Performance Audit
TikTok is now a mature advertising channel, with a wide audience that can be segmented by interests and behaviours. We build TikTok Ads strategies for companies looking to reach new market segments, beyond the channels they already cover.
We develop campaigns aimed at lead generation, sales and brand awareness, working on targeting, creative and performance data. Every activity is optimised over time to improve the effectiveness of the ads, the management of the budget and the return on investment.
Choosing between TikTok Ads and Meta Ads depends on the context, the strategy and the budget. TikTok is the reference channel for short video content and for the discovery of new brands.
| TikTok Ads | Meta Ads | |
|---|---|---|
| Context | An environment built on short video content, discovery and algorithm-driven entertainment | An ecosystem made up of Instagram and Facebook, with varied content (images, carousels, video, Stories, Reels) and broader everyday use |
| Audience | A broad audience that consumes content in a discovery and entertainment frame of mind | A wide audience, segmentable by interests, behaviours and social data |
| When to choose it | When you want to reach new audiences through native video content and discovery mechanics. | When you want to work towards different objectives along the funnel, from awareness through to conversion. |
| Operational approach | Calls for ongoing creative production and frequent testing of video content. | Offers greater flexibility in the choice of formats and in how the investment is distributed. |
The results of TikTok Ads campaigns do not depend on advertising spend alone. Creative work, the pace of the communication, consistency with the target audience and continuous data-driven optimisation all count too.
TikTok calls for content designed for the platform. Videos need to be authentic, vertical and immediate, fitting into the feed without looking like traditional advertising.
The first few seconds are decisive: the video has to capture attention and keep interest high, increasing watch time and the effectiveness of the campaign.
The message has to answer the interests and behaviours of the audience being reached. TikTok distributes content on the basis of the interest and interaction signals the platform detects.
Performance improves through continuous testing of creative, formats and messages. We analyse the data to identify the most effective creative, optimise the distribution of the budget and improve campaign returns.
In our management of TikTok Ads, we start from an analysis of the client’s context. We define the objectives and build a strategy consistent with the audience to be reached and with the format best suited to the platform.
We analyse the sector, the positioning of the brand, the target audience and the competitors. This allows us to identify concrete opportunities and to define a solid basis for the strategy.
Our TikTok Ads consultants set measurable objectives (lead generation, awareness, traffic) and build a coherent strategy.
We build campaigns segmented by audience, sector and objective. We make use of the advanced targeting options to reach the users most relevant to your business, building coherent campaign structures for e-commerce projects as well.
We develop copy, concepts and video creative designed for the audience to be reached. The messages are built to capture attention, generate interest and lead the user to act.
We monitor campaign data constantly. We intervene with tests and optimisations to improve performance and the efficiency of the investment step by step.
We have worked on TikTok Ads projects across a range of sectors, supporting companies with differing needs in terms of awareness, customer acquisition and brand growth.
Like any social media marketing platform, TikTok Ads is not equally suited to every type of business. It can be particularly useful for brands that want to increase awareness and reach new audiences through creative, native content. Integrating it with other social media advertising channels also makes it possible to build more complete coverage of the funnel.
Results depend on a number of factors, from the strategy to the budget and the type of funnel set up. TikTok Ads campaigns can increase brand reach, content views and traffic to the site, contributing to lead generation or conversion objectives.
Yes, and it is often an effective choice. TikTok can play an important role in the discovery and acquisition stages and, when combined with other performance marketing channels and with an organic strategy, can help build a more complete and coherent journey along the funnel.
Contact our experts for further details
Do you have a project in mind? Get in touch to define the strategy best suited to your business together. We analyse the starting point and build a path geared to your objectives.