TikTok ads

Guide to TikTok Advertising

TikTok ads

Why TikTok Advertising?

TikTok ads are essentially favored by Gen Z, but more older users have started jumping on the platform in 2020. During Q1 2020, the share of 24–34-year-olds on the platform increased from 22.4% to 27.4%. At an equivalent time, the 35–44-year-old demographic increased from 13.9% to 17.1% (Comscore). With such a broad range of ages represented on the platform, it’s an honest chance that your audience is on there.

TikTok’s content consists of 15–60-second videos. This format means ad spots are at a premium since they aren’t likely to urge lost during a sea of competing for ads as they will on other platforms. And TikTok has an easy-to-use self-service advertising platform that creates a breeze to make an enticing advertising campaign.

As with any advertising platform, TikTok advertising isn’t for all brands. It’s important to think about your audience and determine if they’re using the platform (remember, it’s largely dominated by Gen Z and Millennial audiences). If your target demographic is Baby Boomers, TikTok advertising isn’t for you.

Let’s take a better check out a number of the key benefits of TikTok advertising.

Effective Reach and Engagement

TikTok’s audience spans quite 150 countries and it’s one among the foremost downloaded apps worldwide in 2020. Plus, TikTok ads are often placed on the platform’s other products, too.

Transparent Measurement & Trusted Data Partners

TikTok includes measurement tools so you’ll track your ads’ performance. almost like Facebook, TikTok uses a tracking pixel to watch your ad performance and measure results by tracking the behavior or your website visitors.

Targeting Your Potential Customers Precisely

TikTok allows you to target just the proper audience using age, gender, location, interests, and more. 

you’ll also create custom audiences and lookalike audiences to succeed in people like your existing customers.

TikTok Ads Manager Overview

TikTok Ads Manager has all the tools you would like to make, launch, manage, and track your TikTok advertising campaigns.

during this section, we walk you thru each section of the TikTok Ads Manager. If you’re new the platform, take a glance at our TikTok marketing guide.

On the dashboard, you’ll get a summary of your TikTok ad data and be ready to track performance changes. You’ll find information associated with active campaigns, ad budget spends, ad performance over time, and more.

On the Campaign page, you’ll be ready to see all of your campaigns, ad groups, and ads and manage them. By clicking the Create button, you’ll create a billboard immediately.

This section of the TikTok Ads Manager is where your ad resources are held. Here you’ll find everything you would like to make or manage ad creative, audiences, pixels, and more.

In the Reporting section of the TikTok Ads Manager, you’ll be ready to create custom ad reports or create reports using one among the included pre-defined templates. you’ll run reports on the fly or schedule reports to be delivered when and where you would like them.

Create a TikTok advertising campaign
The first thing to try to once you want to run a billboard on TikTok is to make a campaign and your campaign objectives. you’ll choose between different objectives like app installs and traffic. to make a TikTok ad campaign:

1- Choose your campaign objective
2- Set your campaign budget
Set up a Campaign
Sign up for a TikTok Ads account and log into the TikTok Ads Manager. to make a billboard, click Campaign > Create:

TikTok ads

Choose the proper Objective
What are your business goals? does one want to extend traffic to your website? Drive conversions? Get more people to see out your video content? Your objective is what you would like viewers to try to once they see your ads. For TikTok ads, those objectives are often in one among three categories: awareness, consideration, or conversion.

TikTok ads

Set Up a Campaign Name & Budget

Your campaign budget is the amount that you’re willing to spend on running your ads. Once you hit your budgeted amount, your ad will stop being served. Setting a budget helps you retain tabs on your marketing budget, control delivery of your ad, and measure ad performance. There are 3 budget choices:

No Limit: With a vast budget, there won’t be any restrictions on your ad delivery at the campaign level.

Daily Budget/Lifetime Budget: Ad delivery is restricted by the daily or total budget at the campaign level. This limits the daily spending or total spending of all the ads within your campaign.

TikTok ads

Each TikTok campaign you create can have multiple ad groups, making it easy to optimize ads and measure performance. Let’s take a glance at the way to create a billboard group in TikTok Ads Manager.

