Module 12

TikTok, Pinterest, SEO and AI search

11 lessons, 41 stepsOne instruction at a time, each with the result to expect. Tick steps as you go; Helix remembers.

Outcome: you know when and how to add channels beyond Meta and Google. You also know how to be found in Google search and in AI helpers.

Related SOP: 10 TikTok and emerging channels

In plain words

Stage: Attract (get seen by people who want what you sell). Every lesson below is tagged with its stage; see Attract, Convert, Grow.

What it is: When to add TikTok, Pinterest and search, and how to be found by AI assistants.

Why it matters: New channels can help, but only after Meta and Google are working. Add one at a time.

Do this:

  1. Only start a new channel once your main ads are profitable.
  2. Reuse your best ads, edited for the new channel.
  3. Write clear product titles and descriptions so search engines understand them.

Words to know:

  • SEO: Changes that help your store show up in Google without paying for ads.
  • Meta description: The short summary under your page title in Google results.
  • Organic: Unpaid: posts, search results and word of mouth that you do not pay to show.

All words are explained in the glossary.

Lesson 12.1: TikTok readinessAttract

In short

TikTok can bring cheap attention.

Do this now

Step 1: Post free TikTok videos 3 to 5 times a week for a month.

Why this matters

TikTok can bring cheap attention. But only once you have videos that work there and tracking in place. Getting ready first stops you paying to learn what free posts could teach you. Only start TikTok ads once Meta and Google are profitable.

Step 1 of 40 of 4 done

Post free TikTok videos 3 to 5 times a week for a month. Learn what works for you.

Expected result

You know which video styles get views and comments.

Lesson 12.2: Structures by spendAttract

In short

TikTok structures depend on spend, just like Meta.

Do this now

Step 1: Find your daily spend band in the table below and set up the campaigns listed for it.

Why this matters

TikTok structures depend on spend, just like Meta. Too many campaigns on a small budget starves each one.

Step 1 of 20 of 2 done

Find your daily spend band in the table below and set up the campaigns listed for it.

Expected result

Your TikTok account matches your budget.

Good to know

Daily spend Setup
About $100 One purchase campaign, plus a small campaign aimed at an earlier step (view content or add to cart). The earlier step gives TikTok more data to learn from.
About $200 Add a catalog ads campaign that shows products from your store's catalog.
About $300 or more Add a traffic campaign to a landing page, or a video-view campaign, for cheap reach. Test each creative style separately.

Lesson 12.3: Spark ads and creatorsAttract

In short

Spark ads run normal TikTok posts as ads, yours or a creator 's.

Do this now

Step 1: Ask the creator for an authorisation code for each post.

Why this matters

Spark ads run normal TikTok posts as ads, yours or a creator's. They keep the post's likes and comments. Creator videos are the main fuel for TikTok ads (Module 19).

Step 1 of 20 of 2 done

Ask the creator for an authorisation code for each post. On the post, they tap ..., then Ad settings, turn on ad authorisation and generate a code.

Expected result

You have a code for each post you want to run. Each code works for one post only.

Tips

Creator
A person who makes social content and can feature your product.

Lesson 12.4: Optimising TikTokAttract

In short

TikTok ads can tire within days, so they need closer watching than Meta.

Do this now

Step 1: Check TikTok every day or two.

Why this matters

TikTok ads can tire within days, so they need closer watching than Meta. Early signs warn you before cost per sale gets worse.

Step 1 of 50 of 5 done

Check TikTok every day or two. Watch for early warning signs. Cost per click goes up, cost per add to cart goes up, or fewer people watch the videos.

Expected result

You spot tired ads before CPA rises.

Tips

CPA
Cost per acquisition: how much ad money it took to get one sale.

Lesson 12.5: TikTok searchAttract

In short

Many people use TikTok like a search engine.

Do this now

Step 1: Say your main keyword in the first line of the voice-over.

Why this matters

Many people use TikTok like a search engine. Saying and showing your keywords helps your videos get found for months.

Step 1 of 30 of 3 done

Say your main keyword in the first line of the voice-over.

Expected result

TikTok can hear what the video is about.

Lesson 12.6: TikTok ShopAttract

In short

TikTok Shop lets people buy without leaving TikTok.

Do this now

Step 1: Work out your margin per order after TikTok Shop's commission and fees.

Why this matters

TikTok Shop lets people buy without leaving TikTok. Its ads run as GMV Max campaigns, which aim for total sales (GMV). It also has affiliate creators and live shopping. Commission and fees can eat margin, so check the maths first.

Step 1 of 20 of 2 done

Work out your margin per order after TikTok Shop's commission and fees.

Expected result

You know your profit per order on TikTok Shop.

Tips

Margin
The share of each sale you keep after product cost. A $100 sale with $40 product cost is a 60% margin.
Profit
Usually means contribution profit: what is left from sales after product cost, shipping, payment fees, discounts, refunds and ads. Net profit also takes off fixed costs.

Good to know

Watch out: TikTok Shop runs in the US, UK, and parts of Europe, Asia and Latin America. It is not yet in Australia (October 2026). Since July 2025, GMV Max is the only TikTok Shop ad type (see TikTok: GMV Max for Shop ads).

