$265,472.42 TikTok Ads Audience Test 👀

Hi friend,

December is here, BFCM is over and now time to prep for Q1. 💪

With media buying, every marketer is looking to get that slight advantage within the ad platforms.

Audiences are still something that many try to crack, but Post-iOS 14 has made this more challenging and now creative plays an even bigger part in "calling out" your ideal customer.

So what we decided to do for one of the brands we work with was to put two audiences to the test and see what we could learn.

We ended up spending $265,472 in total across this campaign:

To give you some more context:

• Educational brand, the goal was to sign up for their program (high-ticket)

• We had winning creative so we wanted to see how much volume we could do at our desired KPI ($30 cost per registration)

• We tested two audiences, Broad (top row) and LAL complete registrations (bottom row)

Learnings

We found that the LAL audience had a lot more volatility day-to-day, which meant we had to do a lot more management on this ad group and at max, we were only able to spend $400 a day.

Overall we came in under CPA, but there were many days where spend would throttle or we would just see crazy CPMs.

The broad audience optimised a lot easier and we comfortably spending $1,350+ a day profitably which was great.

Broad vs LAL audience stats:

• Ad Spend = 8x more ✅

• CPMS = $3.33 cheaper ✅

• CTR = 0.08% Higher ✅

• CPA = $0.77 higher ❌

To get these kinds of results at considerable spend and scale is great and allowed us to maximise our opportunity across the platform.

Conclusion

We have been focusing on broad audience for a pretty long time now, but it's always good to throw a test in when you have clear objectives.

We will continue to run broad audiences across the accounts we manage and continue to work on overall strategy and create content that converts.

If you focus heavily on your knowing who your audience is - you will attract your ideal customers. By not trying to figure out the "best" audience in the platform it also means one less variable to focus on.

Set everything to broad give the platform: (Great content + Budget) + Algorithm = $$$

1. Let's Work Together. If you are a 7+ Figure brand and want to consistently, predictably and repeatedly generate 6 figures a month via TikTok Ads then let’s talk. (We are taking on new clients for 2023.) - schedule a call here

2. I've just dropped TikTok Ads 7-Figure Playbook {Vol.1} which you can grab for FREE. I break down the strategies that we've utilized this year with TikTok Ads.

Speak soon

Ashley