Donovan Pottery

The objective

Spreading inspiration through increased sales.

Donovan Pottery wanted to bring their unique, meaningful pottery to more people. Since starting the company in 2015, founder Will Donovan has leaned into niche communities, crafting mugs and assorted items inspired by fandom favorites like The Lord of the Rings and Harry Potter. True to the tales behind their design, these pieces are meant to remind their owners that they’re the heroes of their own stories, a concept Donovan Pottery backs up with their business practices, sourcing clays from local suppliers, recycling their clays and producing products designed to last a lifetime. An early adopter of TikTok Shop, Donovan Pottery was looking for ways to generate more sales on their storefront.

The solution

Spreading inspiration through increased sales.

Donovan Pottery chose the Product Sales objective for their campaign to best meet their goals, which promoted their Shop products using formats designed for driving growth. They prominently ran Video Shopping Ads, encouraging new customer discovery and product purchases through users’ For You pages. Shop Ads put products in front of people likely to convert and link directly to TikTok Shop for easy, in-app purchases. They also utilized a $15 budget cost cap for their campaign to maximize their revenue potential, ensured each ad group had at least 3 ads to avoid creative fatigue, and used Home and Living, Food and Bev, and Entertainment interest and behavior targeting to help the algorithm best identify ideal customers for their TikTok Shop. They also extended their campaign duration compared to previous TikTok ad campaigns.

Given their solid organic presence, Donovan Pottery reinforced their Shop Ads campaign with organic posts and boosted successful organic posts with Spark Ads to add proven content to their paid efforts. They expanded their reach further by posting a video calling for affiliates that outperformed their average video views by 30K.

The results

Maximized Shop sales.

Changing their objective strategy to Product Sales and utilizing Video Shopping Ads grew Shop sales for Donovan Pottery. In comparison to previous TikTok ad campaigns, extending their campaign duration for this go-round and implementing more creative options, budget optimizations, and re-focused interest and behavior targeting parameters gave them time to reach and convert more customers, bringing stronger results. They continued to maximize their sales potential by promoting proven organic content as Spark Ads.

Thanks to their focus on Video Shopping Ads and TikTok Shop sales, Donovan Pottery achieved a return on ad spend (ROAS) of more than 5X for this campaign, in addition to an over 200% increase in total business sales compared to Q3 2023, and a 30% decrease in cost per ad click (CPC) compared to previous ad campaigns. They also saw an average 40% decrease in cost per acquisition. In short, Donovan Pottery increased sales on their TikTok Shop with an incredible return on investment, offering insight for even more success going forward.

The tips & takeaways

• Use the Product Sales advertising objective to access TikTok’s robust e-commerce solutions, giving you the power to drive positive ad performance and TikTok Shop growth.

• Use the Cost Cap budget optimization to optimize your gross revenue potential with Shop Ads.

• Try different interest targetings based on your own understanding of your target audience, especially in the very beginning when the system has limited data specific to your shop