As Black Friday approaches, the urgency to find a winning product intensifies. In this guide, we will explore an advanced TikTok ads testing strategy that allows you to test multiple products simultaneously. This comprehensive breakdown will cover campaign setup, data analysis, and tips for identifying your first winning product.
Product Selection
Before diving into the TikTok ads setup, we identified three winning products that are perfect for the fall and winter seasons:
- Teddy Legs: Cute and cozy teddy bear socks.
- Cozy Knit Set: A comfortable set including shorts, a top, and a coverup.
- Sock Clogs: Comfortable shoes ideal for professionals who spend long hours on their feet, such as nurses.
For each of these products, we created branded product pages using a pre-built theme on Shopify, which simplifies the process significantly. If you're new to this, we have a product research guide available that outlines various methods for finding winning products.
Setting Up TikTok Ads Campaigns
Step 1: Create a Campaign
- Access TikTok Ads Manager: Click on "Create" and select "Website Conversions" to focus on driving purchases.
- Campaign Name: Use a descriptive name like "Teddy Legs Test".
- Budget Optimization: Enable Campaign Budget Optimization (CBO) and set a daily budget of at least $50.
- Ad Group Name: Change this to "All Creatives".
- Select Pixel: Choose your pixel from the dropdown menu.
- Optimization Event: Select "Complete Payment".
Step 3: Ad Placement and Settings
- Ad Placement: Only run ads on TikTok to ensure better conversion rates. Disable placements on CapCut and Pangle.
- Advanced Settings: Disable user comments, video downloading, and sharing to avoid negative feedback from trolls.
Step 4: Targeting Options
- Location: Target the United States. Avoid targeting the UK or Europe unless you have an agency account, which allows for worldwide targeting and removes VAT tax.
- Age and Gender: Target individuals aged 18 and above. For female-oriented products, select "Female Only".
- Interest Behavior: Leave this broad; TikTok's algorithm is capable of identifying interested users.
Step 5: Budget and Scheduling
- Schedule Ads: Ideally, schedule ads to start at midnight for optimal performance.
- Day Parting: Set ads to run from 8:00 AM to midnight in the target region.
Step 6: Finalize Campaign
- Smart Creative Ads: Leave this disabled for testing.
- Upload Videos: Use three videos for each product, sourced from competitor analysis and TikTok searches.
- Ad Text: Keep it simple, e.g., "Get your Teddy Legs at 50% off this week only".
- URL Preview: Ensure the link works before publishing.
After launching the campaigns, it's crucial to monitor their performance closely. The goal is to identify at least one profitable ad creative from the three products tested.
Day 1 Results
- Teddy Legs: One profitable ad was identified, while two were disabled due to high cost-per-click (CPC) and low click-through rates (CTR).
- Cozy Knit Set: Disabled due to poor performance with only one add-to-cart.
- Sock Clogs: One ad was profitable, while others were disabled for similar reasons as the Teddy Legs.
Day 2 Results
- Sock Clogs: Continued to perform well, generating profitable purchases. The focus shifted to scaling this product.
- Teddy Legs: Disabled due to exceeding the break-even point.
- Cozy Knit Set: Remained off due to lack of profitability.
Conclusion and Next Steps
The primary objective of this testing campaign is to identify at least one profitable video to scale. After two days, the Sock Clogs emerged as a winner, generating profits despite an overall loss in ad spend.
For those looking to build a successful e-commerce store, consider applying for one-on-one guidance to navigate product testing and scaling strategies effectively. With Black Friday just around the corner, now is the time to act and secure your winning product.
Stay tuned for a follow-up case study on scaling the Sock Clogs, and remember, every month without a winning product could cost you significant potential profits.
