Growth Newsletter #035

Most marketers see TikTok's shockingly high CPAs and give up on ads too soon.

One reason for poor ad performance on TikTok comes down to poor ad creative.

Before ruling out TikTok as an acquisition channel, test these changes to see if your CPAs improve:

1. Sound: Most advertisers don’t put much effort into their ad sound. But TikTok requires videos to have sound. Try using audio to highlight customer testimonials and feature walkthroughs of your product’s benefits.
2. Quantity: Creative fatigue happens more rapidly on TikTok than on other platforms—users consume massive amounts of content and are quick to ignore anything that feels repetitive. So build a queue of fresh videos and change your ads, at a minimum, bi-weekly.
3. Authenticity: If your content feels like an ad, you’re going to get a swift swipe up. So make sure you're creating ads that match the organic content that users come to TikTok for. Shoot on an iPhone and make grittier content that is authentic to how your actual customers will engage with your product.

Marketers tend to create blog posts solely for top-of-funnel awareness, failing to take advantage of an opportunity to convert existing users.

Here are two ways to optimize your blog posts for the people further down your funnel:

• Offer a basic solution, and then pitch your product as a more effective one. Increase conversions by presenting your product as a better alternative.

• Example: Zapier could write an informational blog post showing customers how to manually manage their social media mentions. For the second half of their post, they could highlight how users could use Zapier to send social mentions to Slack, automating the entire process.

• Improve your CTAs. Over 20% of B2B blogs don't include CTAs in their posts. CTAs should offer a solution to the problem that your readers face after each article. You can drive people to:

• Related articles: Use for complex products that require multiple content touch-points.
• Newsletter sign ups: Use when you've just solved a problem for your readers and they're in a mindset to give you their email address for more content. E.g. "Sign up and we'll send you actionable growth tactics each week."

Give interested buyers a way to move further down funnel after reading your posts.

Landing page copy is difficult to optimize. You need a sufficient level of traffic to run accurate A/B tests, but driving traffic to your landing page is costly (you're paying per click just to get people to the landing page you're testing).

Consider running ads to test and refine your landing page copy.

Since your ads will get significantly more impressions than your landing pages, you'll be able to get statistically significant results on your copy, quickly.

Try this:

• Create multiple copy variations to test in Facebook's ad manager. Instead of conversions, focus on click-through rate. The goal is to determine which copy incites the most engagement.
• Test until a clear winner emerges. Use the winning ad copy as your landing page's headline, sub-headline, and body copy.