TikTok is a video-sharing social networking service that allows users to create short movies, typically of fifteen seconds in length, in a variety of genres such as dance and comedy. It is the world’s sixth-largest social media network, with over 1,051 billion monthly active users.

TikTok Ads have the ability to reach 884.9 million adults over the age of 18—equivalent to 18% of adult internet users. And the average TikTok user spends nearly 20 hours each month on the app.

TikTok advertising campaigns can provide good returns on your ad expenditure whether you want to sell more of your products or services or bring targeted visitors to your website. TikTok advertisements can help you access a young, dynamic audience who appreciates high-quality content.

Advertisers on TikTok can demonstrate their products in action and cram a lot of information into a short video clip. While this format may be problematic for B2B firms selling difficult-to-illustrate services, it is great for B2C brands looking to move away from static ads and deliver interesting content.

What are TikTok ads?

TikTok ads are advertisements for promoted content (often full-screen videos) that a company or creator pays to expose to a specific target audience. TikTok ads are a type of social media marketing, and they often aim to raise awareness about the advertiser or offer a certain product or service.

There are three layers of organization when it comes to TikTok ads:

  • A TikTok Ad: A single TikTok commercial (often in the form of a video promoting a product or service, or a unique TikTok deal).
  • TikTok Ad Group: A group of TikTok ads.
  • TikTok Campaign: A grouping of TikTok ads.

A shoes manufacturer, for example, may create a TikTok video ad for a pair of sneakers, which is one of many various sneaker marketing ads in an ad group, which may then fall under a campaign advertising a winter footwear sale.

What is TikTok For Business?

TikTok For Business is an all-in-one platform for marketers looking to advertise on TikTok. Rather than requiring marketers to develop their own plan, the platform guides them through the full process of designing advertisements, setting budgets, contacting target audiences, and reviewing campaign statistics.

The Ads Manager platform’s e-learning offering assists businesses in unleashing their creative side and learning how to create adverts on the platform.

Types of TikTok ads

  • In-feed ads

TikTok in-feed ads are advertisements that you can build yourself using the TikTok Ads Manager interface. These are ads that appear among the native news feed of TikTok users on the “For You” page. A For You feed features videos that the algorithm believes are of interest to the user based on their app activity.

  • TikTok Video Ads

These ads are full-screen videos of 5 to 60 seconds that appear in a user’s “For You” feed. This is one of the most prevalent TikTok advertising formats. Brands or creators create video ads, which are then posted via a TikTok advertising Manager account.

Video ads appear to be regular TikToks, but each interaction with one leads to a landing page or app install—in other words, TikTok video ads link straight to whatever is being marketed.

  • Spark Ads

Spark ads differ from traditional video advertising in that they promote organic content from any user’s TikTok account. They appear in your profile alongside your other TikToks and will not vanish if you stop paying to promote them. Spark ads can be duetted or stitched, allowing your audience to interact with them more meaningfully (for better or worse).

These ads can also help your brand’s overall metrics because they don’t disappear once you stop paying for them. Spark advertising have a 142% greater interaction rate than normal in-feed ads, according to TikTok.

  • Image Ads

Brands can add image advertising in videos that appear in TikTok’s BuzzVideo, TopBuzz, and Babe news feed apps. Image ads are still images with a brand or app name and ad text on them.

  • Branded Hashtags

Branded Hashtags are adverts used by businesses to encourage TikTokers to create content centered on a brand-related hashtag of their choosing. This ad style gives brands exclusive access to the hashtag, which is not the case on other social media platforms.

  • Brand Takeovers

Brand Takeovers are an ad format that combines TopView, In-Feed, and Branded Hashtags, and the takeover part is that the platform only displays one firm per day. This form of ad lets you dominate the conversation by taking over the entire screen for a few seconds. It then becomes an in-feed video ad.

  • Carousel Ads

Carousel Ads are only available in TikTok’s BuzzVideo news feed app series. Advertisers may include up to ten images (each with its own caption) in a single ad.

  • Branded Effects

Branded Effects ads insert images of your items into TikTok videos in 2D, 3D, or AR. Brands frequently produce stickers or filters of their items for TikTokers to utilize when creating films. Because they often involve playing brand-specific games, these filters and stickers improve engagement and brand recognition.

  • Pangle ads

Pandle’s video platform interfaces with TikTok to provide video, native, and banner ads, but only in certain regions.

How to set up ads on TikTok?

1: Create your TikTok ad account

The first step is straightforward: create an account on TikTok Ads Manager.

  • Select your billing country or area, followed by whether the account is for a business or an individual. Then press Next.
  • Fill in some basic information like your email address and password.
  • Then input the verification code that was supplied to your email address. If you opt to sign up with your phone number, you’ll need the verification code that was texted to you.
  • Confirm that you agree to the terms and conditions, then click on Sign Up.
  • Once your brand has been approved, log in to your dashboard and complete the first account setup as directed.

In order to make TikTok commercials, follow the instructions below:

2: Create and install the TikTok Pixel

You must now install the TikTok Pixel—a bit of code on your website that collects data about site events (such as how users arrived at your site, what device they’re using, and where they’re located).

