Your Instructor: Savannah Sanchez

I’ve been helping top eCommerce brands with their TikTok media buying and ad creative strategies since April 2020. I have quickly established myself as one of the most sought-after experts for TikTok advertising. The Social Savannah is an official TikTok Agency Partner.

Contents

Introduction

• What to expect in this course.
• How the iOS14.5 change in April 2021 had an effect on paid social advertising & why advertising on TikTok is the best platform for advertisers in 2022.
• Which industries/products perform the best on TikTok ads.

Determining Budgets & Seasoning The Pixel

• The most important step to seeing great results with your TikTok ads.
• Explaining the funnel and where to start to get the best-seasoned pixel.
• Introduction to the “Rule of 50.”
• See how much budget you need to optimize lower-level funnel events.
• How much budget do you need to get out of the learning phase.
• How long it will take you to optimize for each event in the funnel.
• My proven formula to determine the best TikTok daily budget based on your metrics
• Sharing tricks and tips to help with your ad conversion rate.
• Cost per add to cart/initiate checkout/purchase estimator
• Weekly metrics calculator.
• Take a look at the pixel events firing in some of my TikTok ad accounts.
• I show you how to get into your analytics for Ads Manager.
• Learn how to tell if your events are firing properly.

Account Structure & Building In Ads Manager

• My simple but very effective TikTok ads set-up.
• See how I use my Google Sheet calculator to structure my campaigns and how that structure evolves over time.
• Launching your campaigns, ad sets, and ads.
• Setting up the TikTok Pixel
• Tips and tricks on how to best set up your ad sets.
• How many ad sets and ads to have live at one time.
• How to utilize interest stacks + targeting expansion.
• Introduction to lookalike audiences.
• Learn a secret tool I use when switching from add to cart to initiate checkout.
• How long to run your ad sets.
• Should you have all of your spark ads in one place?
• Should you delete ads that have already run?
• How many ads can you have per ad set?
• Are retargeting ads on TikTok effective?
• Can you run TikTok ad campaigns for organic follower growth?
• How I would set up a brand new eCommerce account on TikTok
• Recommendations for: audiences to start with, number or creatives, conversion best practices.
• Should you do campaign budget optimization?
• How to name your ad groups.
• For placements should you choose TikTok, Buzzfeed, Pangle, or all three?
• Is keeping user comments enabled helpful?
• Should you allow users to be able to download your ads?
• What is automated creative optimization?
• Which audiences to target?
• Should you add in recommended interests from Tik Tok?
• How often to check your ad sets?
• Should you add in behavioral targeting?
• What picture and handle to use for your custom identity.
• Single ads vs. collection ads.
• What to put as your ad captions.
• Is broad or narrow targeting the best route to go?
• Should you target users under 25?
• Male or female targeting or both?
• How to create the best lookalike audiences and what that means.
• See how simple it is to create your first lookalike and custom audiences.
• A complete walk through to help set up your TikTok Pixel.

Optimizing & Scaling

• How to interpret the data in your TikTok ads manager.
• What metrics do I care about? Cost per click? CPA? Click-Through Rate?
• Order of importance of metrics on how to know if your ad is performing well.
• What your TikTok ROAS means.
• What metrics should I expect?
• Deep dive into metrics and which are the best to evaluate how I am reaching my target audience.
• What is a good CPM?
• What is the source of truth for TikTok ad performance?
• Should I use Google Analytics to measure TikTok ad performance?
• Which bidding strategy is the most effective?
• Learn the number one reason why TikTok stops spending your budget.
• Will limitations on the audience selection/bidding help or hinder reaching your daily ad budget?
• Should you go back to add-to-cart optimization?
• How much money does your ad need to spend before you kill it?
• Should you kill an entire ad set?
• Tips and tricks like make your existing ads perform even better
• How to use your old creatives as a basis for new winning ads.

Attribution & Reporting

• What 3rd party tools do I use to measure TikTok ad performance
• How TikTok measures attribution in their dashboard
• Changes on the horizon to TikTok’s attribution
• Post-purchase survey attribution with Enquire
• Server-side tracking attribution
• How to attribute TikTok sales in TripleWhale
• How to do TikTok reporting in TripleWhale
• How to create reports in TikTok Ads Manager

TikTok Ad Creatives

• All of my tips and tricks for shooting great TikTok ads
• Ad creative do’s and don’ts
• High-performing TikTok ad formulas
• Hooks you can test for your TikTok ads
• What tools and software do I use to edit
• How to film TikTok ad UGC
• Launching new creatives in your ad account
• How to do creative testing in TikTok ads manager
• How to select music for your ads and libraries I rely on
• How to get inspired for your TikTok ad creative
• What to put as your ad caption
• Should you film on your iPhone or in a studio?
• Should you use your Instagram ads for Tik Tok?
• Should you film in 4k or 1080?
• How to get great lighting for your TikTok ads
• How to align your environment per product and make it distraction-free.
• What should your frame be? Do you need a tripod?
• How to use your best emotion/voice to convey the product without sounding like an ad.
• Best ways to use fun, eye-catching transitions to keep them engaged.
• Ad intros that work for virtually ANY product.
• Ad lengths & sizes.
• Best practices for voiceover.
• Recommended filming tools.
• Apps I love for editing TikTok ads
• How to do transitions in CapCut.
• Is sound design and captions important for ads?
• Top 3 fonts to use.
• 3 things your TikToks should always have
• How to use the most popular ad creatives on TikTok for organic TikTok growth
• A fun and creative solution to tell your storyline if you are tired of using TikTok text.
• Find out if you should put new creatives into your new or existing ad set.
• When and how often to do creative ad testing.
• How to select the best music for TikTok ads and my favorite commercial-free music libraries
• Learn how to become a student of TikTok to stay inspired by top brand ads.
• Why the first 3 seconds are so important in your ad creatives
• How best to use effects like greenscreen to make your videos not look like ads.
• How you can be the best model in your ads.
• Should you be looking at a creator marketplace or should you find creators on your own?
• Similarities between whitelisting and spark ads.

Ad Creative Tutorials

• How I edit TikTok ad creatives using the CapCut app
• How I edit TikTok ad creatives using Instagram Reels
• Tips for the models that are staring in the ads
• How to shoot and frame TikTok ads
• Selecting the right environment for filming TikTok ads

Working With TikTok Creators

• My process for selecting TikTok ad creators
• Ranges for what TikTok ad creators charge
• How I search for new creators and what I look for
• 3rd party platforms I use to source creators
• Introduction to #paid and the TikTok Creator Marketplace
• Guide & Brief for working with TikTok creators

Spark Ads

• Introduction to TikTok Spark Ads
• How I use Spark Ads in my ad accounts
• What the benefits are of spark ads
• Running spark ads from the creator account vs the brand account
• Instructions for generating the authorization for spark ads
• How to launch spark ads in your ad account

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