Optimizing TikTok Lead Ads using the TikTok Conversion API
TikTok is an exciting and engaging social media platform that keeps the audiences captivated with their short-form video content. These videos, usually with a length of up to 60 seconds, grab the user's attention with the visuals, music, and current trends. As a business, if you wish to leverage social media platforms to market your product or service, TikTok is a promising platform to identify and reach the right customer segment. By focusing on creating content that's relevant and resonates with your target audience, you will be able to increase your brand's visibility and reach, as well as drive traffic to your website.
A popular method of lead generation on TikTok is the lead ads. These are ads that include a lead form through which businesses will be able to collect information from the lead directly. They then follow up with the leads and try to convert them into customers eventually. After this, the CRM is updated with the outcome of the conversion process, which is then sent back to TikTok to understand how and what leads were converted, and how the target segment can be refined further. This process of sending the CRM information back to TikTok to optimize the ad further is done using the TikTok Conversion API method.
TikTok Conversion API
The TikTok Conversion API is a connection established between your CRM and TikTok. This connection enables you to send the sales process information from CRM to TikTok. You can choose what information about the leads you want to send back to TikTok, and depending on that, the lead ads are optimized and shown to the targeted customer segment. Lead ads, when optimized by this method, target potentials and customers more precisely, and perform better. These ads can drive traffic to your online store, website, as well as increase your offline store visits and purchases.
Advantages of using the TikTok Conversion API to optimize your ads
- Capture online and offline conversion events
You will be able to capture both online and offline conversion events and send the data to TikTok. TikTok's segregated pixel will help to differentiate the leads based on the online and offline events that they were converted from. This implies that you will be able to track the overall improvement in your business and convert more potentials as an outcome of your lead generation efforts on TikTok.
- Increase in ROI
With the information obtained from CRM, the ad is further shown only to a similar audience segment, thus increasing the rate of conversion and the return on investment from the ad spends.
- Direct communication with TikTok
This method of conversion sync isn't restricted by any browser settings or cookies policy. The information about online and offline conversions is sent directly to the TikTok servers, ensuring more accuracy while targeting and also enabling marketing decisions to be more data-driven.
- Better bidding strategies
Based on the conversion information obtained from CRM, TikTok will be able to adjust your ad bids accordingly. This implies that TikTok will be able to smartly allocate the spend between different campaigns, making the best out of the budget, and show ads to users who are more likely to convert.
Here are some terms that are important to understand before you proceed with chain creation:
Source - This is from where you want to capture the leads' information
Destination - This is where you want to send the leads' information
CRM account portal - The portal ID of the CRM account that you're currently working in
CRM Module - The module in which the leads' information is stored
Segmentation - The tag or campaign that you have associated the leads' information with, based on common characteristics
TikTok event source - The source of conversion - web or offline
Field mapping - The process of associating relevant fields from the lead form with the corresponding fields in Zoho CRM or vice versa
Event source - The source of event conversion that you're uploading - web or offline
Event name - Name of the event that you're describing as the conversion
Event time - The time at which the conversion took place
Click ID - A unique ID associated with every click made by users on the ad
To establish a chain between Zoho CRM and TikTok Lead Ads
- In the LeadChain module of CRM, click + Create new chain.
- Hover over the TikTok Conversion API template and click Setup now.
Alternatively, you can also start a new chain by clicking Setup on your own and filling the source and destination fields manually. - Name the chain that you're about to create.
- Fill the below source-related information in the left-side of your window.
a. Verify the CRM portal information that's automatically fetched for you.
b. Select the CRM module from which you want to send the information.
c. Select the tag and campaign(if any) associated with the stored information in CRM. - Fill the below destination-related information in the right-side of your window.
a. Choose the TikTok event source - web or online depending on how the lead was converted.
b. Select the relevant TikTok account associated with the pixel, or click + Add new TikTok account to add the account.
c. Select the TikTok ad account associated with the pixel.
d. Select the TikTok pixel that you use to monitor the ad. - Click Proceed to Configure.
- Map the mandatory fields such as Event Source, Event Name and Event Time of TikTok Conversion API with the relevant fields in Zoho CRM.
- Map any other necessary fields such as Email, Phone Number, and Click ID that will improve your ad performance.
- Alternatively, you can also enter a default value for a field to reflect throughout all the leads collected.
- Click Save and Publish to publish the chain immediately, or click the drop-down menu and Save as draft to save it as a draft and publish it later.
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