With so much money on the line, it’s important to see if your ad campaigns are actually effective — are they generating the desired revenue? Are they driving conversions? Or aren’t they creating the expected impact?

Return on ad spend (ROAS) is a critical metric that is used to measure advertising campaign performance. It indicates how much revenue your ad campaign is generating and is a key marker of a successful campaign. 

In this article, we will explain what ROAS is, how it differs from ROI, how to calculate it, what a good ROAS is, and give you seven expert tips on how to maximize your ROAS.

What Is ROAS?

Return On Ad Spend (ROAS) is a PPC metric that measures how much revenue a single ad or entire campaign generates for each dollar you spend on that ad or campaign.

ROAS essentially measures the effectiveness of your advertising campaigns. A higher ROAS is a good sign — it means you’re squeezing more revenue out of every dollar spent on ad campaigns.

How Is ROAS Different From ROI?

Return on Investment (ROI) is a broad metric measuring the total revenue generated per dollar spent on a specific action.

ROAS is technically a subset of ROI. It’s simply the ROI of a specific ad campaign.

That said, most people use ROI to refer more broadly to a project, such as a new product.

Imagine you launch a new product. Your ad campaign generates a high ROAS, but the overall product delivers a low ROI. 

This could indicate that your campaigns are effective at selling the product, but perhaps you’re not charging enough to cover the rest of your operating expenses.

On the other hand, you might have a low ROAS for an ad campaign but a high ROI on the product. This could indicate that although your ad campaign isn’t generating a lot of sales, each sale offers enough profit margin to deliver a high ROI.

Additionally, it’s worth noting that money spent on salaries and wages for advertising team members doesn’t count in your ROAS. Only the amount spent on the actual campaign is part of ROAS.

How To Calculate ROAS

Calculating your ROAS is quite simple. Divide the total revenue attributable to your ad campaign by the total cost of those ads. The resulting number represents the number of dollars you earn per dollar spent.

Here’s a formula:

ROAS = (Revenue / advertising cost)

For example, imagine you sell 1,000 units of a $20 product via ads. That puts your revenue at $20,000.

Let’s also say that you spent $5,000 total to run that ad campaign.

Plugging these numbers into our formula:

ROAS = $20,000 / $5,000

Your ROAS for this ad campaign is 4. That means you earned $4 on your ads for each $1 you spent on those ads.

Why Does ROAS Matter?

ROAS gives you an idea of how well you’re using your ad dollars. This offers you several benefits:

Better decision making

Gathering more data surrounding your ad performance helps you make more informed decisions in the future.

For example, you might score a particularly high ROAS after implementing a specific marketing angle in your ad copy. You might consider upping your investment in this marketing angle and continuing to run this campaign.

Track campaign performance

Revenue is a crucial KPI for ad campaigns because it gives you an idea of your campaign’s performance. 

You may be able to look at your ROAS in real-time. This could help you report on the campaign’s performance to stakeholders on the fly. It could also allow you to make adjustments right away, instead of at the end of a campaign.

Determine campaign renewal

ROAS is one of the best metrics for determining if the marketing campaigns you run are good — and thus, worth renewing. If a particular campaign had a higher ROAS than usual, there’s no need to change things. Consider renewing it.

On the other hand, you shouldn’t renew a campaign with a bad ROAS. Scrap old campaigns and try something new.

Keep stakeholders informed

Most stakeholders — especially executives — want to know how many dollars you’re earning per dollar spent on your ads. 

The same goes for partners in the business. Anyone who owns part of the business will want to make sure every dollar that’s put into growth is used as effectively as possible.

Keeping tabs on your ROAS provides them with a convenient metric that keeps them informed on how well you’re using ads to grow and can help them get an overall picture of business growth.

What Is a Good ROAS?

Like any other advertising or marketing metric, ROAS depends on the platform you’re analyzing. 

For example, Jungle Scout estimates that Sponsored brand ad campaigns have the highest ROAS on Amazon, garnering $6.28 for every $1 spent. 

On Facebook, a Databox survey revealed that 30% of marketers got a 6–10x return on ad spend, while around 5% said their ROAS was higher than 80x.

Google Ads is another common platform for marketers and advertisers. The average ROAS on that platform is 2:1 or 200%. That means Google Ads users, on average, double each dollar they invest in campaigns.

