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TikTok scaling and inconsistency? E-comm offer (4)

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Hey all,

Been testing an e-comm offer on TikTok since the beginning of the month. The offer started off pretty strong and I scaled it to about $3k/day spend for 1 day where the CPA was $26. After that day, it's been downhill.

There are about 500 purchases on the pixel so it's past the 'learning' phase.
CPA has basically doubled and the offer is not converting as well.

Could it already be experiencing creative burnout? I feel like $20-$25k in total spend shouldn't on TT, but maybe it does? Or maybe I scaled too fast and threw the pixel off?

Any suggestions on how you would go about getting more consistent CPAs?

Things I've tested that haven't helped - ACO, same video but different text on it, new videos, new ad text copy, instant pages, spark ads, and interests.

One thing I noticed which is insane - I have over 4000 add to carts, and only 500 purchases. TikToks pixel shows 4000 add to carts in the dashboard, but when I build an ATC audience it only populates about 1000 people so it's difficult to remarket to.

What would you do in this scenario? Any ideas are appreciated! Thanks guys.

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I'm no expert here, but I gathered some tips just from reading around and taking classes.

What was your optimization event out the gate? Was it purchases/complete payment? I've been taught to go for top of funnel events first like setup an ad group with View Content first and once that hits 50+ VC, then dupe that ad group and optimize for ATC once that reaches 50+ ATC, then dupe ad group again and go for complete payment.

Did you look within your ad - view data tab and see the chart conversions vs. CTR if you see if dropping over time it may be due to creative fatigue.

One thing you can try to do here with that ATC audience(1K ppl) is enabling targeting expansion within the ad group to gain a more broad audience but still targeted in some way.

Also in terms of scaling, is your campaign CBO or ABO? If it's ABO, I was taught to not increase your budget quickly, change it like every 2-3 days at around 20-30%. Also, there could be a possibility that you're being outbid on the platform which in this case it might be ideal to go to the cost cap budgeting instead of lowest cost.

This is just my 2 cents.... I have barely even got a campaign profitable but hopefully I may have said something that triggered another testing idea for you.

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Appreciate your input man. Yes I went straight to complete payment. Testing ATC with expanded audience didn't work well either.

CTR has consistently been 3%+ on good and bad days which is very high for TikTok.

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I'm in the same boat as @stungads (BTW great advice above!), but my best guess would be that you're needing to test new creatives.

Basically if you're running anything at any type of scale on Tiktok, you need to add new creatives weekly. They go stale THAT fast.

I'm sure you already know what angles work best (and if you haven't tested different angles I would highly recommend it). So produce more ads for the working angle(s).

You can also take your best-converting ads and make different versions with different hooks in the beginning, where only the first couple of seconds are different (different video and/or caption).

You can also take your best-converting ads and combine parts of them in different orders to make "new" videos.

Those would be quick ways to come up with new creatives based on stale but good creatives. In addition it would of course be great to test completely new creatives - ones with new messaging/angles and so on.

Hope that helps! Please keep us posted on your progress if you can!



Amy

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