TikTok offers mobile app marketers both high volume and high-quality sources of advertising traffic through advertising. The platform added the TikTok Advertising Library tool to allow marketers to view the top-performing ad campaigns across the app. The ‘Top Ads’ feature aims to provide a better insight into which ad campaigns reach more users.
Ads can be filtered by ad type, industry, and region to make the search more relatable for brands and marketers. For example, marketers can view auction ads by region and industry. Results can then be further narrowed down by time (last seven days or 30 days) and performance (CTR, impressions, video view rate). The results can be clicked on to get more information about an ad and look at popular trends and showcases.
How the TikTok Advertising Library Improves Your Creatives
Competitive analysis should be a core skill within every creative team. Competitive analysis has two key benefits:
- It lets you peer into an almost endless library of tested concepts (tested with your competitors’ ad budgets, not yours).
- It increases your success rate for your new concepts, so your entire testing program involves a lot less risk.
Think of all this shared knowledge as the “wisdom of creative crowds.” Fortunately, we have ample resources to make competitive analysis efficient. In addition to TikTok’s Advertising Library, there are other creative research tools like our AdRules + SensorTower, SocialPeta, AppAnnie, and many others.
If that’s not enough, you can also check out our resource of over 500,000 competitive video ads from Facebook, Google, TikTok and Snap advertisers. Just remember to check competitive benchmarks data so you can recognize what’s breakout performance and what’s just average for that genre.
What to Look For
Leverage competitive analysis to review competitor ads for trends like:
- Use of motion
- Call to actions
- Colors and backgrounds
- Text placement
- Logos and/or stickers
- Anything that looks like a new element in an ad, or an old element used in a new way
As you review competitor creative ads, make a log of what you find. It’s best to organize your research first by a competitor, then by the ads they’re running, then by what you notice, and then by what you specifically want to create or test. Create a table for each competitor so you can add rows for dates.
Keeping a log like this takes time, but you don’t have to have a table for every competitor. And if you set aside even one hour a week to do a review like this, you’ll have all the new ideas you can handle.
If you’ve got the time, consider following the ads of a few non-competitive advertisers whose work you admire. Sometimes, really great ideas can come from outside your niche, though don’t expect miracles…outside the box ad concepts can work really well, but often they flop pretty hard, too. Use your testing methodology to minimize how much exposure you give any ad until it has proven itself.
Check Out Our Blockbuster Creative!
Tips for TikTok Ad Optimization
Here’s a list of best practices for optimizing App Ads, based on what’s working now for our clients. For a more in-depth review of app ad testing best practices, visit our AB Testing guide.
Bidding & Budgeting
- Use target CPA (tCPA). If you haven’t tested this bidding strategy yet, start now. We’ve found it to be a very efficient use of ad budget.
- Use target return on ad spend (tROAS). This feature isn’t out just yet, but it will be available in June for App Ads on iOS and Android. Once it’s live, you’ll be able to, say, specify that you want TikTok to find users who will spend three times what it cost you to acquire them. What advertiser wouldn’t want to do that?
- Set your daily budget caps at least 50X target CPI or 10X of target CPA.
- Don’t change target CPI/CPA bids by more than 20% in 24 hours until your campaign is generating 20-30 targeted in-app events per day.
- Target CPI campaigns’ bids should start at least $4-5, even if your CPI goal is lower.
- Target CPA campaigns’ bids should start at least 20-30% higher than the goal.
- Don’t wait until your app has launched to start building your user base: Pre-launch campaigns are available, and they work.
- Be generous with creative assets. TikTok App Ads work best with a variety of creative – both creative formats and messaging approaches. The algorithm will figure out how to mix and match your images, text, and videos… but you’ve got to give it enough assets to find the ideal combination.
- Always include video creative. We’ve found that if a campaign hasn’t been using videos, adding just two videos to their creative asset mix can increase the campaign’s conversions by 25%. So yes, maybe videos are a bit more expensive. Maybe they do take a bit longer to create. But they punch above their weight when it comes to ROAS. And besides – if you don’t want to make videos, we can do it for you.
- When you get your videos made, make sure they can “flex,” as in that they can appear in different views and devices and still look good.
- Think beyond user acquisition. We’re seeing some really nice returns with retention campaigns. If you do it right, it absolutely pays to advertise to all those people who downloaded your app but then either didn’t use it or never bought from it. They’ve already done the hard part of installing the app – often they just need a little nudge to activate or to make their first purchase.
Competitive creative analysis – just as creative development, testing, and strategy – are critical for campaign performance. The algorithms at TikTok may be able to test creative elements, but they still can’t create those elements or develop a creative strategy. They can’t do competitive analysis alone, either.
Focus on expanding your skills in those areas, specifically, being able to distill and interpret Facebook split testing data from creative so your team can deliver better creative. Leverage the best-in-class tools as well, like the TikTok Advertising Library.
Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.