How to sell tickets on TikTok
Content
TikTok audience
Source
TikTok audience in Kazakhstan
General principles of setting up advertising campaigns
Interface. Business Center
TikTok business center scheme
Advertising campaign levels
- Awareness. This group includes the "Reach" objective.
- Consideration. This includes objectives such as "Traffic", "Video Views" (within TikTok), "App Installs", "Lead Generation", "Community Engagement".
- Conversions. This includes "App Promotion", "Lead Generation", and "Website Conversion" objectives.
After selecting the objective, you need to write the campaign name. Then you'll need to choose the budget type: daily, total, or uncapped.
Enabling A/B testing allows you to evaluate the effectiveness of different ad groups.
With A/B testing, 2 ad groups are created. The creatives in them will be the same, but the targeting will be different.
Enabling A/B testing allows you to evaluate the effectiveness of different ad groups.
With A/B testing, 2 ad groups are created. The creatives in them will be the same, but the targeting will be different.
When creating an advertising campaign, the first step is to select the objective:
Сampaign level
- Location
- Gender
- Age (TikTok offers age ranges)
- Languages
- Audience selection. You can use audience lists obtained from previous ad campaigns or through parsing.
- Interests and behaviors
For each ad group, you need to specify a name and indicate where to direct the traffic: to app installs or to a website.
Additionally, placement options are set here. Ads can be shown only within TikTok or on other platforms, where they will appear as banners.
Additionally, placement options are set here. Ads can be shown only within TikTok or on other platforms, where they will appear as banners.
In TikTok, targeting settings include:
AD group level
After setting up targeting for the ad group, you need to specify the budget.
The budget can be set as daily or for the entire campaign.
The budget can be set as daily or for the entire campaign.
Once the budget is set, you can schedule the ad: periods when the ad should be shown, launch at specific times, and on certain days of the week.
Next, there's the "Bid Strategy and Optimization" section. The payment model depends on the selected objective. For example, for the "Traffic" objective, payment is based on clicks. Available bidding strategies include lowest cost and fixed cost. For the "Reach" objective, payment is based on CPM (cost per thousand impressions).
TikTok operates on an auction system. Advertisers who pay more receive more impressions.
Next, there's the "Bid Strategy and Optimization" section. The payment model depends on the selected objective. For example, for the "Traffic" objective, payment is based on clicks. Available bidding strategies include lowest cost and fixed cost. For the "Reach" objective, payment is based on CPM (cost per thousand impressions).
TikTok operates on an auction system. Advertisers who pay more receive more impressions.
AD group level
The minimum amount is $20.
In one ad group, you can add up to 10 different creatives (photos or videos).
When adding a video clip, you can enable the Spark Ads format. It allows users to visit your profile and displays your username above the text.
Without Spark Ads, the ad will be shown without linking to a TikTok account.
You can choose the video promotion format - single video or playlist. In a playlist, you can upload multiple videos, and links to them will be displayed during playback.
For video text, only the first 44 characters are displayed (total of 100 characters), the rest are hidden behind ellipses.
Next, you can enter a link to a website or a custom TikTok page where the ad should direct users.
When adding a video clip, you can enable the Spark Ads format. It allows users to visit your profile and displays your username above the text.
Without Spark Ads, the ad will be shown without linking to a TikTok account.
You can choose the video promotion format - single video or playlist. In a playlist, you can upload multiple videos, and links to them will be displayed during playback.
For video text, only the first 44 characters are displayed (total of 100 characters), the rest are hidden behind ellipses.
Next, you can enter a link to a website or a custom TikTok page where the ad should direct users.
AD level
At this stage, you can also set up "TikTok Event Tracking":
- Events on the website (pixel)
- Events in the app
- Offline events.
The difference in strategies
Retargeting scheme and conversions
Installing a pixel on the website
Setting up for website conversions
Advertising account
Retargeting scheme and conversions
Installing a pixel on the website
Working with audiences
Network characteristics
About the project
Sales plan 1200 tickets
AD campaign duration: 3 months
Sales plan 1000 tickets
AD campaign duration: 3 months
Promo
Media plan
Advertising campaign metrics
Sales plan for 2700 tickets
About the project
Campaign duration: 1 month
About the project
Promo
Landing
Media plan
Total expenditure
Advertising campaign metrics
Session (visit) distribution
Audience behavior
Sales plan for 1000 tickets
Campaign duration 3 months
Promo
Media plan
Total expenditure
Advertising campaign metrics
Session (visit) distribution
Team
—
Daria Egorova
PPC-manager
Uljana Rudko
CEO
Analyst
Alexandra Rogacheva
Designer
Denis Koveshnikov
Viktoriya Lukovkina
PPC-manager
Alyona Filatova
Content manager
Certificates and qualifications
—
Elizaveta Kononova
Project manager
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