Getting Started With TikTok Ads: A Guide For Social Media Marketers
Learn the TikTok advertising fundamentals, best practices, and expert recommendations that will give you a competitive advantage.
TikTok, which has over one billion users and is still growing, provides a fantastic opportunity for businesses to advertise their services, grow their audience, and increase their ROI through targeted ad campaigns.
What is the challenge? Standing out on such a crowded platform and ensuring that your ads are seen by the right people at the right time. If you want to get the most out of your TikTok advertising spending, you need to use effective strategies, so here’s how to master TikTok ads and run successful campaigns.
You’ll discover how to use TikTok collection ads, dynamic showcase ads, and lead generation ads in this article to advance your marketing and sales objectives.
1: Set Up Your TikTok Product Catalog as Soon as Possible
Creating and maintaining a TikTok product catalog will be a game-changer if you run a product-based business. You can use this feature to keep track of the details of the goods you intend to market on TikTok. In other words, it will greatly increase the efficiency of creating ads.
Not everyone who joins TikTok for Business immediately has access to the Product Catalog feature, which is currently only available to managed accounts in specific markets.
You can use your catalog, if you have access, to:
- Provide key product details, such as names, descriptions, prices, and any other details you believe customers should be aware of regarding your offerings.
- Manage your products: TikTok enables companies to build product sets and automated rules to provide specialized product information.
- Make your own videos: After adding items to the catalog, you can use the TikTok video template or the dynamic video generator to make interesting videos that you can use in your advertisements.
With a catalog in place, you can make dynamic showcase ads and TikTok collection ads, which let you highlight particular products you’ve added to the catalog. The advantage is that current details about the product, such as pricing, availability, and sizes, will be shown in the advertisement.
Create Your Catalog
Logging into your TikTok Ads Manager account is the first step. Click Assets in the primary navigation bar of your dashboard. Only the following assets will typically be accessible to most accounts: Events, Creative, Audiences, and Comments. You won’t see the Catalog option here until you’ve spoken with a salesperson.
Click the Create button once you’ve accessed this page and it’s accessible to you. You’ll be asked to enter details about your catalog and its products, including the sector, the name of the catalog, the owner of the catalog, the default currency, and the targeting area.
Add Products to Your TikTok Catalog
You can now begin adding your goods to the catalog and start creating TikTok dynamic showcase ads. To do this, go to the catalog home page and choose the catalog you want to add products to. Select Products from the menu on the left. Click Add Products on the right after that.
You’ll see a pop-up requesting that you download a product template.
You must enter nine distinct product-related parameters into the template. 35 additional optional parameters are also available, though. Because it enables TikTok to deliver individualized product recommendations, the more information, the better. The next step is to decide how you want to add products to your catalog.
You have three options for adding products on TikTok. You have the option to manually add your products by completing a form, upload products from an online file, or upload product files using a template. Pick the strategy that makes the most sense for you.
2: Create TikTok Collection Ads With or Without a Product Catalog
Collection ads are a strong choice if the goal of your TikTok marketing is to motivate viewers to take action.
These advertisements stand out because they contain product cards that appear alongside the in-feed video ad. In order to browse and purchase available items without leaving the app, viewers can tap on that card to be taken to an instant gallery page. The ad format is excellent for increasing conversion rates as well as engagement.
At the time this article was published, collection ads were still in testing, so not everyone could access them. TikTok advises users to speak with a salesperson for more details. Setting up your product catalog as described above is the first thing to do if you have the ability to create these ads. After that, you can continue with the step that follows.
Create Your Campaign
Create a new campaign by logging into the TikTok Ads Manager. Select either traffic or conversions as your advertising goal for this campaign when prompted. You can direct visitors to your website or an app in the app store using the traffic option. Alternately, you could choose to send people to your website.
Make your ad group next. You must select an optimization event, add a tracking pixel, and select your website as the promotion type. You must choose the same location as the targeting location for your product catalog under the Placement & Targeting section. This is necessary.
The rest of this page is completely up to you. You can target particular interests, behaviors, and devices as well as set specific demographics (gender, age, and language).
The budget and bid optimization section should then be finished. Set a scheduled time for the ad to run, choose an optimization goal, choose a daily or lifetime budget (the amount you’re willing to spend each day or over the course of the ad’s lifetime), and then set your bid.
Create Your Ad and Build an Instant Gallery Page
You are prepared to create your advertisement once you have taken care of all the back-end details. Select Collection Ads as the attachment experience and Use Recommended Combination as the ad format under Ad Setup. You can then enter all of your ad information, including uploading a video, adding a display name, and adding ad text.
To begin the next step, which is to create your instant gallery page, click Create Instant Experience to open the Instant Gallery Page Editor. Users of TikTok will see a gallery of the goods your company has for sale on this page. It is quick and simple to make a purchase because they can shop inside the app without leaving it.
Your gallery can be built in one of two ways:
Select Products from an Existing Catalog: If you’ve already completed the steps above and created a product catalog, you can access it and choose the items you want to highlight. Once selected, you can add a URL for your call to action and select the product order (Dynamic Order or Specific Order) (CTA).
If you haven’t already added products via the catalog, you can manually add their details in the Instant Gallery Page Editor. You’ll have to do this by providing information about the product, the targeting location, and the default currency (image, name, price, URL).
Publish the Ad and Begin Ad Review
Your ad must be published as the last step. If you post the advertisement to TikTok, it will be reviewed.
Collection ads are handled differently than other TikTok ad types, it’s important to note. Every item in your product catalog or instant gallery will undergo the ads review process because collection ads are linked to them. If you’re planning to run a time-sensitive ad during a launch, keep in mind that it might take a little longer for your ad to be approved.
