Enri

Senior Account Manager

Our customers goal was to expand their presence both on a national and international scale, which is why they reached out to Push to leverage our expertise in the paid advertising space.

They were advertising their online solutions on Google Ads and Microsoft Advertising, however it was challenged by the difficulties of promoting their services due to the type of industry they operate in, which in some occasions resulted in ad policy violations, account suspensions and high CPA levels.

As a result, they decided to diversify their marketing mix by tapping into a new channel, and today’s most trending social media platform, TikTok.

On TikTok we created marketing strategies and campaigns that ensured coverage is diversified in a way that reduced the risk of encountering account suspensions while maintaining CPA at healthy levels.

How we used TikTok to reduce CPA and drive sign-ups using creative targeting

Our customer is a UK independent digital marketing company with 10 years of experience in developing and advertising online dating solutions for different markets targeting a wide variety of segments.

With scale the key driver and at the heart of most decisions, the focus is always on what else can we do to drive sign ups at a target CPA.

The challenges

Strict low CPA targets
Difficult to pre qualify and target ads to the right page/audience as range of dating preferences is huge
Rising costs on Google and Bing

The approach

Tested running ads on TikTok with targeted creative to pre-qualify potential users. E.g. opening ads with messages like – Dating for Mums and Dads target over 40s
Using bespoke landing pages for each demographic is essential and pages were adjusted to match the targeting options available on the platform. TikTok doesn’t have huge amount of targeting options, so age was the key
Testing more than 1 creative and having constant creative refreshes was the game changer. Having up to 6 versions running at one time helped quickly reduce CPA and focus on whats working

The results

Using TikTok, we managed to reduce their CPA by 32.8%
TikTok contributed for 9,000+ incremental registrations since its launch
Over 110 premium memberships (actual sales) recorded so far for £5,000+ in revenue