Many consider that the overall average ROAS for a successful campaign is around 4:1, which is $4 in revenue for every dollar spent.

Remember that these are just averages and that your actual ROAS depends on a variety of factors. A good ROAS depends on your industry, profit margins, and the average cost-per-click (CPC).

How To Improve ROAS

Improving your ROAS unlocks a lot of potential business growth. It helps you identify ad campaigns that work, letting you scale up your investment and redirect some efforts elsewhere.

At the same time, you can invest your extra revenue into other aspects of your business once you make significant ROAS improvements.

With these benefits in mind, let’s look at several ways to boost your ROAS.

1. Track the right data

First, ensure you’re looking at the correct data for ROAS. 

Ignore data that doesn’t deal directly with your ads, such as marketing software costs, salaries and wages for marketing or advertising team members, agency fees, and so on.

For Google Ads, you’ll also need to pick a Google Ads attribution model that fits your needs. Each model credits the conversion to different parts of your ad funnel.

For instance, the Data-Driven model credits ad interactions based on how important they were to the conversion process. This model is the default and uses automation to take out some of the guesswork.

However, there are six others that you can choose from based on your goals and needs.

2. Lower your CPC

One way to lower CPC is to target the right audience, which helps you bring in leads that are more likely to need what you sell.

This generates more revenue but could help you score a lower CPC. This is because Google might give you a higher Quality Score, which reduces your CPC.

You can also use different bidding strategies. Different bidding strategies focus on different goals, so some may be more cost-effective than others.

3. Use the right keywords

Researching and targeting the right keywords in your ads helps you get in front of users that most closely need what you offer and will click through.

Go after long-tail keywords. These are low-volume, longer keyphrases users are more likely to use closer to the purchase.

For example, “running shoes” is a broad keyword. A long-tail version for someone interested in running might be “supportive running shoes for flat feet” — that’s very specific and indicates a higher purchase intent.

Create single-theme ad groups as well. These organize keywords by theme instead of keyword. A good example would be “trimming hair” and “cutting hair.”

Now, include negative keywords, too. These screen out irrelevant leads using similar search terms.

For instance, if you’re an orthodontist, you probably offer to install braces on your patients. You might consider adding negative keywords like “arm braces” or “elbow braces” — both use the word “braces” but are a different type of product entirely.

4. Focus on bottom-of-funnel keywords

The bottom of the funnel is where the customer buys. 

Focusing on bottom-of-funnel keywords in your PPC ad campaign helps you target these customers and nudge them toward the sale. 

This can improve your campaign’s ROAS by increasing the chance any given lead buys from you. 

That means more revenue for you per dollar spent, boosting your ROAS.

Make sure you target some branded keywords here. Some customers may be looking directly for your brand or products, basically guaranteeing the sale if you serve ads to them.

5. Use landing page best practices

Getting a high number of clicks on your ads won’t matter much if your landing page doesn’t convert those leads into sales.

A key piece of a high-converting landing page is getting all the important stuff “above the fold,” meaning the visitor can see it all before scrolling.

This minimizes the chance of a user clicking away or getting distracted and failing to convert.

Here’s a good example:

(Image Source)

This business has a headline, persuasive bullet copy, and a CTA form all above the fold. This reduces the amount of work the user has to do to convert.

Throughout the page, use bite-sized, easy-to-read copy. Include a section briefly explaining the benefits, and sprinkle in testimonials for social proof.

Lastly, make sure you optimize your landing page for mobile. The majority of global traffic is now mobile, so getting mobile-optimized is critical.

6. Do conversion rate optimization on your landing pages

Conversion rate optimization involves routinely testing and tweaking your ads to try to improve your conversion rate.

This starts with personalizing the customer journey. This helps you tailor ads more closely to each customer, increasing their chance of converting from an ad.

After that, optimization never truly ends. Markets change, and customer preferences shift. You should periodically update that customer journey. Plus, you need to do regular A/B testing — basically, test your current ads against new ones to see if you can boost your conversion rate.

7. Increase revenue per conversion

Generating more revenue from each lead means more dollars from that lead per dollar spent to get them.

This starts with tailoring ad campaigns. The better your targeting and messaging, the better customers you’ll get. They will fit your brand better, meaning they might want or need more of what you sell.

