Until recently, TikTok was considered just a Gen Z app. Now, TikTok has gained more popularity outside of Gen Z circles and advertisers are beginning to spot the app's potential. This step-by-step guide will help you get the best marketing results with TikTok advertising.
TikTok recently announced that the app reached the 1 billion active subscribers mark in September, outpacing Twitter and Snapchat. This means that TikTok ads now reach about 700 million adults (18+) users throughout the world.
When used strategically, TikTok advertisements help you connect with one of the most lucrative and hard-to-reach demographics: Gen Z, the young and dynamic audience that enjoys excellent content. However, with such a new marketing platform, knowing how to use it effectively might be challenging. We'll cover the steps involved with advertising on TikTok to make it as easy as possible for you.
TikTok advertising may prove to be a worthwhile investment for brands whose primary target audience is Gen Z. This is because 50% of TikTok's global viewership is under the age of 34, with 26% between the ages of 18 and 24.
It's also worth noting that 90% of TikTok users use the app many times each day and spend an average of 52 minutes per day on it. As a result, TikTok is the most effective channel for companies to build an excellent audience engagement.
Suppose your company caters to women, especially those aged 18 to 25. In that case, TikTok advertisements can give you an excellent return on ads spent because females aged 18 to 25 are the most active users on TikTok. TikTok ads are also ideal for advertisement if your business targets an international audience due to TikTok's global availability in 150 countries and 70 languages.
TikTok advertisements work best if your target audience consists of young adults. If your business serves individuals over 50, this app might not be the best choice for you.
Unlike Facebook, where you can start a campaign with just $ 1, TikTok advertisements are pretty expensive. TikTok needs a minimum of $ 500 for overall campaigns and $ 20 for ad groups for self-service commercials. This bare minimum allows you to see results and guarantee that your ads effectively achieve your goals. TikTok isn't the most excellent pick if you're searching for low-cost advertising solutions with reliable results.
In-Feed Ads
TikTok In-feed advertising is video adverts that appear while users scroll through the "For You Page" in the native news feed. Users will be less likely to ignore a full-screen in-feed ad if it is beautiful. In-Feed video advertising might last anywhere from 9 to 15 seconds.
To enhance conversions includes a compelling call-to-action. Your call to action could be a link to your website, a link to your online shop, or a link to a landing page. A great call to action will help increase subscriptions to your service. Users can also like, comment, share and interact with TikTok advertising videos using In-feed adverts.
TopView
Take advantage of TikTok's great ad real estate to put your business in the spotlight. When users first enter TikTok, TopView ads show at the top of the For You feed, grabbing their attention. With auto-play and sound, it plays up to 60 seconds of full-screen video.
TopView is ideal for brand awareness campaigns since it ensures an extensive reach and a high number of impressions. Brands could take advantage of this prominent placement by creating a compelling video that creates a lasting impression.
Branded Effect Ads
On TikTok, brands may design custom sharable stickers, filters, and unique effects. It reminds me of Snapchat's branded lenses. This option offers several prominent advantages, including the lack of a language barrier and the fact that it is fundamentally visual. These can become viral on their own, or marketers might pay followers to generate content with a custom filter in exchange for a shout-out or a gift.
TikTok Brand Takeover
TikTok is a large-format ad that appears when the app is opened. Only one advertiser can use it per day. TikTok Brand takeover is excellent for building widespread awareness and boosting purchases because the advertising appears in front of the correct demographic.
TikTok Brand takeover commercials appear when users launch the TikTok app and take over the screen for a few seconds before transitioning to an In-feed video ad. It allows marketers to direct traffic to both internal and external landing pages. Brand Takeover ads have 100% Share of Voice, which means users will not see another Brand Takeover that day.
Branded Hash Tag
Another popular TikTok ad is the branded hashtag. It entails inviting consumers to videotape themselves doing something related to the product, like dancing, and then sharing it with a specific hashtag. The advertisements appear at the top of the search results page.
Advertisers may use branded hashtag challenges to increase not only brand awareness but also conversions. When a user clicks on a sponsored hashtag, they are directed to a TikTok landing page that includes the brand's logo, a link to their website, an explanation of the challenge, and the most popular videos using that hashtag.
Step 1: Create a TikTok Ads Account
Click "Get Started" on the TikTok Ads homepage.
When you click the link, a form appears, asking for information to help you set up your account. Create an account by providing the location of your business, selecting a business or a personal account, and clicking next.
Fill out your email address, password, and verification code on the next page. Then click on the agreement box to agree to the TikTok advertising terms and conditions. You are now ready to create your TikTok advertising campaigns.
TikTok's advertising is divided into three categories: campaigns, ad groups, and ads. Ad groups and advertising are functions inside a campaign, while a campaign is a total activity.
Step 2: Create a TikTok Ad campaign and set it up
The step-by-step procedure for creating a campaign is outlined below.
a. Click the " Create " button under the " Campaigns " tab to create an Ad campaign.
b. Decide on your campaign's goal: This is the action you want consumers to take after seeing your advertisements. As a result, you must select the appropriate aim to achieve the intended outcome for your campaign, whether you are looking to drive traffic, conversions, or app installs.
