Company Metricool, which develops and publishes a solution for managing social accounts and advertising campaigns, recently published a study on TikTok ads. This is intended to provide answers “the main questions that social network managers, agencies and brands ask themselves when developing advertising campaigns on TikTok”, company details. Between December 2023 and February 2024, Metricool therefore analyzed a sample of 730 accounts and 5,037 campaigns on TikTok, which allowed it to identify those with the highest CPC, the ad types with the highest return on investment, as well as brands’ goals for their advertising campaigns.
What are the main goals of brands using TikTok ads?
According to Metricool, most brands or companies achieve their visibility goals using TikTok ads. From the analyzed sample, 26.1% of promotional campaigns have the goal of “increase the number of viewed videos”, we can read in the study. It is advertising objective most often chosen by advertisers on TikTok Ads Manager. This is followed by campaigns that seek to generate community interaction (21.3%), followed by traffic to a website, blog or e-commerce platform (17.7%).
However, brands use advertising less frequently to achieve commercial goals: 10.6% of analyzed campaigns aim to convert users, 5.3% aim to generate leads, and 2.2% aim to increase sales. “App promotion campaigns are the least used, representing only 0.9% of the sample”completes Metricool.
What types of campaigns generate the most impressions on TikTok?
Quite logically, campaigns aimed at increasing the number of views achieve the best results in impressions. Of the 3.4 billion impressions studied, 46.7% were generated by this type of campaign. “These data are interesting, but not surprising, Metricool believes. The nature of TikTok is videos, brands, social media managers and agencies are focusing their efforts on reaching new users through this content format.. As shown in the image below, 20% of impressions come from campaigns aimed at increasing reachand 11.8% are generated by those whose goal is to convert users.
What types of campaigns benefit from the best ROI on TikTok?
On the other hand, what about the profitability of the campaigns? Although brands invest heavily in ads aimed at maximizing views ($2,537 on average), Metricool notes that this type of campaign represents by far the highest cost-per-click (CPC) and cost-per-thousand (CPM) in the sample. , at $6.08 or $2.1 per campaign.
On the other hand, TikTok ads that aim to drive a user to a website or e-commerce platform show a fairly competitive ROI. For an average investment of $330, “These campaigns have the lowest cost per click (CPC) in the study, at just $0.02 per campaign”. The reason? They generate 64.7% of clicks on the analyzed sample. Metricool points out that this is also the type of campaign that generates the most “conversions”, in the sense that TikTok understands. That is, they succeed “encouraging users to perform certain actions”such as clicking on a link or interacting with an ad.
If you’re looking to drive traffic to your website, traffic campaigns might be your best bet, explains Metricool.
At the same time, Metricool estimated the CPM (cost per thousand) for each type of promotional campaign. Here too, ads that try to redirect the user stand out very clearly – as well as those that aim to increase reach. Here is the CPM for each ad type, based on the objective configured in TikTok Ads Manager.
- Extent: $0.89 per thousand impressions,
- Traffic: $0.98 per thousand impressions,
- Product sales: $1.24 per thousand impressions,
- Interaction with the community: $1.48 per thousand impressions,
- Website conversions: $1.57 per thousand impressions,
- Promoting the application: $1.75 per thousand impressions,
- Leading generation: $1.75 per thousand impressions,
- Video views: $2.1 per thousand impressions.