How to Advertise on TikTok: Step by Step Guide

how to advertise on tiktok

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In no time TikTok has become one of the most used social media platforms of the world. With 800 million monthly active users and 1.65 billion app downloads it is impossible not to consider TikTok as the powerful place for advertising.

If you think about starting your TikTok ad campaign, it is advised primary to get to know what advertising opportunities it suggests.

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Keep reading and in this article you will learn everything you need to know about how to advertise on TikTok in order to promote your brand.

Let’s get started!

Is TikTok advertising suitable for you?

With advanced targeting and unusual ad formats, TikTok is considered as an effective advertising platform. Even the huge brands, like Apple Music, Disney or Nike have used TikTok ads to display their products.

Before you invest the time and efforts into running your first engaging ad campaign, it is advised to find out whether TikTok advertising is right for your business or not.

There are two main things to analyze. First of all, let’s have a look at the demographics of TikTok audience.

Keep in mind that a majority of TikTok users (approximately 66%) belong to below 30 age group. Around 41% of users are 16-24 year old. It means that if your target audience is young people, then TikTok ads are most likely a worthwhile investment for you.

Another thing that you need to take into account is the cost of advertisements on TikTok platform. Nowadays, basically the larger brands are advertising on TikTok and are driving an enormous amount of impressions. So, does it mean that TikTok ads are only for big businesses? Definitely not!

However, advertising on TikTok can be less affordable for smaller brands. Since TikTok ads are new and rare, the costs are high.

Advertising costs begin at an average of $10 per CPM (cost-per-mile) and may even increase until $150 000 total budget if you choose a large ad campaign. Bear in mind that TikTok requires a minimum ad budget of $500.

If you are looking for advertising opportunities with lower costs and more predictable results, TikTok is not a great fit for you at this moment.

However, if you still think that TikTok ads are a worthy investment for your brand, then here is how to get started.

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How to set up TikTok ad campaign?

Here are the key steps how to start your ad campaign on TikTok:

Step 1. Create a TikTok ad account

To get started advertising on TikTok, you need to have a TikTok ad account. In this case, visit the TikTok Ads home page and press on the Create an Ad button.

Once you hit the button, the form will appear on your screen requesting details to set up your ad account. After you fill it out and submit all the information, a TikTok representative will get in touch with you to let know if your business qualifies.

Keep in mind that it can actually take up to 48 hours to create your TikTok ad account.

Step 2. Design a TikTok ad campaign

After signing up for the TikTok ad account, you will be moved to an ad dashboard in which you can draft new ads and keep track of the ad campaigns.

The primary thing you need to know is that TikTok Ads structure consists of three parts –campaign, ad group and ads.

And designing your ad campaign is actually the first task. Ad campaign is a series of ads you can create on TikTok. 

So, in order to start creating your ad campaign, click on the Campaign tab at the top of the page and tap the Create button. After that you need to consider what your business goals are and choose the right objective. Bear in mind that there is an opportunity to select from three main objectives: traffic, app install and conversions.

For instance, if you want to drive more visitors to your webpage, the best decision will be to choose the traffic objective.

Once the objective is chosen, you will be asked to name your ad campaign and set its budget. Based on the amount you set, your TikTok ad campaign will stop running when it hits the budget.

While deciding on your ad campaign budget, you are able to select from three options:

  • No limit. There will be no restrictions on your ad campaign delivery.
  • Daily Budget. Your ad delivery will not exceed the amount you set as daily spend.
  • Lifetime Budget. Your ad delivery will be limited by the amount you set for the lifetime of your ad.

Remember that both the daily and lifetime budgets must be at least $500.

Step 3. Choose ad placements, details and targets

The next step that you need to take is to create an ad group for your ad campaign.

Start by selecting your ad placements, or in other words, decide where you want your ad to show up. Whether you want your ad to appear in the TikTok video feed or in between the users’ Stories.

In this case, TikTok provides you with a complete freedom of choice. You even have an opportunity to place your ad on other apps, like BuzzVideo, News Republic, TopBuzz and others.

You may also choose the automatic placement option and TikTok will determine where your ad would perform best and place it there. Consequently, this should help you to reach a bigger audience and drive more traffic.

Once your ad positioning is chosen, your task is to enter all the information related to the webpage or app you want to promote. So, write your brand or app name, upload its profile image, pick out an ad category and insert up to 20 keywords that will precisely describe your app or webpage and will be used while matching your ads with an audience.

When you done with your ad details, it is time to fill in the targeting form in order to ensure that your ad is delivered to the right audience.

TikTok Ads provide you with an opportunity to create and include or exclude a custom or lookalike audiences. While defining your target audience, you can also use demographic and device options to narrow your audience.

