presented by Isgandar Guluzade, Business Development Director of Biopet
Introduction
Biopet Shop, Azerbaijan’s largest pet store chain, operates offline and online through biopet.az with a mission to deliver fast, high-quality pet products backed by free same-day delivery. As we expand our e-commerce presence, we’ve begun A/B testing our social media ads, focusing on improving conversion rates, ROAS, and CPA.
Objective & Problem
Having been active on TikTok organically with a solid content presence for over two years, we decided to test paid advertising through Evido to optimize our efforts. Our challenge was to use data tracking and creative strategies to increase ad effectiveness while keeping costs low.
Solution
To make the most of TikTok advertising, we took several technical steps to enhance our data tracking:
- Pixel Setup: We integrated a pixel on our website and configured parameters to gather as much data as possible. To counter the limitations of client-side tracking, we transitioned to server-side tracking, implementing the Conversion API to maximize data capture.
- Standard Event Segmentation: As advertising within the system is relatively new, we adhered to the standard events recommended by TikTok. We segmented our funnel into key events: ViewContent → AddToCart → InitiateCheckout → CompletePayment. This approach allowed us to track the buyer's journey effectively and capture conversions even for top and mid-funnel campaigns.
- Budget Testing: We scaled campaigns based on performance after a small-budget test.
Currency Fix from Biopet: Since TikTok’s analytics system doesn't support AZN , we converted all prices on the backend to USD. This simple trick allowed TikTok to correctly interpret our ad data and calculate conversion costs and ROAS accurately.
Results
Our approach to TikTok advertising yielded remarkable results:
- Our ROI has consistently remained between 9x and 10x on lower funnel campaigns.
- Cost-per-click (CPC) on TikTok was 5 times lower than on Meta, while the Cost-per-thousand impressions (CPM) was 9 times lower, making TikTok a cost-effective platform for us.
Creative Strategy Insights from Isgandar Guluzade
One of the most critical factors in our success has been our ad creatives. Rather than using polished, professional-looking ads, we focused on creating user-generated content (UGC)-style videos that feel authentic. For example, we created simple, relatable unboxing and sampling videos shot entirely on smartphones.
Our aim is for the content to resemble videos that customers would naturally create and share. We avoid professional editing and voiceovers, preferring a more organic look. These "non-ads" have performed exceptionally well, driving engagement and conversions on TikTok.
Conclusion
This strategy has proven that with the right tools and creative approach, even a relatively small advertising budget can go a long way in the e-commerce world.
- TikTok can be a cost-effective advertising platform for e-commerce businesses
- User-generated content style can significantly improve ad performance
- Proper pixel setup and event tracking are crucial for campaign success
- Creative workarounds (like the currency hack) can overcome platform limitations
By embracing TikTok's unique ecosystem and tailoring their approach, Biopet Shop successfully transitioned from organic growth to paid advertising, achieving remarkable results in terms of ROI and cost efficiency.
