Master TikTok Ads: UCG, Search Ads & 2026 Strategy (w/ Fiona Bradley)

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The paid media lab

Lunio

25 episodes

1 week ago

The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months. Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool. Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library

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All content for The paid media lab is the property of Lunio and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

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Master TikTok Ads: UCG, Search Ads & 2026 Strategy (w/ Fiona Bradley) | S3 EP3

The paid media lab

1 minute 30 seconds

2 weeks ago

Master TikTok Ads: UCG, Search Ads & 2026 Strategy (w/ Fiona Bradley) | S3 EP3

TikTok is currently the fifth largest social platform in the world, and certainly one of the fastest growing - especially amongst younger audiences.

With TikTok’s exponential growth comes massive advertising opportunities. Statistics show that TikTok has more than 3.5 times the ad reach of X, with potential ad reach of almost 2 million users every month.

To help marketers capitalize on this, we caught up with Fiona Bradley (Founder of FB Comms) on the Paid Media Lab podcast to get her insights on what makes TikTok advertising tick(tok), mastering UCG, and more.

Timestamps:

0:00 - Coming up

0:13 - Intro

3:58 - Meta’s ‘No Ads’ subscription

6:38 - ‘AI enhanced’ Facebook ads

8:13 - Fiona’s approach to Black Friday

9:13 - What are TikTok Search Ads?

10:36 - What are GMV Max campaigns?

11:44 - The big opportunities for marketers

12:59 - Keyword targeting on TikTok

14:29 - How people search on TikTok

16:03 - Will TikTok Search overtake Google?

17:27 - Measurement & attribution in TikTok Search

18:43 - Common TikTok marketing mistakes

20:27 - Working with creators on TikTok

23:34 - Brand guideline advice for TikTok

26:34 - Does B2B / Lead Gen work on TikTok?

27:38 - Do YouTube Shorts work for B2B / Lead Gen?

28:53 - Key advice for marketers using TikTok

30:55 - Final thoughts & advice

Don't have time to watch? Get the written highlights from the session here: https://www.lunio.ai/blog/master-tiktok-ads

Follow Fiona on LinkedIn: https://www.linkedin.com/in/fiona-content-marketing/

Subscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast - or find us wherever you get your podcasts:

Watch on YouTube: ‪https://youtu.be/jQcJERO-_DE

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library