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Targeted advertising on TikTok for Internet provider Lanet Network

How to increase the number of connection applications and reduce their cost using TikTok advertising

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Input data

Client: Internet provider Lanet Network.

Timing: 3 months.

Team: targeting specialist, designer, project manager, proofreader.

Problem: high cost of a lead and unstable results stopped using TikTok as an effective tool for attracting customers.

Tasks:

set up a conversion campaign in TikTok Ads;

build a structure of audiences and segments;

prepare and test a series of video creatives;

optimize campaigns for stable scaling.

List of works

We conducted an audit of previous advertising activities. We found out that previously the client received leads through TikTok at a price of 57.32 UAH, which is more expensive than the price of a lead in Meta Ads.

We created a system of segments based on the interests, behavior, and activity of leads from the site.

We developed a creative concept with the main emphasis on internet speed and price benefits. We prepared various videos with native feed that look like organic content on TikTok.

We launched and optimized campaigns. We tested different connections: messages + creatives + segments. We identified the most effective combinations and scaled the budget specifically for them.

Results

- 1500+ connection applications;
- the price of a lead decreased from 57.32 UAH to 10.96 UAH.

Summary results of the campaign: number of leads, average price, and reach

Dynamics of obtaining conversions and prices per conversion

Results

- 1500+ connection applications;
- the price of a lead decreased from 57.32 UAH to 10.96 UAH.

Summary results of the campaign: number of leads, average price, and reach

Dynamics of obtaining conversions and prices per conversion

Conclusions

TikTok Ads has become not just an additional channel for the Internet provider, but one of the main tools for attracting cheap and stable applications. Native creatives, clear segmentation, and optimization of advertising campaigns allowed us to achieve a more than 8-fold reduction in the cost of lead acquisition.

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