Entering the vibrant realm of TikTok advertising, expectations run high. However, despite our best efforts, sometimes TikTok ads just don’t seem to convert as expected. It’s a common challenge, yet a perplexing one. In this blog, we embark on a journey to uncover why are TikTok ads not converting. We’ll explore 6 clear signals and delve into agency tips to fix the situation. Why hesitate? Check out our solutions now!
Table of Contents
Signals of TikTok ads not converting
There are several red flags that can indicate your TikTok ads aren’t converting as well as they could. Here are some key signals to watch out for:
Low click-through rate (CTR)
Your CTR is the percentage of people who see your ad and click on it. If your CTR is low, it means that your ads are not resonating with your target audience or that they are not being shown to the right people. For computing the TikTok Click-Through Rate (CTR), use this formula:
The average CTR on TikTok is generally between 0.5% and 1%. However, it can vary depending on several factors, such as the industry, the target audience, and the quality of the ad. Here are some signs that you may be having a low CTR on TikTok:
- Your CTR is below the average for your industry.
- Your CTR is lower than it has been in the past.
- Your CTR is lower than the CTR of your competitors’ ads.
High bounce rate
Your bounce rate is the percentage of people who visit your landing page after clicking on your ad and then leave without taking any further action. The average bounce rate on TikTok is around 50%, if your bounce rate is high, it means that your landing page is not relevant to your ad or that it is not providing visitors with the information or value they are looking for. To calculate the bounce rate, you can use the following formula:
Low conversion rate (CVR)
Your CVR is the percentage of people who visit your landing page and take a desired action, such as making a purchase or signing up for your email list. According to TikTok, the average conversion rate (CVR) for TikTok ads is 1.1%. However, this can vary depending on several factors, such as your industry, target audience, and ad creativity. If your CVR is low, it means that your landing page is not converting visitors or that your offer is not compelling enough.
Negative feedback from customers
If you are receiving negative feedback from customers about your TikTok ads, it is a sign that something is wrong. It could be due to various reasons, such as the ad content being irrelevant, misleading, or annoying to viewers. So, pay attention to the feedback and make adjustments to your ads as needed.
Always keep in mind that excess negative feedback can result in the suspension of your TikTok ads account. Hence, it’s crucial to actively monitor and promptly address any negative feedback to maintain a positive ad performance and ensure a seamless advertising experience for both your brand and your audience.
No increase in sales or leads
If you are not seeing an increase in sales or leads after launching your TikTok ad campaign, it is a sign that your ads are not working. And it can also affect your ROAS.
Tips: To understand your problems and situation, review your campaign’s analytics on TikTok Ads Manager – which offers 3 distinct views to assess your campaign’s performance based on your needs:
- Dashboard Page: Provides an overview of your ad account upon logging in, offering up-to-date metrics, ad spending, and campaign statuses.
- Campaign Page: Allows for detailed performance analysis at the campaign, ad group, and ad level, presenting key metrics like total cost, CPC, impressions, CTR, and more.
- Reporting Page: Enables customization and export of data spreadsheets. Users can select specific data to display, set time ranges, and utilize pre-defined report templates. Additionally, this feature allows you to send your customized reports via email.
6 Reasons and Solutions for TikTok Ads Not Converting
Optimize for the right goal
A common misstep is optimizing for the wrong objective. TikTok is not your typical advertising platform, so applying the same strategies used on Facebook or other platforms might not work. So, clarity about your campaign objectives is critical. TikTok offers a diverse array of advertising options, from brand awareness to conversions. Align your objectives with your advertising goals to maximize results.
Solution:
- Optimizing for Traffic: TikTok’s algorithms prioritize sending your site to fit users, if you target the wrong object, it can result in lower-quality leads. Align your optimization strategy with your objectives to get the right traffic.
