91.7% Increase In Purchases on TikTok Shop Within 3 Months

Media

An extensive selection of fashion, accessories, beauty, homeware, and design items curated for a seamless shopping experience.

Challenge

The client sought to increase online sales through TikTok Shop by showcasing a diverse range of products. However, they faced a key challenge with their Live Shopping Ads (LSA), as their budget was heavily skewed towards top-funnel objectives like “view content.” This focus led to a low return on ad spend (ROAS) and limited conversions, highlighting the need for a strategic adjustment. Recognising this, Primal re-evaluated the campaign structure to better align with sales-focused goals, aiming to drive meaningful conversions.

Curated just for you, with convenient shopping wherever you go.

Approach

To improve ROAS and overall campaign effectiveness, Primal advised the client to focus on lower-funnel goals, like “Highest Gross Revenue” and direct “Purchases,” while slowly reducing spending on “Viewer Retention.” How Primal approached this was by using a data-driven strategy, with regular performance checks and monthly reports to keep the client informed. This strategy showed the positive impact of shifting budgets to revenue-focused goals, helping the client understand the benefits of a sales-driven approach. By October 2023, ROAS improved, and the client became more receptive to Primal’s recommendations.

Results

With the client fully on board, How Primal achieved these results was by optimising campaigns to concentrate budgets on high-impact goals directly tied to revenue. Monthly performance reviews allowed for fine-tuning budgets, which boosted ROAS further. By May 2024, the client’s trust in Primal’s approach was solidified, fully embracing these strategic changes. Primal's restructuring and data-driven adjustments not only lifted sales but also highlighted the value of focusing on measurable, revenue-oriented goals.