TIKTOK LAUNCH, SCALE, AND MAINTAINING

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Like most platforms, product and creative carry on tiktok. This is why it’s important to
use a proven product page & testing structure and stick with it so that the only variable
changing in your tests is the product. When you test this way especially as a beginner, it
allows you to analyze your data and use it as learning experiences rather than working
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like a bot who just throws products up hoping for a winner.
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Pay attention to what products/creatives get high CTR (1.5%+)/cheap CPC (<.25),
ATC’s, and purchases even if it’s unprofitable- think about why a certain product
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performs better than another. Was it because it was a broad product, something people
would buy as a gift, naturally visually appealing & attention grabbing product, a creative
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that you could imagine people not skipping past like every other ad, etc.
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If you treat ecom like a lottery ticket/gambling, you will not gain skills and you won’t see
success.
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I found this product by unintentionally using pranav’s product research method. I saw a
product on amazon with lots of orders that was in a niche I’ve been having success in
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and went on tiktok to find videos for it. There were basically 0 existing tiktoks with that
exact product, but I found around ten 1M+ view videos with a similar product in the
same niche that no one else was running so I tested that instead. Like he says in his
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prod research video, if you find a product that you like but it’s saturated just mess
around with keywords and try to find similar but different products
LAUNCH

Although CBO’s aren’t always the best performers, I like to test with them because it’s
the simplest and most cost efficient way of testing (not wasting $ testing bids). With a
true winning product you should be at least breakeven on any strategy you use.

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2 CBO ACO’s at $50/day (5-30 Creatives, 2 Captions, Dynamic CTA w/ Shop now &

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Learn more

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My captions are usually very simple eg. our “product name” is 50% OFF until midnight!
Just click the link below ↓

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Broad CBO at $50 Daily Budget, Complete Payment optimization goal, placement:
tiktok only, video downloads and comments off, ACO ON, custom targeting, leave

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language on no limit, ages 18-55+

Auto targeting CBO, everything the same as above except use auto targeting instead of
custom targeting
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First day results, I only had multiple CBOs because I couldn’t get the account to spend.
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Because of how well it performed as soon as it started spending, I surfed the way I
mentioned in the scaling section but I definitely don’t recommend doing that on the first
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day unless you have experience.

If you’re getting solid ad metrics and a good amount of atc/ic but not profitable, let it run
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another day. If you’re getting >.50 CPC and 0 sales, cut it and move on to another
product. This is why it’s important to have at LEAST 5 creatives to test because
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creatives are key and you could miss out on a winner by being lazy and using shitty
videos
If you’re profitable and performance is looking good, this is when I would begin to test
bids (cost cap). Make a new campaign with an identical adset to your cbos (can’t dupe)
with a random bid point at $50/day. I've been seeing the most success with 25-40 but it
depends on your product price so just test. Duplicate this adset 5-10 times and only
change the bid on each adset, eg. 20, 25, 33, 39, 43, 51, etc

You can use both broad and auto targeting for your bids, just go heavier with the
targeting that’s working best on your cbos

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SCALE
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This is where tiktok gets difficult. It’s a constant battle between keeping cpms down,
keeping creatives alive, and refreshing pixel data so that your performance doesn’t
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stagnate and decline. I’ll cover this in the maintain section

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I have been using maxed out ACO (30 creatives) on any type of campaign I run. I’ve
found that when you use the features which tiktok advocates for, they reward you. This
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is why suggested interests work even though they have 0 connection with your product
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Scaling on tiktok is more difficult than gurus make it out to be. They will tell you that all
you need is a cbo and you’ll scale smoothly every day, this couldn’t be further from the
truth. Myself and others have noticed that strategies almost seem to rotate constantly-
one week cbos are killing it and the next week they’re garbage while bids are doing well.
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It’s all about constantly running everything and being aware of what’s doing best on a
day to day basis and capitalizing on it
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● CBO’s: I only use cbos for surfing, haven’t seen good performance on anything
starting with >$100/day budget
○ Think of it like you’re planting seeds (pause) and trying to get a couple
good ones that you can surf and ratio the spend of the trash camps
 ○ Mix in different amounts of creatives, adsets, targeting etc to find what
performs best for YOU. I try to never have identical campaigns
○ After a few days of promising results I made 10-20 $100/day cbos and
surfed from there
○ Depending on what budget you start at, raise budget this way: 50 → 100

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→ 250 → 500 → 1000 (performance drops for me past 1k/day)
○ WAIT TO START SURFING UNTIL THE BEST HOURS OF THE DAY,
3PM PST - 10PM / 6PM EST - MIDNIGHT

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○ Take your best performers and raise the budget for the first time. Wait for
traffic to noticeably increase- pay attention to whether your CPM rises or

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declines and if your performance declines/holds steady
○ If your cpm/cpc are either holding steady or going down and CPA is still

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good, raise budget again, repeat until 1k.
○ If a cbo ever starts to tank after surfing I like to either turn it off or lower the
budget to slightly above the current spend because they usually don’t get

