TikTok is available in over 150 countries, has over 1 billion users, over 2 billion downloads, and has been downloaded over 165 million times in the United States alone (here’s a full breakdown of TikTok statistics). If your brand’s target audience includes anyone between the age 13 and 30, you should have a TikTok strategy. But, as all social media platforms do, TikTok will start to age up soon. So we recommend building a presence now. It’s actually quite absurd that more brands are not on TikTok. Seriously. Over 1 billion users! 165 million downloads in the U.S.! Average time spent per user – 52 minutes per day! I actually could not find more than 200 brands TOTAL even using TikTok (and a few of them are ours!). There could not be a better time to invest in vertical video content for your brand than now. Place it on Instagram Stories, place it on Snapchat, and place it on TikTok! TikTok actually just added the ability to include links and commerce URLs in your profile and videos. So not only is the organic reach on the platform huge, but you can also drive meaningful traffic to your website.
How to start an ad campaign in 5 easy steps?
You can follow these 5 easy steps to start off your ad campaign
(i) Create your TikTok ad account
You need to have your TikTok ad account to design your ad campaign. There is no relation of this account with the normal TikTok user account, both are separate. Even TikTok advertising platform has been separated from the normal platform. Go to ‘TikTok ads’ and enter your details to create your account. Once created, you just need to ‘Sign In’ each time you wish to operate.
Schematic of TikTok advertising
(ii) Design your ad campaign
Once signed in, you have to frame a layout for your ad campaign. To do the same, you are given a dashboard where one can also draft new ads as well as keep track of previous ad campaigns. On that dashboard, click on ‘campaign tab’ (at top of page) followed by the create button. Then you will be asked to choose the goal of your campaign. Like, what are you expecting from it: more traffic or more number of app downloads? Next, give an appropriate name to your campaign and lastly the most essential input – campaign budget (Daily or Total).
After creating ad campaign, click ‘Next’, you will be taken to ad group creation page, where you will need to do the following things.
(iii) Specify ad details, position, targets, budget and optimization
(a) Ad Details
In this section, you are able to fill out the information of the app or landing page you want to promote.. Enter your app ID, Market Link/URL, product category. Upload the profile image that will be shown to users as the part of your ad. Also mention few keywords (Use precise keywords here; it will help algorithms to find audience matching your product). You can also keep a provision for users to comment on your ad.
(b) Placements
Set the location on TikTok wherein you want TikTok to show your ad. Whether you want your ad to be placed in the TikTok videos feed or in between the stories of users or both? It gives you complete freedom in this case. TikTok ads even offer you the chance to explore advertising on other familiar apps like News Republic, Buzzvideo etc. Also, as an alternative, there is an option of “Automatic placement” wherein TikTok itself will optimize the delivery across all placements.
Placements
(c) Targeting
Done with the positioning of your ad, a lengthy targeting form awaits you. This is the most complex and time consuming portion. You have to check type of ad targeting, customize audience in numerous ways. Though we know what kind of demographics it offers, there are loads of filters available in this form to customize your audience. This include parameters like gender, location, age, languages and interest (e.g. “Game”). You can even go for audience and device targeting. Device targeting includes factors like connection type (WIFI, 2G, 36, 4G), carriers, device price, operation system (Android, iOS). There is also a feature called ‘Create lookalike audience’ which helps you find groups of audience that share commonalities with your existing customers.
(d) Budget and Schedule
In this section, you have to set your ad budget. As stated earlier, it can be “Daily budget” or “Total Budget” but it must not be less than $50. After fixing your budget, go to ‘pacing’ option to decide the way you want your budget to be spent: Standard or Accelerate. Under ‘Schedule’ section, select the time frame during which you want your ad to run. Apart from just ‘start and end date’ method, there are many more arrangements like Continuous run or Dayparting.
(e) Bidding and Optimization
For achieving more results, TikTok offers you to set Optimization goals for your ad campaign. Currently, you can set 3 types of optimization goals (in accordance with your campaign goal). First, if your optimization goal is “Impressions” TikTok will show your ads to the right people in order to get most possible ad impressions and then your ad will be billed as CPM (Cost per mille). If you select optimization goal as “Clicks”, it will try to get you maximum possible clicks on your ad and then your ad will be billed as CPC (Cost per click). Similar process is there if you select “Conversions”. And depending on your optimization goals, you can also set how much you are willing to pay per thousand clicks, impressions or conversions. Then according to these bids,algorithm will deliver you ads. This is called bidding in TikTok.
(iv) Create an Ad
As we have discussed earlier, what makes TikTok ads different from ads on other platforms? It is its creativity. In this section, you are provided with sufficient tools to make it creative. Please refer to video creation kit, if you don’t know how to usetemplate. Also fill other fields like “Ad Name”, “Ad Text” and “Call to Action”. Using this CTA button, you can give options like ‘Download Now’, ‘Learn More’, ‘Shop Now’, ‘Book Now’ etc.
(v) Results
It represents the number of achievements based on your optimization goals. You can view the overall status of your ad campaign with detailed analysis on the dashboard as shown in the image below:
Tiktok ad dashboard
If you want to view each and every ad or ad group, go to campaign page. Here it gives you the ad data of every day and even every single hour. Data metrics like total cost, clicks, impressions, conversions, click rate, CPM, CPC, conversion rate and conversion cost are displayed. You can also view the audience features of a campaign, group or single ad.
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