TikTok advertising for an online knitting school

Promotion in TikTok

Irina Nevzorova, the owner of an online knitting school, has been working with our agency for a long time on various traffic channels - Youtube, Google KMS and others. As part of our work with this client, we were able to build a process not just of launching advertising, but of a clear understanding of the payback of traffic. That is why we decided to consolidate our success and suggested that Irina test another channel and launch targeted advertising on TikTok. By this point, we already had experience launching successful campaigns on this platform, and we were quite optimistic - we decided that if the test launch was successful, we would try to make this advertising channel a permanent source of traffic for the Knitting School. Did we succeed and what was the result of the test RC - read in this case.

$280,77

advertising budget

198

number of registrations

$1,42

application price on the site

Details

GEO

CIS

Target audience

women 35+

Ниша

online knitting school

Task

Client: online knitting school
Goal: registrations for an auto-webinar (free online knitting master class)
KPI: 200 registrations up to $1.60
Term: 5 days
Advertising format: In-feed Native Video

TikTok is a very specific social network in which:

advertising creative is a short and dynamic vertical video;
90% of advertising success depends on your video;
advertising creative should fit into the recommendation feed as natively as possible and not look like a user video;
there are special zoning rules for preparing an advertising video.

And, of course, without a strong script, even following these rules will not help you get the result you are looking for.
Пример отображения рекламы
Examples of advertising creatives that worked best in advertising

Work progress

Target audience analysis

Analyzed the client's target audience. Identified key interests and behavioral characteristics.

Creating a promotion strategy

Developed a promotion strategy on the TikTok platform. We drew up a portrait of the target audience and a map of ways of interaction.

Preparation of promotional materials

Created scripts for advertising creatives, taking into account the specifics of the TikTok platform. We gave the client feedback and corrections on the created videos. The client created four video variants according to our terms of reference. At the stage of customizing the advertising campaign, we added them under the dynamic creative. TikTok automatically created more than 40 ads based on the provided videos.

Customizing advertising campaigns

Installed a TikTok pixel on a client's website to track conversions. Set up a conversion event for a visit to the “Thank you” page. Tested the new audience by behavioral attributes (subscription to profiles of certain topics). We customized audiences by age, abandoning detailed targeting.

Launching an advertising campaign

Set advertising goals for the conversion event. Added to the recommended rate + 30% of the advertising budget for a successful campaign launch. The minimum budget for launching the campaign was set at $30, but quickly increased to $60 per day to keep the ads running consistently.

Monitoring and optimization

We launched a test advertising campaign to test hypotheses and the effectiveness of audiences. Based on the results of the test run, ineffective audiences and ads were deactivated. Adjusted bids and ran the advertising campaign, providing the client with regular reports.

Stages of work on a project for an online knitting school

The process of setting up and launching a campaign. Audiences

The TikTok advertising account is very dynamic. New settings appear in it every week. We decided to test a new audience connection based on Behavior (subscription). These are people who are subscribed to profiles on a specific topic based on the profile of your target audience.

Advertising creatives

The client created four video options without background music according to our technical specifications. At the stage of setting up the advertising campaign, we added them under the dynamic creative. Based on the 4 provided videos, TikTok created more than 40 ads.

The best response from the audience was received by the videos where the knitting process was shown from the first person.

The advertising targets were immediately optimized for the conversion event. Before launching, we placed the TikTok pixel on the website. For the conversion rule, we set the user’s visit to the “Thank you” page.

To launch the ad, we added +30% of the advertising budget to the recommended bid so that the campaign would launch, and this bid was not changed in the future.

The minimum budget for launching a RK on the platform is $30. In our case, TikTok quickly used it. By the evening, the campaign was hitting the $30 ceiling. Therefore, we decided to raise the budget to $60 per day so that the ad would run for 24 hours.

Recommendations that we gave to the client based on the results of the test launch:

Abandon detailed targeting and segment the audience only by age.
Bring campaigns to the CIS level.

Advertising results on TikTok

Key results

$280,77

advertising budget

198

number of registrations

$1,42

application price on the site

Advertising budget: $280,77
Number of registrations: 198
Application price on the site: $1,42

Our expectations were largely met. Iryna was satisfied with the results of the test campaign, as the traffic showed its payback, which we cannot disclose. Let’s just say that the result of the auto-webinar was successful sales of our client’s author’s course.

As planned, we continued to launch advertising on TikTok for the Knitting School. The next stage of advertising scaling, which we planned to reach – the volume of 2000 registrations per month.

Our specialists will be happy to help you conduct targeted advertising on a turnkey basis. Leave a request, and our specialist will advise you in detail.

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