There are some tactics you can use post-click as well. 

For example, you can try to bundle offers together. Find products or services that complement each other, then sell them together with a bundle discount.

Another post-click tactic is upselling. When a customer adds something to their cart or is on the checkout page, you can put another offer in front of them that makes sense for the product.

For instance, say you’re a fitness supplement company. Someone adds protein powder to their cart. You could upsell them on a subscription to regular protein powder deliveries. Alternatively, you could upsell them on buying a bigger container.

Regardless, you’re getting more revenue per ad by upselling.

Grasp Your Ad Performance With ROAS

ROAS is one of the most vital metrics to track if you’re advertising online. It helps you screen out ad and campaign ideas that don’t work while reinvesting more ad dollars into those that do work.

Although there are too many factors to nail down a “good” ROAS, you should always be looking for ways to improve after establishing a baseline.

That’s where The HOTH can help. We can handle every aspect of your PPC campaign, maximizing your ROAS while letting you get back to what you do best. Schedule a call today to see how we can help.

The post What Is a Good ROAS? How to Calculate and Optimize Your Ad Spending appeared first on The HOTH.

Google wants its users to see only valuable, helpful ads that lead to relevant, helpful landing pages. That’s why the company came up with Quality Score, an indicator showing advertisers how they can make their ads more clickable, relevant, and profitable.

And Google rewards advertisers that get QS right with lower CPCs, higher placements, and more. So obviously, you want to improve your Google Ads Quality Score and target your potential customers with laser precision. 

And this article will give you step-by-step instructions on how to achieve that, including real-life examples. We’ll look at some well-performing ads and effective landing pages and discuss how to get a good Quality Score.

What is Quality Score?

Quality Score is a metric designed to reflect the quality and relevance of your ads, keywords, and landing pages to the average user. 

You can use it to improve your targeting, create more relevant ads and landing pages, and, as a result, improve your ad rank without increasing your bids.

Quality Score is measured on a scale from 1 to 10 and displayed for each of your keywords. Google uses historical performance data from other advertisers and compares it to your ads’ performance to calculate Quality Score. The score includes three main factors: expected click-through rate, ad relevance, and landing page experience.

Think of Quality Score as a guidepost rather than a performance indicator that has to be pushed as high as possible. In other words, you want to optimize what Quality Score says it measures, but not obsess too much over the metric itself.

What Does Quality Score Mean?

For many keywords, there are hundreds of advertisers competing for the top spots on the results pages. Naturally, Google has to decide whose ads will show up higher, and which will be lower priority. 

Simply prioritizing the highest bidder was the first approach, but they canned it after issues with illegitimate advertising and even spam. After all, a big budget doesn’t guarantee high-quality and relevant ads.

That’s why Google developed Quality Score. It’s Google’s way of assessing ads and establishing their clickability and whether they match search intent. It’s in the company’s best interest to incentivize advertisers to improve the quality of their ads so consumers don’t lose trust in their platform.

Plus, if more people click on your ad, Google earns more money from that, so it’s a win-win situation.

Why Is Quality Score So Important?

A high Quality Score doesn’t guarantee that your ad will generate tons of sales, but it does put a certain stamp of approval on your ad and its targeting. 

At the same time, a low Quality Score doesn’t mean your campaign failed — it’s just a sign that you need to organize your ads differently, improve your ad copy, or something along those lines.

Quality Score influences Ad Rank, a metric Google uses to determine your ad position and whether your ads will show at all. Ad rank basically multiplies your bid with your quality score (and does the same for all competing advertisers), and the winners get the top spots.

This is how much Quality Score can increase or decrease the impact of your bids: 

Understanding Google Ads quality standards will help you outsmart your competitors, even if they have deeper pockets. You can win a higher position and save money by making your campaigns more relevant and useful to your target audience.

If your ads meet your potential customers’ needs and thus make Google happy, your life as an advertiser becomes easier:

1. Your actual cost-per-click will be lower than your maximum bid because you’ll only have to pay what’s required to hold your ad position and any potential ad extensions.
2. Your ads attract users with an expressed buying intent instead of random people.
3. You improve your landing page quality and make it more intuitive, to-the-point, and sales-oriented, which will help you convert traffic from other sources, too.

