Grow with TikTok:

Webinar Series
TikTok Southeast Asia

Thursday, 20 May 2021

Agenda
Why is TikTok built for businesses
Pinky Tham, SMB Marketing Lead, TikTok

Beginner’s guide to advertising on TikTok

Sylvia Kok, Account Manager, Client Solutions, TikTok

Tested with TikTok: Panel with local businesses

Moderator: Ming Quan Aw, Account Manager, SMB, TikTok
Panellists: Kristine Cheung, President, CYM Group and
Raymark Kenneth Fernandez, Co-founder, Chefs & Bakers

Q&A and Closing

Why TikTok is built
for businesses

Pinky Tham
SMB Marketing Lead, SEA
What is TikTok?
TikTok is the
leading destination
for short-form
mobile video.
Our mission is to inspire
creativity and bring joy.
Our Community
welcomes, joins and
identifies with you.
TikTok’s community will co-
create with your brand.

>> Collaborate with the community

@inmyseams’ take on
Gucci Model Challenge
 User Interface

For You Feed Discovery Page Creative Shooting User Profile

What makes TikTok unique?
Offering a customised experience for today’s
audience

User centric

Our unique
recommendation Real time
system creates a
unique feed only
& only ‘FOR YOU’
Custom content

Discover diversified yet

relevant content
 The competition for attention and
customers is fierce
Businesses have multiple priorities to balance to drive success

Get your Differentiate Influence likely Drive

brand your digital interested customers to
discovered store shoppers convert
Let’s break down why TikTok is
ideal for your business:
Connecting and building relevance with
your target audience

Reaching a wide, engaged audience

Driving effective campaigns for your

business
 1/
When customers can buy similar
products from other merchants,
you need to connect and build
relevance with them
 1/3
Recommend on social
The community media when buying a brand

leans in to
participate and
advocate brands 9/10
Are purchase decision
maker
that they love and
form real
connections with
1/3
Tend to buy brands that are
advertised

Source: Global Web Index, Q2, 2020

 Brands can leverage Scaled
Relevance on TikTok

75% 43%
Users feel the content Of users feel that the
on TikTok is unique from “advertising” on TikTok
top social/video blends in with the
platforms content

80% 50%
discover new content of all TikTokers discover
they enjoy while new products/ brands
using the app while they're on the app

Source: Nielsen custom Authenticity Study commissioned by TikTok, Persons 18+ - Heavy TikTok Users, 5/1/2020 - 6/19/2020
 2/
Reach a wide,
engaged audience on
TikTok
 TikTok: A place of diverse users and content

Artist

Teacher

Cook

Culture Spirit Talent

 TikTok has seen explosive growth across
Philippines, Malaysia and Singapore
Increase in daily time in Increase in average
app per user, from Jan sessions per user, from
2020 to Jan 2021 1 Jan 2020 to Jan 2021 1

Malaysia +225% +32%

Philippines +287% +94%

Singapore +230% +132%

1. GlobalWebIndex (SEA, as of Jan 2021)

 Your audience is spending time on TikTok
Average duration time per session spent

4 min 58s 5 min 50s 6 min 48s

Singapore Malaysia Philippines

Source: App Annie, Dec 2020, SEA

 3/
TikTok can help influence
purchase decision
 Emerging Audience
Behaviour

Content &
Relevance:
Empowering the
new shopping
TikTok Ad Products
‘For You’ Highly Engaging

behaviour
Faster decision journey &
accelerated funnel led by video
 Short-form video is the best medium to
influence shopper trust & behavior

84% 69%
have been convinced to prefer to watch a short
buy a product or service by video to learn about a
watching a brand’s video product or service

96% 2x
watch an explainer video more likely to share
to learn more about a video over other
product or service content types

Source: Wyzowl's State of Video Marketing 2021

 On TikTok, businesses can influence
shoppers and drive sales

#TikTokmademebuyit
735m views 1

TikTok ranked #1 for ad equity -

consumers see TikTok ads as more
relevant, fun, and innovative 2

1. As of October 2020.
Source: Kantar Media Reactions Report, 2020.
 Introducing
TikTok For Business
 Business Account Full Funnel Ad
1 2 Solutions (Paid Ads)

3 pillars brands can

(Organic Content)

leverage to stand
out on TikTok
A unique blend of Business Account,
Full Funnel Ad Solutions and authentic
Creator Partnerships allows for
continued meaningful engagement for
your clients’ audience.

3 Co-creating with Creator

 TikTok Business Account
Build great connections your audience with TikTok Business Account

Analytics
Add Business
Get real-time metrics on
Information Content Performance
and Insights into your
Add your brand’s official followers.
website, contact information,
and app download link.
TikTok is the
place for your
business
TikTok allows you to show your
business’ story to a wide,
engaged audience to drive their
purchases
 TikTok In Feed Ads
Creating a seamless consumer experience

Native Experience
Seamlessly blends in with other
user content in the For You feed
with the same format.

