TikTok Evergreen Campaign: Elevating Conversions and ROAS

Ads UGC

Platform: TikTok for Business
Project: Social Advertisement
Assignment: Media Planning, Creative Strategy

Campaign Manager and Channel Owner:

As the campaign manager and channel owner, I oversaw the TikTok project's transition to an evergreen status. Responsible for meticulous budget management, performance analysis, and strategic adjustments, my role extended to facilitating ad approval processes and delegating creative sharing to channel owners. The overarching objective was to optimize efficiency, extend reach, and collaborate with the organic content team to strengthen messaging through cross-promoting organic efforts in paid.

Objective:

As the campaign manager and channel owner, my dual role aimed at executing a comprehensive plan for the TikTok Evergreen Campaign. This involved overseeing budget increments, resolving tracking data discrepancies, and exploring opportunities for audience-based uploads to enhance product awareness and attract a new audience. The primary objectives included generating conversions efficiently while adapting to ad targeting and audience exclusions changes.

Results:

Organic content

The campaign demonstrated substantial progress in signups and Return on Ad Spend (ROAS) from January to November. Signups increased by over 25%, while ROAS witnessed a remarkable surge, growing from a modest percentage in January to a robust figure of 168% by November. These positive trends highlight the campaign's effectiveness in attracting and converting users, showcasing its ability to optimize advertising investment returns over the 11 months.