing customers into your brand with an always-on strategy

Mid

Purchase

Create lookalike audiences

Lower

CPA Efficiency & Brand Salience

Top

Re-engage users who visited or added to basket

Time Objective

Reach

Traffic

Web Conversion

Buy Type

Reach Auction

Traffic Auction

Web Conversion

Placement

In-Feed

In-Feed

In-Feed

Targeting

Broad + Interest & Behaviour

Broad + Retargeting

Broad + Smart Targeting + Retargeting

Creative Type

Spark/Brand Ads

Spark/Brand Ads

Spark/Brand Ads

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Case Study

How PureGym acquired a substantial number of customers at lower cost Solution 1. Boost reach with Spark Ads 2. Generate engagement with Interactive Add-Ons 3. Drive conversions with Web Converison Ads 4. Measure and optimise performance with a Conversion Lift Study

Timeframe 12 months

Brand takeaway ↗ Run campaigns over a longer period of time to adopt a test and learn approach ↗ Utilise a nurture strategy, rather than optimising directly for conversions ↗ Scale budgets over time as performance improves

Results

173m video views

26k+ new customers

-77

%

reduction in cost per completed payment TikTok Ad Awards 2023 Greatest Performance winner

5

Case Study

Harness the seasonal shopping state of mind Getting cut-through in peak season is crucial, so by leveraging audiences by phase and mixing brand and performance formats and objectives together, brands can tap into the full demand for peak season on TikTok.

How ghd drove festive sales with an account nurture strategy Solution

Pre-Seed/Tease Pre-Launch

Launch Offers Live

Sustain Post Launch

1. Implement a pre-festive period nurturing phase to raise awareness 2. Move into ‘Black Week’ phase and retarget users who had visited the ghd France website and/or added a product to their basket in previous phases 3. Drive sales with Video Shopping Ads (VSA)

Phasing

Reinforce offer launch Build offer awareness pre launch

3 Weeks Pre Launch

1 Week Pre Launch

Drive sales

Launch (Peak Campaign)

5+ weeks

Results

4.88x increase in conversions

-80

%

decrease in cost per action

Brand takeaway Targeting

Broad + Interest & Behaviour

Broad + Retargeting

Broad + Smart Targeting + Retargeting

Buy Type

Reach & Frequency

Reach & Frequency

Auction

Objective

Reach

Traffic

Product Sales

Ad Format

Spark Ads In-Feed Ads

Branded Mission Pulse Ads Top View Ads

Spark Ads Video Shopping Ads In-Feed Ads

↗ Build audiences in advance, giving them time to scale ↗ Start campaigns early, to pick up on demand ↗ Incorporate learnings from past campaigns

23x ROAS

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A solution for every objective Our solutions enable brands to combine creative entertainment and commerce across the entire marketing funnel, powering a seamless customer journey from discovery to purchase and beyond.

Find the TikTok solutions that work for your campaign:

Upper-funnel

Objective

Solution

Drive mass awareness and discovery

TopView, Top Feed, Reach & Frequency

Connect with qualified audiences and supercharge engagement

Branded Mission, Pulse, Interactive Add-Ons

Drive brand story and grow your organic account

Community Interaction

Amplify and optimise posts for consideration

Spark Ads

Drive traffic

Web Traffic Ads, Video Shopping Ads

Foster consideration

Web Conversion Ads

Drive intent

Lead Generation

Lower-funnel

Drive conversions

Video Shopping Ads, Web Conversion Ads

Full-funnel

Measure and optimise campaign performance

Conversion Lift Study, Sales Lift Study, Multi-Touch Attribution, Media Mix Modelling

Mid-funnel

Top tip The foundations of a successful full-funnel campaign use crossfunnel solutions and are underpinned by TikTok-first creative and safe, reliable data connections. Set up data connections by enabling both TikTok’s Pixel and Events API with Advanced Matching.

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