Scaling with Paid Ads

Task

Use your organic momentum to create a profitable ad campaign.

Strategy

  • Your viral TikToks/Reels already generated warm traffic (people who watched, liked, or commented).

  • Instead of paying to reach cold audiences, you retarget these engagers with a clear, direct offer.

  • Retargeting ads are cheaper and higher-converting because the audience already knows your product.

Action Plan

1. Build Custom Audiences

  • TikTok Ads Manager & Meta Ads Manager allow you to create audiences from:

    • People who watched 25–95% of your videos

    • People who engaged (liked/commented/shared/saved)

    • Website visitors (if you installed TikTok Pixel / Meta Pixel)

    • Add-to-cart but no purchase

2. Craft Your Ad Creative

  • Keep it short (10–20 sec).

  • Formula: Hook → Social Proof → Direct Offer

    • Hook: “You’ve seen this everywhere but haven’t grabbed yours yet…”

    • Social Proof: “10,000+ customers are obsessed.”

    • Direct Offer: “Get yours today with 15% off—only for 24 hrs.”

  • Use native-looking UGC style (not polished, feels organic).

3. Set Your Offer

  • First-time purchase discount (10–20%).

  • Bundle deal (“Buy 2, get 1 free”).

  • Free shipping threshold.

4. Campaign Setup

  • Campaign Type: Conversions (not traffic).

  • Budget: Start with $20–$50/day retargeting.

  • Placement: Automatic (TikTok For You feed, IG Stories/Reels).

  • Optimize for Purchase event (not clicks).

5. Scale

  • Once profitable (ROAS > 2.0), increase budget by 20–30% every 2–3 days.

  • Add Lookalike Audiences (people similar to your engagers) for scaling.

Pro Tip

  • Create 3 versions of the same ad (different hooks/offers) and let the algorithm pick the winner.

  • Use captions + text overlay to reinforce the offer (most watch muted).

  • Leverage urgency (“Today Only” countdown timer, limited stock).

Paid Ads, AmazonFrancesca Tabor