- Event Optimization: Choosing the right event for optimization is vital. Start with an upper-funnel event, like ‘Add to Cart,’ to allow algorithms to gather data and understand your ideal customer. Transition to ‘Purchase’ optimization once you have accumulated sufficient ‘Add to Cart’ events.
Budget Limitations
Running TikTok ads with a meager budget can hinder your campaign’s success. TikTok’s algorithms thrive on having a sufficient volume of conversions within a specific timeframe to optimize effectively.
But wait. If you’re considering increasing your daily budget to boost your TikTok ad campaign’s reach, such as going from $50 a day to $500, it can disrupt the TikTok algorithm’s optimization process.
Solution:
- Instead of making abrupt changes, gradually scale your budget. For instance, if your current daily budget is $50, consider raising it to $75 the next day. Continue to incrementally increase the budget over time, perhaps to $100 or $200, depending on your campaign’s performance.
- Calculate the daily budget required to achieve your desired number of conversions. If you aim for, say, 50 relevant events within 7 days, ensure your daily budget can support this volume. Adequate budget allocation is critical for TikTok’s algorithms to work their magic.
>>> Read more: Set up TikTok ads payment method in 5 steps [Agency walkthrough]
Bidding Optimization
Bidding optimization can indeed be a factor contributing to TikTok ads not converting. Improper or misaligned bidding can lead to several problems that hinder conversion rates, such as:
- Overbidding: Setting bids too high can lead to higher costs without proportionate conversions, reducing ROI.
- Underbidding: Bidding too low limits ad exposure and clicks, resulting in fewer conversions.
- Bid fluctuations: Frequent bid changes confuse TikTok’s algorithm, affecting ad delivery consistency.
- Ineffective bid strategies: Choosing the wrong bid strategy can attract uninterested clicks, lowering conversion rates.
Imagine you’ve set up your TikTok ad campaign, and your cost per result (cost per click or conversion) is currently sitting at $20. You want to expand your campaign’s reach without dramatically increasing your spending. This is where bidding optimization comes into play.
Solution:
To see how much room there is for growth, consider increasing your bid—the maximum amount you’re willing to pay for each result. If your current bid is $20, try raising it to $25. By doing this, you signal to the TikTok algorithm that you’re willing to invest a bit more to secure favorable results.
After experimenting with the higher bid and assessing its impact on your campaign, start gradually reducing the bid. You can try bids like $23, $20, or even $18. The goal is to find the “sweet spot” where you’re achieving results at a cost that aligns with your budget and objectives. This approach allows you to scale your campaign while managing costs effectively.
Ad creatives
Understand the various motivations and desires driving your potential customers. Test different call-to-actions in your ads and identify which resonates best with your audience. Once you’ve found a winning formula, stick to it to scale your success.
Solution: Identify the various motivations driving your customers to make a purchase. Test different ad creatives to see which resonates most with your audience. For improved ad effectiveness, focus on a single motivation.
Audience Personalization
In a world of plenty of choices, customers seek personalized experiences. Your ads should make viewers feel that the message speaks directly to them. Tailoring your ad to your customer’s identity can increase engagement and conversions.
Solution: Build a brand identity that resonates with your target audience. Consistency in messaging and creating a sense of identity around your brand can make potential customers feel that your products align with their needs and desires.
To enhance audience personalization further, consider leveraging TikTok’s Lookalike Audiences feature. If you’ve already found success with a particular ad type, you can take it a step further by creating a similar one. Utilize a Lookalike Audience based on customers who have made purchases from previous ads. This way, you can expand your reach to potential customers who share similarities with your existing buyers, increasing the likelihood of conversions and improving the performance of your TikTok ads.
Lack of Trust
With countless choices on the internet, trust is paramount. Customers are naturally skeptical and seek assurance that they’re making the right decision. And trust is a critical factor in consumer decision-making. So, when users encounter advertisements on TikTok that don’t inspire confidence, it can lead to your TikTok ads not converting.
