TikTok Marketing

Deep Dive on TikTok

In the age of social media marketing, there are seemingly endless possibilities for advertising your brand’s products or services online. With over 4 billion active social media users worldwide, there is so much potential to expand your audience, generate leads, and significantly increase revenue.

Facebook and Instagram have long been advertising pillars for brands big and small. But with the global shift to video marketing, a new juggernaut has taken over: TikTok.


Why Your Brand Should Use TikTok Ads

TikTok is a video-sharing social media app with more than one billion active monthly users in over 150 countries. It was the worldwide top mobile app download in 2020 (850 million) and 2021 (656 million), and it is the first non-Facebook app to reach 3 billion downloads worldwide.

There is no overstating the potential for audience reach on TikTok. Over 50% of the UnitedStates population usesTikTok, and it is now more popular than Instagram among Gen Z consumers. In one internet minute, TikTok users watch 167 million videos. Global user spending on the platform totaled $2.3 billion in 2021, up 77% since 2020.

All of these numbers are staggering, especially because the global version of TikTok was only released in 2017. The world’s biggest brands, such as Apple Music, Fenty Beauty, Nike, and Netflix, have created TikTok campaigns to promote their products.

Because of TikTok’s advanced features for ad creation and a powerful targeting algorithm, the ads platform can lead your brand directly to the most highly lucrative groups of users.

Here is how you can get started:

Steps ToSet up a TikTok Ad Campaign

1. Create an Ads Account on TikTok

Source: TikTok

To create an account, you need an email address or phone number along with your country, time zone, and Business Name.

If you wish to use this and other TikTok For Business products, your Business Name must match your official documentation, or your application will not pass account review.

2. Create an Ad Campaign on TikTok

Source: TikTok

Once you’re logged into TikTok Ads Manager, click on the campaign tab at the top of the dashboard and choose create.

First, consider your business goals and choose the advertising objective that will help you meet them. If you want more people to be aware of your brand or product, reach will help you do that. If you want to send interested visitors to your website, traffic is the best option.

3. Set Your Budget

Choose a descriptive name for your campaign. Note that TikTok Ads has a limit of 999 campaigns per account.

Source: TikTok

Next, set up your campaign budget. Lifetime Budget (the maximum amount you are willing to spend during the entire run) and Daily Budget (the maximum amount each day) must beat least $50.

4. Set Your TikTok Ad Placements and Targeting

Next, you can choose among the targeting options offered by the platform. You can define the exact parameters such as specific devices, locations, interests, ages, languages, genders, and other details to target. This way, your ad will show up for your exact intended audience.

You may also opt for automatic placements and let TikTok’s algorithm determine where your ad would perform best.

After choosing the placements, enter every necessary detail by following the prompts to begin running your ad. It should include relevant categories, URLs, images, and display names. You may also choose up to 20 keywords that would describe your app or website. All of these details will match your products to the best audience.

For a granular advertising approach, you can create a custom audience by uploading TikTok userIDs using a ZIP, TXT, or CSV file.

5. Set Your Schedule

Once you’ve created your ad campaign, you can bundle it within an ad group and set a budget and schedule for their runs. The minimum Daily Budget and Lifetime Budget for ad groups is $20.

Next, you can choose to schedule the start and end times that your ads will appear. You can be as specific or flexible as you want—your scheduling decisions should depend on your target audience’s app behavior.

You can opt for day parting, wherein you can set specific periods within the day (from half an hour to 24 hours) to run your ads.  

6. Set Your Optimization Goals and Bid Strategy

Next, you should choose your optimization goal (Reach, Click, or Conversion) and set your bidding strategy accordingly. These are critical metrics that you want to achieve from your campaign.


Reach is the simplest goal—to put your ad in front of as many people as possible and expand awareness of your brand, product, or service.

These ads are billed per CPM (Cost Per Mille), which is the price you are willing to pay for 1,000 impressions. The algorithm will deliver your ad to the broadest audience possible within your budget.


The next level of ad optimization is Click, where the aim is to entice your audience to follow a link to your website, landing page, blog post, or YouTube video that will expand on the specific details of your ad.

Clicks are billed as CPC (Cost Per Click), which means the algorithm will show your ad to users most likely to click at a cost close to your bid.


When you choose Conversion, the algorithm will serve your ad to the audiences most likely to convert via a favorable action, such as a purchase, subscription, form submission, or app download.

Click Library and select Conversions to create conversion events. For example, you can set conversion tracking for the number of app installations that your ad triggers. Just type in the name of your conversion event, enter the link to your app download on the App Store or Google Play Store, then choose a tracking partner that will measure your ads’ conversions.

