Improving lower funnel performance for TikTok ads with an account nurture strategy

Improving lower funnel performance for TikTok ads with an account nurture strategy

15 August 2022

TikTok For Business

Insights

The account nurture strategy is a web performance optimisation tactic that marketers can adopt to see lower CPA and higher conversion rates through a phased optimisation approach. The strategy requires brands to take a progressive approach to running web conversion campaigns by optimising first towards the most upper funnel event of the user journey, before moving down the funnel to reach the optimal audience. For example, this could be moving from 'View Content' to 'Add to Cart', all the way through to 'Complete Payment' or 'Complete Registration'. Instead of only and directly optimising towards lower funnel events such as 'Complete Payment'.

The key benefit of this approach is that it helps the system learn more about the target audience throughout the user journey and is then able to find users who are more likely to convert, which leads to CPA efficiencies.

Mobile banking brand Lili wanted to utilise our account nurture strategy for an ad campaign with the goal of driving registrations – the final event in the funnel.

Using this strategy, the first stage of the brand's performance campaign was optimised towards the first event in the users' journey – clicking the 'Get Started' button on the landing page. This permitted the brand to reach a broader audience that was then able to be narrowed down to more relevant segments, to eventually reach the 'Complete Registration' event. 

This approach of gradually optimising for sequential events in the funnel proved extremely effective for the brand, who achieved an impressive improvement of 739% in conversion rate, while CPR increased by almost 75% and click-through-rate by 12%.

To really maximise results when using the account nurture strategy for your next TikTok campaign, ensure you complete the following steps before moving on to the next stage of the optimisation funnel:

• Ensure all ad groups have completed the learning phase – this occurs after the first 50 conversions
• Ensure ad groups are reaching the CPA goal of the event the campaign is optimising towards
• Observe steady performance for at least one week after reaching the CPA goal the campaign is optimising towards