The Challenge
The client is a department store in Thailand that sells fashion, accessories, beauty products, homeware and design items. It wanted more online orders through its TikTok Shop by showing shoppers a wide range of its products.
Most of the budget for its TikTok LIVE Shopping Ads (LSA) went to goals that raise awareness, such as View Content. As a result, the return on ad spend (ROAS) stayed low and the ads brought few conversions. Primal reviewed the campaign structure so that the ads would bring in purchases.
Our Approach
Primal advised the client to give more of the budget to the goals tied directly to revenue, Highest Gross Revenue and Purchases, and to reduce the spend on the Viewer Retention goal step by step.
The team based each decision on data, checked performance regularly and sent the client a report every month. The reports showed what happened when budget went to revenue goals, which helped the client see the benefit of ads set up for purchases. By 2023-10, ROAS had risen and the client was more open to Primal’s advice.
Outcomes Achieved
With the client’s support, Primal set up the campaigns to put the budget on the goals with the most direct effect on revenue. A performance review each month guided the changes to the budget, and ROAS rose further.
By 2024-05, the client had taken on the new approach in full. The new campaign structure, and the data behind each change, gave the client 91.7% more purchases on TikTok Shop in 3 months. ROAS increased 4x, and the conversion rate increased 4.5x.
- 91.7%Increase in Purchases on TikTok Shop
- 4xIncrease in Return on Ad Spend (ROAS)
- 4.5xIncrease in Conversion Rate
Key Insights
- The LIVE Shopping Ads spent less on awareness goals and more on the Highest Gross Revenue and Purchases goals.
- Regular checks and a report each month showed the client what each budget change did.
- A performance review each month guided the budget, and ROAS kept rising.
- Purchases on TikTok Shop grew 91.7% in 3 months, and ROAS increased 4x.
