Episode 627

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Published on:

13th Sep 2024

How to Use TikTok Ads The Right Way to Grow Your Business

Ralph Burns and Lauren Petrullo are discussing TikTok's role in performance marketing. They are joined by Jorge Ruiz, Global Head of Marketing Science at TikTok, and Adolfo Fernández, Global Product Strategy & Operations at TikTok. They talk about how the platform is moving beyond its reputation as a top-of-funnel awareness tool. They also discuss TikTok features aimed at helping businesses achieve full-funnel success, integrating automation, vertical-specific strategies, and enhanced creative tools powered by AI. They focus on the importance of shifting from media-focused metrics to business outcomes, making the case for TikTok as a valuable tool for driving real-world results across industries. This episode is packed with insights for marketers looking to maximize the platform's potential for growing their businesses!

Chapters:

  • 00:00:00 – Kicking Off the Perpetual Traffic Podcast
  • 00:01:18 – Special TikTok Guests in the House!
  • 00:02:24 – Meet Jorge Ruiz & Adolfo Fernández from TikTok
  • 00:04:37 – TikTok's Growing Influence on Performance Marketing
  • 00:07:24 – Why We’re Redefining What Performance Marketing Means
  • 00:09:00 – Blurring the Lines Between Branding and Performance
  • 00:10:48 – How Consumer Behavior is Changing Marketing Strategies
  • 00:12:32 – The Shift from Media KPIs to Business KPIs
  • 00:14:11 – TikTok's Role in Driving Business Outcomes
  • 00:16:15 – Breaking Free from Last Click Attribution Models
  • 00:18:29 – Convergence of Branding, Commerce, and Performance
  • 00:22:30 – TikTok's Unique Approach to Full Funnel Marketing
  • 00:24:03 – TikTok's Vision: Where Marketing Meets Commerce
  • 00:32:42 – Unlocking the Secrets of Measurement Systems
  • 00:34:45 – How Creative Content Drives Success on TikTok
  • 00:36:48 – TikTok Symphony: AI Meets Human Imagination
  • 00:42:08 – Building a Full Funnel Strategy with TikTok
  • 00:47:29 – Using Post Purchase Surveys for Attribution Mastery
  • 00:51:56 – The Secret Sauce: TikTok’s Unmatched User Engagement
  • 00:56:51 – What’s Next for TikTok? A Peek into the Future of Marketing
  • 01:02:51 – Wrapping Up: Key Takeaways & Final Thoughts

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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Kasim Aslam