Facebook ads vs TikTok ads, what’s the difference and where should you be advertising #ecommerce

Introduction

Digital advertising has rapidly evolved, with platforms like Facebook and TikTok leading the charge. While Facebook ads are more developed and have been around longer, TikTok ads are fairly new but are still generating significant revenue.

Differences between Facebook and TikTok Ads

Data and Development

Facebook ads have the benefit of being around longer, which means there is a lot more data backing the platform. This extensive data allows for better-targeted advertising and more reliable conversion tracking. On the other hand, TikTok ads are fairly new, with less historical data to draw from. While TikTok ads are still effective and generate money, the platform is not as mature as Facebook in terms of data-driven advertising.

Conversion Campaigns

When it comes to conversion-based campaigns, there are distinct differences between the two platforms. For TikTok, it is recommended that products should be on the lower end price-wise when running conversion campaigns. In contrast, Facebook can handle higher-priced items for conversion campaigns more effectively. While the exact technical reasons behind this are unclear, this insight is drawn from observed data.

Strategy and Implementation

In an ideal world, Facebook would be highly conversion-focused, whereas TikTok would be more oriented towards brand awareness. Although conversions are achievable on TikTok, the cost per conversion may not be as favorable, even if the ad spend is cheaper compared to Facebook.

Recommended Approach

A well-rounded strategy involves using TikTok for brand awareness to build your audience at the top of the funnel. To maximize conversions, you can then retarget this engaged audience on Facebook. This way, TikTok helps raise awareness and Facebook effectively converts this traffic into sales.

Conclusion

While both platforms have their own sets of strengths and weaknesses, leveraging them jointly can provide the most optimal results for an eCommerce business. Utilize TikTok for broad awareness and Facebook for converting traffic for more effective advertising campaigns.