How to place e-commerce advertisements for TikTok overseas promotion?

In 2020, when the epidemic suddenly spread across the world, many cross-border digital marketing sellers were hit hard, from the initial supply of goods, raw materials, rising costs of logistics, difficulties in delivery, and difficulty in collecting payments. In this environment, in fact, all e-commerce companies are facing the same thing. Everyone has common challenges. Everything has two sides. When you see 80% of opportunities, then it is an opportunity. When you see 80% of difficulties, then it is a difficulty.

When they first started promoting TikTok , some e-commerce sellers would say, "We've tried TikTok Ads, but they didn't work," or "Short videos recognize this trend, but no one has the materials, so we won't use TikTok Ads for now." In fact, it's not that TikTok is ineffective, but we need to clarify the following issues:

1. Which brands are suitable for promotion on TikTok?

2. How to match your e-commerce categories with your target audience?

3. What kind of strategy should be used for different countries and regions/different categories?

TikTok Ads layout

Let’s first look at the first part and look at the layout of TikTok Ads from the perspective of going overseas. Currently, 80% of all online content is video, and the average millennial spends more than two hours a day watching videos on their mobile phones. Many people like to watch videos before going to bed on their mobile phones, using trivial and scattered time to get what they need, just like you in front of your mobile phone now.

We need to look at some of the markets open to TikTok Ads: Among the markets open to TikTok Ads, let’s look at our core advantage markets, which include India, Saudi Arabia, Arabia, Mainland China, Taiwan, and so on. As growth engines, we will have the United States, the United Kingdom, and France. Some of the countries that will develop together include Japan, South Korea, Russia, etc. For potential opportunities, we have Brazil, Canada and Australia.

It should be particularly pointed out here that Australia’s whitelist has been cancelled, which means that advertisers can directly see Australian TikTok on the platform and place ads directly without applying for the whitelist.

For some application scenarios of B2C independent sites, it can be summarized as follows: first of all, we sell online, and during the sales process we use digital capabilities to explore sales opportunities, spread event news, and promote sales online. The other part is to build a brand moat, starting from psychological needs, connecting with consumers, combining consumer insights and digital marketing, and realizing the value and brand spirit of brand building. The reason why selective coverage is specifically listed here is that, because of this epidemic, we can specify special groups of people, areas and products during the delivery. From the perspective of the market, let’s take a look at the points I have summarized.

From the market perspective, it is divided into three regions: the Middle East, Europe and the United States, and Southeast Asia.

In fact, in terms of language, 66% in Saudi Arabia is Arabic, while 34% is English. In Saudi Arabia, 11% are Arabic and 89% are English. In European and American regions, such as the United States and France, English is more commonly spoken, while in Japan, Japanese and simple English are used.

TikTok Ads Products

For TikTok, as long as one account is opened, we will have 7 platforms to advertise on.

During the delivery process, we will have TikTok Ads, Babe, and Helo, and the bidding modes will include CPC, CPM, and oCPC. For TikTok Ads, we will have such a model, and the open markets that will emerge will include Japan, South Korea, and Russia.

For information applications, there will be TopBuzz, BuzzVideo, etc. When we launch, there will be information pages, information streams, and detail pages. TopBuzz's main markets are the United States, Brazil, Japan, etc. This is what you see on the page.

Secondly, regarding the adjustment of our bidding model, there are two bidding models that we often use in e-commerce. One is CPC and OCPC. In terms of optimization strategy, when we put CPC, we will use more clicks. The target groups we often use are visits, app installations and conversions. In terms of target effectiveness, we use OCPC more often.

About audience targeting for TikTok Ads. In the process of orientation, we often use something called a seed packet. The seed package is to find precise groups of people, and the data must be kept absolutely confidential. The attributes of the population include male and female, as well as age, region, language, and differences in interests.

Tactical Strategy

As for tactics, I conclude that in the delivery strategy, we must have a healthy website and formulate a strategic delivery strategy.

TikTok Ads will combine the market launch, placement selection, delivery targeting and material recommendations we mentioned earlier, as well as the target population, product selection insights and website health test reports.

How do we play tactically?

There are 3 speed indicators and 3 indicators for enhancing user experience.

3 speed indicators:

1. Remember that the website speed should be less than or equal to three seconds

2. The website score must be greater than 85 points

3. Mobile friendliness must be OK

Enhance user experience 3 items:

1. Detailed product graphic and text introduction

2. Shopping cart normal

3. The order and payment process must also be smooth.

In general, the value of a website is to retain visitors, meet the habitual standards of overseas buyers, and then cover PC and mobile terminals. In general, the health of the website is an important factor in the success or failure of overseas digital marketing, and it is also the cornerstone of effectiveness guarantee.

3.1 Price range of selected products

Same insight into product selection, because we need to choose some categories that are suitable for local conditions, what is the average order value of the selected products? According to my own experience, the price in the Middle East is around 45 US dollars, in Europe and the United States it is between 45 and 60 US dollars, and in Southeast Asia it is around 30 US dollars.

3.2 Material Update Cycle

Material updating is essential. I currently recommend updating materials 1 to 2 times a week. Generally, the lifespan of a material is about 7 days. Regarding material production, there are 5 tools shared above.

Here I would like to explain in particular the popular music background. For example, the background selection is very different in different regions. For example, India is more adept at using some Bollywood background music, while Europe and the United States are more suitable for some funny music or some dynamic music.

3.3 What is a healthy advertising account?

Next, let’s look at an example of a health account. Knock on the small blackboard again, the third time. In fact, during the delivery, we will have, for example, an account structure. It is recommended that at least one Campaign has more than 10 ad groups. Each ad group will have 1 to 3 different types of materials. The material update frequency is at least twice a week. The cumulative number of different materials is about 20. The budget of the ad group is 20 to 3 times the bid.

Things to note when launching TikTok

1. TikTok age and gender distribution.

2. Analyze the health of the independent site and whether your site is a vertical site or a site cluster, because the strategies are very different. Vertical warfare is actually a deep-diving strategy. Station group is actually a way to promote some popular products.

3. What is a healthy TikTok account: Analyze the ad groups, ad campaigns, budgets, bids for each group, the budget for the entire campaign, and the testing cycle.

4. Do the materials match the audience?

Author: DotCUnitedGroup

Source: DotCUnitedGroup