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How to run TikTok Ads: Your Comprehensive 2023 Guide

TikTok, the dynamic and swiftly expanding social media realm, transcends mere dance challenges and catchy tunes. It stands as a fertile ground for advertisers seeking to tap into its vast user base. Boasting the potential to reach 884.9 million individuals over the age of 18, TikTok ads signify a compelling opportunity, particularly considering that the average TikTok user invests nearly 20 hours per month on the app.

Understanding TikTok Ads

What are TikTok Ads? How to run TikTok Ads? TikTok ads manifest as promoted content, predominantly full-screen videos, for which brands or creators remunerate to display to a specified target audience. They serve the purpose of disseminating brand awareness, endorsing a product or service, or presenting exclusive TikTok deals. The structural hierarchy of TikTok ads comprises TikTok Ads (individual advertisements), TikTok Ad Groups (collections of ads), and TikTok Campaigns (assemblages of ad groups).

Types of TikTok Ads

1. In-feed Ads:

  • Generated via the TikTok Ads Manager interface.
  • Seamlessly embedded within users’ feeds, akin to regular TikTok content.

2. Spark Ads:

  • Enhance organic content visibility from any user’s TikTok account.
  • Allows duetting or stitching, fostering increased interaction.

3. Image Ads:

  • Static images featuring a brand or app name and ad text.
  • Exclusive availability through the Global App Bundle and Pangle Placements.

4. Playable Ads:

  • Mini-games designed to elevate engagement.
  • Currently accessible in select countries.

5. Shopping Ads:

  • Encompasses Video Shopping Ads, Catalog Listing Ads, and Live Shopping Ads.
  • Tailored for promoting and facilitating product sales.

6. Carousel Ads:

  • Exclusive to TikTok’s news feed app series, BuzzVideo.
  • Permits advertisers to present up to 10 images, each accompanied by a caption.

7. Pangle Ads:

  • Orchestrated through the TikTok Audience Network.
  • Reserved for managed brands collaborating with a TikTok sales representative.

8. Managed Brands Exclusive:

  • TopView ads: Full-screen takeovers upon users opening the TikTok app.
  • Branded Hashtag Challenge: Stimulates user-generated content around a designated hashtag.
  • Branded Effects: Encompasses stickers, filters, and special effects, promoting brand interaction.

TikTok Ad Specs

To ensure optimal visibility and impact, adherence to the following specifications is imperative:

  • Aspect ratio: 9:16, 1:1, or 16:9 (9:16 is recommended).
  • Minimum resolution: 540x960px, 640x640px, or 960x540px.
  • Video file type: .mp4, .mov, .mpeg, .3gp, or .avi.
  • Video length: 5 to 60 seconds (9 to 15 seconds recommended).
  • Video file size: Maximum 500MB.

How Much Do TikTok Ads Cost?

The costing dynamics of TikTok ads are contingent upon the bid within the auction model. TikTok provides four bidding methods:

  1. CPV (Cost Per View): Ideal for augmenting views on your video.
  2. CPM (Cost Per Thousand Impressions): Maximizes impressions for expansive reach.
  3. oCPM (Optimized Cost Per Thousand Impressions): Targets users more predisposed to complete a specific action.
  4. CPC (Cost Per Click): Optimal for product sales, app installs, and profile visits.

Setting Up a TikTok Ad Campaign

Embark on the journey of setting up your TikTok ad campaign through the following steps:

  1. Create a New Campaign:
    • Select an objective (Awareness, Consideration, or Conversion).
    • Assign a name to your campaign, specify a budget, and configure optimization settings.
  2. Create an Ad Group:
    • Provide a name for your ad group and define audience targeting.
    • Set content exclusions, budget, schedule, and bidding optimization.
  3. Submit Your Ad:
    • Upload creative content, determine the destination page, and configure tracking if deemed necessary.
    • Submit your ad for TikTok’s meticulous review.

TikTok Ads Examples

Delve into real-world applications of TikTok ads with these diverse brand campaigns:

  1. StarStable Entertainment’s In-Feed Ads:
    • Elevated in-app registrations using attention-grabbing lines and culturally tailored content.
  2. SEEQ’s Spark Ads:
    • Leveraged Spark ads to amplify organic content, showcasing behind-the-scenes and product-focused narratives.
  3. NEST New York’s Black Friday Ads:
    • Leveraged TikTok’s catalogue ad feature for promoting products and facilitating swift consumer purchases.
  4. L’Oréal’s Influencer Marketing:
    • Orchestrated an influencer-driven campaign using the #TikTokMadeMeBuyIt hashtag, resulting in unprecedented sell-out rates for L’Oréal.
  5. SweeTARTS’s Branded Film Festival:
    • Fostered brand recognition through a branded film festival, enticing users to generate their own content.

TikTok Advertising Best Practices

  • Capture Attention Early:
    • Acknowledge the brief attention spans by captivating the audience within the initial 3 seconds.
  • Adhere to TikTok’s Specs:
    • Conform to image and video specifications for a polished and professional appearance.
  • Update Ads Regularly:
    • Mitigate ad fatigue by refreshing ad content every 7 days.
  • Utilize TikTok’s Ad Library:
    • Leverage the Ad Library for inspiration, trend identification, and insights into keywords and top hashtags.
  • Place Important Info in the Middle:
    • Counteract potential cut-offs by ensuring critical details are centered on the screen.
  • Localize Your Ad Language:
    • Enhance effectiveness by tailoring your ad’s language to resonate with the target audience.

TikTok Ads FAQs

How do TikTok ads work?

  • TikTok ads operate through a payment model where advertisers bid for video ads to appear in users’ feeds. Advertisers set their bid based on optimization goals such as likes, impressions, or views.

How much are ads on TikTok?

  • The minimum campaign-level budget stands at $50 USD per day, with bidding methods like CPV, CPM, oCPM, and CPC influencing overall costs.

Are TikTok ads worth it?

  • According to TikTok Marketing Science, users are 1.5x more likely to make immediate purchases on TikTok compared to other platforms. With a well-crafted strategy and competitive bids, TikTok ads can yield significant returns on investment.

In conclusion, delving into the realm of TikTok ads necessitates a concoction of creativity, strategic planning, and an acute understanding of your target audience. As the platform continues to evolve, staying abreast of the latest trends and features will be paramount for maximizing the potential of your TikTok ad campaigns.

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