If you aren’t sure if Google Ads is worth it, keep on reading to understand how you can succeed where others trip up.

How to Improve Your Google Quality Score

There are three main components to Google’s Quality Score. Expected click-through rate (CTR) shows how likely your ad is to get clicked when displayed for that search term. Ad relevance reflects how closely your ad matches the search intent. Landing page experience demonstrates how relevant and useful your landing page is to users who click your ad.

If any of these Quality Score parameters have a status “Below average” or “Average,” they require your attention. Now, let’s talk about how you can positively influence each Google Quality Score metric.

#1. Optimize your ad to improve your expected click-through rate (CTR)

The goal is to make an eye-catching ad that immediately makes the user think, “that’s exactly what I was looking for.” To achieve that, you need to polish your ad copy and work on your keywords as well. Here’s how to do that.

Revise your ad copy and make your ad mirror the intent of your keywords

Make sure it accurately captures your offer and sparks curiosity. Include words related to your keyword. Use active verbs, address the user, and be specific — add important facts, numbers, achievements, or stats to make your business appear more credible, or mention that it’s a limited-time offer to add a sense of urgency. Also, check if your landing page URL is specific to the search query and clearly lets users know where the click will take them.

Prioritize long-tail keywords

Go for more specific, lower-search-volume relevant keywords to attract users who’re already inclined to purchase and know exactly what they want — for example, instead of “running shoes,” try “cushioned running shoes for bad knees.” Test different keyword placements in your copy to find the best-performing formula.

Emphasize your USP

Make it obvious to your target audience why your offer is better than the competition. Try to highlight your unique benefits instead of repeating what every other ad is saying.

Make your CTAs more emotive and attention-grabbing

Add power to your CTAs by replacing weak nouns with active verbs. Instead of “Cooking training,” try “Learn to make 10 French dishes in a week.” Avoid using calls-to-action to describe your offer — that’s what ad copy is for. In your CTAs, you need to speak to your audience directly and show them that they’re one click away from achieving their goal.

Let’s take a look at an ad that checks all the boxes:

In this example, we see how social proof, a strong CTA, a concise description, and a limited-time offer can drastically improve ad quality by making it more credible, relevant, and desirable.

#2. Improve ad relevance by targeting the right keywords (with the right ads)

Buyers don’t think in plain keywords — they’re looking for something specific when they type something into Google. Your ads should get as close to what they’re searching for as possible. The closer you can get, the more likely they are to click on your ad.

Analyze search intent to get a better ad relevance score

Search intent is the industry lingo for “what a Google user is looking for when they search.” A good place to start is to search the keyword yourself and look at the top results, questions, and related searches. You can also use SERP analysis tools to understand what terms and tone of voice high-ranking landing pages use — their SEO tactics can help your PPC strategy.

Don’t forget to use negative keywords

Negative keywords can help you protect your budget and prevent you from targeting the wrong audience. For example, if you’re looking for potential customers, you don’t want to show up for searches for “Toyota dealership jobs.”

Excluding ambiguous search terms can also be helpful if you want to separate your campaigns, meaning, avoid cross-campaign matches.

Organize your ads by splitting them into smaller groups

Don’t squeeze 15–20 keywords into one ad group. It might be easier to set up your campaign that way, but you’ll end up diluting your ads’ impact and lowering their Quality Score.

Instead, group keywords by a single theme, and write unique ad copy that matches the search intent of each keyword.

Avoid broad-match keywords and use either phrase match or exact match when creating your single-theme ad group (STAG).

You need to be highly specific in your ad copy, so don’t target too many search terms at once. Just think of how you create individual product pages on your website. You need an ad that represents each product or potential interest in your product.

#3. Optimize your landing page experience

To ensure a high Quality Score, you need to think about what happens after a user clicks your ad. If they land on your page and don’t see anything resembling your initial offer, they get frustrated and leave. What’s even worse, they also lose faith in your brand, so it’ll be harder for you to land the sale in the future.

Thankfully, you can prevent this by optimizing your landing page for each specific search query and making it more conversion-friendly.

