In 2024, TikTok is essential to any online marketing strategy. TikTok’s viral videos and trends have made it a shopping hub. Users are engaged and likely to buy products they find in ads. TikTok’s rapid growth offers brands a chance to connect with a vast, eager audience ready to shop.
TikTok is a prime platform for investing part of your ad budget to connect with Gen Z and Gen Alpha. Learn to create impactful ads. Use TikTok’s Ads Manager. Apply strategies to boost your ad spend return. Unlock the potential of TikTok advertising to engage these younger audiences effectively.
What are TikTok ads?
TikTok ads are paid videos. They blend into users’ feeds and match the platform’s short, fun style. They come in various formats. These include in-feed videos, branded hashtag challenges, and sponsored effects. They offer creative ways to connect with the TikTok audience.
TikTok ads let brands reach specific audiences by targeting demographics, interests, and behaviors. TikTok has a huge, growing user base. Your business can raise brand awareness and boost sales on this platform. It can also engage users. It’s dynamic.
What is TikTok Ads Manager?
TikTok Ads Manager is a tool for TikTok ad campaigns. It helps to create, manage, and optimize them.
TikTok Ads Manager has powerful tools. Use them to target your ideal audience and create engaging ads. Track performance and refine your strategies for the best results.
What brands should use TikTok ads?
TikTok ads are best for brands targeting a young, trend-focused audience. Its shopping features turn viewers into customers. This helps e-commerce businesses boost sales and engagement.
Who can advertise on TikTok?
To start advertising on TikTok, you must set up an account on TikTok Ads Manager. Advertisers must also follow TikTok’s advertising policies and community guidelines.
TikTok ads are available worldwide, though some areas are restricted. For instance, TikTok is banned in India, preventing businesses from advertising. Also, some countries restrict social media ads, including on TikTok, due to local laws.
- In the U.S., the FDA enforces strict rules on ads for health products. This includes prescription drugs and medical devices. Advertisers must ensure that their content adheres to these guidelines.
- In the UK, the ASA regulates ads for age-restricted products, like alcohol and gambling. Brands must ensure that ads are appropriately targeted and include relevant disclaimers.
- Advertisers targeting users in EU countries must follow strict data privacy laws, including the GDPR.
What are the benefits of advertising on TikTok?
Here are the benefits of advertising on TikTok:Â
The large, engaged user base
As of April 2024, TikTok is among the most popular social platforms. It has over 1.5 billion monthly active users worldwide, and users spend an average of 52 minutes a day on the app. This gives brands access to a vast, engaged audience. The majority of its users are young, so it’s a prime platform for brands targeting millennials, Gen Z, and Gen Alpha.
Creative, interactive ad formats
TikTok’s ad platform offers diverse, interactive formats. It includes video shopping ads for e-commerce brands to show products in action. Hashtag challenges invite users to take part. They help brands create viral content and boost awareness…
Precise targeting options
TikTok’s ads targeting features let you reach your ad audience precisely. You can target by demographics, interests, behaviors, device types, and more.
TikTok lets you build custom audiences. They are based on engagement with relevant content or hashtags. An eco-friendly beauty brand could target users who value sustainability and clean, self-care
Detailed analytics and reporting
TikTok’s ad platform has a flexible budget. So, it’s for businesses of any size. You can set daily or lifetime budgets for ad groups. You can also select bidding strategies that match your campaign goals.
TikTok has detailed analytics. You can use them to track your campaign’s performance in real time. This transparency allows you to fine-tune your ads for optimal return on ad spend.
How much do TikTok ads cost?
The cost of TikTok ads depends on several factors:
- Ad format. TikTok ad costs vary by format. Options include in-feed ads, brand takeovers, and branded hashtag challenges. Prices depend on placement and visibility.
- Targeting. Targeting a specific audience can raise costs. But, it can be worth it if it aligns with your ideal customers.
- Bidding strategy. TikTok operates on an auction system, where advertisers compete for ad placements. Your chosen bidding strategy, like CPC or CPM, affects your ads’ final cost.
- Competition. The competition within your industry can influence ad costs. When many advertisers target the same audience, prices tend to increase.
Types of TikTok ads
With experience on the platform, you can explore different ad formats. You can also optimize TikTok ads to better align with your brand goals:
TopView ads
TopView ads are in a prime spot. They are the first video users see when they open TikTok. These ads begin with a three-second takeover. Then, they switch to an interactive in-feed video. Users can engage by commenting, sharing, or visiting the brand’s profile.
