How to Scale an Established Account

The purpose of this unit is to help you build and launch TikTok ads for conversion.

So we’ll keep this section on scaling short.

On some level, scaling on TikTok is a straightforward process of expanding your audiences, testing into winning creatives, and increasing spend into your winning campaigns.

We recommend scaling in increments to see where the performance curve starts to taper off and identify any inflection points where you might be over-spending.

A few recommendations on scaling:

• Scale ad spend no more than 25% per week: Depending on performance, scale ad spend up to 25% per week, maximum. When scaling, allocate the majority of your budget to prospecting so you can continue to grow your funnel without exhausting your remarketing pool.
• Measure Watch Time, CTR, and ROAS week-over-week: If you see these metrics are decreasing, it often means audiences are being depleted, or your ads are fatiguing, and it’s time to refresh your creative.
• Diversify creator talent: Take advantage of TikTok's broad targeting to test multiple different personas in your ad creatives to reach potential secondary audiences. For example, the cosmetics brand, Glossier, tested using creators of varying skin tones to help attract customers in new demographics.

The product, targeting, landing page, ad copy, and video structure in the example above were all the same—the only difference was the creator being highlighted.

Double-down on what's working: Once you've identified top-performing ads and have a roster of content creators you like working with, hire more creators who look like your best performers and recreate those winning ads. Wring out as much longevity from every ad concept as you can, then have your best-performing creators make new content for your brand and repeat the process.