Table of Contents
- What are Video Shopping Ads?
- How Viewers Interact with Video Shopping Ads
- Best Product Selection Practices
- Let’s set up your first VSA in TikTok Ads Manager
What are Video Shopping Ads?
Video Shopping Ads (VSAs) are shoppable videos that live natively in the For You Feed and drive purchases for your sellers’ TikTok Shops. Your audience experiences a seamless and engaging checkout experience, all within the TikTok.
TikTok Video Shopping Ads offer a range of benefits designed to enhance sales and engagement for your TikTok Shop:
Drive Sales and Traffic They integrate natively into users’ feeds, creating an immersive shopping experience that leads directly to your TikTok Shop with an easy checkout process.
Simplified Analytics There’s no need for complex pixel setup; you get full insight into your campaign’s performance with complete signal integration.
Customizable Features Adapt your ads to meet specific marketing objectives with a variety of customizable features.
Precision Targeting Reach potential customers more effectively by targeting users based on their shopping behavior and stage in the buying process with Shop Activity targeting.
How Viewers Interact with Video Shopping Ads
Viewers see your ad in-feed (scrolling their For You Pages) with a Product Link in the lower left region of the screen.
Clicking this link brings up the Product Detail Page where all of the product’s pricing, dimensions, shipping details, and more are shown.
From there, clicking the Buy Now button takes viewers to the Checkout Page to complete their purchase.
Video Shopping Ads can feature multiple products, too!
You can link several products, which allows for more visibility into your products, while still leveraging the seamless checkout experience.
Best Product Selection Practices
- Focus on promoting best-selling SKUs
To help maximize sales, center your VSAs on best sellers from your TikTok Shop, or try featuring new or less popular items to gauge market interest and increase their visibility.
- Balance your product selection
Advertise items at various price points, considering that lower-priced products might offer lower return-on-ad-spend (ROAS) but also lower cost-per-action (CPA). Higher-priced items could lead to higher ROAS despite potentially lower conversion rates (CVR).
- Budget and Scheduling
Allocate a daily budget and schedule your ads to run continuously for a minimum of 7 days, ensuring adequate funding for initial campaigns, particularly when using TikTok Shop Video Shopping Ads for new products.
When you’re highlighting a product that hasn’t been advertised through this method before, ensuring you allocate enough money to the advertising campaign will give it a strong start and a fair chance to perform effectively.
It is recommended that your budget is at least 50x the Cost Per Acquisition (CPA) amount, which is the amount of money you would ideally like to spend to gain one new customer through the ad.
Aim to have your ads run for at least 7 days to maximize effectiveness.
Begin running your ads at least 2 weeks before your mega sale day as well, gradually increasing your ad budget by 30% per day leading up to the sale day.
- Test Different Ad Creative
The ad creative on a Video Shopping Ad on TikTok is crucial because it’s the first thing that captures viewers’ attention and can significantly influence their engagement and buying decisions. Effective ad creatives are visually appealing, resonate with the target audience, and clearly communicate the key benefits of the product.
Adding different interactive elements allows you to test different ad creative. TikTok Shop recommends aiming for a minimum 3-5 diverse ad creatives per ad group, as this can help in testing which designs, messages, and approaches resonate best with the target audience.
This variety allows you to explore different angles or selling points of the product, catering to different viewer preferences and increasing the overall effectiveness of your advertising campaign.
Let’s set up your first VSA in TikTok Ads Manager
- Create a new campaign on TikTok Ads Manager, and select the Shop Purchases advertising objective
- Choose your “Shop”, and select a “TikTok account” as your Identity
- Select “Video Shopping Ads”, and ensure age selection is 18+
- Pick an optimization goal, and complete your ad group
- Select 1 or more products to promote, select 1 or more ad creative, and finish creating your ads by clicking Submit
That’s it, you’ve created your first Video Shopping Ad! We covered the basics of what the Video Shopping Ad format has to offer along with its features and best practices.