After selecting “Standard Mode” or “Developer Mode,” you’ll set up a “Web Event” in your TikTok Ads Manager to build your Pixel.

3: Setting up a campaign

The campaign level is the first step you need to follow to create your TikTok ads. Here, specify the campaign objectives, campaign name, and campaign budget. Your campaign objectives could be app installation, reach, conversions, video views, and traffic.

Log in to your TikTok Ads Manager and click on the Campaign at the top of the page.
Then press the “Create” button. This will allow you to select your campaign target, such as driving traffic, conversions, or app installs.

After that, give your campaign a name and establish a campaign-level minimum budget. You can create a lifetime budget to contact as many people as possible as quickly as feasible. However, if you set a daily budget, you can reach out to your target audience gradually and methodically.

All campaign objectives are classified into three categories: awareness, consideration, and conversion.

The number of campaigns you can build is limited to 999 per TikTok account.

4: Create an ad group

Under the ad group level, you specify the ad placements, audiences, target audiences, campaign budgets, optimization goals, schedule, and bids for your ad group.

Ad placement is the location of your ad on TikTok. You may either tell TikTok where to display your adverts or let TikTok choose the ideal placement for you.

Ad placement determines where your advertising display on TikTok and its partner sites. If you’re new to TikTok ads, select “Automatic placement” to have TikTok put your ads for optimum reach and value. You can also install adverts manually on TikTok and its news feed apps.

Choose the desired creatives. TikTok will develop variants of your content and test its interaction if you enable the “Automated Creative Optimization” function.

Define your target audience: Select the audience for your ad by area, gender, and age group. You can also add persons with specific interests and people who have previously interacted with your material.

Select a delivery type: Select between Standard and Accelerated delivery. Standard delivery guarantees that your ad will display during high-traffic hours throughout your ad delivery term, with your ad budget evenly distributed across that time period. Accelerated delivery means that your ad spend is dedicated to gaining as many eyes on your ad as possible as soon as feasible.

Set the budget and the schedule: It is now time to determine a budget for the advertisement. This might be either a daily or a lifelong budget. The start and end times of the advertisements are specified in the schedule. Choose a range of dates to run your ad, or run it constantly for as long as you wish. The day-parting feature allows you to select precise time segments within a day, ranging from half an hour to 24 hours.

5: Create a new ad

After setting up your ad group, you can configure your first ad. All you need to do is upload your images or videos and eye-catching design ads in minutes using the features available on the TikTok ad manager. You can create two types of ads on TikTok – image and video ads. TikTok has an ad limit of 20 ads per ad group.

Now, to make your TikTok ad, follow the steps below:

  • Begin by typing the ad name in the appropriate column. This will assist you in identifying your advertisements.
  • Select an ad format. TikTok gives you the option of uploading either an image or a video. However, TikTok is now the only platform where you may build video adverts.
  • Upload your creative media to add your ad information. You can either upload media from your computer or use media from previous commercials. You can also opt to make a new video.
  • Include tracking links in your ad. TikTok allows you to add third-party tracking URLs and pixels to track the performance of your ads.
  • Click the “submit” button to complete the ad creation process. This will trigger the ad review process. Once your ad is approved, it will automatically go live.

6: Measure your ad performance

After you’ve launched your ad, you should measure its performance to assess how well the campaign is working. TikTok offers native statistics that show you how your ad is performing in terms of impressions, clicks, conversions, and other metrics. You may even test and analyze the effectiveness of various ad ideas and placements to determine which works best for you.

How to optimize TikTok ads

  • Select the appropriate ad format: TikTok provides numerous ad formats, each with its own set of technological requirements. Make sure you use the correct ad format and adhere to the technical criteria for that format.
  • Optimize video quality: TikTok is a very visual medium, therefore it’s critical to improve your video quality to guarantee it appears excellent on the platform. Using high-quality cameras, optimizing lighting and sound, and ensuring the video fulfills TikTok’s technical criteria are all examples of this.
  • Use suitable video length: TikTok has rigorous video length limitations, so make sure your video meets these. Shorter videos do better on the platform, so strive for videos that are between 15 and 30 seconds long.
  • Follow Ad specifications: TikTok has severe technical criteria for advertisements, such as video definition, aspect ratio, and file size. Check that your ads fulfill these specifications to avoid technical difficulties that could negatively effect ad performance.
  • Test and optimize ad performance: To improve TikTok ads from a technological aspect, it’s critical to test and optimize ad performance on a regular basis. This can include tracking ad delivery, engagement, and conversion rates, as well as making changes to improve ad performance.

TikTok is becoming the advertising platform of choice for advertisers for a variety of reasons, including its high interaction rate and big user base_ to name a few. TikTok is a go-to platform for businesses looking to reach an international audience and younger generations.

Understanding the benefits and functionalities of TikTok advertising features allows you to fully utilize its capabilities. For example, by understanding how TikTok’s lead generation tool works, you can efficiently contact and engage with prospects and customers while collecting their data directly on the platform’s in-stream adverts.


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