In 2022, TikTok continued to develop its new commerce ad solutions called TikTok Shopping Ads. They experimented with three ad formats: Video Shopping, Catalog Listing, and LIVE Shopping Ads. This suite was created to help brands and creators optimize in-store performance through commerce services based on algorithm of Shopping Ads. It thus offers a smoother purchasing experience for customers.
Let’s go through these new ad types and how they enhance e-commerce experience on TikTok with this article!
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What are TikTok Shopping Ads?
TikTok Shopping Ads is a set of ad solutions, features, and tools that make it easy for brands and sellers to reach and interact directly with customers. TikTok’s announcement highlights the adaptability of these new ad formats, which optimize the click-to-buy customer journey and discovery via the TikTok algorithm’s hyper-personalization.
Types of Shopping ads
The three latest shopping ad solutions in the TikTok Shopping Ads package include:
- Catalog Listing Ads
- Video Shopping Ads
- LIVE Shopping Ads
Catalog Listing Ads
Catalog Listing Ads allow sellers to feature their product catalogs across the app and expand their reach. With this ad, you can promote their products across shoppable surfaces such as “recommended” or “Related Products.” One of the most striking features of Catalog Listing is that it does not require producing videos for advertising campaigns.
However, the Catalog feature to add products is only available on TikTok Agency ad accounts. Therefore, to use the Catalog Listing Ads, you need to contact TikTok partners such as Mega Digital to access the TikTok agency account.
Video Shopping Ads
Video Shopping Ads are designed to assist TikTok Shop sellers in increasing product discovery and purchase intent through advanced auction optimization levers available in TikTok Ads Manager. However, it is only available in Indonesia, Malaysia, Thailand, and Vietnam.
With Video Shopping, buyers can click on a product card (a CTA button) to view product details and make purchases. This Ad uses Smart Targeting to deliver ads to consumers at the end of the buying journey (those who intend to purchase but have not yet paid).
In addition, this ad type combines the outstanding features of 2 other e-commerce ads, Collection ads, and Dynamic Showcase ads, to encourage and motivate users to complete the checkout process.
LIVE Shopping Ads
Live Shopping Ads assist sellers in expanding their reach and driving engaged viewers to your TikTok Shop – Live Shopping sessions. TikTok will display your ads on the For You Page, and users will have two options to access the live stream:
- Click on the ad: Users will immediately be redirected to the seller’s live stream. Here, they can directly interact with the seller and buy the product displayed as a product card or a link to the TikTok Shop.
- Swipe the ad to the left: Users will go to the seller’s profile page. Here, users can directly explore products from the TikTok Shop store on the account profile page or click on the avatar with the Live icon to access the live stream room.
This advertising method is being tested in TikTok Shop Seller Center markets, including Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam.
Tips to use TikTok Shopping Ads
Depending on the type of product you sell, there will be different TikTok Shopping ad solutions. However, Video Shopping Ads is the most preferred solutions by many retailers. This advertisement helps your products stand out and motivates users who have added products to their cart to continue purchasing.
Livestream Shopping ads are best suited to driving more qualified traffic to your Live Shopping sessions. Live streaming allows sellers to directly communicate with viewers, hence instantly providing necessary information about the product they are about to buy.
However, to use the ads mentioned above, sellers need to install TikTok Shop, which is only available in some regions. Then, users can change to TikTok Agency accounts with the agency’s help to use Catalog Listing Ads fitted for promoting a wide range of products.
It is not an exaggeration to say that TikTok Shopping Ads are powerful advertising tools since they not only increase sellers’ traffic but also create a seamless shopping experience for customers. If you has just started selling on this platform, don’t hesitate to adopt these new solutions and read on the following article for more helpful tips. .