Consequently, you will need to determine gender, location, age, languages, interest, connection type, operating system and carrier.

Step 4. Set ad budget and schedule

You have reached the section where you need to set how much you are willing to pay for your ad and choose the dates when you want your ad to be displayed to an audience.

The same as it was with an ad campaign budget setting, you have a chance to select from daily budget (the amount you are ready to spend each day) or lifetime budget (the total amount you are ready to spend for the duration of your ad) for your ad group.

While scheduling your ad, the great thing is that the Dayparting option lets you choose specific times of a day or days of a week on which to display your ad.

Step 5. Decide on ad bidding and optimization

For accomplishing more successful results, TikTok offers you to set an optimization goal for your ad campaign. Keep in mind that an optimization goal highlights an aim you would like to achieve with your ad. You have an opportunity to choose to optimize your ad campaign for Conversion, Click or Reach.

Once you pick out a particular optimization goal, TikTok will automatically set the billing event based on the goal you choose.

If you select Conversions as the goal, your ad will be displayed to the audience who is most likely to convert for your brand’s product or service.

In order to track the actions that involve a conversion, like filling out a form or app installs, you have an opportunity to create conversion events and monitor it through pixel. In this case, your bidding method is oCPC (optimized cost-per-click) and the payment method is CPC (cost-per-click).

If you select Clicks as the goal, your ad will be optimized to get as many clicks as possible and will be billed as CPC (cost-per-click).

If you select Reach as the goal, your ad will be optimized to show it as many times as possible to an audience. You will be charged based on a CPM (cost-per-mille) payment model.

By enabling the Smart Optimization function, your bidding will be constantly adjusted and optimized in order to boost conversions. However, if you choose Click or Reach as your optimization goal, it is advised to turn off this function.

Another thing that you need to do in this step is to set what amount you are willing to pay per thousand impressions, per click or conversion. After that TikTok algorithm will deliver you ads based on the chosen bid.

What is more, your task is to set the delivery type of your ad budget that determines the speed at which your budget will be spent.

By choosing the Standard delivery option, your ad budget will be spent evenly during the scheduled your ad campaign time, while the Accelerate delivery spends your ad budget as quick as possible throughout your ad campaign.

Step 6. Design your ad

Once your ad campaign and ad group are created, you will be taken to the ad creation page where you can upload your first ad.

Here you are able to choose from two ad formats: images and videos. Actually, ads format and specifications will vary depending on the placement you select. Besides, if you pick out image as your ad format, keep in mind that TikTok will group them into a video. And there is an ad limit of 20 ads per ad group.

What is great about TikTik Ads is that you can not only upload your own edited videos or images from your computer, but you can also design eye-catching ads through an easy-to-use video creation tool called TikTok Video Creation Kit.

While creating your TikTok ad, don’t forget to make an attractive cover photo, provide your ad name and insert call-to-action that will encourage an audience to act.

As soon as your ad campaign is ready, you can submit it for review and wait until TikTok approves.

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Ad formats available on TikTok

Now as you know all the steps that you need to take in order to start advertising on TikTok, it’s time to see what ad types TikTok allows you to use.

In-Feed Ads (Biddable Ads)

These ads appear either at the bottom of TikTok videos or on For You page as part of the video queue.

In-feed ads can include the website links or clickable buttons and, consequently, redirect an audience to the particular page. Keep in mind that this type of ads cost around $10 per CPM.

Brand Takeovers

This type of ads will appear immediately when a user opens TikTok, taking over the screen for a few seconds. It can be either GIF, picture or a video.

Brand takeovers can include an internal or external link that will move either to another video on TikTok or a website.

Moreover, these ads are given on category basis that means only one brand can take a particular category on a particular day. Consequently, Brand Takeovers are more costly than In-feed ads.

Hashtag Challenge

You have an opportunity to work together with TikTok marketing team in order to create a sponsored hashtag challenge, which generally lasts for 6 days. This should encourage users to create content on TikTok and indirectly help you to reach a wider audience.

Usually, these ads appear on the TikTok Discovery page.

Branded Lenses

TikTok provides users with branded filters and Lenses similar to AR filters on Instagram.

In this case, you can create your brand’s own filter an encourage users to try it. Thus, more and more people on TikTok will notice your brand.

Want to grow your TikTok profile? Click here and get more TikTok followers NOW!

Wrapping everything up, as you can see it is not difficult to set up TikTok ads. And I hope that this step-by-step guide is helpful and will encourage you to start advertising on TikTok.

Why? Just because thinking about TikTok enormous growth, it’s undoubtedly worth giving a try for TikTok ads.

Do you use TikTok ads to promote your brand’s products or services? What is your opinion about advertising on TikTok? Or if you still have questions regarding the creation of TikTok ad campaigns, please drop them in the comments below!

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