TikTok Advanced Dedicated Campaigns (ADC) for Mobile Apps

Beautiful graphic here and seems like it's um kind of outperforming the manual campaigns in all.
Yeah, we we see this across all clients at the moment. So CPIs are reduced cost per installs.
Hi everyone, welcome to another episode of Tangent AI 101. Today we'll talk about Tik Tok and uh today's guest is Andre from Admiral Media. Hi Andre.
Nice to meet you Roman. How are you? Yeah. All good. All good. It's not the first time that we talk about Tik Tok on this show. Maybe you can give us a teaser of what we've done in the past and what we will do today.
Yeah, sure. Uh, first of all, quick intro. I'm Andre. I'm the CEO of Admiral Media. It's a award-winning performance marketing agency and we help apps to grow on paid social and one of the bigger channels that we obviously manage for our clients is Tik Tok. Last time we spoke about um just a general introduction into Tik Tok basically like what are the pros and cons of its

algorithm in terms of paid um and compared this to meta. Uh today we wanted to talk about ADC advanced dedicated campaigns which is a very specific thing for Tik Tok and um is maybe interesting for those guys who want to run iOS campaigns because of its uh tracking issues. You know best run as a on
iOS challenge Of course. And Andrew prepared beautiful slides. I've seen them already. So stay tight. Um yeah, we can start.
Share. All right.
Yeah. ADC campaigns just while you sharing is iOS only, right?
Uh correct. Yes. Uh screen. Uh oops. This one share and slideshow. There we go. You should have it on your screen now.
Yep. We see
perfect. Um, exactly. So, ADC is for particular

solution for iOS from Tik Tok. Um, and we are basically interested to run campaigns um to scale uh on Tik Tok. whatever app you're promoting, most likely uh the bigger revenue comes from your iOS users, no matter where uh in which geography you're advertising or which demographic you are serving. Um you want to uh get more users into iOS app and uh since iOS became quite a challenge in terms of tracking and attribution, Apple released SK Network. Uh now there's SK Network 4. It's already the fourth version of its tracking solution and um the ad networks like Tik Tok have adapted um to the particularities of this way of tracking and attribution. Uh and ADC is their so-called in-house solution advanced dedicated campaigns. Um so what what is that really? Let me uh go back to the presentation.

It's um they sell it basically as a premium iOS campaign type. Um what it does is a lot of automation. So in the past you had basically um a lot of manual settings where you were able to target for interests uh demographics whatsoever. Um and with ADC you basically hand a lot over to Tik Tok to make the decisions. Um and it it will automatically distribute your ads across its platform to the users um that Tik Tok thinks are the right users for you. Um the idea here is that you basically enhance um Tik Tok with sharing more data and more signals directly from SK ad network and let Tik Tok decide what to do with it with based on their um modeled attributions basically. So you lose a little bit of um control I would say and uh hand over a little bit of control to Tik Tok. But um in the end

of the day what we've seen is that exactly this machine learning algorithms that are running in the background are improving the results. Rumors say that when there's a new feature release on any of the ad networks, they're boosting those things a little bit um to roll out u more um advertisers on the new features and let them spend more money on those new features. But it's just a rumor. So
yeah,
at the moment it could be when we look at the different clients, it could be that um it's it's really working better than the manual campaigns. Um but yeah, that's just my personal take here.
Anyway, now is the best time to do it, right?
That's
whether it's true or not. And uh beautiful graphic here and seems like it's um kind of outperforming the manual campaigns in all. Yeah, we we see this across all clients at the moment. So CPIs are reduced, cost per installs. Um the rorowas is better uh versus the

manual uh app installs campaigns.
So across the board the uh numbers are looking better and uh help us to scale campaigns faster to be honest. Um here's maybe also a case study. the which is interesting is um in the last episode we were talking about the algorithm of Tik Tok and the graph shows it very nicely here the red graph um this is how it was in the past with the manual campaigns um when you launched a new ad it could be that you suddenly have a massive spike in reach and uh conversions and then next day it just drops again and nothing happens um so quite opposite to what you are maybe experiencing experiencing on meta or Google um and now with ADC we see a more uh flat curve let's say so it's a much more predictable more plannable um yeah algorithm I would say and it definitely makes our life as marketers easier I I

would say you can disagree certainly spikes are nice to have um but very often u having a plannable uh foreseeable performance is definitely Yeah, predictability.
Yeah, exactly.
Super important.
So, with ADC, you get this um much easier. Um the trade-off is certainly targeting precision um or the manual control um that you hand off. So, you can't really learn which demographic, which audience uh is working because you don't get those insights from the ADC. Um, but on the other hand, it's something that is nice to know. Maybe it helps you looking forward creating ads or something like that. But on the other hand, um, what you really want is conversions and scale, right? So, um, it's a little bit of a trade-off. Um but for for a good cause um what's still relevant and important

