TikTok Rolls Out Search Ads to Drive Engagements for Advertisers🔥

Is TikTok giving traditional browsers a run for their money? I think they’re setting us up for the bag 💰! 

What better way to start the new month, yeah ​​😏? 

Welcome to October 😌, and of course, another weekly roundup of the latest in ecommerce. 

It’s been raining partnerships the past couple of weeks, and Spirit Halloween 👻 brings the heat this spooky season with its collaboration with Uber Eats 🚘. 

But in an interesting turn of events, PayPal is gearing up to share your data with merchants. Strange 😟? 

Let’s unpack it already 📬!

In a rush? Here’s the juice🤭:

🛍️ TikTok rolls out Search Ads to drive engagements for advertisers. 

👻 Uber Eats partners with Spirit Halloween for instant delivery just in time for the spooky season.

💳 New PayPal policy shares your data with third-party merchants.

📚Case Study: How Amerisleep Boosted Conversions by 13.9% with Strategic Copywriting 🤯.

⚡️Worthy Mentions

🛍️ TikTok rolls out Search Ads to drive engagements for advertisers. 

TikTok has just unveiled its new Search Ads Campaign that leverages search behavior to help advertisers reach high-intent users and maximize their ad impact. It’s a new trend the social media giant is ready to tap into with over half of its users preferring to search on social and video platforms over traditional browsers. 

In essence, brands can connect with users when they’re looking for something specific through targeted ads placed directly in the search results. The Search Ads Campaign offers brands full control over keyword-based targeting. This allows businesses to optimize campaigns for a more personalized experience and visibility in relevant search results.

Why does it matter 🤷‍♂️? 

Well, it’s typically the same ads for users. But for brands, it’s not just another ad format; it's a game-changer to tap into users’ curiosity when they’re actively searching. The real win? Conversions! Advertisers running Search Ads alongside In-Feed Ads have seen a 20% increase in conversions on average. So this feature is certainly effective in engaging users at critical decision moments. 

Beyond the visibility, businesses will have access to more high-quality leads, and of course, better conversions. 

📝Tips for Success with Search Ads

• Pick the right keywords. TikTok recommends at least 20 solid ones to start, all bundled into themes.

• Utilize eye-catching ad creative so your visuals match the intent behind those keywords. 

• Keep your bids and budget in check—a 20:1 budget-to-bid ratio works best to keep your keywords competitive. 

• Optimize regularly, following TikTok’s search trends to stay ahead.

👻 Uber Eats partners with Spirit Halloween for instant delivery just in time for the spooky season.

Spirit Halloween is reenacting its seasonal sales in partnership with Uber, just like it did with DoorDash last year. The partnership aims to make it easier than ever for customers across the U.S. and Canada to get their Halloween essentials. Its catalog is filled with items ranging from costumes and makeup to animatronics, perfect for the season.

Already, the full catalog is available on Uber Eats, Postmates, and the Uber app. With 1,525 locations opening this year, Spirit Halloween is offering the same in-store prices through Uber’s platforms till October 31, 2024 🤭.

What’s the sauce 🛸? 

• Uber One members will enjoy free delivery and 5% off on orders over $35.

• All customers can enjoy up to 40% off their next Spirit Halloween order over $50.

Halloween prep can be chaotic, but Uber’s partnership with Spirit Halloween makes it a breeze to get those must-have costumes and décor delivered in a flash. Beyond the ease, this is another strategic move for Uber as it pivots further into retail delivery, aiming to be the go-to platform for on-demand delivery.

It’s all about meeting customer demand for instant gratification ⚡️!

💳 New PayPal policy shares your data with merchants.

In a recent policy update, PayPal announced that it will enroll users into a data-sharing program with third-party merchants. This initiative allows PayPal to share your shopping habits, preferences, and even personal identifiers with third-party merchants for "personalized shopping experiences." 

Across social media, users expressed their concerns with the unauthorized sharing of personal information by default. An X (Twitter) user, Ellen Datlow, initiated the conversation, which caught the attention of many. 

While some could turn off the option, others complained about not seeing where to make the change, perhaps due to owning business accounts or being in specific regions.

Whatever the case, it’s a similar trend among tech companies, which raises concerns over privacy and transparency, especially since users aren’t usually notified of such major changes.

How can you opt-out 🤔? 