3: Create TikTok Dynamic Showcase Ads With a Product Catalog
Dynamic showcase ads can be useful if your TikTok marketing objective is to increase app downloads, promote app purchases, or raise brand awareness. With the help of customized videos, you can advertise a variety of products to TikTok users with this ad type. With a variety of templates at your disposal, you can create an advertisement that speaks directly to your target market based on their interests and activities.
Only managed accounts are eligible for dynamic showcase ads in some markets. If this is something you’re interested in developing for your company, just like the product catalog and collection ads, you should speak with a sales representative to find out more.
You must have completed the previously mentioned steps for making a catalog and adding products to it before you can create dynamic showcase ads. The reason for this is that the videos you produce will be based on your current catalog. Before continuing to the next step of setting up your campaign, finish that step.
Create Videos for the Products in Your Catalog
Access your product catalog, then click Videos under the Configure option to start creating videos for the products there. To start making your own original videos with effects, edits, and music that correspond to the descriptions of the products in your catalog, select Dynamic Video Generator.
You have plenty of videos to use as ads because each catalog can hold up to seven videos at once.
Connect Event Sources
The next step is to link your catalog to your app measurement partner or TikTok pixel so you can dynamically display ads to users based on in-app activities or website interactions.
Open Ads Manager and go to your catalog. On the left-hand side of the page, click Event Sources. Pick one of these two possibilities:
- To track in-app events with TikTok’s measurement partners, choose App Event Sources.
- To connect your product catalog with website events, choose Pixel Event Sources. In this situation, setting up a pixel inside of Ads Manager is required.
Create Your TikTok Dynamic Showcase Ad Campaign
You can now begin to develop your campaign. Make a new one by going to the Campaign tab. Make sure to choose Catalog Sales under the advertising objective.
To configure things correctly, you must choose a few specific options at the ad group level.
Products: Select your preferred catalog and, if available, a product set. Otherwise, all products will automatically be chosen. If your products are available for purchase through a website or an app, inform TikTok of this.
Targeting: Choose whether you want to find potential customers to reach new people or retarget your audience (enabling you to reach people who have already expressed interest in your website or app). With the latter, you can target your ideal audience and block particular users by building a custom audience.
The last step is to finalize the creative aspect of your ad. At the ad level, you’ll need to do the following:
- Selecting a video Choose the video you want to use for the campaign if you used the dynamic video generator. You can leave this blank if you already have a video in your catalog that you want to use instead. It is located under the Product Video URL parameter.
- Select the website type: Select Product Link if you want to direct visitors to a specific product page on your website. If not, you can choose Custom Link and enter a special URL. Choose Product Deeplink or Custom Link and a Fallback Type if you’re selling through an app in case the user doesn’t already have it installed.
Now you’re ready to publish your campaign.
4: Create TikTok Lead Generation Ads
Lead generation ads are the best option for businesses on TikTok who want to not only reach a larger audience but also gather customer information. These advertisements have a CTA button at the bottom of the screen that invites users to register or sign up.
After clicking through, users are directed to a form where they can enter details like their name, email address, and phone number.
Create a Lead Generation Campaign
Start a new campaign in TikTok Ads Manager to create a lead generation ad. Make sure to select Lead Generation when given the opportunity to select from the available advertising objectives. This will enable you to create an advertisement that is intended only to gather customer and lead information.
Filling out every piece of information related to your ad group is the next step. A meter on the right side of the screen will change as you add this information to reflect the size of the audience you’re targeting. You can then determine whether your range is too wide or too narrow.
Create your ad group after that, then choose your placement, targeting, spending limit, and bid.
You can select the placement of your ads under Placement Type and toggle user comments and video downloads on and off.
Additionally, you can specify the demographics of your target market and the areas you’d like to focus on (gender, age, and languages). If you’re interested, you can go one step further and target particular interests based on the categories and behaviors that are available (like actions associated with watching videos) and particular devices.
Make your ad budget selections under Budget & Bid Optimization. Do you want to use a lifetime budget, which is the maximum amount you can spend on your advertisement, or a daily budget? The minimum daily budget is $20, and the minimum lifetime budget is $7,300. When will your TikTok advertisement go live? Do you want to keep your average cost per result below your bid or increase the number of results when it comes to bid strategy?
Design Your Lead Generation Ad
The lead generation advertisements on TikTok are presented as a single video. The form you created in this step will immediately open when a viewer interacts with your video and allow them to enter details like their name and email.
You’ll need to upload a video, select one from your library, or make a video using one of TikTok’s templates in order to create the advertisement.
After that, you must choose your CTA, write creative text for your advertisement, and add a display name. There are numerous CTAs available on TikTok, such as Sign Up, Subscribe, Download, and Learn More. As you fill in all of these details, a preview of everything will appear so you can see exactly how it will appear on TikTok.
After that, you must set up the crucial instant form. This appears in an effort to gather lead information. Two options for forms are currently available: Advanced Form (shown on the left in the picture below) and Classic Form (shown on the right). Choose Classic if all you want to do is gather contact details like name and email. Pick Advanced Form if you want to ask more questions.
After that, you must set up the crucial instant form. This appears in an effort to gather lead information. Two options for forms are currently available: Advanced Form (shown on the left in the picture below) and Classic Form (shown on the right). Choose Classic if all you want to do is gather contact details like name and email. Pick Advanced Form if you want to ask more questions.
Conclusion
Your company still has time to secure a desired spot on TikTok’s For You page. You can reach more people who are interested in your goods and services to ultimately increase sales by using the power of creative and interesting video ads.
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