Lesson 12.7: PinterestAttract

In short

Pinterest pins keep getting found for months, much longer than social posts.

Do this now

Step 1: Add fresh pins every week with search words in titles and descriptions, on boards by theme and season.

Why this matters

Pinterest pins keep getting found for months, much longer than social posts. People plan what to buy there well ahead of time. It rewards steady posting and early seasonal planning.

Step 1 of 40 of 4 done

Add fresh pins every week with search words in titles and descriptions, on boards by theme and season.

Expected result

Your pins show up in Pinterest search.

Tips

Theme
The design template for your Shopify store. It controls how every page looks.

Lesson 12.8: SEO step by stepAttract

In short

SEO (search engine optimisation) means getting found in Google without paying for ads.

Do this now

Step 1: Find the words people search when they want to buy.

Why this matters

SEO (search engine optimisation) means getting found in Google without paying for ads. It takes months to build but keeps paying. Five steps cover most of it.

Step 1 of 50 of 5 done

Find the words people search when they want to buy.

  1. List buying searches for each category, like "buy linen shirt" or "best linen shirt".
  2. In a keyword tool, look up how many people search each one. Also check how hard it is to rank.
  3. Keep about 10 per category.

Expected result

Each category has a list of target keywords.

Lesson 12.9: AI search and agentic commerceAttract

In short

More shoppers now ask AI helpers (AI chat assistants and AI search) what to buy.

Do this now

Step 1: Make your brand facts the same everywhere (site, marketplaces, social bios) and grow your reviews.

Why this matters

More shoppers now ask AI helpers (AI chat assistants and AI search) what to buy. Some helpers can even shop for them. Clear facts, reviews and clean product data decide whether they recommend you.

Step 1 of 40 of 4 done

Make your brand facts the same everywhere (site, marketplaces, social bios) and grow your reviews.

Expected result

AI helpers find the same facts everywhere and plenty of proof.

Lesson 12.10: Instagram shoppingAttract

In short

Instagram shopping lets people tap a product in a post.

Do this now

Step 1: Set up your shop on Facebook and Instagram.

Why this matters

Instagram shopping lets people tap a product in a post. It takes them straight to it on your store. Since mid-2025, Meta shops send buyers to your own website checkout. It is free once your catalog is connected.

Step 1 of 30 of 3 done

Set up your shop on Facebook and Instagram.

  1. In Shopify, add the Facebook & Instagram sales channel from the Shopify App Store.
  2. Click Connect account and connect your Facebook Page, business portfolio, Instagram account and catalog.
  3. Accept the terms and click Finish setup (see Shopify: set up Facebook and Instagram).

Expected result

Meta reviews your shop before it goes live. This can take a few days or longer.

Tips

Business portfolio
Meta's home for your business assets: ad accounts, Pages, pixels and the people who can use them.

Lesson 12.11: Start a YouTube channel that keeps sellingAttract

In short

A post on most apps fades in a day.

Do this now

Step 1: List 10 questions your customers ask before they buy.

Why this matters

A post on most apps fades in a day. A good YouTube video can be found in search for years. People who watch a full "how to" video already trust you before they visit your store.

Step 1 of 70 of 7 done

List 10 questions your customers ask before they buy. Use reviews, emails and the search box in YouTube itself (type a word and read the suggestions).

Expected result

10 questions real people search for, like "how to choose a running backpack".

Self-check

  1. How many ad-ready videos should you have before paying for TikTok ads?
  2. How long should a meta description be?
  3. What feeds AI assistant answers about your brand?
Answers
  1. About 10 to 15.
  2. Google sets no limit, but about 150 to 160 characters avoids it being cut off.
  3. Clear site content, clean product data and reviews. Brand facts that are the same everywhere, and mentions on other sites.

Words to know in this module

SEO
Changes that help your store show up in Google without paying for ads.
Meta description
The short summary under your page title in Google results.
Organic
Unpaid: posts, search results and word of mouth that you do not pay to show.
Pixel
A small piece of code on your store that tells Meta when someone views, adds to cart or buys.
CPA
Cost per acquisition: how much ad money it took to get one sale.
CTR
Click-through rate: out of every 100 people who saw your ad, how many clicked.
Campaign
The top level in an ad account. It holds the goal, like getting sales.
Landing page
The page someone lands on after clicking an ad.
Creative
The ad itself: the picture or video plus the words.
Partnership ad
An ad that uses a creator's post or handle, so people see their name with yours. TikTok calls these Spark Ads.
Creator
A person who makes social content and can feature your product.
MER
Helix shows it as all ad spend divided by all sales, as a percentage. MER 25% means $25 of ads for every $100 of sales. Many tools flip it to sales divided by ad spend, so 25% shows as 4x.
Margin
The share of each sale you keep after product cost. A $100 sale with $40 product cost is a 60% margin.
Profit
Usually means contribution profit: what is left from sales after product cost, shipping, payment fees, discounts, refunds and ads. Net profit also takes off fixed costs.
All words to know