This checklist will help you improve your landing page experience, your QS, and boost your sales:

• Make sure that your landing page fully matches your ad: Link to a dedicated landing page created specifically for that type of keyword instead of sending them to learn more about your company.
• Keep your messaging and CTAs consistent: Avoid confusion by making sure that your ad and your page have exactly the same keywords and CTAs and use the same language.
• Make your page easily scannable and remove distractions: Make the buyer’s journey smoother by removing unnecessary links, buttons, and other elements to help them focus on your key offer.
• Use heatmaps and other analytics tools to spot the problems: See what makes your visitors rage-click or piques their interest and how their eyes travel across your page.
• Improve your landing page load time: Compress your images, use the WebP image format, trim unnecessary CSS and JavaScript, reduce the size of third-party scripts, and switch to a popular CDN to take advantage of faster load times abroad.
• Show how you secure customer data: From providing safe online payments to implementing an honest privacy policy, show your website visitors that you want to keep them safe.
• Check if your landing page looks great on mobile devices: Run a mobile-friendly test and find out how to enable your website visitors to shop spontaneously and on the go.
• Demonstrate your legitimacy through social proof: Overcome customer hesitation and show how many users have already purchased from you and what they think about your brand.
• Run a UX audit: Find where your visitors stumble or get lost and how to make your page more digestible and accessible.

Here’s an example of a landing page that has it all. Let’s start with the ad itself (it showed up for the keyword “meal kit delivery service):

The ad is informative and relevant to what we were looking for. It features a special offer and lists Gobble’s unique options, such as meal customization. The USP makes the ad stand out and targets consumers who don’t want to spend hours in the kitchen.

Once the user clicks the ad, they’re sent to an intuitive landing page supporting the ad’s promise. The user can access all the necessary information and make their first order without even having to scroll down.

This landing page respects customers’ time and attention — even the social proof is placed above the fold. The rest of the page is just as intuitive, concise, and loaded with appealing and original content.

The page is visually clean and distraction-free, and it presents the offer without overwhelming the reader with unnecessary information. The CTAs are also consistent throughout the page — another detail that contributes to the frictionless landing page user experience.

Getting a High Quality Score Can Be Tricky — We’re Here to Help

If you want to stop worrying about your Quality Score and conversion rates and focus on what you’re good at, try our PPC management services. We’ll help you generate consistent leads and sales and beat the competition. Here’s how it works.

Firstly, we create a customized strategy for your business. Then, we design your campaigns and pre-optimize them to ensure high-quality traffic from day one. The improvements don’t stop after the launch — we regularly optimize campaign performance as we go to make sure that you won’t spend money on low-quality keywords. Also, we deliver weekly reports to keep you in the know.

Book a call to start working with your personal PPC expert and supercharge your ad campaigns. Also, check out our case studies to see how we’ve already helped other businesses get more leads and sales, while simultaneously reducing advertising costs.

The post Google Ads Quality Score: How to Improve Your Ads and Start Spending Less appeared first on The HOTH.

It may not have as many active users as dominant social media and advertising platforms like Facebook and Twitter yet, but such fast growth implies that it’s quickly becoming an important place for brands to start advertising.

That said, TikTok has several ad types. To succeed on TikTok, it helps to understand how each one works and see a few successful ads.

In this article, we’ll explain the types of ads TikTok lets you create on the platform, then go over a couple of examples of each one to inspire your own.

What Are TikTok Ads?

TikTok is a video-sharing app that lets users make short-form videos up to 10 minutes long. It originally launched with 15 seconds as a maximum length but extended that limit several times until it eventually reached 10 minutes.

In some ways, TikTok is a blend of video platforms like YouTube and text-based social media like Twitter — it’s a video-only platform, but designed for shorter content and attention spans.

Naturally, it can be a potent marketing channel. In fact, the average monthly time spent on TikTok in 2021 was 19.6 hours. That’s equivalent to almost 40 minutes per day, every single day. 

Thus, users are tuned in to their feeds. As a result, brands can take advantage of these high engagement levels with TikTok ads.

Now, most assume teens are TikTok’s largest demographic. That’s true to a large degree.

But contrary to popular belief, TikTok’s user base has a wide age range. Your target audience need not be young people to succeed. Here’s the age range breakdown as of September 2021:

• 10-19: 25%
• 20-29: 22.4%
• 30-39: 21.7%
• 40-49: 20.3%
• 50+: 11%

That said, an ad that appeals to the 10-19 age range may not appeal to the 40-49, and vice-versa. Knowing your audience is vital.