For example, if you want to increase the number of visits to your website, the best objective to choose is "traffic. As seen above, all campaign goals are divided into three categories: awareness, consideration, and conversion. You can only create 999 campaigns in a TikTok account.
Step 3. Create an Ad Group
Ad placements, audiences, target audiences, campaign budgets, optimization targets, timeline, and bids are all specified at the ad group level. Follow the following steps:
a. Choose your ad placements
On TikTok, ad placement refers to where your ad will show. You may either tell TikTok where to put your adverts or let TikTok choose the optimal location for you. Automatic placement is when you let TikTok choose your placement for you. The system will assist you in optimizing your ad delivery across various places to meet your campaign's stated goal.
b. Select your desired Ad creative
The automated creative optimization function automatically allows you to construct combinations of your creative assets to give only the highest-performing combinations. Images, instructional films, and commercial texts are among the campaign's creative elements.
c. Choose your targeting
You may customize your targeting by targeting users based on demographics. Location, gender, age group, language, and category of interest are all factors to consider. You can construct a bespoke audience if you wish to target a more specific audience group. You can also submit a CSV, ZIP, or TXT file with the IDs of the persons you want to target to TikTok or design a specific audience based on metrics like interaction, app activity, and website traffic.
d. Decide on a Budget and Schedule
This might be a short-term or long-term budget. Whether you choose Daily Budget or Lifetime Budget, you must create a daily budget of at least $ 20. TikTok allows you to select a start and end time for your advertisement, as well as a date range and whether or not your ad will constantly run once it has been scheduled to run. You can specify specific periods in a day using the dayparting option. This can take anywhere from 30 minutes to 24 hours.
e. Decide on a Bidding Strategy and Optimization Goal
Your optimization goal will be determined by default if you select specific campaign objectives. You can optimize for conversions, clicks, or reach if you don't want to optimize for anything else. First, decide whether you want to optimize for conversions, clicks, or reach. Your campaign's objective may determine this aim.
After that, decide on your bidding strategy. You need to understand the following to choose the right bidding strategy.
Bid Cap: Maximum amount paid per click (CPC), per view (CPV), or for every 1,000 impressions (CPM).
Cost Cap: The CPM's average cost per result should fluctuate between the stated bid amount and the set bid amount but average out at the set bid. Optimized CPM's average cost varies depending on the bid amount and the specified bid, but it will average out at the set bid.
Lowest Cost: Ad groups are budgeted to produce maximum results at the lowest possible cost.
Within each ad group, you might have a single ad or many ads. This allows you to analyze how different adverts are delivered and improve based on how well they function.
Finally, decide whether you want a standard or rapid delivery. Standard delivery evenly distributes your spending over the campaign's specified days, whereas accelerated delivery spends your budget as quickly as possible.
Step 4: Create your Ad
It's simple to make an ad on TikTok. All you have to do is submit your images or videos and use the TikTok ad manager's capabilities to create eye-catching commercials in minutes. Image and video advertising are the two sorts of adverts you may make on TikTok. TikTok has a 20-ad restriction per ad group. Make sure to follow the specified ad parameters for the best results.
a.Type the ad name in the appropriate column
This will assist you in identifying your advertisements.
b. Select an ad format
TikTok gives you the option of choosing between two options: image or video. However, TikTok is now the only place where you can make video adverts.
c. Fill in the information for your ad
You can either upload your images or use images from prior advertising. You have the option of making a new video. Select "use video template" or "smart video" to begin creating a new video. Choose a video thumbnail to use as your video ad's cover photo. You can either create a new one or select from your video's pictures.
d. Fill in the wording and URL that will appear alongside your ad.
If traffic is your major campaign goal, this comprises the display name, content, call to action, profile image, and the URL of the website you wish to direct traffic to. When you're done, click "submit" to finish the ad creation process. The ad review procedure will begin as a result of this. Your ad will go online once it has been approved.
e. Track your performance
To track your ad performance data, add any applicable Pixels or third-party tracking URLs. See About TikTok Pixel for additional information about the TikTok Pixel.
Switch up your style
Instead of using the same type of creative or extremely similar creatives. To combat audience fatigue, TikTok recommends refreshing your creative every seven days. Change it up inside each video as well. TikTok suggests using B-roll or transition material to create a variety of situations.
Get to the Point
While you can run a video ad for up to 60 seconds, TikTok recommends keeping them between 21 and 34 seconds long. To avoid losing viewers, make the opening 3 to 10 seconds very eye-catching and interesting. Within the first three seconds, the best-performing TikTok ads stress the core message or product.
Keep it Real
According to TikTok, videos should be "positive, honest, and motivating." This isn't the place to try out your dark, melancholy stuff or make a hard-sell pitch. You also don't want your video to appear overly "manufactured. To keep your adverts truly authentic, try using user-generated material. One in every three of the top auction advertising, for example, features someone speaking to the audience while looking directly at the camera.
Make informed judgments about who you collaborate with and how you offer your promotions because TikTok users are intelligent and recognize when they are being marketed to. Work closely with content creators to agree on a message and approach that will resonate with both your and their audiences while also delivering tangible business results. TikTok's data support the formation of these collaborations by linking marketers with the greatest available influencer.
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