TikTok ads that are hard to convert are a bummer and it's easy to get discouraged and give up. However, you should know that calming down and making adjustments to your strategy and ads is the way to quickly recover conversions and produce effective ads immediately.
Here's a look at 5 reasons why TikTok ads have trouble converting.
#1 Your pixel doesn't match the official one
After a short video is uploaded to the TikTok platform, the TikTok platform re-transcodes and compresses the video according to its standards before it is finally shown to us! And after the compression and transcoding will certainly suffer from a certain loss of image quality, thus affecting the conversion rate of advertising. So how can we reduce the loss of picture quality?
The factors that affect the clarity of the video are resolution, frame rate, bit rate these parameters, we can only reduce the impact of transcoding on the picture quality by ensuring that these parameters and the official standards match when the video is created.
Popularization
Code rate: the number of data bits transmitted per unit of time. The size of the code rate is proportional to the volume, the larger the code rate, the larger the volume; the smaller the code rate, the smaller the volume.
Resolution: affect the image size, proportional to the image size, the higher the resolution, the larger the image; the lower the resolution, the smaller the image.
Frame rate (FPS): the number of frames of a picture transmitted in 1 second, affects the smoothness of the picture! The larger the frame rate, the smoother the picture; the smaller the frame rate, the more jumpy the picture. If the bit rate is a variable, the frame rate also affects the volume. The higher the frame rate, the more frames pass per second, the higher the bit rate needed, and the larger the volume.
[Solution
For 1080P*30 fps video, keep the bit rate below 3000; for 1080P*60 fps video, keep the bit rate below 5000.
The frame rate is mainly 30 fps.
The resolution is mainly 720P/1080P.
In addition, when shooting video, please adjust the phone shooting mode to HD (720P/1080P) 60FPS/30FPS or more, 1080P,60FPS or more if you have conditions.
#2 Your bid is too low
If you have converted before but find that your TikTok ads are no longer converting, another thing to check is your bidding strategy.
Also, advertisers need to select a bidding strategy in the "Bidding & Optimization" module of the ad group. The bidding strategy will determine how the system manages the cost of a single campaign, how the budget is spent and how the ads are placed. Currently, the TikTok ad management platform supports three bidding strategies: bid cap, control cost cap, and **cost.
If the main purpose is to control the cost per performance, you can consider using the bidding strategy of bid cap or control cost cap. If the main objective is to generate as much results as possible and spend the entire advertising budget, then you should choose the **cost bidding strategy.
For bid cap or controlled cost cap bidding strategies, it is recommended to set the budget at the promotion series level to unlimited and at the ad group level to at least 50 times the bid amount. If the number of visits and costs fluctuate and are lower than expected, you can try to switch to the **cost bidding strategy. It is also recommended that ads that choose the **cost bidding strategy have an unlimited budget at the campaign level and a budget that meets at least 50 conversions at the ad group level.
#3 Your ad is not relevant to your target audience
Your TikTok ads are not converting due to poor audience targeting for the following types of issues.
Your ad targeting is not detailed (e.g., placement of anyone over 18 years old)
Your campaign is displayed more often, but has a low conversion and click-through rate
Your engagement rate is low or non-existent
It's easy to assume that your product or service is very useful to anyone, anywhere. In reality, your audience is more niche than you think.
[Solution
TikTok for Business offers a variety of targeting options that allow advertisers to define who to target their ads to by limiting the relevant context of the user.
1. Interests and Behaviors
Interest Targeting
Find audiences based on their long-term interests and interactions with content on TikTok. You can choose interests related to the characteristics of the promoted business or products, or choose interest categories in conjunction with the usage scenarios of products.
Advertisers can view reports on the effectiveness of ad delivery by interest, and can add or adjust audience targeting interest terms based on the interest tags of converted users to cover more potential users who may be converted.
Behavioral Targeting
Ads can be released based on users' recent in-app behavior on TikTok, which is mainly divided into two categories: video-related behavior and creator-following behavior.
Video-related behavior refers to user interactions with specific types of TikTok native video content over the past 7 or 15 days, including video play completion, likes, comments, and shares. Creator-following behaviors can target "users who follow a specific type of creator" or "users who have viewed a specific type of creator's page in the past 30 days".
2. Device Targeting
Targeting TikTok for Business ads by using device model, price, network connection type, carrier, operating system and version.
#4 Copy looks false or unrelated to the value of the product
Copy that is empty and false is hard to get the user's attention, or even turn them off. Also, your copy may not be as bad as it should be, but being vague about what it actually offers can affect ad conversions. So, substandard copywriting can be one of the main reasons why your TikTok ads don't convert.
Solution]
Learn from the best copywriters. You can search the same category as your ad on AdWins, and AdWins will present the specific information of the relevant ad, including the copywriting. You can choose which pop-up ads have relatively more successful copywriting, thus making the ads more creative and promoting conversion rate.
Note] The copy should generally be concise and clear. Generally speaking, people spend about 1.7-2.5 seconds on a piece of content on TikTok. This means that if they see a long, endless wall of text, they are less likely to stop and read all of it.
#5 Your ad images are not engaging
Nowadays, in the age of short videos, the creation of ad images is becoming more and more diverse, and people's aesthetics are also improving, which requires advertisers to put more effort into their ad images. Otherwise, it is difficult to attract people's attention and make a splash with the advertisements you put out.
Solution]
Make outstanding ads and convey your advertising message
Good design is hard to get right, but the following points need to be kept in mind when it comes to your ad creative.
The image of the ad should match the product theme itself. If you are selling golf clubs, then the image of a field hockey puck will confuse your audience. Likewise, using bland photos of people or landscapes will not convey your message. Make sure your images match the theme of your ad copy.
Use high-quality images and images of the correct size. I can't say this enough. Using low-quality images that are pixelated, blurry and don't meet TikTok ad specifications is another red flag for many consumers and won't make your brand look trustworthy.
Use eye-catching designs and colors. According to WebFx, people make a subconscious decision within 90 seconds of viewing a product. About 62-90% of decisions are based on color alone. Add to that the relatively low attention we pay to content and banner ads, and you'll see how easy it is to create a bland ad.
Focus on matching the ad copy and images to the audience. But getting it right can be a daunting task, especially for those who are just starting out and already struggling to see the results needed to continue advertising.
In this article, we cover the top five reasons why your TikTok ads aren't converting, how to fix them, and how AdWins can help. If you're struggling with low conversion rates, implementing all of the strategies included here can put you on the right path to creating a successful TikTok campaign.