Benefits of TikTok ads

TikTok offers plenty of benefits to those who master its ad formats:

• Explosive user growth: TikTok has seen explosive user growth over the past few years, creating a huge potential audience.
• Influencer marketing: Influencers have the spotlight on TikTok. They can grant immense social proof to your products if they use them.
• High engagement levels: As mentioned, TikTok has amazing user engagement. That makes it easier to catch a user’s attention.
• Chance to go viral: TikTok is one of the easier social media platforms to go viral on. Combine this with high user engagement, and TikTok ads can be immensely beneficial.
• Wide age range: You don’t need a teenage or early 20s audience to benefit from TikTok. A surprisingly wide range of age groups use TikTok.
• Several types of ads: TikTok provides several types of ads, giving you more options for creating a great campaign.

The 5 Types of TikTok Ads

TikTok developed five specific types of ad formats. Each one offers specific features and advantages.

Here are brief explanations of each TikTok ad type:

Brand takeover

Brand takeovers are short ads that appear right away the moment a user opens the app. They start by taking up the whole screen for 3-5 seconds upon launching the TikTok app, then turn into in-feed ads.

Since brand takeovers are full-screen video ads, it can maximize brand awareness. Plus, the entire ad is clickable, reducing friction and maximizing traffic to your landing page.

Branded effect

Branded effects allow brands to create custom filters, sticks, and lenses based on their branding. 

This gets the user involved. They get to have fun and exercise some creativity while spreading your brand name far across the platform and increasing video views.

These can last for up to 10 days, giving users plenty of time to create their own videos using your branded effects.

Branded hashtag challenge

Branded hashtag challenges also get the user involved. You create a hashtag associated with your brand, then create a “challenge” for users to perform, such as some activity involving your product. 

Users can click on your branded hashtag and land on a page filled with other users’ TikTok content within the challenge.

Branded hashtag challenges are a great way to get customers to do your marketing. You get plenty of user-generated content, helping you market your products with videos.

In-feed ads

TikTok in-feed ads are types of video ads that show up directly in a user’s newsfeed. They look like regular TikTok content, automatically playing as users scroll through their newsfeed and run into them.

As a result, in-feed ads blend in well with the rest of the organic videos on a user’s newsfeed, making the user more likely to give your ad a watch.

TikTok allows these ads to be up to 60 seconds long, but they suggest keeping them 9-15 seconds in length.

TopView ads

TopView ads are similar to brand takeovers in that they’re the first thing a user sees. However, they don’t take up the full screen — instead, they take the top spot in a user’s feed after 3 seconds of the user logging in.

These ads can be 60 seconds long, giving you some flexibility in your messaging.

Since these ads snag the top of the user’s newsfeed, they’re less likely to scroll past it accidentally, helping you capture more traffic. In fact, according to a TikTok study, 71% of users said TopView ads grabbed their attention.

10 TikTok Ad Examples To Inspire Your Own

Now that you understand TikTok’s advertising potential and the available ad formats let’s look at some great examples of TikTok ads in the wild.

Below, we’ll cover two of each TikTok ad type. That way, you’ll have some inspiration regardless of which format fits your goals best.

1. Brand takeover: Too Faced

Brand takeovers take over the user’s app for a few seconds. They can afford to look more like an ad.

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Too Faced takes full advantage of that here to advertise their cruelty-free lip plumping gloss. The ad alternates shots of people using the product with images of the product itself accompanied by benefits.

Each shot cuts quickly to keep the user’s attention and cram everything into the short ad time to maximize video views.

2. Brand takeover: PepsiCo

Here, we have Pepsi’s Australian launch campaign for Pepsi Max. Since Pepsi is launching a product in a new market, a brand takeover can help maximize attention and website traffic.

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They present a high-quality image of three delicious-looking Pepsi Max flavors that takes up much of the screen.

Below is some concise copy urging readers to discover what flavors will be available, along with a prominent “Learn More” CTA.

Clean and simple but attention-grabbing content can make for a good TikTok launch campaign.

3. Branded effect: Netflix’s #TribesChallenge

Branded effects go along well with brand hashtag challenges, as Netflix shows here with its #TribesChallenge campaign designed to promote Tribes of Europa.

