Chapter 4

CONFIDENTIAL & PROPRIETARY

Media Planning
How to achieve success on TikTok Shop Ads

1
 Putting the Fun in Funnel
Upper Funnel Objectives Video Shopping Ads LIVE Shopping Ads

Product Discovery CLICKS

Product Awareness

CONFIDENTIAL & PROPRIETARY

Educate & Inform
CLICKS VIEWER RETENTION
Engagement
Product Interest
Product Consideration PRODUCT CLICKS IN LIVE

Drive action
Conversion INITIATE CHECKOUT INITIATE CHECKOUT
Advocacy
Customer Loyalty
PURCHASES PURCHASES
Repeat Purchases

Grow Customer
NEW! GMV OPTIMISATION + SHOP ACTIVITY AUDIENCES
Lifetime Value

Lower Funnel Objectives

Campaign Planning Roadmap
Upper Funnel
Mid Funnel
Optimisation Goals:
Clicks Optimisation Goals: Lower Funnel
Viewer Retention Initiate Checkout
Product Clicks in LIVE Optimisation Goals:
Metrics:
Purchase Optimization
Clicks & Click Through Rate Metrics: GMV Optimisation
Product Detail Page Views LIVE Product Clicks
LIVE Views Clicks & Click Through Rate
Effective LIVE views Total Add to Cart Metrics:
LIVE Product Clicks Total Initiate Checkout ROAS
Purchase Rate (CVR) Add to Cart/Initiate Checkout
Assess:
Total Purchases & Purchase Rate
If metrics are stable and improving, Assess: (CVR)
increase mid-funnel campaigns If you are able to complete 30-40
actions per your optimization goal or
conversions in 5-7 days? Assess:
If you are able to achieve 30-40
purchases in 5-7 days? Optimize
NO YES! campaigns to
NO YES! improve ROAS
Increase Brand and Product with the ABCD
Awareness & Discovery Increase Optimization
Brand and Product Education/Engagement Framework
 Win key moments on TikTok Shop

CONFIDENTIAL & PROPRIETARY

1 2 3

365 Always On Before a key event During a key event

Awareness Build suspense Focus on Value

Focus on Key Marketing Teasing exclusive products, Highlighting bestsellers and
Messages promotions, leveraging interactive exclusive deals
video add-ons.

Consideration Drive action

Creator reviews, and Commerce-Powered Add urgency with a call to action,
recommendation-based Product Links, Live Anchors to drive clear check out instruction while
entertainment content. ATC and Event Registrations counting down
 MEDIA PLAN

Activate a full-funnel Shoppertainment campaign to maximize conversion

CREATE A MOMENT CREATE A MOMENT
ON LAUNCH DAY ON PEAK DAY
CONVERT TO
CUSTOMER
SUSTAIN REACH &
REINFORCE CONSIDERATION
ALWAYS ON

CONFIDENTIAL&PROPRIETARY
DISCOVERY TO
ACTION

Always On Awareness Engagement/ Consideration Conversion

Branding: TopView, R&F Branding: Video + LIVE

R&F, In-Feed, R&F, In-Feed, Video Views Shopping Ads*
Video Views, Video + LIVE
Shopping Ads* Video + LIVE
Community Purchase + GMV Optimization &
1 week Shopping Ads*
Interaction Custom and Lookalike Audience
-Create massive buzz on
Video + LIVE first day & peak day - Sustain reach with R&F and brand in-feed -Drive purchases through lower funnel
Shopping Ads* using TopView and R&F - Re-target exposed audience and reinforce
optimization goals
-Leverage Video and LIVE consideration
-Re-target high-purchase intent custom
Highlight Key USPs to keep Shopping Ads to raise - Video and LIVE Shopping Ads to increase TikTok
Shop Traffic to build high-value Shop Activity audience and lookalike audiences to
brand/products top of awareness on products
& deals custom Audiences for re-targeting. increase conversions.
mind

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*Drive both awareness and sales at once
 Meet your customers where they are
EXCITE ENGAGE & EDUCATE CONVERT RETARGET

Budgeting Creative +
Audience Bid Optimisation Key Metrics
Suggestion Messaging

Clicks CTR “Learn More”

New to your Video Views 2-3 Key USPs
EXCITE

Broad Lowest Cost Focus on

brand or Bidding [LSA] Viewer Upper Funnel Product Detail Entertain &
products Retention, Clicks in Page View Educate
LIVE Product Demo

Clicks
10% Upper Initiate Checkout
Aware of your Broad with Interest “Add to Cart”
ENGAGE &
EDUCATE

[LSA] Viewer Retention,

Targeting Lowest Cost Add to Cart
products, Clicks in LIVE 60% Mid
Highlight Promos
Bidding Product Detail
but still Custom & Lookalike Initiate Checkout & best sellers
considering Page View Product Reviews
Audience Purchase 30% Lower Funnel
CVR

[LSA] Viewer “Buy Now”

Broad with Interest Lowest Cost CVR
CONVERT

Targeting Bidding/Cost Cap Retention Drive Urgency

20% Upper + Mid ROAS
Ready to Initiate Checkout
Average Order Limited time offers
purchase Custom & Lookalike Highest Value/Min 80% Lower Funnel
Purchase Value Limited stocks
Audience ROAS
GMV
Mega Sale Day: Checklist

❏ Run a pre-heat (using VSA) about 7 days before the mega sale day to generate
hype and awareness

CONFIDENTIAL & PROPRIETARY

❏ Ensure that hero products are sufficiently stocked & replenished promptly in the
event of low stock

❏ For LSA leveraging Video to LIVE creative, identify best-performing creatives

beforehand

❏ Optimise towards lower funnel objectives, such as Initiate Checkout or Complete

Payment to drive last-mile conversions

❏ Front ads with the most attractive promotional mechanics to direct users into the
livestream

❏ If using Cost Cap, recommended to switch to Lowest Cost Bidding or to buffer Cost
Cap amount by 15-20% from BAU (past performance)