SOP 228: How to create Tiktok Ads Strategy Proposal deck
Propose a TikTok ads campaign strategy for the client to help them achieve their business goals.
Last Updated / Reviewed: 03/29/2024
Execution Time: 5-14 Days
🚀 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.
🤔 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 this is done: After the kickoff call with the client.
👨 Who does this: The account manager or performance team lead.
__⚠️Prerequisites or requirements: __You should have completed the kickoff call with the client and understand their business.
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Environment Setup
Make a copy of this Template 073: TikTok Ads Campaign Strategy Proposal for Client (web version) 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 014: Social Media Audit Worksheet (web version)
- SOP 043: Performing a social media audit (web version): Performing a social media audit
- SOP 089: Reverse engineer your competitor's traffic sources (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.
01▸ To do this, log in or sign up with Canva.
02▸ Next, key in “swot analysis template” and press enter.
03▸ Choose a template and remember to change the font and style of the template according to your brand guide.
04▸ Screenshot or download it as “PNG” and paste it into your Template 073: TikTok Ads Campaign Strategy Proposal for Client (web version).
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 Template 072: TikTok Campaign Ideas Case Studies (web version).
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: How to launch TikTok Brand awareness campaign (web version)
- SOP 232: How to launch TikTok Lead Generation campaign (web version)
- SOP 233: How to launch TikTok Sales Conversion Campaign (web version)
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.
01▸ Log in to Canva, search for “TikTok Campaign Funnel Strategy templates” and press enter.
02▸ 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.
03▸ Paste it into your Template 073: TikTok Ads Campaign Strategy Proposal for Client (web version). 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.
Wrap up
Get the final approval from the client on the TikTok ads campaign strategy before your team starts the execution.