The set payment method for Conversions is CPM, and the default bidding method is oCPM (optimization Cost Per Mille). Your bid represents the amount you are willing to pay for 1,000conversions.

Set Delivery Type

Next, you can choose your ad delivery method. This setting determines how quickly your ad will be delivered and the speed at which you will spend your budget.

Standard Delivery means your budget will be spent evenly throughout the campaign. This optimizes your overall ROI.

Accelerated Delivery means the system will prioritize a large volume of results in the shortest possible time. This ensures the highest exposure for your ads.

6. Create YourAds

With TikTok AdManager’s creative tools, you can create image and video ads in just a few minutes. The video creation process is reasonably straightforward. You can use square, vertical, or horizontal images and videos for your TikTok ads.

You can upload your own images and videos from scratch or use templates that you can customize and over 300 free background music options.

Source: TikTok

You can opt for some of the most popular and influential video ad campaigns on TikTok:

Hashtag Challenges

You can collaborate with TikTok’s marketing team to create a sponsored Hashtag Challenge (HTC) to boost brand awareness and user engagement. Successful HTCs have sparked industry trends and cultural movements that last long after the campaign periods have ended.

Brand Takeovers

Brand takeover ads instantly appear when a user opens up the app. It includes a clickable link that will lead to an external app, website, or another TikTok video. These ads only show up for users once each day, and they fetch premium prices that international brands shell out for.

Here is an example of a brand takeover on TikTok:

In-Feed Ads

Full-screen in-feed ads appear on users’ native news feeds on the For You page. These ads can be up to 10 seconds long, with a prominent Call-to-Action (CTA) to prompt an action from the user. Your CTA can redirect to your app, website, landing page, product page, blog post, or other relevant links.

The average cost for in-feed ads is $10 per CPM, a relatively affordable option compared to takeovers and HTCs.

Here is a great example of an ad that links to an app download for cartoon effects:


7. Optimize Your TikTok Ads

Every element of your TikTok ad should be optimized to encourage user engagement and clicks. This means you must use high-resolution images, icons, and videos (720p or higher) that will appear to their best advantage in full-screen across all devices.

Each ad should focus on just one CTA to ensure that users will take the appropriate action. The simpler, the better. For example, if you are advertising a brand new product, link to the relevant product page on your website. If you want to encourage users to download your app, link directly to the link to Google Play Store, and do not clutter the ad with any other information.

TikTok is a video platform, and its users expect to be wow-ed on a visual level. This means you have limited opportunity to make an impression with words. Ad descriptions at the bottom of the screen have a 100-character limit, so the most critical ad details must be in the video itself.

You can use TikTok Video Editor to incorporate blocks of relevant text on your ad, but again, ad real estate is very limited. TikTok's best practices recommend video ads to be 21 to 34 seconds long—not much time to read more than a few lines of text.

It would be best to experiment with a wide range of creative elements and targeting options before narrowing your campaigns and ad groups to these elements' most successful combinations.

You should also take advantage of other built-in ad tools. The Automated Creative Optimization tool at the ad group level will allow you to upload up to 5 videos or 10 images, 1CTA, and 5 ad texts to combine your creative assets into numerous ads.

Throughout your campaign, varieties of these ads will be tested to ultimately present the best combination so you can reach your target audience.

With the Landing Page to Video tool, you can capture high-quality image materials from any landing page URL that you feed into it. You can combine these images with music to create video ads automatically.

8. Track Your TikTok Analytics

Source: TikTok

Through TikTok AdsManager, you can generate reports for all of your campaigns. Just go to the Reporting page and click Create and then Custom Report. You can choose which Dimensions (ads, ad groups, placements, campaigns) and Metrics you want to include in your report.

TikTok Metrics include to following:


- Conversions (and Real-Time counterpart)

- Cost Per Result (and Real-Time counterpart)

- Cost Per Acquisition (and Real-Time counterpart)

- Cost Per Click

- Click-Through Rate

- Conversion Rate % (and Real-Time counterpart)

- Real-Time Conversions

- Real-Time Result Rate

- Total Cost

You can also schedule automatically generated reports to be sent to your email address daily, weekly, or monthly.  


TikTok has a vast audience reach across the United States and worldwide. Your brand should take advantage of the tremendous advertising potential on this platform.

TikTok also provides users and advertisers with a comprehensive array of automation and design tools. You don’t need to be a video editing expert to set up and eventually master the creation and optimization of effective TikTok ads.

This step-by-step guide is an excellent resource that will guide you through your marketing efforts on TikTok.

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