Newsletter #40: TikTok Changes Keyword Ranking 🤨

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_{Reading Time: 4 min XXXXX Readability: Grade 3 (As complex as a fairy tale} 👸)

The weekly newsletter that has more kicks that Elon’s MMA career 🦶

In this edition:

• 🤨 BUT IS IT REAL?.... TikTok released AI video creations (I created a video in 30 secs)

• 🚦 TIKTOK TRAFFIC .... How it changes keyword ranking

• ⛓️ DEEP LINKS.... Use them or end up like Blockbuster (but without the cult following)

• 👩‍🦳 TIKTOK IS FOR KIDS SENIORS.... Your parents are more active on TikTok than you are

Let’s get started…..

🤨 BUT IS IT REAL?

TikTok released AI video creations (I created a video in 30 secs)

My goal in life is to automate every possible task. From my business to my home (parenting?)…

So when Capcut (TikTok’s video editing tool) released their new AI video creation tool….. I wanted to know how much time this new feature would save me.

The answer?

NONE! 🤬 

Let me explain…..

I spent all of 15 min on this task:

1. Read this article on setting it up….10 min (I am a slow reader… don’t judge 😞)

   • This article summarises the steps.

2. Created the prompt in Chat GPT….. 3 min

   • Install the plugin on Chat GPT

     

   • Create the prompt (please don’t be as lazy as me….. describe the product and video you want in detail)

     

3. Posted on TikTok

   • Here it is for you to view

Why I won’t use this:

• It’s not a video….. it’s a few images with a voiceover.

• TikTok users are a smart bunch (Gen Z thing…) and if they saw this they would skip it.

• I want my product in the video….. not there yet, but a matter of time.

• Right now the quality is not there….. will wait til it improves

Why I will use this

• It’s not great…. the video is terrible….. But it will get better! If not, another video provider will (I am testing out 5 alternatives right now).

• I would setup a system (VA or automation) that creates 10-50 videos per day (would use TikTok’s own brief builder) and post them. TikTok is about brand awareness.

Eventually, AI will replace the need for models and creators…. get on board before you get thrown off 👊

🚦 TIKTOK TRAFFIC

How it changes keyword ranking

Q: How do you know TikTok Ads are working for your Amazon Product?

A: The keyword ranking changes suddenly 🔥

Whenever we run a TikTok Ad campaign for an Amazon product (direct linking to the detail page through deep links) the keyword ranking changes (based on their primary keyword).

It either drops or stops getting indexed.....

WHY?

I can only assume.....

But I suspect its due to the influx of TikTok traffic, the Amazon algorithm is not use to seeing traffic like this and hence de-ranks the product until its figures out what to do.

In all cases, we had a sudden impact to the keyword ranking and returns to normal within a few days.

But…..

THE BSR IS UNAFFECTED

That's the weird thing.....

Keyword ranking drops but it doesn't effect the sales.

So how effective is keyword ranking? Does it actually bring in any sales?

That’s a hot topic…..

I don’t rely on keyword ranking anymore…. prefer the Search Query reports on Amazon.

Next time you run a TikTok campaign…. don’t panic when you see your keyword ranking drop….. it’s normal… it’s a good thing 👊

⛓️ DEEP LINKS

Use them or end up like Blockbuster (but without the cult following)

Just 2 Words.....

DEEP LINKS

If you are not using Deep Links in your TikTok Ads then you are wasting your money….. rather give it to that deadbeat family member thats always asking for money (every family has one 😞)

‘COS…

When a TikTok user clicks on your Amazon link (from an ad or post), where are they sent?........ Directly to the Amazon listing/storefront.

BUT....

The link will open the Amazon site on the mobile browser.

Who is logged in on their mobile browser?

BUT….

Almost everyone is logged into the Amazon app by default.

WHICH MEANS....

If there is friction to the sale, most customers will back out.

If they need to login, they will most likely lose the link that they originally clicked on (you just paid for someone to login to Amazon 🤬).

THE SOLUTION?

Deep links 👊

These are links that open the app by default.

So when a user clicks on your Amazon link on TikTok, it will open the app if they have it installed (most do).

IN THE SCREENSHOT

We had around 4K deep link clicks from TikTok....

But only two thirds had the app....

So I estimate we lost around 1,400 clicks that were sent to the mobile browser😞

IF YOU ARE NOT USING DEEP LINKS YOUR ADS ARE POINTLESS

It's true.... TikTok is great for product discovery and generally, the TikTok audience does not want any friction.

So if they need to login to Amazon and then locate your product (after clicking the link), you will likely lose them.... that's why you always mention your brand name in the ads/posts.... then the user can easily find the product).

👩‍🦳 TIKTOK IS FOR KIDS SENIORS

Your parents are more active on TikTok than you are

Most Amazon sellers think TikTok is for kids… that’s fair, ‘cos I take TikTok advice from my pre-teen niece.

On a recent ad campaign, over 55's were the biggest audience.

This ad was for a young, exciting product..... and we thought the over 55's would not be interested.... but we decided to include them anyway.

When we look at the Audience Breakdown:

🏆 Over 55, had the most views with 20,900
👉 25 -> 34, was 2nd with 17,459 views
👉 45 -> 54, 3rd with 9,347
👉 35 -> 44, 4th with 8,633

We spent just over $100 on this campaign and got 50,000 impressions....

💰 Roughly $2 per 1,000 people reached

Stop wondering.... 'Is TikTok ideal for my brand?'

Spoiler Alert: IT IS 👊

There is a niche and demographic for everything on TikTok

That's it for this week 👊

But I need to ask a favour...

Thanks for reading.

- Paul

PS....If you want to advertise in our newsletter. Hit me up