What Are the Average TikTok Advertising Metrics You Should Benchmark Against With A TikTok Ad Campaign?
With any business, staying ahead of the competition is crucial – and that’s never been more true than with social media. This means being knowledgeable about the latest trends and social innovations in digital marketing, like TikTok Ads. TikTok has rapidly gained popularity, with a massive user base of over 1 billion active users, making it a promising platform for businesses to reach their target audience. In fact, in early 2022 TikTok overtook YouTube as the most viewed video platform in the US by hours of video consumption.
This is a platform that marketers and businesses can’t ignore.
To get the most out of your TikTok Ads campaigns, it’s important to have a deep understanding of TikTok Ads reporting and budgeting. Let’s explore the essential metrics to track, how to effectively manage your ad spend, and tips to help you make informed decisions when it comes to your TikTok Ads campaigns.
The Power of Impressions and Cost Per Impression (CPM)
Impressions and cost per impression (CPM) are other key metric to track when it comes to TikTok Ads. Impressions refer to the number of times your ad has been displayed, while CPM refers to the cost of reaching 1000 impressions.
The importance of tracking impressions and CPM lies in the ability to determine the reach and exposure of your ad. By understanding the number of impressions and the cost per impression, you can make informed decisions about adjusting your ad spend to maximize your reach and minimize your cost.
What is the average CPM of a TikTok campaign?
Where TikTok CPMs can definitely change wildly from $2 per thousand impressions to $20+ per thousand impressions and this is based on many factors, including time (think Q4 media blitzes), target market, optimization strategies, and more. Now, there are definitely averages that can be looked at and they are as follows:
- Awareness Campaigns CPM: $2-$5 per thousand impressions
- Traffic Campaigns CPM: $5-$10 per thousand impressions
- Conversion Based/Lead Generation: $15+ per thousand impressions
The Importance of Clicks and Cost Per Click (CPC)
One of the most critical metrics to track when it comes to TikTok Ads is the number of clicks and cost per click (CPC). This will give you a clear understanding of how well your ads are performing, and how much you are spending to acquire each click.
For reference, TikTok does NOT charge on a CPC basis. Instead, TikTok charges on a CPM basis, which CPC is then calculated against based on the number of clicks generated by the campaign.
To effectively track clicks and CPC, it’s essential to have an understanding of the target audience you are trying to reach and the type of content that will resonate with them. You can then use this information to create ads that are highly targeted and relevant to your target audience, increasing the chances of generating more clicks and lowering your CPC.
CPC will differ based on industry, target audience, advertising objective, and creative. It is best to monitor the CPC and try to trend down while receiving more positive metrics based on your advertising objective.
What is the Average Cost Per Click (CPC) in a TikTok Ad Campaign?
The average CPC of a TikTok ad campaign is $.50 to $1.00, but many factors may impact this.
The average cost per click, like everything with TikTok advertising, varies based on many different factors. Our team sees the CPC of TikTok campaigns from as low as $.25 per click to $4 CPC.
What is an Average Click Through Rate (CTR) for TikTok Ads?
The average CTR of a TikTok Ad campaign is generally within .50% and a 1% CTR, but again may vary based on many outside factors.
This is an average CTR for Social Media advertising campaigns, but significantly higher than that of programmatic display campaigns. When it comes to a better click-through-rate on TikTok, creative and targeting are key. Make sure the message compels action and make sure the audience is appropriate for the message.
Maximizing Return on Ad Spend (ROAS)
Return on ad spend (ROAS) is a valuable metric to track when it comes to digital marketing, and is especially true with TikTok Advertising campaigns. ROAS calculates revenue generated from your ad spend (similar to most other digital marketing platforms), giving you clear insight into how effective your ad spend is.
To maximize ROAS, you have to track your revenue and ad spend regularly, and make necessary adjustments to ensure that your ad spend is effectively driving revenue.
Concluding On TikTok Ad Metrics
Understanding TikTok Ads reporting and budgeting is critical to the success of your TikTok Ads campaigns. By tracking the appropriate metrics and managing your ad spend, you can make the informed decisions needed that will help you reach your target audience, drive revenue and stay ahead of the competition.
Learn more about how you can create a winning TikTok advertising strategy with Corkboard Concepts.