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How To Scale Ads On TikTok With Bradley Hiller

How To Scale Ads On TikTok With Bradley Hiller

Introduction

In a highly insightful episode of the E-commerce Saturday Talk, Bradley Hiller, founder of the leading TikTok ads and UGC agency, Vast Media, joined the conversation. Bradley shared practical strategies and experiences that outline how to scale brands from zero to $ 150,000 a month in ad spend on TikTok, how to reuse existing creatives to prevent burnout, and how TikTok is set to overtake Google as a significant search engine.

Meet Bradley Hiller

Bradley Hiller, the founder of Vast Media, detailed his journey from working in investment banking to establishing a successful e-commerce agency. Initially working in the finance sector, Bradley decided to pivot his career towards marketing—a decision replete with passion and a desire for a better lifestyle. He now specializes in Facebook and TikTok advertising from his agency based in Bournemouth, UK.

Why TikTok is a Game-Changer

Bradley noted that TikTok's explosive popularity and unique nature make it an excellent platform for brands to consider. He highlighted that TikTok's users are more inclined toward authentic content, unlike Instagram, where users tend to present an idealized version of themselves. This authenticity and engagement provide a fertile ground for brands to market their products in a way that resonates deeply with consumers.

Common Mistakes Brands Make on TikTok

  1. Repurposing Facebook Ads Directly for TikTok:

    • Bradley emphasized that brands often repurpose Facebook ads for TikTok without tailoring them to fit TikTok’s unique environment. This approach generally fails since TikTok demands a native feel.

  2. Inadequate Creative Rotation:

    • Metrics support the hypothesis that merely recycling the same ad creatives or slightly adjusting them isn't sufficient. Multiple variations are essential to keep the audience engaged.

Effective Creative Strategy

  1. UGC Creators:

    • TikTok ads leverage User-Generated Content (UGC) creators. Bradley recommends finding reliable UGC creators through platforms like Twitter, while cautioning against inconsistent results from platforms like Billow.

  2. In-house Video Editors:

    • Bradley’s agency regularly works with UGC creators to provide raw video footage, which his in-house creative team then refines. This iterative process allows for the constant rejuvenation of content.

Retargeting on TikTok

Bradley expressed that retargeting on TikTok isn't as impactful as on other platforms. Instead, TikTok serves better as a top-of-the-funnel platform, pushing prospects into retargeting campaigns on platforms like Facebook and Google.

Creative Rotation & Data Usage

Effective creative rotation isn't as arduous as many believe. Bradley points out that involved data analytics, including metrics like CTRs and average watch times, are crucial in optimally refreshing content.

Dedicated Landing Pages

Creating customized landing pages, particularly tailored for TikTok ads, often play a significant role in achieving higher conversion rates. Bradley's agency has seen remarkable results with "five reasons why" style landing pages.

The Search Functionality of TikTok

Bradley also highlighted TikTok’s burgeoning role as a search engine, which is starting to rival Google. Users are now using TikTok to seek recommendations, which provides brands another significant avenue to reach audiences.

Innovative Media Buying Strategies

Bradley revealed several hacks, including using custom identities for ads to appear more native and reduce CPMs. Additionally, he mentioned that value optimization tactics have proven highly effective for scaling.

Conclusion

From the discussion, it's clear that TikTok presents enormous opportunities for brands willing to adapt their strategies and creatives to fit the unique platform. Bradley Hiller’s insights underscore the importance of authenticity and creative rotation, alongside intelligently leveraging data and innovative ad strategies to scale effectively.

Keywords

  1. TikTok Ads
  2. Creative Strategy
  3. Retargeting
  4. User-Generated Content (UGC)
  5. Ad Spend Scaling
  6. Custom Landing Pages
  7. Search Functionality
  8. Media Buying Strategies

FAQ

  1. What is the first mistake brands make when transitioning from Facebook to TikTok?

    • The first mistake is repurposing Facebook ads directly for TikTok without tailoring them to fit TikTok's environment.

  2. What are the key elements in a successful TikTok ad creative?

    • Successful TikTok ads often feature User-Generated Content (UGC), have a native feel, and leverage hooks and authentic content.

  3. How important is creative rotation for TikTok ads?

    • Creative rotation is vital; refreshing the first few seconds of ads or using new hooks can significantly improve performance.

  4. Does retargeting work well on TikTok?

    • Retargeting on TikTok is not as effective; it serves better as a top-of-the-funnel platform, with retargeting done on Facebook or Google.

  5. What kind of landing pages work best for TikTok ads?

    • Custom landing pages, like those with "five reasons why" structures, often yield higher conversion rates.

  6. Why could TikTok be a rival to Google in the future?

    • TikTok is increasingly used for search functionality, offering quick, engaging content, which could challenge Google’s current dominance.

  7. What are some innovative media buying strategies on TikTok?

    • Using custom identities for more native ads and value optimization strategies have been highly effective for scaling.

Feel free to share this article if you found these insights valuable, and stay tuned for more in-depth interviews and resources on scaling your e-commerce brands.

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