Case Study: Aerie achieves incremental omni purchases with TikTok for Business Search Ads

Piloting Dynamic Showcase Ads to achieve low CPA and huge ROAS

Aerie, the American Eagle lifestyle brand known for body positivity and inclusivity, wanted to drive more discovery and conversions during the holiday season while testing whether a new ad placement could improve performance. Working with TikTok for Business, the brand explored TikTok Search Ads Campaigns alongside its existing In-Feed Ads to better reach people actively looking for style inspiration and to understand the incremental value of search-driven traffic.

TikTok for Business supported Aerie with a Conversion Lift Study comparing In-Feed Ads only versus In-Feed plus Search Ads, using holdout groups and best practices like diverse creatives, broad and exact keyword targeting, and validated conversion tracking. The combined approach delivered a 3% lift in incremental purchases, 3.8K incremental purchases, and a $2.64 incremental ROAS, leading Aerie to increase its investment in TikTok Search Ads and use Conversion Lift Studies for future planning.

Aerie

Wesley Jernigan

Associate Manager, Digital Marketing