Newsletter #43: TikTok Challenges Google

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_{Reading Time: 4 min XXXXXXXReadability: Grade 3 (Evolving faster than my Pokémon. 🎮)}

The weekly newsletter more adventurous than Indiana Jones... We whip the latest news into shape

In this edition:

• 🔍 TIKTOK'S NEW GEM.... Search Ads (Google, watch your back!)

• 🚫 TIKTOK BAN LINKS.... Say goodbye to Amazon links

• 🤣 AMAZON'S UGC BUDGET.... $25 (Queue the laughter track)

• 🚫 AVOIDING THE AXE?... TikTok gives Uncle Sam a VIP seat.

Let’s get started ▶️

🚫 TIKTOK’S NEW GEM

Search Ads (Google, watch your back)

Ever heard of Google Adwords…… of course you have…..

This new update is like Google Adwords, but for TikTok.

Based on initial research, 70% of ad groups using Search Ads saw better ad performance.

It does not allow you to target specific keywords….. but this will likely change.

Only being tested in the US right now.

How this helps Amazon sellers:

• We all know the importance of keywords on Amazon and we know that TikTok impacts the search results on Amazon….

• There is a good chance that the same keywords are relevant on Amazon and TikTok.

• Your Search Term Reports and Brand Analytics will give you a starting point (which keywords to target in your TikTok ad)….. this is not available yet…. but its a matter of time ⏳

• There is already tons of keywords data on the TikTok Creative Marketplace.

Fulfilled-By-TikTok, TikTok Shops, Search Ads….. TikTok is becoming an ecom powerhouse 💪

The thing is…..

After selling on Amazon for over 10 years…….

🚫 TIKTOK BAN LINKS

Say goodbye to Amazon links

TikTok is still the new kid on the block…..

Let’s look at Facebook Meta….

• I ran a ton of ads on Meta, even created an Amazon SaaS based on Meta (smile if you remember Seller Chatbot).

• Ads were cheap if you sent traffic to another Facebook asset (Pages, Groups, etc)…. but whenever you had an ad that sent the user out of Facebook, it was expensive (in comparison)

• ‘Cos these platforms want to keep all the traffic on their platform

TikTok is following the same path.

The reported move is seen as a way for TikTok to boost sales on TikTok Shop.

Consumers in the U.S. are currently spending around $3 million to $4 million a day on TikTok Shop, up from around half a million to $1 million a day in June. TikTok staffers expect this number to exceed $10 million by the end of the year.

Everyone is losing their minds over this:

• Currently you can only include one external link in your BIO

• You can have external links on your LinkTree page…. but LinkTree is not TikTok, so it should be unaffected

Why this is better for Amazon sellers:

• This is why Amazon is better than DTC

• Tell the TikTok users to buy on Amazon:

  • You don’t need a link (Attribution can’t be trusted)

  • Tell them how to find you on Amazon “Buy it on Amazon now…. Search [BRAND NAME][KEYWORD]”

  • This boosts the branded search on Amazon (even if they don’t buy…. Amazon can see people searching for your brand…. we increased the Search Frequency Rank from #10,000 to #6,000 using this strategy)

• Telling a TikTok user to buy on your website doesn’t compare to Amazon

  • TikTok users have a ‘goldfish’ memory…. will they remember your website? Probably not…. but they don’t need to be reminded how to buy on Amazon.

  • Would they trust your website over Amazon? Doubt it….. users would prefer to buy on Amazon rather than any other platform (Amazon sellers on TikTok Shop have seen an increase in their Amazon sales as some users don’t trust TikTok Shop, they prefer to purchase on Amazon).

Overall, it doesn’t affect you much as you will still be able to use external links in your ads.

This is a VERY big deal….. just not for Amazon sellers 👊

🤣 AMAZON'S UGC BUDGET

$25 (Queue the laughter track)

I don’t get it…..

We know Amazon has money…..’cos it’s our money 😞

They are trying to push their TikTok clone, Aspire and are now offering influencers $25 per video….. an offer so low, it makes Scrooge look generous.

If you want to know how much to pay without insulting the influencers:

The influencer game is not cheap….. but Amazon thinks it is.

Here’s hoping they change their ways as this is detrimental to their platform, Inspire.

🚫 AVOIDING THE AXE?

TikTok gives Uncle Sam a VIP seat.

You know what I love about TikTok….. it is a disruptor…. the thorn in everyone’s side….. the bug that can’t be squashed 🕷️

Here is the plan TikTok submitted to Senate to keep their American dream alive.

Picture this: Government agents could pop by TikTok's U.S. offices for surprise visits, like in-laws who just "happened to be in the neighbourhood."

They could veto the hiring of any executive who doesn't meet their "national security" criteria.

And get this, they could even hit the pause button on TikTok's U.S. operations.

All of this would be monitored by not one, but several third-party auditors, because you can never have too many cooks in the kitchen, right?

And the irony ….. the U.S. government, which has been warning us about the potential for Chinese government oversight of TikTok, wants to... oversee TikTok.

Will TikTok become the most patriotic app ever, or will it dance its way out of the US?

That's it for this week 👊

But I need to ask a favour...

Thanks for reading.

- Paul

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