How we increased revenue by 66% by adding Titkok as sales channel and improved overall ROAS from 2.5 to 3.5 in 21 days.
Overview
Background
Niche: Customised Gifting.
The brand already had a good enough following on bother platforms. With Tiktok however they had become a bit inactive as the ads didnt generate results for the them. And hence when they reached out to us, we only began with FB, where they were averaging 2.2 to 2.5 ROAS earlier.
The Goal was to hit a 3X ROAS consistently and help them scale up consistently, which whenever they tried earlier, ROAS wouldnt keep up.
Actions Taken
What We Did
- Restructuring FB ad acc:
We restructured the entire ad acc Iin the first month to bring in consistent ROAS. It took some time but we realised for them it would be better if we run Conversion and Message ads both. Message ads are very prevalent in their country and using the same they have been able to scale past 1 Million a month mark in their local currency on multiple occasions earlier, but the performance had been downhill since then.
We found that best combination was to run ToF conversion campaigns and then Use Messages to convert them in MoF and BoF, using this we were able to bring in consistently 3X ROAS and stabilise. ToF was a burning money pit, but with MoF and BoF we were hitting anywhere between 4-6X ROAS consistently.
The question now was how to scale things up from here, we knew that the ToF on FB/Insta was super expensive, and thats when we recommended to revisit Tikotk again.
- Starting with Tiktok Ads with 10% of FB budget redirected:
We kicked things off with tiktok then. Analysed their existing tiktoks to see which had gone viral or had performed well organically and started off with only 1 adgroup and 1 ad.
The moment we ran the ad, the traffic on the website went up by 110% the very next day, and we knew we were sitting on a goldmine for cold traffic.
- Start with Tiktok, convert with FB messages:
Now that we were bringing in alot of conversion driven cold traffic from Tiktok, we saw the effect on the FBs MoF and BoF ads. The same ads which were bringing in 4-6 ROAS, started bringing in over 8-9 ROAS over coming days as we increased the ToF spend from 1k local to 5k in the local currency.
We were spending roughly 10k daily on fb at this point, and diverted the remaining 5k budget we had been allotted to Titktok.
The ToF budget was majorly shifted to Titkok with only 35% now being spent on FB while rest was reallocated to Mof and Bof campaigns.
Results
Things that worked well:
- Emotionally driven Tiktoks. The brands earlier good performing campaigns all had emotionally driven ads, and thats what replicated on tiktok too.
- Testing organically and then scaling with ads. All tiktoks we used in ads were first posted organically and only the best performing ones were used for ads
Written By
Dhairya Gala
Founder & CEO - Expanse Digital
Having worked in Digital Industry for over 5 years and Ecom for 4 years, Dhairya brings in a vast experience of paid & organic marketing and how to combine both to spur growth into D2C brands we work with!
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