TikTok GMV Max - Remain or Remove your Creatives?
Isn’t it hard to decide in GMV Max if your creative should remove it or remain it? Previously when we doing VSA is very simple, good performing creative we improve and bad one we remove. In GMV Max, isn’t it the same? After a few days of thinking. I don’t think it work that simple.
As if we think back that TTAM VSA attribution is by 7 days click and 1 day view, which if the viewer saw your video ads but buy it at Shop Tab later when they search or it pop out in their Shop Tab later, it count as your video ads GMV Performance. But in TikTok GMV Max work the other way around, when the viewer saw the video but at the end they bought it at Shop Tab which the attribution will be at the product card instead of that video directly.
Think it correctly which GMV Max is about pushing your GMV to the MAX, which is why your video content is having more and more impression when there is more sales for that specific product, even in the condition that the specific video does not bring in any sales directly. The video might not bring in any sales directly by indirectly it converted the sales by having the impression to the viewers which make them wanted or consider to buy the product. That is why sometimes it looks like in data which there is creative that having low GMV and bad ROI.
If you ever tried if you removing that creative, the whole GMV of that product will drop. Why is it happening? In GMV Max It’s more about Touch-point of your product to make your Awareness Audiences and convert them into Consideration Audiences. In order to make that happen you will need more impression and views for the video to the same person which give them more touch-point. Other then that, if the viewer see the product once and is either an impression or views is important as well.
What makes impression ( less than 1 second thru the video ) or view ( more then 2-3 seconds )? Try to notice if you watch an video ads for more then 3 seconds, after you scrolling thru TikTok for a few videos, you will see the next video ads about the same product. With this experiment, it will be much more obvious if you click on the product ( which contributed to the CTR ). That makes the algorithm excited and push more creatives to the person that is interested. By keep pushing the video ads to the person that from psychology wise, if you see the ads more then 11 times you will remember it and you might place order. ( that makes you into the consideration audience group )
How do you make your ads much more efficient, example if you have the audience size of the Consideration at 3millions people, what you need to do is to target this 3 millions audiences with the creatives that are focusing in converting them into buyer. Either is a creatives that directly ask them to buy it or direct them to order in live.
In GMV Max removing any single creative without going thru your mind on why and what is the reason… that will make you regrets, always think twice before you click on the REMOVE button at the GMV Max.
If you wanted to know what is your Audience size for Consideration, as long as you are brands, feel free to drop me a Whatsapp message ( +601135429288 ) I will guide you thru on how to get your personalize audiences which is consideration audiences and guide you thru on how you can convert them into buyers.