1. Log into your PayPal account.

2. Navigate to Settings > Data & Privacy > Manage Shared Info.

3. Select Personalized Shopping, then toggle the setting to “off”.

4. Confirm your preferences to ensure your data isn’t shared with third-party merchants.

If you are finding it difficult to follow this route via the mobile app📱, you can use the web app ​​💻. 

While this is great for Paypal’s business, it can erode trust and potentially lead to backlash, especially in an era where privacy is a top concern. Same move LinkedIn made some weeks ago when it announced that it would use your data to train generative AI models.

Well, how much control are you willing to give for personalized experiences on any platform? It might be time to dive into your privacy settings before your data is shared without your knowledge.

🛎️ The Ecom Press Insider

Ecom Fact: According to a Spiegel study, showing reviews can boost conversions by a whopping 270% 😱.

If you’re not displaying reviews, you could be leaving sales on the table. Don’t underestimate the power of social proof🔥—it’s one of the easiest ways to earn trust and drive action!

📚Case Study: How Amerisleep Boosted Conversions by 13.9% with Strategic Copywriting 🤯.

Amerisleep, a top online mattress retailer, had traffic pouring into its site but couldn’t seem to turn visitors into buyers (exactly where many businesses are). To fix this, they teamed up with Growth Rock—not to redesign the site or overhaul its structure—but to change one thing: their message! 📢

Turns out, tweaking their website copy was all they needed to transform conversions and drive more sales.

How did they do it 🤔? 

🔍 Highlighted Real-World Benefits: Amerisleep didn’t just promise “better sleep.” They flipped the script, showing how quality sleep fuels your health, sharpens your mind, and boosts your productivity the next day. 

So sleep went from a snooze-worthy benefit to an essential life upgrade. That’s more emotionally resonant and meaningful, no? 🤓

⚠️ Utilized Urgency to Drive Action: This wasn’t about FOMO! Growth Rock shutdown inaction by emphasizing how many daily problems a good night’s sleep solves. 

Doing nothing makes customers worse off, so the message was simple: Don’t wait, or you’ll keep feeling the drag.

💡 Prioritized Clarity: They clarified vague lines like “No mattress is more carefully engineered” with powerful yet clear claims like “Our innovative and proprietary materials let us build one of the most comfortable mattresses ever.”

The clearer the message, the more persuasive it becomes!

Believe it or not, Amerisleep saw a 13.9% increase in its conversion rate, translating to millions in additional revenue the following year. 

What are the key takeaways for your own business strategy 📊? 

✍️ Write Good Copy. Writing a good copy is like rubbing Aladdin's lamp 🧞—when done right, it releases the magic of words that transform simple ideas into powerful yet compelling stories, granting your audience’s wishes.

Literally, it informs the action you desire from your customers as well as helps them realize how invaluable your product is to them. Improving your copy—rather than just visuals—can significantly boost conversions 💸.

👌 Speak to Deeper Desires. Move beyond surface-level benefits and tap into emotional motivators. For most products, it’s either pleasure or pain, but who says you can’t tap into both? 🤭

💫 Use the KISS Strategy. Just “keep it simple, stupid” in showing your customers the value of your product. Don’t expect them to connect the dots in their mind; instead, do it for them. Use simple and clear language, ensuring that your product’s value is undeniable.

🚨 Show Them the Cost of Inaction. Urgency drives decisions, especially online. So leverage this to remind them that hesitation means staying stuck in the same problem your product or service is designed to solve.  

Whether it's lost savings, time, or health benefits, urgency lights the fire 🔥!

⚡️Worthy Mentions

• Hobby Lobby raises minimum wage for full-timers to $19.25, effective October 1.

• Amazon unveils Project Amelia, an AI-powered assistant for sellers.

• Levi's teases upcoming denim collaboration with Beyoncé.

• Roku’s new Ads Manager empowers brands with shoppable CTV campaigns.

• Meta introduces ad-embedded AI chatbots to boost business engagement.

That’s it for the week 🤭! 

What stood out for you the most? Would you be taking advantage of TikTok’s Search Ads? And how does the idea of shopping for halloween with Uber sound like 😉? 

Then there’s PayPal’s update. Hmm…🧐

While you’re thinking about it, channel some of that thought into implementing Amerisleep’s conversion strategy. You’d be glad you did 🤑.

We’ll catch you next week; same place, same time 🕛.

Until then, stay curious, and don’t forget to subscribe ✅.