Goal:
To propose a TikTok ads campaign strategy for the client to help them achieve their business goals.
Ideal Outcome:
The client approves the strategy before the performance team executes the campaign.
Prerequisites or requirements:
You should have completed the kickoff call with the client and understand their business.
Why this is important:
To make sure both the client and the performance team are aligned on the TikTok ads campaign execution and to avoid future misunderstandings.
Where this is done:
Google Slide.
When is this done:
After the kickoff call with the client.
Who does this:
The account manager or performance team lead.
Environment Setup
Make a copy of this TikTok Ads Campaign Proposal Template before you start creating the proposal. The following describes how you should approach each section of the campaign proposal.Executive Overview
On this slide, you will want to describe a summary of the issues and/or opportunities for your team found on the client’s website, TikTok ad account, or competitors.
Use these SOPs and a social media audit template to perform the required analysis:
Template For Social Media Audit Worksheet
- SOP 043 (web version): Performing a social media audit
- SOP 089 (web version): Reverse engineer your competitor's traffic sources
Analysis
Present your findings as briefly as possible. What were the issues and why are they important to address?
Present a realistic solution and why it may work.
[Optional] You may want to consider Strength-Weakness-Opportunities-Threats (SWOT) analysis in your analysis findings as an overview.
You can create an infographic for your SWOT analysis via Canva.
1. To do this, log in or sign up with Canva.
Strategy
Describe the high-level campaign strategy. There are many forms of marketing funnels with varying terminologies for each stage, but it often includes awareness, consideration, intent, purchase, and loyalty.
For more TikTok campaign ideas, check out TikTok Campaign Ideas Checklist.
Within a funnel, you could consider the campaign structure below:
- Top funnel (awareness)- A brand awareness campaign
- Middle funnel (consideration/intent)- A lead generation campaign
- Bottom funnel (purchase/loyalty)- A sales/conversion campaign
[Optional] If you have yet to explore any of the above campaign creations on your TikTok Ads Manager account, you may refer to these SOPs below:
- SOP 231 (web version): How to create a TikTok brand awareness campaign
- SOP 232 (web version): How to launch TikTok lead generation campaign
- SOP 233 (web version): How to launch TikTok sales conversion campaign
Similar to the Canva SWOT analysis infographic creation, you could also create a visual presentation of your TikTok ads strategy/funnel that you can present to your client.
1. Log in to Canva, search for “TikTok Campaign Funnel Strategy templates” and press enter.
2. Click on your preferred style of a template to screenshot or download it. Ensure that the font and style of the template go according to your brand guide before you screenshot or download.
3. Paste it into your TikTok Ads Campaign Proposal Template. An example is shown below.
Goals
Reiterate the goals the client described during the kickoff call and explain how that translates to measurable goals for the TikTok ad campaign.
Ideally, you want to propose specific measurable, achievable, relevant, and time-bound goals.
Deliverables
Provide clarity on what are the exact deliverables the client can expect from your team.
Deliverables might include:
Project Planning and Management — How will your team plan and to manage the project with the client
Analytics Setup — Which tracking codes will your team set up and for which platform?
Landing Page Creation — What landing page(s) will your team create?
Creatives — How will your team create/collaborate with the client to produce high-quality ad creatives?
Campaign Management — How will your team manage the ad campaign to produce results?
Reporting — How frequently will your team report ad campaign results for the client and in what format?
Timeline
Propose a realistic timeline for the deliverables and expected results.
Make sure the client understands key milestones and deliverables needed from them.