Solution: Leverage social proof to dispel doubts. Include reviews, endorsements, and associations with reputable individuals or celebrities in your ads. Testimonials and endorsements can significantly boost potential customers’ trust in your brand.
Consider utilizing TikTok Spark Ads or other ad formats that foster deeper engagement compared to Key Opinion Creators (KOC). These formats can help establish a stronger connection with your audience and further bolster your brand’s reputation. Remember, building trust is crucial for successful TikTok ad campaigns.
Best practices to improve your TikTok ads with no conversions
Fine-tune your targeting
First things first: Let’s double-check your targeting. Are your ads reaching the right people? TikTok gives you plenty of ways to pick your audience, like age, interests, and behaviors. Make sure your targeting aligns with the residents who love your products or services. Try different combos until you find the right one.
Supercharge your ad creativity
Your ad creativity is the heart and soul of your TikTok campaign. Lackluster or irrelevant creative can turn viewers away, causing conversion rates to plummet. Here’s what you can do:
- Get creative: TikTok is all about fun and creativity. Craft ads that match the platform’s lively spirit. Use catchy tunes, eye-catching visuals, and great storytelling to grab attention.
- Show off benefits: Tell viewers why they should care. What does your product or service offer? Whether it solves a problem, improves lives, or provides a unique experience, spell it out.
- Add a call to action (CTA): Sometimes, viewers need a little push. Include a clear CTA that guides them on what to do next, like “Shop Now” or “Learn More.”
- User-Generated Content (UGC): Think about featuring real users with Spark ads. Their authentic experiences can build trust and credibility.
>>> Learn more: TikTok creative best practices only professionals know
Try different ad formats
TikTok has various ad formats, such as In-Feed Ads, Collection Ads, Lead Generation Ads, Dynamic Showcase Ads,… Experiment with different formats to see which one resonates most with your target audience. Each format has its unique strengths, and your choice should align with your campaign goals.
Some ad types require a TikTok agency account to access such as TopView, Branded Hashtag Challenge, Branded Effects,… If you’re looking to harness the full potential of these ad types, consider reaching out to the TikTok agency account service of Mega Digital. We can provide you with the necessary tools and also have access to a number of other features, such as:
- Multiple accounts: Agency accounts can manage multiple TikTok accounts from a single dashboard.
- Advanced analytics: Agency accounts have access to advanced analytics that provide insights into their audience and campaign performance.
- Priority support: Agency accounts have access to priority support from TikTok.
Leverage TikTok’s Creative Tools
TikTok provides an array of creative tools to enhance your ad content. From filters and effects to interactive add-ons, these tools can make your ads more engaging and shareable. Don’t hesitate to explore and incorporate them into your campaigns.
Run A/B Tests
A/B testing is your secret weapon for optimizing TikTok ad performance. Create multiple ad variations with slight differences — such as headlines, visuals, or CTAs — and run them simultaneously. Analyze the results to identify which elements are driving conversions. Over time, refine your ads based on these insights.
Keep a Close Eye on Data
Comprehensive data analysis is pivotal in addressing TikTok ads not converting. TikTok provides detailed analytics that allows you to monitor key performance metrics. Keep an eye on CTR, conversion rates, and return on ad spend (ROAS). Identify patterns and trends, and use this data to inform your optimization efforts.
In final words
TikTok ads not converting can be turned around with the right strategies. If you’ve followed all the tips but your ads are still not converting, then it’s time to take a closer look at your product or service. Make sure you’re offering something that people want and that you’re pricing it competitively.
Whether you’re a seasoned TikTok advertiser or just starting, mastering the strategies in this article will help you achieve better results and unlock the full potential of TikTok’s advertising platform. So go ahead, experiment, and find the sweet spot for your TikTok ad campaigns!
And if you need a little extra help, consider using a TikTok marketing agency like Mega Digital. We can help you develop and implement effective TikTok ad campaigns that are designed for the best conversions.