um if no matter which campaign type you're running on Tik Tok in the end of the day you need creatives and you need to rotate them all the time. So this is also still true for ADC. You still need to create very particular ads that are designed for Tik Tok um and are maybe a little bit different from your typical display ads or the mobile banners you that you run on programmatic whatsoever. Um the native style of UGC ads is definitely the way to go still and you need a lot of it. So don't underinvest on creatives um even when you're launching new u campaign types like ADC. Another important point is um the MMP setup that you need to check. Um so ADC relies a lot on the SK network settings that you're having in the MMP uh back end so to say. And here we very often

figure out that there's a lot of u mess um in the setup. So very often the attribution settings are very different across channels like you have maybe a different uh attribution setup for SK network on on meta versus Tik Tok and this does not help the algorithms to deliver performance right so you want to create uh equal ground and you want to give both ad networks the same foundation uh of data to work with obviously so we see a lot of um misconception here uh and on top of that there's also a lot of features that many forget to toggle on or to set up in terms of um deeper uh funnel events that are not being tracked or um lock windows not being set for certain events. So there there's a lot of technical details that you should check um before launching um iOS campaigns or ADC campaigns in particular. So that that's definitely something we can help with as an agency. Uh if you're struggling to understand what SKA network is and how how exactly uh events are being tracked

and uh you can measure revenue brackets and and these kind of things that's something we are experts in and are very happy to help.
Uh what's happening now with the conversion values? Do we still pass mostly revenue in this conversion value brackets? Um the it depends uh largely on um the settings that you're or no not not the settings it largely depends on your product or your business model let's say. So very often it's enough to just send conversion values in terms of events like um registration onboarding started tutorial completed whatsoever. Um but if your business model is depending a lot on the revenue that maybe um gets it needs to be tracked immediately or within the next 3 days or something like that like uh inapp purchases in games

for example um then you want to add something like revenue brackets um to understand what type of users you're getting how much revenue are they making the problem with SK ad network though is that you can only measure a certain range of uh revenues you will never get the exact revenue that you're making, but it gives you at least some indication how high your rowas is on the campaigns.
Gotcha. Uh and we also started with creatives. I think we covered some of the UGC. We've shown like before after uh some of the stuff that you guys done. Um one of the tips was that it feels like it's a native Tik Tok in there. Uh maybe you can also talk uh since we've uh already at the end of the presentation talk about the common uh mistakes that people do when uh creating creatives for their Tik Tok.
Um let's say very often they don't

produce enough. That's the starting point. Um I'm not sure where it's coming from, but very often um
budget
clients uh that have a lot of media budget, they spend hundreds of thousands of dollars every month um on every channel, but somehow they are underinvesting on creatives. Um when you say, "Hey, um I need to produce, I don't know, 10 UGC and the costs are maybe $2,000 whatsoever," they say, "Oh, that's a lot of money." Um
uh
guys, we we need to feed the the machine, right? If you want to spend $100,000, you need to spend a little bit on creative production. And um this is where um there's a management misunderstanding very often. Um that they see creative production as a cost factor, not as a productive um revenue generating factor for the user acquisition. Um and then obviously there's just

technical um mistakes that many people do. for example um uh safe spaces where people are not paying attention to safe spaces meaning uh you have certain overlay native overlays Tik Tok and then there suddenly the copy is underneath these overlays and people can't read what's written there and stuff like that right so just technical things
and other than that I I think very often people forget about the basic principles of marketing when briefing a creator or when approving a video ad meaning um they can't remember what the AIA principle is attention interest desire right so um which structure should a video have um this is very often totally forgotten people are just seeing hey this looks like like a nice ad and hey my my app is uh visible there three times um but this doesn't generate the interest or desire to actually um use that product and um this is very often

forgotten in in in the brief briefing and production.
Gotcha. Super. Um, so two last questions. How people can find you? We see a nice QR code with a dinosaur here.
Obviously LinkedIn. Um, that's the easiest way to connect. Um, just ping me. I'm always happy to share any info or insights, um, how we produce creatives, um, how we run campaigns, what to pay attention on in terms of tracking and attribution. that that's our job as an agency. We are super happy to help.
Nice. And another question I'll just post it in the comments so we keep our comment section busy. Also important for YouTube.
I see.
Um what's also important guys is your likes, subscribes. Uh yeah, let us know if you want to learn more about Tik Tok or anything else from Andre and Admiral Media. Um that's it. Thanks so much, Andre.

It was a pleasure always. Cheers. Have a good day. Take care.