Skip to main content

Guide on How to Use TikTok Ads

November 7, 2023

Summary: Discover the ultimate guide on how to harness the power of TikTok Ads to grow your brand exponentially. Explore ad types, formats, campaign setup, and more.

Staying ahead of the curve is essential for organizations looking to succeed in today’s fast-changing digital environment. That’s why today we’re going to dive into TikTok, the phenomenon that has swept the globe.

TikTok has developed into a potent instrument for advertising and a platform for amusement and self-expression. In this blog post, we will delve into the world of TikTok advertising, looking at the different ad formats, targeting choices, campaign setup, creative approaches, performance measurement, and best practices you need to know. By the time we’re done, you will have the knowledge you need to use TikTok ads to build your brand.

The Formats of TikTok Ads

Planning a successful campaign depends on thoroughly understanding each ad format’s nuances. For example, In-Feed Ads should grab users’ attention immediately, considering how briefly they show in their feeds. TikTok provides a variety of ad formats, each suited to particular marketing goals:

  • In-Feed Ads: Like regular TikTok content, short, entertaining videos called “In-Feed Ads” are displayed inconspicuously in users’ feeds.
  • Branded Hashtag Challenges: Businesses can create contests centered on their goods or services to entice customers to join and produce user-generated content.
  • Branded Effects: Users can add interactive filters and special effects called “branded effects” to their videos to increase brand interaction.
  • TopView Ads: Premium ad placement that guarantees your advertisement is displayed as soon as users open TikTok, enhancing visibility.
  • Branded Scan: Using augmented reality (AR) technology, Branded Scan enables users to interact with your brand using their camera.

Creating an Ad Campaign for TikTok

Setting up your advertising infrastructure is the first step in developing a successful TikTok advertising campaign. Follow these steps:

  1. Create a TikTok Business Account: This is the first step in gaining access to the Ads Manager and other advertising-related services.
  2. Navigating the TikTok Ads Manager: Your control center is the TikTok Ads Manager, where you can create, track, and improve your campaigns.
  3. Campaign Objectives: Establish specific goals for your campaign, such as increasing brand recognition, website traffic, or app downloads.
  4. Set Your Budget: Understanding the distinction between daily and lifetime budgets will help you choose bidding tactics that support your objectives.
  5. Choose Your Ad Placements: Choose where and when your ads will be displayed to reach your target audience using ad placements and scheduling.

Making Powerful TikTok Ads

In the dynamic world of TikTok advertising, authenticity and creativity reign supreme. To create compelling TikTok ads that resonate with users, consider these key strategies:

  • The Importance of Originality: TikTok is all about honesty and creativity. Your advertisements should be in tune with the impulsive and alive culture of the site.
  • Tips for Creating Engaging Ad Content: To engage viewers, use storytelling, humor, and emotional appeal in your ads.
  • Ad Copy and Call-to-Action: Write succinct, persuasive ads with distinct calls-to-action (CTAs) that direct consumers toward the appropriate action.
  • Use Popular Sounds and Songs: Utilize TikTok’s enormous music library to improve the tone and message of your advertisements.
  • Ad Frequency and Duration: Reduce ad frequency without overburdening users by adjusting the ad duration to the platform’s preferences.

TikTok Ad Performance Measuring

TikTok offers powerful analytics tools to assist you in understanding user behavior, engagement, and ad performance. You must monitor the following key performance indicators to evaluate the success of your TikTok advertising campaigns: click-through rate (CTR), conversion rate, cost per click (CPC), and return on ad spend (ROAS).

To improve the performance of your campaigns,  use A/B testing for optimization. By continuously testing various ad creatives, targeting options, and bidding techniques, you can continue to improve your results.

Another tip is to examine some actual instances of successful TikTok advertising efforts from companies. Learn how a competitor used hashtag challenges to increase interaction by studying what visuals, sounds, and copy they used in their videos. Then, check out how another brand used In-Feed Ads to create anticipation for a product launch, for example. Explore the usage of Branded Effects to promote user-generated content and brand interaction with a third competitor.

TikTok Best Practices for Advertising

For your TikTok advertising campaign to be successful, you must follow these guidelines:

  • Maintain Your Authenticity and Relatability: TikTok viewers value sincerity, so make sure your brand’s tone fits the platform’s ethos.
  • Keep Up with TikTok Trends: To stay relevant and engage with users successfully, keep up with current TikTok trends, viral sounds, and issues that your target audience faces.
  • Engage Your Audience: To promote community, reply to comments, support user-generated material, and interact with your audience.
  • Follow TikTok Community Guidelines: Make sure your adverts follow the platform’s rules by being familiar with the TikTok community guidelines.
  • Scale Your Campaigns: After determining which techniques have been effective, scale your campaigns to reach a larger audience and accomplish your goals.

Challenges and Things to Think About

For all the goodness that can come out of TikTok, there are always challenges you need to think about. Recognizing the difficulties and factors that come with TikTok advertising is key to staying ahead. Things to consider include:

  • As TikTok’s popularity increases, so does competition and ad saturation. Make yourself stand out in a crowded marketplace by focusing on being unique and captivating.
  • Maintaining transparency in your advertising strategies will help you win users’ trust.
  • TikTok’s algorithm changes over time, which has an impact on content discovery. Be flexible and quick to adjust to algorithm modifications.

In Conclusion

TikTok advertising has a bright future, offering countless opportunities for businesses to engage with a sizable, engaged audience. The good news is that you’ll be well-equipped to use TikTok’s advertising potential if you adhere to the suggestions and techniques provided here. Remember that TikTok is more than simply a platform; it’s a vibrant community eagerly awaiting your company’s story.

For more information about TikTok ads and social media marketing, contact the experts at WSI today.

About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 


The Best Digital Marketing Insight and Advice

The WSI Digital Marketing Blog is your go-to-place to get tips, tricks and best practices on all things digital marketing related. Check out our latest posts.

We are committed to protecting your privacy. For more info, please review our Privacy and Cookie Policies. You may unsubscribe at any time.

Don’t stop the learning now!

Here are some other blog posts you may be interested in.

Tips to Boost Your Social Engagement: Interactive Content

Summary: Learn how interactive content like quizzes, surveys, videos, and AR experiences ca…

Embrace Digital. Stay Human: The Value of Working with Experts

Summary: Discover the importance of maintaining human connections in a digital world. Learn…

AI & Marketing Automation: Saving Time While Growing Your Business

Summary: Discover how AI-powered marketing automation tools can revolutionize your business…