In Feed Ad Flexible Buying Options

TikTok In feed Ads
delivers like an ad, An all-round player that suits
loved like a native budgets big and small – adaptable
content. to all kinds of media plans.

Smart Optimization
With a suite of optimization tools to
drive better campaign results.
 Let’s break down why TikTok is ideal for:
TikTok Ads Manager is a one stop solution for your advertising campaigns with flexible budget, easy
measurement and result driven outcome, TikTok can help you grow your business.

Full Funnel Robust Audience

Marketing Targeting Management Measurement

Move your customer down Take advantage of over 12+ Leverage your existing Measure ads effectiveness
the funnel and optimize for targeting parameters, with the database and audience through 3rd Party MMP and
your business objective. ability to retarget your existing activity to create Custom TikTok Pixel Integrations.
brand audiences. and Lookalike audiences.
Case Study 1/
Laser & Light Clinic
Laser and Light, a skin and beauty centre in Malaysia, was
looking to drive conversions and nurture leads for their facial
and scar lightening services.

Using TikTok In-Feed ads, they created multiple 15-second ads

that went behind the scenes of treatments and showed
customers’ results. Laser and Light also uploaded creative
variations into Automated Creative Optimisation, and TikTok
automatically amplified high performing combinations.

With TikTok, Laser and Light were able to achieve a high view
through and conversion rate and drive more sales for their
business.

3.4s 12.1% 37%

Video Average Conversion 2-sec View
Watch Time Rate Through Rate
Case Study 2/
Taylor’s College
For Taylor’s College, one of the leading pre-university and
higher education institutions in Malaysia with more than 50
years of academic experience and excellence, potential
students use their website for informational appointments or
enroll. To increase interest from a wider audience, Taylor’s
College used TikTok For Business to drive conversions and
nurture leads.

They ran In-Feed ads and used TikTok’s Smart Video tool to
easily convert their existing still image to a vertical video.

With simple creative, Taylor’s College was able to launch cost-

effective creative that drove high conversion rates to the
website and interest form.

2.0s 16.7% 21%

Video Conversion Rate of Video
Average Rate (Page Views Over
Watch Time View) 25%
 01

Grow with TikTok is where businesses can reach,

engage, and connect with customers
TikTok today
02
TikTok has a wide, highly engaged
audience

03
TikTok can influence shopping behaviour
101 guide to advertising
on TikTok

Sylvia Kok
Account Manager, Client Solutions
Featured
Speaker
Sylvia Kok
Account Manager, Client
Solutions

Working with regional clients across

multiple verticals specializing in
performance based campaigns.
 Introduction to auction ads
Agenda
Live demonstration of TikTok Ads
Get started on Manager
TikTok For Improve your campaigns with
Business optimization levers

Best practices for advertising on

TikTok
 TikTok Ads Manager
With TikTok Ads Manager, companies and marketers have access to the
global audience of TikTok and our family of other apps. From targeting, ad
creation, insight reports and ad management tools, we offer a powerful yet
easy-to-use platform that will help you reach audiences that love your
products or services.

TikTok Newsfeed Apps Pangle

Introduction to
In-Feed Ads
In-Feed Ads are available for SMB advertisers
Be discovered where people are in a positive mindset.
AUCTION ADS ENABLED

Top Brand In-Feed Branded Hashtag Branded

View Takeover Ad Challenge Effect
In-Feed Auction Ads

We accept videos between 5-60s but a

duration of 9-15s is recommended.

5 ways to drive traffic to external pages/app

store:

• Profile picture
• Swipe Left
• Display Name
• Ad Text
• CTA
 Auction: Platform Hierarchy
Customer Billing, business info

Tracking (MMP, Pixel),

Ad Account
audiences

Campaign Objective, budget, split testing

Targeting, budget, schedule, bid,

Ad Group optimization strategy

Ad Creative, landing page

 Auction: Campaign Objectives
Align your business goals against our objectives

Campaign Objective Goal Optimized towards Bid on

Unique users
Reach More people to see my ads CPM
(Reach)

2s View
Video View More valuable views of my ads CPV
6s View

Traffic More people to my website Click CPC

Click CPC
More app download / in-app conversions
App Install
(registration / purchase, etc) Install
CPA
In-app event

Click CPC
More conversions on my website (form
Conversion
submission / purchase, etc)
Conversion CPA
 Targeting
Reach your ideal customer

Age Language Operation Carrier Network Device Interest + Custom

Gender Location
System Type Price Behavior audience
Male MY 18-24 English iOS Digi 2G Specify Apparel Blacklist
Female JP 25-34 Bahasa Android Maxis 4G device Online Whitelist
ID 35-44 Japanese …… …… 3G price Shopping Lookalike
…… …… …… …… range Appliances Retargeting
* City Targeting Beauty &
available in Personal
some countries Care
……

Audience Estimation gives you an idea of the

audience size you could potentially reach
based on selected ad targeting and placement.
 Bidding
Standard Bid (Cost Cap) Lowest Cost

Recommended if you have a strict cost Recommended if budget consumption

per result to achieve. Daily budget is our key priority and
consumption may fluctuate. if we have a flexible KPI.
Improve Your Campaigns with
Optimization Levers
 Optimizing Your Campaigns
As simple as ABCD, here are some helpful levers to keep in mind!

