We studied the client’s request and analyzed possible traffic channels that were not previously used for promotion. The most promising new channel was TikTok, as it offered the following benefits:
Wide coverage and increased interest in the social network. According to statistics in July 2021, more than 30% of Russians used TikTok, which exceeded the popularity of Facebook by that time.
The new channel did not require a new user account for advertising activities, which made it possible to test ads quickly and also not waste time and resources on filling an account with content.
TikTok made it possible to reach a wide audience and test a new sales funnel.
We developed a promotion strategy, drew up hypotheses and prepared advertising creatives, then launched traffic campaigns for a wide audience using an automatic bid.
Testing gave the following results: the daily budget (2000 rubles) was spent too quickly; clicks were very cheap, but conversion to sales remained relatively low; not all conversions were tracked due to the peculiarities of the TikTok application, the target cost per lead was exceeded.
After obtaining and analyzing the data, we identified several main areas for further work:
Bidding strategy needed to be changed
Targeted audience needed to be narrowed
Conversion needed to be tracked via Bitrix-24, because offline conversions with utm-tags of campaigns were not displayed in the TikTok advertising account.
We decided to adjust the TikTok promotion strategy and postpone the tests to October 2021.
Data:
Budget: 7868 rubles
CPC: 5,96 rubles
CPM: 33,26 rubles
Clicks: 1320
CTR: 0,56% Conversions (ad account): 0
Offline conversions (calls): 2, qualified – 0.
Lead cost: 3934 rubles
After analyzing the data of the primary tests, we took the following actions:
The campaign objective has been changed to conversions.
Setting bids in the advertising account has been switched to manual mode.
Offline conversions (calls) began to be tracked through Bitrix-24.
The steps we have taken have increased control over the settings of advertising campaigns and made it possible to receive accurate statistics. Advertising began to be seen only by those users who were interested in it.
Data: Budget: 4730,84 rubles
CPC: 21,12 rubles
CPM: 102,53 rubles
Clicks: 224
CTR: 0,49%
Conversions (ad account): 2 Offline conversions (calls): 26, 17 of them were qualified CPL: 168,96 rubles
CPQL: 248,99 rubles
Screenshot from Bitrix-24 (October 2021):
Screenshot from ad account:
Results: 1. The use of the “conversion” goal in combination with manual bidding made it possible to achieve a lead cost of 168.96 rubles, with a target of 400 rubles and an average bill for the service of about 30,000 rubles.
2. The number of leads has increased significantly while reducing advertising costs.
3. All goals were achieved.