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any better. Especially if your cpm/cpc is rising
○ Reset to original budgets at midnight, sometimes it doesn’t let you change
until an hour past 12 so just wait
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● Cost caps: bids have always been my favorite because they have the most
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consistent cvr and get the lowest cpms/cpcs. There’s two ways you can scale
bids: surfing the same way as above or horizontally by mass duplicating your
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winner bid points. I’ve been duping lately because I get spend issues when I surf
○ Two separate campaigns, one for auto targeting bids and one for broad
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bids. Take your winner bid points from your bid test camp and duplicate
them into these new campaigns 3-5x each
○ For surfing, do 20+ total ad groups $50/day and treat it the same way as
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you would with cbos. You’re just running tons of ad groups so that you can
raise the budget on best performers and ratio the spend of garbage adsets
○ If you get spend issues like I have with surfing, then you have to kinda
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chad scale and simply make a shit ton of ad groups (at night, not mid-day
or you’ll get spend issues from this too)
○ I’ve had to switch ad accounts daily to combat spending issues and what
I’ve been doing is taking my winner bid points and duplicating 10x at
 $100/day (5 broad, 5 auto). So say $33 is a good bid point I’ll do 5x broad
$33 bid adsets, 5x auto $33 adsets and repeat with other bids
○ Ultimately the goal is to have an absurd amount of ad groups. Sounds
retarded but I’ve been doing like 20-40 $100/day adsets on completely
fresh pixels every day and it’s working.

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● Value optimization: no

MAINTAIN
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Maintaining scale and keeping products alive is what makes tiktok different from every
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other platform and where a lot of people get lost, I struggled with this a lot when I first
started. You must keep your CPMs low, keep CTR from declining, and maintain
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profitable CVR. Tiktok does the opposite of facebook, it basically de-optimizes as you
scale
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Things I do to keep products alive and maintain scale and where people go
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wrong:
- Order your product from amazon or have your supplier ship with DHL to you
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IMMEDIATELY after validating the product. It’s important to get custom content
as soon as possible. Competitors are going to run the same content as you and
the ripped creatives can die very fast. Start off by copying your winning creatives
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and then from there you can start to test different styles. Find as many winning
creative styles/structures as you can
- Take winning creatives and make small tweaks. This could be simply switching
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the sound (browse through FYP for sounds with 20k+ vids and use jimmy farley’s
discord trend watch channel it’s free), changing the color of the existing text, add
text, change the text, etc
- Trend watch channel: https://discord.gg/CHDfQsVf
 - You can easily make 10+ variations of the same winner creative doing this and
now you have 10 more creatives with minimal effort
- MAKE YOUR CREATIVES LOOK LIKE TIKTOKS, NOT ADS. Even tiktok
themselves say this and this may be controversial but I NEVER use CTA’s in my
creatives. Look as native as possible by doing small things like making sure your

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user ID @ is all lowercase with no spaces, no symbols, etc
- I also never use generic UGC where it’s someone talking about your product and
I’ve never understood how that performs well for people on TT. I literally just

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make normal looking tiktoks with my product and text to speech. It’s probably
because I mainly sell broad products that don’t need explanation but it’s just an

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observation I’ve made
- ALWAYS PAY ATTENTION TO YOUR CPMS. this is where pixel comes into play.

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In my experience with tiktok in the last month or so, CPMs will start out high
(5-10) on a new pixel and go down as your ads spend and likes go up (first day).
They usually reach the lowest point on the second or third day and this is when I

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typically see the highest ROAS. Eventually, your CPMs will start to rise and
sometimes your CTR will drop along with your CVR. This is dependent on how
hard you are scaling because I’d assume it’s based on total impressions and not
days, so the amount of time it takes for these things to take place can vary
- This graph of my dashboard shows how CPM lowers when you’re on a new pixel
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- After your CPMs and CPA have risen, it’s time for a new pixel. Just create a new
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pixel in the shopify tiktok app and re-create everything that was previously
working while updating the pixel. After this, the cycle above will start over and
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you can repeat the process.

- This isn’t often but sometimes you’ll simply get a bad pixel. At scale, don’t cut
your ads early on a new pixel because like I said, your CPC will naturally decline.
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When I say bad pixel, I’m talking about lower than average CVR and CPMs
staying high instead of going down
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- Test other products in the niche of your product and get experimental using the
cash flow you’re getting. Products that don’t have existing content, not on
amazon, etc. DON’T LET GO OF MOMENTUM, OR REGRET IT LATER
TikTok Product Page Structure

I use an extremely basic structure for my product pages because for the tiktok
demographic it’s best to keep it short, simple, and easy to digest

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It goes like this:

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Heading 1 (main selling point/grab attention)

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Paragraph

GIF/IMAGE (preferably gif, just make one with your creative)

Heading 2 (benefit/feature)

Paragraph explaining the heading

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GIF/IMAGE
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Heading 3 (benefit/feature)
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Paragraph explaining the heading

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GIF/IMAGE
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Heading 4 (benefit/feature)
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Paragraph explaining the heading

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Reviews
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For an example, here’s a product page I did for a test that failed
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