We already talked about how TikTok has rapidly become one of the most popular social media platforms for businesses looking to reach new audiences and increase brand awareness. However, optimizing TikTok ad campaigns can be a challenging task, with numerous factors to consider, such as ad frequency, campaign objectives, audience targeting, and optimization events. Because setting up and running ads can be overwhelming it’s important to audit your TikTok ads account to be sure that your ads are giving you maximum.
In this blog post, we’ll share with you the list of things to check when you audit your TikTok ads account.
So, where do you start with TikTok Ad Account Audit? For an easier audit, we prepared a list of things you should check when doing a TikTok Ad Account Account. You can do your audit manually, or you can use Automated Advertising Audits like Lebesgue.
At Lebesgue, we understand the necessity of optimizing ad campaigns for optimum performance and ROI. That’s why we launched our Automatic Advertising Audits feature, which runs nine tests for TikTok advertising that have been shown to harm business ROI if they fail.
Our Automatic Advertising Audit feature quickly finds optimization opportunities, allowing businesses to take fast action and improve ad performance. To make the most out of TikTok advertising campaigns and reach their advertising goals, businesses should focus on optimizing retargeting ads, ad frequency, campaign objectives, audience budget split, retargeting ads cost-per-action, conversions tracking, ad placements, optimization events, and optimization goals. By doing so, they can ensure that their ads are well-targeted, cost-effective, and deliver measurable results.
With that said, let’s deep dive into the most important steps to check when running TikTok ads.
No Active Retargeting Ads
Retargeting ads are a powerful way for reaching customers who have previously shown interest in your business. By targeting customers who already interacted with your brand you can boost the likelihood of a purchase. However, failing to use retargeting ads can leave you with missed opportunities to convert these potential customers, leading to lower ROI.
Why is important to have retargeting ads? Well, this approach can help you build on existing relationships with your audience and potentially increase conversions. To save time on optimizing retargeting ads our Automated Advertising Audits feature is here to help. The feature checks whether there are any active retargeting ads and if there aren’t we recommend creating them. This is the great way to reach potential customers who have already interacted with your brand.
Ad fatigue is a common problem that occurs when the same ad is shown to an audience too many times, leading to decreased engagement and wasted ad spend. To avoid ad fatigue, you should optimize ad frequency and ensure that your ads are fresh and engaging.
Our Automated Advertising Audits feature checks ad frequency and flags campaigns that have a frequency over 7, indicating that ads are being shown too frequently to the same audience. To optimize ad frequency, you should consider using ad rotation and refreshing your ads regularly.
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Campaign Objective Type
Campaign objectives play a crucial role in optimizing ad campaigns for conversions. Choosing the wrong campaign objective can lead to suboptimal ad performance and wasted ad spend.
In terms of Automated Advertising Audits, the feature checks whether the campaign objective is set to conversion. If not, you should consider changing your campaign objective to conversion to optimize their ad campaigns for conversions and increase your ROI.
Audience Budget Split
The audience budget split determines how businesses allocate their budget between prospecting and retargeting audiences. Failing to allocate the budget properly can result in missed opportunities to reach new customers and grow the business.
To help you make the most out of your advertising budget, our Automated Advertising Audits feature checks whether businesses are spending most of their budget on prospecting audiences. If not, businesses should consider increasing their budget for prospecting audiences to maximize their opportunities to reach new customers.
Retargeting Ads CAC
Retargeting ads are an excellent approach to convert customers who have previously expressed interest in your business. Yet, it is critical to ensure that they are converting at a reasonable cost.
If businesses are noticing a higher cost per conversion (CAC) for their retargeting ads compared to your prospecting ads, our Automated Advertising Audits feature help identify this issue. By analyzing campaign performance, it checks whether retargeting ads have a higher CAC than prospecting ads. If so, you should consider optimizing your retargeting ads to have a lower CAC than prospecting ads.
Accurate conversions tracking is essential for optimizing ad campaigns for conversions. Broken conversions tracking can result in inaccurate data and suboptimal ad performance, leading to wasted ad spend and lower ROI.
Our Automated Advertising Audits feature checks whether conversions tracking is working correctly. If not, you should consider fixing your conversions tracking to ensure accurate data and optimize your ad campaigns for conversions.
Placing ads in the right locations can significantly impact ad performance and ROI. Manual placement selection can lead to suboptimal ad performance, as certain placements may perform better than others.
To ensure that ads are being placed optimally and to maintain performance and ROI, you should consider using automatic placements rather than manually selecting placements. Our Automated Advertising Audits feature helps identify which placement method businesses are currently using. If you are manually selecting placements, we recommend switching to automatic placements. By doing so, you can rely on TikTok’s algorithms to select the best placements for your ads based on campaign objectives, audience, and other factors. This helps to save time and resources while improving your advertising performance.
Optimization events are critical for optimizing ad campaigns for specific goals, such as conversions. Choosing the wrong optimization event can lead to suboptimal ad performance and wasted ad spend.
For businesses seeking to maximize conversions and minimize their cost per conversion, our Automated Advertising Audits feature ensures that businesses are using the purchase optimization event. If not, you should consider changing your optimization event to purchase, which helps maximize conversions and minimize cost per conversion, resulting in improved ad performance and higher ROI.
Optimization goals help businesses optimize their ad campaigns for specific goals, such as conversions or traffic. Using the wrong optimization goal can result in suboptimal ad performance and lower ROI.
Our Automated Advertising Audits feature checks whether businesses are using the recommended optimization goal, which is the purchase event. By using the recommended optimization goal, you can better optimize your ad campaigns for conversions, leading to improved ad performance and higher ROI.
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Optimizing TikTok ad campaigns is a crucial for businesses looking to expand their reach and improve their ROI. However, it can also be a challenging process, requiring constant monitoring and adjustments. Our Automated Advertising Audits feature is designed to make your task easier by providing a comprehensive analysis of their ad campaigns.
With our feature, businesses can quickly identify areas for optimization and take steps to improve their ad performance. From optimizing retargeting ads and ad frequency to managing campaign objectives and budget allocation, our feature covers all aspects of TikTok advertising optimization. By following its recommendations, businesses can achieve their advertising goals and get the most out of their TikTok ad campaigns.
We highly recommend using our Automated Advertising Audits feature regularly to ensure that TikTok ad campaigns are always optimized for maximum performance and ROI. With Lebesgue: Marketing & LTV, you can stay ahead of the competition and achieve your desired outcomes.
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