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This campaign allowed users to “choose their tribe” from the show, and each tribe had special TikTok stickers and filters to add some flair.

The “choose your tribe” pulls in users by letting them identify with a certain tribe from the show — then, users put the hashtag in the post, which spreads the campaign even further.

4. Branded effect: PUMA

PUMA offers another example of a branded effect accompanying a branded hashtag challenge with its Future Flash launch campaign.

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This TikTok has a person decked out in PUMA future flash gear doing some tricks with a soccer ball before kicking it at the camera. Toward the end, PUMA puts a custom sticker for their Future Flash brand on the screen as the soccer player dances to some music.

It’s clean and simple, helping to spread awareness of the new product line without losing the viewer’s attention. Plus, the use of someone skilled at various soccer tricks adds a bit of social proof.

5. Branded hashtag challenge: American Eagle’s #InMyAEJeans

American Eagle combined hashtags with the power of influencer marketing by recruiting social media influencer Addison Rae for their #InMyAEJeans campaign. Rae launched the campaign, and it spread like wildfire from there.

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The challenge was simple enough — do a dance in your American Eagle jeans and use the #InMyAEJeans hashtag. Naturally, tons of people wanted in on the challenge to try and go viral, providing a ton of brand awareness for American Eagle as school started back up and students shopped for new clothing.

6. Branded hashtag challenge: #ASOSFashunWeek

ASOS recruited several popular influencers for its #ASOSFashunWeek campaign. This campaign did two things at once.

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First, ASOS used Hashtag Challenge Plus. This allowed users to browse ASOS products right in the TikTok app and maximize conversion rates. What’s more is that the influencers each provided coupon codes in their posts to encourage purchases.

Beyond that, though, users were able to strut their stuff in their own ASOS outfits and use the ASOS hashtag and branded effect — spreading brand awareness.

7. In-feed ad: Lancaster University

The key to succeeding with in-feed ads is making them not look like ads. 

This Lancaster University ad is a great example — in particular, its use of UGC.

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Lancaster University got a student to make a TikTok doing a dance, combining the powers of social proof, a filter, and the “dance challenge” trends that TikTok is known for.

Plus, it lasts a mere 16 seconds. This and the other elements mentioned make this ad blend in with the rest of the feed and convey the intended message without losing the user’s attention.

8. In-feed ad: Beetology

Millennials and Gen Z — TikTok’s largest user base — are also pretty health-conscious, according to 2019 data.

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So Beetology created an effective in-feed ad to market their organic beet juice drink. 

The ad features a mix of colorful shots of the product with personality-infused copy and shots of people drinking it. The latter, in particular, looked like regular customers drinking the Beetology drink, giving it a UGC feel.

The transitions are quick and eye-catching, and there’s a CTA button at the bottom for viewers to click on and shop.

9. TopView ad: Balenciaga

TopView ads need to cut to the chase since they’re at the top of the feed. Otherwise, the user might scroll past it to see what else is on their feed.

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This ad from Balenciaga does it well. It immediately shows a nice video of a Balenciaga bag before pasting the brand name on the screen. There’s no other text or unnecessary video.

Then, at the bottom of the ad is a clear CTA button users can click on to go shop for their very own Balenciaga bag.

10. TopView ad: Experian

Experian does the TopView ad well. They used their campaign that features John Cena and the purple cow that’s in many of the Experian commercials.

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But they adapted it to TikTok by cutting the ad down to a few seconds. In just a few words, Cena conveys the biggest benefit of Experian Boost. Plus, the TikTok cuts to different shots quite fast, which can grab and hold the viewer’s attention.

Experian included CTA buttons to download the app on the Apple and Google Play stores. This shows that they understand TikTok users primarily use the app on mobile devices, not desktops.

TikTok Ads: Effective For Certain Types of Products

TikTok’s high engagement rates make it an excellent social media channel for brands to connect with their audience — and not just Gen Z, as the data shows.

The key is to master the ad formats TikTok offers and find relevant influencers on the platform to include in those ads if possible.

Unless you’re selling an eye-catching consumer product, driving sales from TikTok can be tough.

If you want to put your brand and products in front of purchase-ready customers, Google Ads could be a better idea. The HOTH’s PPC experts can help you get started on that. Schedule a free consultation today to learn what The HOTH can do for you.

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