In the space of a few years, TikTok has secured more than one billion users worldwide. TikTok is also the second-most downloaded app of 2019. In early 2019, TikTok Launched a beta version of its advertising platform. Since then, big names like Nike, Fenty Beauty & Apple Music have used TikTok ads to promote products in a unique & visually more compelling way.


It should be no surprise that advertisers have started to see the capability of the TikTok Advertising. Before putting your time & efforts into TikTok advertising, here are two questions you have to ask yourself to decide whether this advertising platform is directly for your business or not and another is What is the target Demographic for Your Business?

Many big brands like Nike, Disney & Grubhub have quickly started to advertise on TikTok to drive impressions so TikTok advertising may be more expensive for smaller businesses. TikTok campaigns require a minimum investment of $500. If you’re looking for more affordable and predictable advertising options then TikTok advertising is not a great fit for your business.

If you are new for TikTok advertising for your business, here’s how to get started.

1. Create a TikTok Ad Account 

To create your first ad campaign, visit the TikTok Ads home page & click on the Create an Ad button. When you click the button, a form pops up requesting details like basic contact details, Timezone, region to set up your account. After you submit this information, a representative will get in touch with you to set up your TikTok Ads account.

Source- Tiktok

It can take up to 48 hours to receive your account. Once you do, the process for creating ads is relatively straightforward.

2. Create a TikTok Ad Campaign

Like any other social media campaign, we need to create campaigns with different objectives like Traffic, Conversions & App Installs. 

To set your budget at the campaign level, under-setting, select either the Daily Budget or Total Budget option but keep in mind that both the budgets must be at least $500.

3. Set Your TikTok Ad Placements, Details, and Targeting

Create an ad group for your campaign & choose your placements & targeting. One of the most useful features of the TikTok Ads is that it allows you to select the exact platforms you’d like to run ads on. These include not only TikTok but also apps like Vigo Video (India only), BuzzVideo, News Republic & others. Like any other social media, there’s also an option for automatic placements, where TikTok determines where your ad would perform best and places it there.

Fill up all the targeting details which include your targeting audience, Location, Age, category. You can also create a custom audience by uploading the IDs of existing TikTok users.

4 .Control Your TikTok Ad Spend, Duration & Goals

The budget is the total amount of money you are willing to spend on running TikTok Advertising. 

For campaigns, both daily budgets and total budgets must exceed 50 USD. 

For ad groups, daily budgets must exceed 20 USD. Lifetime budgets will be calculated as the minimum daily budget (20 USD) × scheduled days. 

Point to remember – The values shown are in USD. When submitted, the charges will automatically be converted into your choice of currency. 

You can schedule the duration for your ads. It also allows you to select specific times of the day or week on which to run your ad. Your choice of ad delivery method determines the delivery speed of your ad and the velocity of your budget spend. You may choose between the “standard” or “accelerated” delivery types. Details on the differences between the two are provided below.

Select Your Optimization Goal

Your goal is the key metric you’re hoping to achieve with your campaign. You can choose to optimize your ad group for Conversion, Click, or Impression & your bidding will be optimized based on the goal you select.

You can create conversion tracking. If you want to set up conversion tracking for certain elements of your landing page via pixel. 

Currently, TikTok Ads provides 4 different bidding methods:

A – Cost per Click (CPC)

This means your bid is the cost you are willing to pay per click.

  • Calculation: Total cost / Total click
  • Billing Event: Charged by click
  • Applicable Advertising Object: Traffic, App Installs, Conversion

B – Optimized Cost per Click (oCPC)

This means your bid is the cost you are willing to pay per result.
Note: You set your bid for how much you are willing to spend per result (conversion), but your actual billing is based on clicks, not results.

  • Calculation: Total cost / Total result
  • Billing Event: Charged by click
  • Applicable Advertising Object: App Installs, Conversion

C – Cost per Mille/Thousand Impressions (CPM)

CPM means your bid is the price you are willing to pay for one thousand impressions.

  • Calculation: (Total cost / Total impressions) * 1,000
  • Billing Event: Charged by impression
  • Applicable Advertising Object: Reach

D – Cost per Thousand Views (CPV)

Cost per thousand views means your bid is the price you are willing to pay for per one thousand 6-second or 2-second video views. 

  • Calculation: Total cost / Total video views * 1000
  • Billing Event: Charged by 2-second video views, 6-second video views, or video completion
  • Applicable Advertising Object: Video View

5 -Design Your Ad Using TikTok’s Video Creation Kit

Video Creation Kit tool is used to make creating video ads faster & easier. With this tool, we can simply create a video ad by selecting a template & uploading your existing photo assets, text, and logos. The Video Creation Kit currently offers eleven customizable templates including eight vertical and three horizontal templates. This tool turns media into an awesome video to use as an ad & it requires zero video editing skills. Better video, better ad performance. 

TikTok ads currently allow the following ad format: Brand takeovers, In-feed ads, hashtag challenges, Branded Lenses & Custom Influence Package.

  • Brand takeover: Brands takeover will allow the use of Image, GIF or video ads format. A brand takeover ad will appear instantly when a user opens TikTok. When a user will click on the ad, it will be redirected to an internal or external link either any other video on TikTok or an external website or app. Currently, this ad type is limited to one advertiser per day.
  • In-feed native video: TikTok Ads appear in the native news feed of TikTok on the For You page. Vertical 9-15 second video ads that show up on the For You page.

  • Hashtag challenge: Hashtag challenge ad will appear on the Discovery Page. It allows users to create sponsored hashtags & encourage users to generate content, engage users and attract influencers.

  • Branded lenses: Ad appears as branded lenses, stickers. It also allows to create 2D or 3D lenses that users can try out for themselves in the videos.

  • Custom Influence Package – Ad appears as part of sponsored content created by a TikTok user with influence in your market. 

6- Optimize Your TikTok Ad

Ensure you use high-resolution images because the ad’s visuals will display over the user’s entire screen. Focus on CTA (Call to Action). For ad copy, TikTok provides very little space to explain anything and it is limited to 80 characters. 

Pro Tip – In addition to the Video Creation Kit, you can use other built-in ad tools. At the ad group level, the Automated Creative Optimization tool. It allows you to use up to 10 images or 5 videos, 5 ad texts, and 1 CTA and will then combine your creative assets into multiple ads. These will help you to create ads more efficiently and effectively by automatically finding high-performing combinations of your creative assets for the target audience.

The Landing Page to Video tool will help you to create high-quality video ads from your landing page. It will capture high-quality images of your landing page & then combine them with TikTok Ads copyrighted music library to generate amazing video ads.

Conclusion – 

TikTok Advertising is still in the experimental stage. Brands can really hope to achieve with it: experiment. At this stage, TikTok is an exciting network for brands in certain niches, targeting a certain kind of audience. 

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