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Refreshing Creatives. How often? (15)

03-26-2022 07:21 PM #1 2 Live (Senior Member)
Refreshing Creatives. How often?

I see a lot of posts here and on yt, saying that refreshing your creatives is a great way to stay ahead of banner blindness when running TikTok ads.

I am curious to know when do you consider refreshing your creatives once you find an angle that works?

Right now, I have a creative that still has a killer ad ctr (3%), but the cvrs have slipped after a week of running, so I am wondering if that is a symptom of banner blindness on TikTok, or perhaps I am just being put in front of the wrong audience all of a sudden?

03-27-2022 09:47 PM #2 matuloo (Legendary Moderator)

Check this article that I wrote some time ago, it's not about TikTok and I wrote it with adult dating offers in mind, but there are some tips that can help you understand ad burnout: https://stmforum.com/forum/showthrea...-down-and-down

As for how often to refresh ads on TikTok, I'm sure some of our TikTok guys will soon provide advice, let me tag some of them... @ScottyG @jaybot @cassshy @jack_l ...

03-28-2022 03:15 PM #3 ScottyG (Senior Member)

Originally Posted by 2 Live

Difficult to diagnose without more information right now mate.

TikTok is experiencing some massive performance swings with it's algos according to my rep.
I see some days where its -40% ROI and the very next day it runs up to 400% ROI.

What is your current spend? CPM?

Use the View Data tool on your campaign or ad group in order to see if your CPM is rising or holding steady.

Also, check the frequency and cost per 1,000 people reached.

If any of these are starting to rise, it's a good sign that you need to make a new creative or refresh your winner.

- - -

In terms of general strategy, for my favourite campaigns, I will make a new video every single day when I'm in the zone.
It means I never have to worry about creative burnout and in case my angle gets shut down, I usually have quite a few others ready to go as backups.

03-28-2022 03:34 PM #4 cmdeal (Veteran Member)

Only way to know for sure is to test. Try a few more strong creatives and see how they compare 1 on 1 with your existing winner.

03-28-2022 10:33 PM #5 jaybot (Veteran Member)

I suck at Tiktok.

But.

TT creatives can last a good 1-2 weeks before you start to see ctr OR cr drop.

When CTR drops, it's obvious. Your volume will drop and/or your cost CPC will skyrocket because TT's algo is an asshole.

Not super obvious when the CR drops as people are still clicking and you're still paying, but nothing converts; if you see that over 2-3 days in a row, it's time for a new creative.

03-31-2022 10:16 AM #6 isha_18 (Member)

I have been running one creative since 4-5 days, not continuously but at certain periods and my CPMs are damn high nearby 30 euro and CTR is just 1% but I am getting the most conversions from that creative only so now I am planning to use new but should I scale that creative or just let it go now?

03-31-2022 07:15 PM #7 ScottyG (Senior Member)

Originally Posted by isha_18

Creatives don't burn out nearly as fast at lower spend.
I've had a campaign throw up 70% ROI every day for two months now on the same ad spending close to $2k a day.

Thats a pretty high CPM however and probably has to do with a hidden factor applied to your ad, eg. copied video, bad vertical, they don't like the ad, too many reports, etc etc

03-31-2022 08:35 PM #8 matuloo (Legendary Moderator)

Originally Posted by ScottyG

Creatives don't burn out nearly as fast at lower spend.

What would you say is "lower spend" on a platform like TikTok? I mean, it's huge, it's likely not that easy to burnout creatives due to exposure in a short time, right?

04-01-2022 05:43 AM #9 isha_18 (Member)

Originally Posted by ScottyG

I am spending around 100 eur/day, the creative is not copied and I have been running debt relief CPL offers. I am not sure whether should I run with that high CPM or not, what do you suggest @ScottyG?

04-01-2022 02:34 PM #10 2 Live (Senior Member)

Thanks for the input guys, turns out I just needed to change the first few seconds of the video and the campaign picked back up.

Unfortunately for me that was short lived, because the ad accounts I was using were taken back because TT isn't allowing "credit line" accounts any longer.

04-01-2022 05:34 PM #11 ScottyG (Senior Member)

Originally Posted by isha_18

It's a vertical they hate, I think the reviewer approved it but flagged you with a high CPM.

Try a different account or creative.

04-02-2022 05:40 AM #12 isha_18 (Member)

Originally Posted by ScottyG

It's a vertical they hate, I think the reviewer approved it but flagged you with a high CPM.

Try a different account or creative.

Thanks @ScottyG. By account do you mean a complete new business center or ad account? Also if create a new ad account then can I share the pixel from the old account? I guess no! Because I didnt find that option like Facebook has.

04-02-2022 12:00 PM #13 ScottyG (Senior Member)

Originally Posted by isha_18

Ad account. Share the pixel and see if it helps, monitor the CPM from first spend up until four hours after and see if it creeps up.

04-03-2022 11:56 AM #14 isha_18 (Member)

Originally Posted by ScottyG

Ad account. Share the pixel and see if it helps, monitor the CPM from first spend up until four hours after and see if it creeps up.

I cant find the pixel sharing option anywhere!

04-03-2022 04:36 PM #15 2 Live (Senior Member)

Unless the ad account is under the same Business Center, you won't be able to share the pixel.

If it is, here is an article that should help you do exactly that.

https://ads.tiktok.com/help/article?aid=10006315

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