Create a billboard Group
With TikTok advertising, you’ll found out ad placements, target audiences, budgets, schedules, goals, and bids for every ad group. Here’s the way to found out a billboard group in TikTok Ads Manager:

Choose your ad placements
1- Fill in your ad details
2- Set an audience
3- Set up a budget and schedule
4- Choose your optimization goals and bidding method

Set up a billboard Group
After creating a campaign, your next step is to line up your ad group. As we mentioned, you’d be ready to choose ad placements, fill in ad details, and set your audience, budget, schedule, bidding method, and delivery type.

Step 1: Placements

You can either choose your own ad placements or choose Automatic Placements to possess TikTok to optimize your ad delivery across all placements. Not all placements are available everywhere. Here’s an inventory of placements and available locations.

TikTok ads

Step 2: Add Details

The Ad Details section is where you’ll fill out all the small print associated with the landing page or app you’re promoting.

  • Promotion Type: counting on your campaign objective, you’ll choose either app install or website.
  • Display Name: Here’s where your name or app name goes.
  • Profile Image: The profile image is shown to your audience together with your ad.
    Category: Choose the ad category that describes your promotion to urge the foremost from the advertising optimization model.
  • Ad Tags: Add up to twenty tags to explain your website or app. TikTok’s algorithms will use the tags as keywords to match your ads to the acceptable audience.
  • User Comment: If you don’t want users to be ready to discuss your ads set this to off.
  • Video Download: If this is often turned off, viewers won’t be ready to download your video ads.
TikTok ads

Step 3: Creative Type

TikTok offers automated creative optimization. When this feature is turned on, TikTok will automatically generate combinations of your creative assets (images, videos, ad texts) and deliver the highest-performing combinations.

Step 4: Targeting

TikTok offers several options for creating or excluding custom and lookalike audiences. Plus, you’ll narrow your audience by demographics and device options like age, OS, gender, carrier, interests, and more.

Step 5: Budget & Schedule

After you’ve set targeting for your ad, it’s time to line your budget and schedule.

Budget: you want to set a daily budget of a minimum of $20 regardless of if you select Daily Budget or Lifetime Budget.

Schedule: TikTok allows you to set a start and end time for your ads, set a date range, or continuously run your ad once you’ve set it to run.

Dayparting: With this feature, you’ll choose certain time periods throughout the day to point out your ads. you’ll go really narrow with just a half-hour all the high to 24 hours. If you select All Day, your ads will run throughout the day, but choosing Select Specific deadlines your ads to those times during your scheduled campaign.

Step 6: Bidding & Optimization

With TikTok ads, you’ll choose your bidding and optimization options, using third-party tracking to watch ad performance, if you would like.

  • Optimization Goal: With certain campaign objectives, your optimization goal is going to be set by default. Otherwise, you’ll have the choice of optimizing for conversions, clicks or reach.
  • Billing Event: TikTok automatically sets billing events that supported your chosen optimization goal. For reach, your ads are going to be billed as CPM (Cost Per Mille). For clicks, you’ll be billed supported CPC (Cost Per Click). And, for conversions, you’ll have the CPC (optimization Cost Per Click) bidding method and pay via CPC.
  • Smart Optimization: Activating Smart Optimization allows TikTok to optimize conversion events and use smart delivery of your ad.
  • Bid Strategy: Standard Bid mode offers stricter control of your cost per result therefore the monetary value per result stays within your bid.
    Bidding: Set what proportion you’re willing to pay per click, conversion, or per thousand impressions and TikTok’s algorithm will deliver your ads accordingly.
  • Delivery Type: With Standard delivery, your ad budget is going to be spent evenly during the scheduled campaign time, but with Accelerate, your ad budget is going to be spent as quickly as possible.

You can have one ad or multiple ads within each ad group. This allows you to compare the delivery of various ads and optimize supporting their performance. If you’re wondering what proportion advertising on the platform will set you back, inspect our article about the value of TikTok ads.

Create Your TikTok Ad
Now that you simply have your campaign and ad group found out, it’s time to make your TikTok ad. These are what you’ll be showing to your audience and maybe within the sort of images or videos. you ought to also include copy and a robust call to action. Here’s the way to create a TikTok ad:

Upload images or videos
Add ad copy and call-to-action buttons
TikTok Ads Manager includes video creation and editing tools that make it very easy to make high-quality, engaging ads albeit you don’t have video editing experience. If you would like something a touch more high-level, inspect these TikTok video editing apps.