Audience Bid Creative Destination

Is your target audience Is your bid in line with Are you refreshing your Have you set the
too narrow? the suggested bid creatives regularly? correct landing page?
(traffic campaign)/
Are you making use of competitive enough? Have you tried using Have you tested with
both interest/ behaviour Automated Creative other placements that
and custom audiences? Have you tested out Optimization (ACO)? are available in the
lowest cost? market (e.g. Pangle)?
Start with broad groups Is your creative
Analyze performance optimized for TikTok?
Finetune your targeting
 Best Practices for
Advertising on TikTok
 Best Practices: Campaign

Advertising Objective

Select a relevant objective that is in line with your KPIs.

Choose between reach, video views or traffic.

Campaign Budget

‘No Limit’ is recommended here. If there are strict budgets to

adhere to, the budget should be < or = sum of ad group budgets.
 Best Practices: Ad Group

New Ad Groups. ACO

Create new ad groups on a To avoid fatigue, feel free to make use of

weekly basis. our creative feature ‘Automated Creative
Optimization’ – this automatically
combines your videos + CTAs + ad texts
to form different permutations.

Multiple Ad Groups Audiences

Multiple Ad Groups
We recommend creating multiple Make use of our audience tab to
ad groups under a campaign split create different custom and
by creative/targeting. lookalike audiences for targeting.
 Best Practices: Ad

1 – 2 Ads Frequent Refreshes

Upload 1-2 ads for a start under For campaigns that are running
separate ad groups and refresh across extended periods, upload
with more to overcome fatigue. different creatives (ideally weekly)
to avoid ad fatigue.

Budgets CTA

Should ideally be 30X your expected Test between different CTA buttons
CPResult. After making changes, give (26 available in the platform).
it 2 – 3 days to stabilize.
 Creative Best Practices
01 02 03
Leverage the
Get your key Let TikTok creators
61%
power of sound
message out take the lead of the most
early
effective
auction ads use
04 05 06 half or more of
Ride on the latest Keep your story
real &
Shoot natively for these tips
trends TikTok
entertaining

07 08 09
Break the fourth Overlay concise Include a strong
wall aka address and informative call to action or
users directly text offer
 Creative Best Practices
Description text

TikTok Safe
Zone
Guidelines

One line Two lines Three lines

 Creative Tools

Video Template Smart Soundtrack Quick Optimization

Create video ads by Choose the right Quickly create TikTok style
selecting a template and background music to create ad-creative by combining
uploading your existing beautiful video ads. openings, visual effects,
assets, text, and logos. music.

Smart Video Asset Analysis Tool Smart Text

Helps to analyze videos and One stop for all the ad-creative Helps advertisers quickly create
choose clips/music to information in one place that aids TikTok style ad-title/description, for
create seamless video advertisers to analyze creative free.
creatives. performance.
Tested with TikTok:
Panel with local
businesses

Ming Quan Aw
SMB Account Manager, SEA
 Introducing our panelists

Kristine Cheung Raymark Kenneth Fernandez

President, CYM Group Co-Founder, Chefs & Bakers
Tested with TikTok:
CYM Group (@salesladymakulit)
CYM Group Inc is a general merchandise store that holds
more than 1,000 types of items ranging from plasticware
to housewares. The group caters to people who want
the ease of access to products they need in their
everyday lives and also offer a wholesale option for
people who want to establish their businesses.

CYM Group sells their products through both digital

channels and in-stores. The group advertised on TikTok
For Business to drive traffic and boost sales on their
online store. Since the start of their campaigns in April
2021, they have seen an uplift in sales volume on their
online store.

> 1.2M 1.72%

Impressions CTR
Tested with TikTok:
Chefs & Bakers
(@chefsandbakers)
Chefs & Bakers Philippines is an one-stop and go-store for
all baking, cooking, party, and food and beverage business
needs.

Chefs & Bakers Philippines advertised on TikTok to drive

customers to their Shopee page. Since the start of their
campaign in April 2021, they have gained more than 700
followers on Shopee. Chefs and Bakers Philippines has also
started seeing more sales since they started advertising on
TikTok.

> 700,000 1.77% 700

Impressions CTR New followers
on Shopee
 Grow with TikTok
Using our self-serve solution, you can get started easily in just a few steps

Flexible Customer Easy Sales and

budget Audience Measurement Results

No matter your business size or budget, you can grow with TikTok
 Grow with TikTok: Get Started Today
Using our self-serve solution, you can get started easily in just a few steps

https://bit.ly/3fxhEb0
Ready to get started?
Scan the QR code and sign up for a TikTok Ads Manager account now!
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