TikTok App Profile Page: Our Test and Things You Should Avoid
TikTok has just recently announced a new feature called App Profile Page, and of course, we were among the first to test it for our clients.
We would like to present you with our tests, in-depth results, and how the process took place from the start until the end. Let’s start by explaining more about TikTok’s new App Profile Feature.
TikTok App Profile Page: What Is It and How Does It Work?
A TikTok App Profile Page is a quick-loading immediate page interaction that acts as a bridge between TikTok and the App Store to increase the delivery performance of iOS 14 Dedicated Campaigns.
Below you can see in bullet points how it works:
- When someone clicks the CTA button on an App Install ad, the App Profile Page is activated.
- The app’s name, description, photos, ranking, and other information are automatically collected from the App Store, along with a Visit App Store CTA button.
- When a user taps the Visit App Store CTA button on the App Profile Page, the App Store opens, allowing them to download the app.
The delivery model will gather high-intent onsite signals, such as clicking the download icon on the App Profile Page, and utilize them to enhance ad delivery, performances, and conversions.
TikTok App Profile Pages provide great versatility by allowing you to choose which aspects from the App Store to present and alter some components if needed.
What About App Profile Page Availability?
App Profile Pages may only be used in new campaigns built with the following settings:
- Campaign Type: iOS 14 Dedicated Campaign.
- Split Test: Supported. However, an App Profile Page can’t be the testing variable.
- App OS: iOS.
- Placement: Available placement varies on the product status.
- Supported Advertising Goal: App Promotion.
- Bid Strategy: Cost cap, lowest cost.
- Optimization Objectives: In-app event (App Event Optimization) and install.
- Bid Strategy: Available bid strategy relies on the optimization objective.
To learn more about the TikTok App Profile Page feature, go to TikTok’s help center.
Our TikTok App Profile Page Test and the Process
Below, you will find all the details on how we created and monitored our TikTok App Profile Page campaign for ODXClub. Moreover, you will find some interesting (maybe not expected) results. Let’s get started!
How We Created a Campaign
First, we will start with the information that we have tested the TikTok App Profile Page option with our dating app client – ODXClub.
Moving on, we have completed a test targeting the male audience – where they could see the “beautiful women” images on the App Profile Page. Hence, it logically follows that we thought it would increase the conversion rate for our client’s app, as the male audience would be attracted to “pretty and charming woman” visuals.
When it comes to our process of creating a campaign – we had two App Profile pages with the exact same video ad. Below you can see the ad we are talking about.
This was the ad we used. In addition, when the users clicked on download, they were directed to App Profile Pages we created.
Moving on, here you can see the first TikTok App Profile Page we used for our client.
Here you can see the second page we used in our TikTok App Profile Page campaign.
How We Tested and Monitored App Profile Page Campaign
In this section of our TikTok App Profile Page case study, we will focus on what we specifically tested and monitored during the two weeks of our testing.
We tried the App Profile Page destination and compared it to the Traditional Campaigns, where users were directly directed to the App Store Default page. Moreover, we separated the campaigns so we could receive the deterministic results from SKAd Network.
We are moving on to the final TikTok App Profile Page results and insights we have gained through this intense testing of two weeks.
Our Final Results and What We Learned
Our App Profile Page test was ongoing for two whole weeks. Below you can see the summarized results (KPIs) compared to the traditional ads most marketers use for their campaigns:
- App Profile Pages had 1.86% lower CPM than traditional ads
- App Profile Pages had 33.79% higher CPI than traditional ads
- App Profile Pages had 16.57% lower CR% (Clicks to Installs) than traditional ads
TikTok App Profile Page Final Evaluation
Now, we have come to an end, and you are probably wondering if this new feature on TikTok is useful for app marketing. We can state the following.
Even though the App Profile Page campaign had a lower CPM, the critical KPIs, such as CPI and CR%, had poorer outcomes when compared to the traditional ads.
Our honest opinion is that this feature might be an excellent way to give more information to users where this info is not available on the default App Store.
What is more, the idea is good, but it longers the funnel by adding an extra step on the customer install journey.
TikTok may think about implementing a CPP destination feature in the same way that META did. Because of this, the length of the funnel is not extended, and the particular user sees the information that we want them to view.
Now, we would like you to keep in mind that this is a new feature. Because TikTok is a pretty young platform with lots of potentials, the TikTok algorithm will require some period of time for optimization and development.
Interested in testing TikTok advertising to scale your audience and result on a performance-driven basis? Get in touch with us.