The global economic landscape has changed drastically in the past year, and businesses have had to adapt their strategies to stay afloat. One of the biggest challenges businesses have faced is the increased cost of advertising. With increased cost-per-click (CPC) prices on paid search platforms like Google, businesses need help to get the same traffic they did pre-pandemic. This challenge presents a unique opportunity for companies to focus on their return on investment (ROI). By evaluating their CPC and return on ad spend (ROAS), businesses can change their digital marketing strategy to help them save money and still meet their advertising goals.

The economic challenges businesses face this year is likely to cause a shift in the cost of clicks on Google; this shift will affect not only the ad’s cost per click but also the ROAS. As a digital marketer, this shift can considerably affect your marketing campaigns and is something to keep in mind.

Suppose your business needs help with the increased CPC prices. In that case, there’s an excellent opportunity to expand the marketing channels to less competitive platforms, such as TikTok. TikTok offers a unique opportunity for businesses to reach a new audience and one that is incredibly engaged. The platform is perfect for short-form, creative content, and by understanding best practices, digital marketers can create compelling video content to improve their CPC. 

  1. Understand how the TikTok algorithm works.

The algorithm is constantly changing, but there are some general principles that you can follow to increase the chances of your videos being seen. For example, using popular hashtags and adding relevant keywords to your video descriptions can help your content be discovered by users who are searching for those topics.

  1. Focus on quality

Some tips for engaging content include eye-catching visuals, telling a story, and using humour. The more engaging the content is, the better the click-through rate will be, lowering the CPC of the campaign. 

  1. A/B test your videos

Experiment with different types of videos to see what performs best with your audience. Some video ideas include behind-the-scenes footage, educational videos, tutorials, and product reviews.

By following these best practices, you can create successful TikTok videos that will reach your target audience. With some experimentation, you can find the right mix of content and format to reduce the impact of the increased CPC prices on your business and still meet your advertising goals. As we move into 2023, it’s important to consider all the options available to you and how you can use them to reach your target audience. TikTok should most definitely be on your radar, and if you need help getting started get in touch with our marketing team today, we’re here to assist.