As social media platforms evolve, businesses see TikTok’s marketing power. But, with the changing algorithm and rising competition, a good TikTok ad strategy is vital to maximise your ROI.
Moreover, this article will dive into TikTok advertising best practices. It will cover ad formats, Tiktok campaign optimisation, Tiktok marketing tips, and Tiktok ad targeting.
What are TikTok ads?
TikTok ads are a type of online ad. They let businesses promote their products on TikTok to a targeted audience. These ads can take various forms, such as:
- In-feed ads.
- TikTok video ads.
- Spark Ads.
- TikTok image ads.
- Shopping ads.
- Carousel ads.
- Playable ads.
- Pangle ads.
Managed Brand Ads
Brands that work with TikTok reps can access more ad options, such as:
- TopView Ads.
- Branded Hashtag Challenges.
- Branded Effects.
How much do TikTok ads cost?
Ah, the million-dollar question. TikTok paid ads vary based on several factors. These include your target audience, ad format, and campaign goals.
Here’s a general breakdown of what you might expect:
- Least Spend: TikTok requires around $50 per day for campaigns and around $20 for ad groups. However, prices can escalate based on competition and bidding strategies.
- CPC & CPM: The CPC is about $1. The CPM is about $10.
How to set up a TikTok ad campaign
TikTok Ads Manager is like Facebook Ads Manager. But it has fewer targeting options.
Thus, your video ads need to stand out to capture attention. Follow these steps to create an effective TikTok ad campaign.
Step 1: Create a TikTok ads account
[Note: Make sure you have a TikTok for Business account.]
Go to the TikTok for Business website. Then, navigate down and sign up with an email or phone number.
Read TikTok’s terms and privacy policy. If they are fine, click “Accept.” Then, click “Continue” to access TikTok Ads Manager.
Step 2: Create and install your TikTok pixel
Log in to your Shopify account. While in your Shopify store, locate “Apps.” Then, search for the TikTok app (created by TikTok) and install it. Click on “Add sales channel.” Scroll down and click “Set Up Now.” Then, tap on “Connect TikTok for Business.” Make sure you have the correct TikTok account ID, then scroll down and tap “Connect.”
Under the TikTok Business Center account, tap on “connect.” Also, for your TikTok Ads Manager, click “connect.”.
Then, for data sharing, it’s best practice to tap on “enhanced” to begin with. When you’re done, click “create pixel” and hit “confirm.” Make sure you have the five green ticks. Then, click “Finish Setup.”
You’ll see a pending notification, but don’t panic. It just means it is being reviewed (usually within 24 hours). While you wait, install a Chrome extension called “TikTok Pixel Helper.” It will check the functionality of your pixel. Log in and click “Add to Chrome,” then tap “Add extension.”
Then, visit your Shopify site. Click the TikTok Pixel Event Helper. Verify it is tracking correctly, then return it to your TikTok Ads Manager.
Tap on “Tools,” then “Events,” and select “Manage Web Events.” After that, click on the pixel you connected to Shopify. There, you can track data from triggered events in your Shopify store.
Once you have installed and linked your pixel to TikTok Ads Manager, you are ready for the next steps.
Step 3: Select your campaign aim and set up billing.
Now, in TikTok Ads Manager, click “Campaign” and “Create.” Choose “Custom Mode” for more control over your ads.
Select the advertising objective that fits your goals. Under campaign type, enable the “Smart Performance Campaign” for automated optimisations.
Under settings, you will change the name of your campaign. Then scroll down and turn on the “campaign budget optimisation”.
Then, you’ll set your budget. It is best to put your daily budget to £50. After that, click on continue.
Step 4: Set your target audience and schedule
[Note: This will take you to the ad group level.]
Add an ad group name. Then, scroll down to the optimisation location. Choose any one that suits your brand.
Then, select your TikTok pixel and choose the event you want to optimise. Go down to the optimisation event and click on “complete payment.” Set your placement options, ensuring your ad appears only on TikTok.
Navigate to audience targeting. Click on demographics. Select the countries, gender, language, age group, and spending power that match your preferences.
Then, navigate down to your audience. You can skip the include and exclude options. Focus on interests and behaviours. Choose an interest your audience might like.
Scroll down further and click on devices; make sure you leave the default settings as they are. When satisfied with your result, click “save new audience”. Give it a name, navigate down, and click on “save”.
Then, if you scroll down, you will see “budget & schedule.” Under this, click “schedule.” Set your time to add “ads continuously”.
[bonus tip: if it is your first time doing this ad, setting an end date is best. Try to put it for a week. For instance, if your selected date starts on 01-02-2024, set the end date to 07-02-2024.]
Under day-parting, if you like, you can choose “all day” or select a particular time. Then, navigate to bidding and optimisation; keep the default setting under this. Then click on “Next”.
Step 5: Create your ad content
This will take you to the smart creative ads. Scroll down to “Ad name”, and name your ad.
Then, navigate down and make sure your identity is correct; you can also create a custom identity if you like.
Go down to “ad details”, under “Ad creative”, tap on “video” and click “upload”.
This will take you to another gallery. Then, you’ll select the video you’ve already created, and after that, you navigate down and click on upload. TikTok will take some time to process your video before uploading it.
Once uploaded, use TikTok’s in-platform video editor for more adjustments if needed. Add a thumbnail if you want, but skipping it can make your ad blend in with regular content.
Keep your text brief and clear. Then, include the call-to-action, interactive add-on, and your website URL.
When navigating to tracking, ensure you add the TikTok pixel to your website events. And then leave the rest as it is.
Step 6: Submit and publish
Once your ads are ready, click “publish”. You’ll see a congratulatory message informing you that your ad is in review. Moreover, add your payment details if prompted.
TikTok advertising best practices
To make your ads stand out, use these simple, effective TikTok advertising strategies.
Capture attention in a flash.
You have only three seconds to grab the attention of your audience. Make sure your ad is interesting and engaging from the very start.
Use TikTok’s specs.
Make sure your TikTok ad formats meet the app image and video specifications. This will ensure that your ad looks professional and doesn’t get dismissed.
Update your TikTok promotion techniques regularly.
TikTok suggests testing different ads and switching them up every 7 days to avoid ad fatigue.
Use the TikTok ad library.
The TikTok Ad Library is a great resource. It has inspiration, trends, and insights on keywords and hashtags. Use it to create better ads.
Invest in TikTok influencer partnerships.
Look for influencers with a strong presence on TikTok who have created content around your niche or industry.
Final note
Remember to use TikTok’s targeting tools. Test and optimise your strategies. Also, tell stories that resonate with your audience.
For more tips to boost your social media, check out our Community Management services. Or, explore our plans for full social media management.
