Learn about TikTok ads and how to create a campaign

Learn about TikTok ads and how to create a campaign

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There’s no denying that the social network of the moment is TikTok. And if you still think TikTok only reaches Generation Z audiences, you’re missing out on an important social media advertising option for your brand. The app passed the 1 billion user mark in September and ads on TikTok can reach an estimated adult audience (18+) of 825 million people worldwide.

Using ads on TikTok is a great opportunity for brands. The number of active users on the network has already surpassed Twitter and Snapchat and is less saturated with ads than other social networks.

In early 2019, TikTok launched a beta version of its advertising platform. Since then, big brands like Nike and Apple Music have used TikTok advertising to promote their products with unique and fun ads.

Advertising on TikTok offers unique formats and targeting options that, when used effectively, help you access one of the most profitable and hard-to-reach user groups: Generation Z. Want to learn more? Keep watching!

Ad Types on TikTok

Ad Types on TikTok

Below you will learn about all the ad types that can be displayed on TikTok’s ad platform. Check them out:

In Feed Ads

These are ads that you can create through the TikTok Ad Manager interface.

Graphic Ads

Run only within the TikTok News Feed applications (BuzzVideo, TopBuzz and Babe) and include an image, brand or app name and ad text.

Video Ads

Video ads are available for TikTok itself or the TikTok family of news apps. They run as 5-60 second full screen videos in the user’s For You feed. Each ad includes a video, an ad display image, brand or app name and ad text.

Spark Ads

Spark ads allow your brand to boost organic content from your own account or from other users. TikTok’s research shows that Spark ads have a 24% higher completion rate and a 142% higher engagement rate than standard In-Feed ads.

Pangle Ads

Ads placed through the TikTok Audience Network.

Carousel Ads

Running only in TikTok’s news feed apps, they include up to 10 images per ad.

TikTok ad formats available for managed brands

TikTok ad formats available for managed brands

Managed brands are those who work with a TikTok sales representative. They have access to additional ad formats including:

TopView ads

Video ads that appear as a full-screen takeover for 5 to 60 seconds when users open the TikTok app.

Branded hashtag challenge

A three to six day ad campaign format to encourage engagement, in which user-generated content appears on the hashtag challenge page.

Branded Effects

Branded stickers, filters and special effects for TikTokers to interact with your brand.

How to set up a TikTok advertising campaign

How to set up a TikTok advertising campaign

To set up a TikTok ad campaign, simply log into the TikTok Ads Manager. If you have not created a TikTok Ads Manager account, you will need to do this first.

Create a Campaign

Once you are inside the TikTok Ads panel, you will need to click on the “Campaign” tab and then the “Create” button. TikTok organizes your advertising into three levels: Campaign, Ad Groups and Ads. A campaign is a general activity, while ad groups and ads are the functions of a campaign.

Choose a goal for your ad. Currently, TikTok advertising offers three main goals: traffic, conversions and app installs. Finally, you will have to choose the budget for the whole campaign. You can choose between the options “Daily budget” or “Total budget”.

Set up your ad group

The next step is to create an ad group in the campaign. In this step the channels and targeting are decided. Within a campaign, you can have different ad groups aimed at different audiences.

Advertising on TikTok offers access to advertising across the entire family of related apps, which includes Vigo Video (India only), BuzzVideo (Japan), TopBuzz (US and BR), Babe (Indonesia) and News Republic (worldwide). You can choose to limit your ads to TikTok or the entire network.

TikTok calculates where you can get the best results from your ad and will place it there.

After choosing your preferred channels, follow the instructions to enter all the necessary resources to start showing your ad, including URLs, display names, images, categories, etc.

One very interesting aspect of this step is the keywords section, which allows you to select up to 20 terms to describe your site or app. These keywords will be used to show your products to the right audience, so think carefully about your choices.

Finally, the “Targeting” section allows you to define the audience for your ads. You can set parameters such as location, age, gender, languages, devices and more.

If you want to pitch your ad to a specific group of people, for example to run a remarketing campaign, you can create a custom audience using existing TikTok user IDs. Simply upload the list of IDs in a CSV, TXT or ZIP file. You’ll also need a TikTok pixel to run remarketing campaigns and track campaign effectiveness.

Set the campaign details

In the “Budget and Scheduling” section, select the budget for the ad group. Again, you can select how much you want to spend per day or the total amount you want to spend during the campaign.

Next, select the dates you want the campaign to be active. The “Dayparting” option allows you to choose specific times of the day or days of the week to display your ads.

You can also choose the rate at which you want the budget to be spent. Options include “standard”, which spreads the budget evenly across the entire campaign, and “accelerate”, which uses it as quickly as possible over a fixed period of time.

You can then select the ad group’s optimisation goal.

  • Conversion: your ad will be displayed to people most likely to perform a conversion action for your product or service. To track actions that involve a conversion (for example, downloading an app or filling out a form), you can create conversion events and track them using a pixel. The payment model for conversion targets is CPC (optimised cost per click), which ensures that ads are displayed to users most likely to perform a particular action.
  • Click: Your ad will be optimised to attract as many clicks as possible and will be charged based on a cost-per-click (CPC) payment model.
  • Impressions: Your ad will be optimised to be shown as many times as possible and you will be charged on a cost-per-thousand (CPM) impressions payment model.

Finally, you can enable or disable the “Smart Optimisation” option. If enabled, your bids will be constantly optimised to increase conversions.

Create Your Ad

TikTok ads consist of images and videos in horizontal, vertical and square formats. To make it easier for advertisers, the network offers a tool called Video Creation Kit which includes video and image templates that you can customize with your own images. It also has more than 300 free options for background music.

Another useful tool is the Automatic Creative Optimisation, which allows you to upload up to 10 images, 5 videos, 5 ad texts and a call to action. The system will combine them together to create multiple ads. The tool will then test these ads and use the most effective combinations.

Finally, you can also use the Landing Page to Video tool, which captures high-quality images from any landing page URL you provide and automatically combines those images with music to create video ads.

Now that you’ve seen how to create ads on TikTok, let us know: do you think it’s worth advertising on the network? If you’re thinking of increasing your social media presence, get in touch with us! Our experts are ready to help you.

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