How to Use TikTok Ads Shop to Boost Your eCommerce Sales

By Cepy 8/01/2023 Post a Comment

TikTok is not only a platform for entertainment and creativity, but also a powerful channel for eCommerce marketing. With over 1 billion monthly active users, TikTok offers a huge potential audience for online sellers who want to showcase their products and drive sales. But how can you leverage TikTok's features and tools to create effective video shopping ads that attract and convert customers? In this article, we will guide you through the steps and best practices of using TikTok Ads Shop, a solution that allows you to make your TikTok in-feed video ads shoppable.

TikTok Ads Shop is part of TikTok Shopping, a suite of solutions, features, and advertising tools that empower brands and merchants to meaningfully engage with their customers. TikTok Shopping supports a variety of eCommerce content that lets you sell your products in TikTok videos, TikTok LIVEs, and on your profile page's "Product Showcase" tab. To use TikTok Shopping, you need to have a TikTok Shop or Showcase, which is a mini-storefront that displays your products on TikTok. For more information, refer to TikTok Shopping and Showcase.

Why Use TikTok Ads Shop?

Reach a massive and engaged audience

TikTok has a huge and diverse user base that spends an average of 52 minutes per day on the app. By using TikTok Ads Shop, you can tap into this audience and showcase your products to millions of potential customers who are looking for inspiration, entertainment, and discovery. You can also target your ads based on various criteria, such as location, age, gender, interests, behaviors, and device type.

Enhance your ad creative with shoppable elements

TikTok Ads Shop allows you to add shoppable elements to your in-feed video ads, such as product cards and anchor links. These elements display your product information, such as name, price, image, and rating, and direct users to your TikTok Shop or Showcase when tapped. This way, you can enhance your ad creative with relevant and engaging information that motivates users to take action.

Optimize your ad performance with full-funnel goals

TikTok Ads Shop supports full-funnel optimization goals that help you achieve different objectives throughout the customer journey. You can choose from four goals: GMV (gross merchandise value), Purchase, Initiate Checkout, and Click. Depending on your goal, TikTok will optimize your ad delivery and bidding strategy to reach the most relevant and valuable users for your business.

How to Create TikTok Ads Shop?

Create a TikTok Shop or Showcase

To create TikTok Ads Shop, you need to have a TikTok Shop or Showcase first. A TikTok Shop is a mini-storefront that displays your products on TikTok and allows users to buy them directly on the app. A TikTok Showcase is similar to a TikTok Shop, but it redirects users to your external website or app when they want to make a purchase. To create a TikTok Shop or Showcase, you need to apply for verification and approval from TikTok. For more information, refer to TikTok Shopping and Showcase.

Connect your TikTok Shop or Showcase to an Ad Account

Once you have a TikTok Shop or Showcase, you need to connect it to an Ad Account for advertising purposes. There are two ways you can do this: In Seller Center, connect one or multiple Ad Accounts for advertising purposes. For the steps, refer to How to Set Up Shopping Ads in Seller Center. In Business Center, request access to one or multiple TikTok Shops or Showcases for advertising purposes. For the steps, refer to Requesting TikTok Shop Access from Business Center.

Create a Video Shopping Ads Campaign

After connecting your TikTok Shop or Showcase to an Ad Account, you can create a Video Shopping Ads Campaign in TikTok Ads Manager. Here are the steps: Go to TikTok Ads Manager and start a new Campaign. From the Campaign creation page, select Product Sales as the objective. Select TikTok Shop as the Product Source, then complete the campaign settings. Choose Video Shopping Ads as the ad type. The Video Shopping Ads feature only supports TikTok Placement. For Targeting, ensure that your Age selection is set to 18+. Choose one of the following full-funnel optimization goal options: GMV, Purchase, Initiate Checkout, or Click. Choose one of the following bidding options: Lowest cost / highest value or Cost cap. Complete the rest of the Ad Group settings, then click Next. Select the Identity – a TikTok account (your own or other creators) to represent your business in your ad. For the steps, refer to How to Manage TikTok Accounts. Select the product(s) you want to promote. You can select one product or multiple products. Once a product is selected, the ad landing page will be automatically generated for preview. Select a TikTok Post that belongs to the Identity you selected, or upload a video, to use as your ad creative. Complete the rest of the Ad settings and click Submit.

Best Practices for TikTok Ads Shop

Use high-quality and engaging videos

TikTok is a platform where users expect to see authentic and entertaining content. Therefore, you should use high-quality and engaging videos that showcase your products in a creative and appealing way. You can also leverage TikTok's features and tools, such as filters, stickers, music, and effects, to enhance your video ads and make them stand out.

Highlight your product benefits and value proposition

Besides showing your products, you should also highlight your product benefits and value proposition in your video ads. For example, you can demonstrate how your products work, solve a problem, or improve a situation for your customers. You can also use text overlays, voiceovers, or captions to emphasize your key messages and call-to-action.

Test different products and creatives

To optimize your TikTok Ads Shop performance, you should test different products and creatives to see what resonates best with your audience. You can use TikTok's split testing feature to compare different versions of your ads and measure their results. You can also use TikTok's analytics tools to track and analyze your ad metrics, such as impressions, clicks, conversions, and cost per result.

TikTok Ads Shop Pricing Table

Optimization Goal	Bidding Option	Minimum Bid	Maximum Bid
GMV	Lowest cost / highest value	$0.01	$1000
Purchase	Lowest cost / highest value	$0.01	$1000
Initiate Checkout	Lowest cost / highest value	$0.01	$1000
Click	Lowest cost / highest value	$0.01	$1000
GMV	Cost cap	$0.01	$1000
Purchase	Cost cap	$0.01	$1000

Google Ads Guide