TopView ads boost brand exposure and recall. They are perfect for new product launches and special events. They make a lasting impression on a wide audience. Although they offer prime visibility, these ads come at a higher cost than other formats.
In-feed ads
In-feed ads blend into a user’s TikTok feed. They look like native content and support videos or carousels of up to 60 seconds. With a call-to-action button, these ads can drive users to a landing page or app store. They effectively boost engagement, traffic, and conversions while targeting specific audiences.
Branded Hashtag Challenge ads
Branded Hashtag Challenge ads let brands launch custom hashtags. These should inspire users to take part and create content. Tapping the sponsored hashtag takes users to a landing page. It shows the brand’s videos and community-created content.
Partnering with creators can boost your Branded Hashtag Challenge. It will inspire their audience to join in. This format is great for boosting engagement and brand awareness. It does so by leveraging viral trends and challenges. It also builds community interaction.
Branded Effects ads
Branded Effects ads let brands create custom filters, lenses, and stickers. Users can add them to their TikTok videos. In-feed ads or Branded Hashtag Challenges can promote these effects. They boost visibility and drive engagement.
A cosmetics brand could make a Branded Effects ad. It would let users try on various lipstick shades with AR. This would inspire them to share their favorite looks. This approach gives users fun tools for self-expression. It allows brands to leverage TikTok’s interactive nature for a deeper connection.
Spark ads
Spark ads let brands boost existing organic content. This can be from their TikTok account or, with permission, from other users. By promoting high-performing videos, brands can tap into the appeal of user-generated content. They can also control the messaging and targeting. For example, a fitness influencer could boost a viral video of a brand’s yoga pants as a Spark ad. This would reach a larger, targeted audience.
Ecommerce ads
TikTok ecommerce ads aim to boost product discovery and sales on the platform. They offer various ad formats to suit different marketing goals.
- Video Shopping Ads show products in action. They have tags, descriptions, and prices. Users can browse and buy with a few taps.
- Video Shopping Ads with TikTok Shop integrate with TikTok’s ecommerce platform. They allow brands to create engaging, shoppable videos. These videos can feature product catalogs, customer reviews, and an easy checkout.
- LIVE shopping ads are interactive live streams. They let brands showcase products, engage with viewers, and answer questions in real-time.
How to create your first TikTok ad in 7 steps
TikTok Ads Manager has two campaign creation options. One is a simple version for small to medium-sized businesses. It’s easy to use and needs no technical knowledge. The other is a custom version for larger companies. It has advanced options like ad groups and bidding strategies.
1. Get a business account.
To use TikTok Ads Manager, you need a business account. Switching from a personal account is quick and free.
To switch to a business account, go to Settings and Privacy. Then, Manage Account and select Switch to Business Account. This upgrade provides analytics. They help you find the best posting times. It also adds features like a link in your bio.
2. Integrate TikTok with your Shopify store.
Shopify store owners can install the TikTok app. It automates ad creation and, in some countries, adds a shopping tab to their TikTok profile.
3. Open the TikTok Ads Manager.
TikTok optimizes its app for mobile. But use a desktop for your TikTok Ads account. It’s better. Simply go to ads.tiktok.com and log in with your business account.
4. Set your advertising goal.
In Simplified Mode on TikTok Ads Manager, you have four options for your ad campaign’s goal.
- Choose this option to direct potential customers to your website and boost traffic.
- Before your launch, build your TikTok presence and promote your brand. Focus on driving community interaction and engagement.
- This approach uses a contact form to capture viewer info. It lets you retarget potential customers and engage with existing followers.
- Select this option to boost website conversions. It will encourage visitors to take specific actions, not generate traffic.
5. Select your audience.
The next step in TikTok Ads Manager allows you to choose who will see your ads. You can choose “Automatic audience” to let TikTok select it. Or, use “custom audience” to set specific parameters.
In TikTok Ads Manager, you can target your audience by gender, age, language, and location. A slider in the top right corner of the page shows your audience size based on your selections.
You can target specific interests, like clothing, cooking, or pets. For example, coffee sellers can target “coffee” lovers. Skincare brands might choose “beauty.” You can also reach TikTok users by liking or commenting on their content.
Next, TikTok will ask if you want to show ads only on TikTok or also on Pangle, a “premium global publisher network.” This is per the ads manager.
