What is LSA?
LSA (short for Live Shopping Ads) is a type of TikTok ads that allows sellers to livestream their products and services. Live Shopping ads appear as short videos with product tags, which can be found on your For You Page or in search results. When users watch Live Shopping videos, they can interact with sellers by asking questions, asking for discounts, or buying products directly.
First, to be able to perform Live Shopping Ads, Sellers/Brands need to have at least 1 livestream session.
Refer to how to build a livestream here:
How to livestream on TikTok and Notes to help livestream successfully
How to Livestream TikTok successfully?
"The 3 main factors that need to be ensured for the livestream session are: Traffic + host + product + setup for the livestream"
Understand the types of targeting & bidding in LSA
There are 3 main types of targeting on TikTok Ads:
- Demographic & Device: TikTok Ads searches for target customers according to demographic factors and installed devices, similar to other advertising platforms such as Facebook, Google,...
- Interest & Behavior: TikTok Ads find potential customers based on long-term interests and interactions with content on TikTok. TikTok Ads delivers ads based on a user's recent in-app behavior including: video-related actions and creator following actions.
- Remarketing (Remarketing Audience): TikTok Ads will remarket TikTok accounts that have interacted with the Business (through old customer list files, ads, website/app, shop/TikTok page)
Sellers/Businesses can refer to 2 ways to find potential customers that you will set up to target advertising, including:
- Search using related keywords on targeting tools
- Use the "Audience Insight" support tool on TikTok Ads Manager to find potential customers
There are 5 types of bidding in LSA ads including:
- Maximize purchase GMV: The strength of this bidding is that it focuses on optimizing the effectiveness of the ROAS (profit level) of the advertising group.
- Maximize purchases: Focus on optimizing the cost of an ad group's purchase
- Maximize checkout starts: Focus on optimizing the price of an ad group's "start checkout" checkout
- Maximize clicks in live products: Focus on optimizing the cost of a click on a product in your ad group's live products
- Maximize live views: Focus on optimizing the price of live views of the ad group
Set up live time frame in LSA
After you have set up your targeting and bidding, you need to set up a time frame for your LSA ads. There are 3 types of time frames including:
- Ads run for 1 day: this time frame is suitable for advertisers who have a fixed and continuous livestream schedule at a time frame, and expect each live stream to run LSA ads.
- Ads within a certain exact time period: for advertisers who want to run LSA for a certain time frame (day/hour/minute).
- Advertising based on live broadcast duration: for advertisers who run marathon livestream sessions with a specific duration.
Set up Live Shopping Ads
The 3 main steps to set up an LSA advertising campaign include:
- Step 1: Log in
Log in to TikTok Ads Manager and click the Campaigns button located at the top of the page. Then click the Create button to start creating your campaign!
- Step 2: Choose a suitable goal
Before you create an ad, it's important to first consider what your business goals are. Your advertising objective is what you want people to do when they see your ad, so choosing the right objective is crucial to your campaign.
- Step 3: Set up the campaign name and budget
Note: Campaign name supports 512 characters.
A campaign budget allows you to set a specific amount of money you're willing to spend to run your ads. Based on the amount you set, your campaign will stop running when your budget is reached
Things to note when setting up a campaign to ensure optimal LSA advertising
Object
- Select age from 18+ (because TikTok Shop's policy only allows people over 18 years old to purchase)
- Note that the available Object bar (located on the right side of the screen), should be at a level from Balanced to Fairly Broad.
- Choose interests and behaviors related to the industry/product/consumer group you want to target.
Ad group budget
You can set a budget divided according to the duration of the livestream, but be careful to reach a minimum budget for an ad group to avoid low and slow distribution.
Advertising schedule
For best results, you should schedule LIVE Shopping ads to start and end at the same time as the LIVE video plays.
Optimal goal
Advertisers can still create multiple ad groups with a variety of optimal goals but choose to allocate more budget to the goals they want.
Bid
Can combine both bid strategies: Cost cap and Lowest Cost
- Cost Cap: to achieve more LIVE views, you can use Cost Cap and bid 1.5 - 3 times higher than the target price. Setting prices too low can affect budget consumption.
- Lowest cost: sales may be slow in the beginning because the system needs to find the right price and CPA may fluctuate up and down, but will help sell livestream books.Mẫu quảng cáo
Combine both video series: Use the livestream and the video uploaded to the Brand and Creator's TikTok channel with messages appropriate to the campaign and key selling point of the product for advertising.
Note: if using an existing video, the video content must be related to the livestream, such as discount information, livestream schedule announcements, product announcements, etc. to attract viewers to click to watch. live.
What should and shouldn't advertisers do?
There must always be 1 ads group using the re-targeting shop activity audience file - people who have interacted with the shop
