The Challenge
The client is a department store with branches across Thailand, selling both lifestyle products and everyday essentials. It wanted more online orders through its TikTok Shop for a set of products it chose to promote.
In the previous quarter, orders were low and the cost per acquisition (CPA) was high. The task was to raise the return on ad spend (ROAS) and keep the CPA low, using only the products the client selected.
Our Approach
Primal designed the campaigns to bring in conversions at an efficient cost. The strategy put the ads behind the client’s best-selling products and split the budget across 3 TikTok Shop ad types, Video Shopping Ads (VSA), LIVE Shopping Ads (LSA) and Product Shopping Ads (PSA).
Using gross revenue alongside purchases kept conversion performance stable. The goal was as much revenue as possible with a strong ROAS and a reasonable CPA.
Outcomes Achieved
During the campaign, Primal managed the budget across the VSA, LSA and PSA campaigns so that each used the strengths of its ad type. Targeting centred on the best-selling products, which put them in front of more likely buyers.
Real-time data guided the changes made along the way, keeping the CPA within acceptable limits while the team worked to raise ROAS. Online orders grew markedly and the client reached its growth targets, with purchases on TikTok Shop up 2x in 3 months and conversions up 2.6x.
- 2xIncrease in Purchases on TikTok Shop
- 47%Increase in Purchases
- 22%Increase in Checkouts
- 2.6xIncrease in Conversions
Key Insights
- The campaigns put the client’s best-selling products in front of likely buyers.
- Using gross revenue alongside purchases kept conversion performance stable.
- Changes guided by real-time data kept the CPA within acceptable limits.
- Purchases on TikTok Shop grew 2x in 3 months, and conversions grew 2.6x.
