TikTok launches lead generation ads

At the end of April, TikTok launched “Lead Generation”, a lead generation tool that will make it easier for companies to generate leads and greatly facilitate their customer acquisition.

Intro

Companies that join TikTok know that with this trendy social media, they can get a truly original way to connect with potential customers and become part of a unique culture. TikTok is a platform with which businesses can grow their following and generate a huge impact on their revenue, thanks to an immersive, vertical and short-form video format.

With its new “Lead Generation” solution, TikTok wants to help businesses reach their customers and generate conversions more easily. So, as an entrepreneur, you will now be able to share details about your products and services with just a few clicks with TikTokers interested in what you are marketing.

Lead Generation: what is it?

The Lead Generation system offered by TikTok will allow companies of all sizes to create transparent interactions in order to reach leads and convert them into potential customers. And besides, it's easy. You will simply offer users to fill out a short form in which they will fill in the following information: name, e-mail, telephone, and thereby indicate their interest in your products and your service. Additionally, all basic information users provide to TikTok will also be automatically included, to ensure a more efficient business-to-user experience.

This new lead generation tool from TikTok also allows businesses to create fully customizable posts that are relevant to different customer segments. Your leads can then be downloaded manually, or even immediately activated if they are integrated into your company's CRM. The information contained in these forms is essential to ensure that interested customers are reached.

What about the confidentiality of customer data?

When users submit their information to TikTok through Lead Generation, a privacy notice is displayed stating that the social network collects user information for advertisers. TikTok's privacy policy and that of the advertiser will be linked in the form. Personal information collected automatically through Lead Generation will only be accessible by the advertiser. Users can edit their information on the form or click to exit the form at any time. TikTok wants to convince its community that it always has the initiative of choice regarding the confidentiality of its data.

The platform aims to support and empower businesses by providing seamless opportunities for them to connect with their customers, while ensuring that the TikTok community feels comfortable and safe on the social network.

What benefits for your business?

TikTok, in its Business Help Center, tells us more about all the benefits that your company will be able to derive from its new tool:

– It is designed for mobile

By hosting the instant form in the TikTok app, the Lead Generation tool allows your customers to learn more about your brand and answer your questions directly on TikTok, rather than waiting for a page to load. destination.

– Some fields can be pre-filled

When creating an instant form, you can choose to have certain fields pre-populated with basic TikTok user information. This is a simple feature that makes it easier for your customers to share their information.

– You can customize your form

You can fully customize the questions you want to ask your audience. This will allow you to collect the essential information for your business.

– Instantly access your data

Thanks to the “TikTok Marketing” API, you will be able to connect the data relating to your leads directly to your CRM, or download this data directly from TikTok Ads Manager, which will allow you to follow your leads quickly.

– Targeted ad delivery

You can leverage custom and lookalike audiences to target high-intent consumers or use these same features to exclude your current customers.

How does it work, in practice?

There are 3 main steps to setup lead generation on TikTok Ads Manager:

1. Set up lead generation for your campaigns, ad groups, and ads
2. Create an instant form
3. Access your lead data

1- Configure lead generation for your campaigns, ad groups, and ads.

To get started, log in to your TikTok Ads Manager account, navigate to the Campaign tab and click Create.

Let's first look at the first level, “Campaign”.

To set up lead generation, make the following selections at the campaign level:

Select Lead Generation as the advertising objective.

Next, complete your campaign-level selections and click Continue.

At the “Ad group” level, consider the following points:

• Placement: It will default to “TikTok” as it is the only app that currently supports the lead generation goal.
• Targeting: You will not be able to target audiences under the age of 18.
• Bidding and optimization: the optimization goal will be set to "Leads", the bidding strategy will correspond to the cost cap (Cost Cap), the bid will be set to the cost per lead (Cost per Lead) and the event billing will be optimized at cost per thousand (oCPM).

At the “Ad” level: once you have created your ad group, you will need to create your ad, the objective of which will be lead generation. Your ad will include a unique video, ad details, and an instant form.

2- Create an instant form

When someone clicks on the CTA of your lead generation ad, a pop-up form will appear. This instant form will allow your customers to share their contact details, learn more about your business, answer your questions and even book an appointment.

You can access the instant form builder at the "Ad" level of an ad group belonging to a campaign, using the "Lead Generation" objective.

Here's how to create a new instant form:

• Access the Instant Form module and click on Create.
• Select an instant form template: choose an advanced form or a classic form
• After selecting a template, you will need to click Settings and choose the form language from the drop-down menu.
• Once you've selected a language, click Content to customize your form.

3- Access your lead data

Every time someone fills out your instant form, TikTok Ads Manager will capture their data. There are several ways to access this data:

– With TikTok Ads Manager

There are two ways to access your lead data on TikTok Ads Manager.

1. Go to Campaign > Ads, then select an ad that was used in a lead generation campaign. Then navigate to the Results column and click Download Lead Data. This data will include all leads collected by this ad.
2. Go to your Assets > Creative > Instant Forms list, hover over the form and click Download Lead Data. The data will include all leads collected from this Instant Form, even if it has been used in multiple ads.

It is good to know that TikTok Ads Manager only stores lead data for 90 days.

– With a CRM

Although you can manually access and download your lead data, it can become difficult to manage above a certain volume, and you may struggle to follow up with your customers in a timely manner. That's why it's recommended to integrate your lead data with a CRM.

When you integrate your lead data with your CRM, you will be able to automatically sync your data with your tool in real time. This increase in operational efficiency will allow you to spend time doing what matters most – connecting with your customers.

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