This week's episode is a little special because it's an excerpt from The Growth Clinic, WebMechanix's weekly community call where they feature marketing leaders and cover the most important topics in marketing. This week's expert is the Paid Social Manager at WebMechanix, Ben Lisca. Ben came from the world of affiliate marketing and has a wealth of knowledge when it comes to using TikTok in your advertising. You'll hear about optimizing your ROAS, how to make great TikTok ads that convert, and what tools to use to inform your ads.   Takeaways:  TikTok has surpassed Facebook and Instagram for the most time on the platform. TikTok also outperforms all other social media platforms in driving engagement and spontaneous actions, such as unplanned purchases. Compared to other platforms, TikTok provides extremely engaged traffic that's more likely to approach and spend higher amounts of money while also being it's cheaper to get in front of.  Because of the way TikTok's algorithm works, you can hyper-target ads to specific hashtags and niches. Based on those hashtags, you are able to show people the ads they want to see and the products they might need. The best-performing ads appear similar to the native content on the platform. For example, for a product, it's probably best to show a review of the product. One of the biggest learning curves is realizing that for TikTok, it's better for your ads to resemble user-generated content than professionally produced content.   You need to constantly upload new ad creative onto TikTok because the algorithm will place recycled ads lower in the feed which produces lower engagement. You can add a new intro to the same video and TikTok will consider it new content.  While TikTok recommends using ads between 21 and 34 seconds in length, you should test different lengths for your ads which can be anywhere from 5 to 60 seconds long.     Quote of the Show: "The best ads on TikTok don't look like ads" - Ben Lisca   Links: Twitter: https://twitter.com/WebMechanix  LinkedIn: https://www.linkedin.com/in/ben-lisca-22509547/  Company LinkedIn: https://www.linkedin.com/company/webmechanix/  Website: https://www.webmechanix.com/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic  Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950  Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65  Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz  Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/  YouTube: https://youtu.be/pxJUZpOEKCc    Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/ 

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