Let’s rehearse the method of making a billboard on TikTok.

Set up a billboard
TikTok makes it very easy to make ads by uploading your own edited videos or images, or by designing ads within TikTok Ads Manager using the included video creation tools. Available ad formats and specifications will vary counting on the placements you select.

Step 1: Add Creative

TikTok ads

Start by choosing your ad format (either Image or Video). The TikTok ad placement only supports video ads. Images are available to settle on because they will be used on TikTok’s News Feed apps. you’ll upload media to your ad by adding it from your computer, choosing it from your existing TikTok library, creating a replacement video, employing a video template, or using Smart Video. With Smart Video, TikTok analyzes your media to make edited videos.

Step 2: Choose a cover

Once you’ve uploaded your video, you’ll want to settle on a canopy photo by clicking Customize Video Thumbnails. supported the length of your video, TikTok will show up to eight frames for you to settle on from. you furthermore may have the choice to upload your own custom cover photo.

Step 3: Preview Your Creative

Now that you’ve got your ad creative set, it’s time to preview it. Ad previews aren’t device-specific; the particular ads are going to be adjusted counting on device and network conditions. TikTok recommends previewing ads on your actual device to urge the simplest idea of what they’re going to appear as if.

Step 4: Enter Ad Name

Name your ad something that creates it easily identifiable to you. This name is for internal reference, so it won’t be seen by viewers.

Step 5: Enter Ad Text

Enter the text which will appear above your ad. TikTok supports 12–100 English characters and 6–50 Chinese or Japanese characters (including punctuation and spaces). you’ll not use emojis, French braces, or hashtags. If your text is just too long it’s going to not display correctly on certain screens, so make certain to preview it!

Step 6: Add Call-to-Action

The final step to making your TikTok ad is adding a call-to-action for your ad. TikTok features a few options to settle on from:

Download Now
Learn More
Shop Now
Sign Up
Contact Us
Apply Now
Book Now

Once you’ve chosen your call-to-action, click the Submit button to make your ad. you’ll create another ad directly by clicking the Add button. you furthermore may have the choice to repeat and existing ad or Delete the ad you only edited.

Track Ad Performance

Congratulations! You’ve created a TikTok ad. Now it’s time to trace its performance. Fortunately, TikTok has the tools you would like right within the Ads Manager. You’ll get a view of the general data across your advertising campaigns from the Dashboard page. For details, you’ll definitely want to probe the info provided on the Campaign page.


TikTok ads

The Dashboard is where you’ll get up-to-date information on overall ad performance, ad spend, and therefore the status of all of your TikTok advertising campaigns. Here you can:

  • Monitor operation logs from Today’s Spends area
  • Check the status of all campaigns, ad groups, and ads
  • View performance metrics by different dimensions (including gender, OS, dayparting, etc.)
  • Download and export data


On the Campaign page, you’ll be ready to see the small print for your campaigns, ad groups, and ads, as we mentioned.

TikTok also gives you alternative ways to filter, customize, and consider your data.


Filter by different criteria so you’ll view data for less than the campaigns you would like to seem at. you’ll change criteria easily or combine criteria for highly customized reporting. And, you’ll save custom filters for even easier access.


TikTok allows you to set Custom Columns so you’re only seeing the info you would like to ascertain. you’ll also drag and drop columns to vary how they seem and save your custom column view for straightforward access.

Viewing Data

By clicking View Data under each campaign, ad group, or ad, you’ll inspect the performance data and audience analysis for a custom period of time and selecting daily or hourly data. a number of the info dimensions you’ll report on include cost, impressions, clicks, conversions, CTR, conversion rate, CPC, CPM, and conversion cost. From the Breakdown tab, you’ll see performance supported audience segments.

Get Started With TikTok Advertising

TikTok advertising isn’t much different from the opposite social media platforms you’re wont to advertising on. With its self-service Ads Manager, TikTok has an easy-to-use advertising platform that takes no time in the least to find out and use effectively.

Made it through the article and still don’t think you’ll handle TikTok advertising on your own? Here are the highest TikTok marketing agencies who will roll in the hay for you!