Does your company utilize TikTok? Are you curious about TikTok advertising?
This article will teach you how to make TikTok ads to market your goods and services.
Are TikTok Ads Right for Your Business?
TikTok offers tremendous opportunity to advertisers thanks to its more than 500 million active users worldwide. In addition to being more popular than Twitter and Snapchat, TikTok also has fewer ads than its more established rivals. With its unprecedented virality, the visual app—which enables users to edit and share 15-second videos with built-in filters, effects, and music—has seriously shaken up the marketing industry.
The app introduced a beta version of its ads offering at the beginning of 2019. Since then, well-known brands have used TikTok ads to market goods in distinctive, visually arresting campaigns, including Grubhub, Nike, Fenty Beauty, and Apple Music. The TikTok Ads platform is different from many of its forerunners because of its sophisticated targeting and distinctive ad creation features. When used properly, it can assist you in gaining access to one of the most lucrative user bases.
However, not all businesses are set up to profit from TikTok’s distinctive offering. Here are two questions you should ask yourself before spending time and energy on TikTok advertising to decide if this ad platform is appropriate for your company.
What Is the Target Demographic for Your Business?
TikTok advertisements may be a wise investment for you if young people are one of your target markets. TikTok is not the best platform for companies that serve older audiences because 66% of its users are under 30 (41% are between the ages of 16 and 24).
To illustrate this, consider the prevalence of youth-oriented topics like school and homework in TikTok’s trending videos.
Although the majority of TikTok’s users are currently young, it’s important to remember that social media platforms usually gain traction with younger audiences before spreading to older demographics. So even if TikTok isn’t the best fit for your company at this time, it might still be beneficial to learn more about the platform to stay ahead of the curve.
Do You Have the Budget to Advertise on TikTok?
While bigger companies like Nike, Disney, and Grubhub have quickly embraced TikTok advertising to drive massive impressions, TikTok ads may be more expensive for smaller companies.
Ads on the platform are new and uncommon, so they come at premium prices starting at an average of $10 per CPM and rising to a total budget of $300,000 for larger campaigns. Additionally, TikTok campaigns require a minimum investment of $500, so if you’re looking for more affordable and reliable advertising options for your company, they might not be the best fit.
Here’s how to get started if you decide TikTok ads are a worthwhile investment for your company.
#1: Create a TikTok Ads Account
Visit the TikTok Ads home page and click the Create an Ad button to start your first advertising campaign.
The process of setting up ads isn’t entirely online yet because TikTok Ads is still in beta. When you click the button, a form requesting information to create your account appears. A representative will contact you to set up your TikTok Ads account after you submit this information.
Your account can be received in up to 48 hours. Once you’ve done that, making ads is a fairly simple process.
#2: Create a TikTok Ad Campaign
Click the Campaign tab at the top of the page in the TikTok Ads dashboard, and then click the Create button.
Next, decide on your campaign objective, or the main purpose of your advertisement. There are currently three options available: App Install, Conversions, and Traffic.
Choose either the Daily Budget or Total Budget option under Settings to set your budget for the campaign. Keep in mind that the daily and overall budgets must both be at least $500.
#3: Set Your TikTok Ad Placements, Details, and Targeting
Making an ad group for your campaign and selecting your placements and targeting is the following step.
The TikTok Ads dashboard’s ability to let you choose the precise platforms on which you want to run your ads is one of its most helpful features. These include TikTok as well as its entire family of applications, which also includes Vigo Video (available only in India), BuzzVideo, News Republic, and others.
Additionally, TikTok offers the option of automatic placements, in which case it will decide where your advertisement will perform the best and put it there.
Following the prompts to enter all the information required to launch your ad after choosing your preferred placements, including any pertinent URLs, display names, images, and categories. Additionally, you can choose up to 20 keywords to describe your website or application. These keywords will be used to match your products with the appropriate customers.
You can specify who your ads are intended for in the targeting section. To draw the right audience to your ads, set criteria for location, age, gender, languages, interests, devices, and more.
By uploading the IDs of current TikTok users, you can create a custom audience if you have a particular demographic you want to reach with your TikTok ads. Simply upload a CSV, TXT, or ZIP file containing the IDs.
#4: Control Your TikTok Ad Spend, Duration, and Goals
You can now decide on a spending limit, release date, and objective for your TikTok ads.
Set a Budget and Schedule
Set the ad group’s budget in the Budget & Schedule section. You can decide between a daily budget, which is the sum you’re willing to spend every day, and a total budget, which is the sum you’re willing to spend over the course of the schedule. The daily budget and total budget at the ad group level both have a $50 minimum. Editor’s note: The minimum daily budget at the ad group level was $50 USD at the time of writing (as shown in the screenshot below). The minimum daily budget at the level of the ad group is currently stated in the TikTok Ads help files as $20 USD.