6. Set your budget and schedule.
Set your daily budget, beginning at $5 per day or $70 for the campaign’s entire duration. You’ll also choose the campaign’s duration. Select “No end date” to keep it active until it achieves its purpose.
7. Create your ad and submit it.
Now comes the creative part of setting up TikTok ads. Next, you can select a TikTok video for your ad, or upload a new one. It will not appear on your main TikTok feed.
You can add a caption to your ad and set up a “Shop Now” button that links to your website.
After you click Submit, your TikTok ad will enter a review. It usually takes about 24 hours before it goes live.
If TikTok Ads Manager flags your ad, it will notify you via Ad Group. It will detail the reasons for rejection to help you avoid similar issues in the future.
While your ad is active, track its performance. This will help you find what works and improve future campaigns.
Effective strategies for creating engaging TikTok ads
Here are some other best practices to consider as you get the hang of advertising on TikTok:
Opt for a TikTok-native feel.
To connect with TikTok, create ads that feel user-generated, not branded. Use vertical videos shot on a mobile phone. Use popular TikTok fonts, sounds, and edits for a more authentic, engaging feel.
Use trending sounds and hashtags.
Use trending sounds and hashtags to boost your TikTok ads’ reach. Popular audio clips and hashtags can boost your ads’ visibility. They do this by tapping into ongoing conversations. Keep up with trends by browsing the For You page and monitoring what’s gaining popularity in your niche.
Start with an attention-grabbing hook.Â
It advises grabbing attention in two seconds to stop users from scrolling. She recommends spending 90% of your efforts on a powerful hook, which is the most crucial part of the ad. The rest of the ad should get only 10%.
Leverage user-generated content.
Your customers or fans create user-generated content (UGC). It is a valuable tool for boosting authenticity.
Explains that people prefer buying from relatable, authentic individuals rather than impersonal ads. TikTok thrives on honest community feedback and sharing loved products. So, ads should feel natural and not look like traditional ads.
Encourage customers to make TikTok videos showcasing your products. Consider a branded hashtag challenge to boost user-generated content for your ads.
Partner with influencers.
Partnering with TikTok influencers can expand your reach. It can also boost your ad campaigns’ credibility. For effective collaboration, strive to balance their creative freedom with clear brand messaging.
Brands often err on TikTok by not giving creators a clear, detailed brief. She stresses sending creators a short list. It should cover the required angles, unboxings, and testimonials. It should also include visual examples to show the desired ad style, lighting, and scripts.
Give influencers a brief detailing the campaign goals, key points, and specific guidelines. They know their audience well. Yet, giving full creative control may not yield the best results.
Provide a compelling offer.Â
TikTok’s younger, price-conscious audience loves discounts. They work well to grab attention and boost sales.
Suggest using a strong offer or time-sensitive deal to boost click-through rates. Mentioning discounts, like 15% off, creates urgency. It resonates with TikTok’s price-conscious users.
Faqs
What are good TikTok ad conversions?
TikTok ad conversions vary by campaign goals. A strong rate means your ads resonate with your target audience. Engaging ad content, precise targeting, and clear calls to action can improve conversions. Working with influencers or leveraging trends can also enhance ad conversions on TikTok.
What is the average ad cost for TikTok?
The cost of TikTok ads depends on factors like targeting, ad format, and bidding strategy. TikTok lets you set daily or total campaign budgets. You can use its flexible options to fit your needs. Budgeting with precision can maximize your ROI on the TikTok ads platform. It’s part of your global marketing strategy for TikTok.
How can I improve my ad performance with AdsTikTok?
To boost ad performance on TikTok, make authentic content. Use trending sounds and hashtags. Also, consider partnering with influencers. Following TikTok ad best practices can boost engagement and results. Use clear calls to action and compelling offers.
What tips does the TikTok Global Marketing Director suggest for ad success?
TikTok’s global marketing director often emphasizes authenticity, creativity, and engagement in ads. Brands can boost visibility on TikTok by using user-generated content, influencer partnerships, and trends. This can boost conversions and make ads more appealing to the platform’s users.
Conclusion
In conclusion, TikTok is a vibrant platform. It lets businesses reach a large, engaged audience. Its unique ad formats and targeting options let brands connect with users. Its creative options enable authentic, impactful engagement. Businesses can optimize their ads and get results. They can use trends, strong calls to action, and the platform’s best practices. TikTok’s ads can boost conversions, brand awareness, and web traffic. Use them to elevate your marketing.