Choose your ads’ scheduled duration as well. You can choose specific hours of the day or week to run your advertisement by using dayparting.
Choose a Pacing Option
The pace at which your budget will be spent is determined by the pacing you choose. While the Accelerate option uses the budget as quickly as possible during the designated time, the Standard delivery option spreads out your budget evenly over the course of the campaign.
Select Your Optimization Goal
The main metric you want to improve with your campaign is reflected in your optimization goal. Your bidding will be optimized for either Conversion, Click, or Impression depending on the goal you choose for your ad group.
Your advertisement will be shown to the people who are most likely to purchase your good or service if you select Conversion as your goal. Create conversion events by clicking Library and selecting Conversions to keep track of all the actions that constitute a conversion (such as app downloads or form submissions).
From here, choose whether you want to implement conversion tracking via pixel for app installs or specific landing page components.
Enter the name of your conversion event, the URL to your app in the Google Play or App Store, and a tracking partner to begin tracking conversions from your ad to create an app install conversion.
The oCPC (optimization cost per click) bidding method is used to price conversion goals, ensuring that your ads are shown to users who are most likely to take the desired actions. With oCPC, you place a bid based on the expected individual conversion cost and then pay per click (cost per click). In order to bring the cost of your campaign closer to your target price, TikTok Ads automatically modifies bids based on your bid settings.
If you choose Click as your ad group’s overarching goal, you will be charged on a CPC basis, and your ad will be optimized to generate as many clicks as possible.
Last but not least, if you choose “Impression” as your goal, your ad will be charged on a CPM (cost per mille) basis, which stands for the cost per thousand impressions.
Turn Smart Optimization On or Off
If you enable TikTok’s “Smart Optimization” option, your bidding will be continuously modified and improved in order to boost conversions. It’s best to turn off Smart Optimization if your goal is Click or Impression.
#5: Design Your Ad Using TikTok’s Video Creation Kit
The process of creating the creative assets for your advertisement is fairly simple. Videos and images for TikTok ads can be square, horizontal, or vertical. The tool known as the Video Creation Kit, which offers video and image templates you can customize using your existing images, is the best part of the ads platform. There are also more than 300 options for free background music included.
The following ad formats are currently permitted on TikTok: brand takeovers, in-feed advertisements, and hashtag challenges.
Brand Takeovers
When a user opens TikTok, a brand takeover advertisement will appear right away. The advertisement may then be forwarded to an internal or external link, such as another TikTok video or a third-party website or app. This ad type is currently restricted to a single advertiser each day.
App for food delivery Earlier this year, Grubhub ran a video brand takeover advertisement:
In-Feed Ads
Depending on the type of product, in-feed ads are native advertisements that are either displayed at the bottom of naturally occurring TikTok videos or in the feed as part of the video queue. Additionally, these ads lead to your website or app. They are more affordable than brand takeovers because they typically cost $10 per CPM.
Here is an advertisement for an app that was visible while browsing the platform’s video library:
Hashtag Challenges
Create a sponsored hashtag challenge in collaboration with the TikTok marketing team to entice users to share content on the platform in support of your brand. The average challenge lasts six days.
#6: Optimize Your TikTok Ad
Use high-resolution images when creating brand takeover or in-app display ads because the visuals will fill the user’s entire screen and be very noticeable.
In order to make the most of your redirect link, concentrate on just one call to action (CTA). For instance, if you direct some website visitors to the download screen of your app when you ask them to download your app in order to access a coupon code, you run the risk of confusing some visitors.
You should be aware that TikTok ads give you very little room to describe anything in words. Ad descriptions are limited to 80 English characters, so if you’re promoting a more complicated good or service, use the Video Creation Kit to incorporate words into your display creative.
Place your most important creative components in the center of the screen to avoid clutter because all ad descriptions appear at the bottom of the screen.
As with most ad formats, it’s best to test out various targeting options and creative components before focusing only on the most effective subsets.
Pro Tip: Utilize the other integrated ad tools in addition to the Video Creation Kit. You can upload up to 10 images or 5 videos, 5 ad texts, and 1 CTA at the ad group level using the Automated Creative Optimization tool (demo below), which will then combine your creative assets into multiple ads. Throughout your campaign, it will test a variety of these ads in order to present your target audience with the winning combination.
Any URL you provide for a landing page will be used by the Landing Page to Video tool to capture high-quality image content, which will then be combined with music to create videos for you.
Conclusion
TikTok ads are simple to set up and master due to a broad selection of design and automation tools. Because the platform is so new, the lack of available instructions currently seems to be the most difficult aspect of advertising on the platform. The above step-by-step tutorial will assist you in navigating the interface and getting up and running quickly.
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