Advertiser TikTok: How to Create and Manage Effective Ads on the Platform

By Cepy 8/19/2023 Post a Comment

TikTok is one of the most popular social media platforms in the world, with over 1 billion monthly active users. It is a video-sharing app that allows users to create short, engaging, and creative videos on various topics, such as music, comedy, dance, beauty, education, and more. TikTok is also a powerful marketing tool for businesses and brands who want to reach a large and diverse audience, especially the younger generation.

But how can you advertise on TikTok effectively? What are the best practices and tips for creating and managing ads on the platform? In this article, we will answer these questions and more. We will cover the following topics:

What are the benefits of advertising on TikTok?
What are the types of ads available on TikTok?
How to create a TikTok ad account and campaign?
How to optimize your TikTok ads for better performance?
How to measure and analyze your TikTok ad results?
A detailed table breakdown of advertiser TikTok features and costs.
A FAQ section with 10 common questions about advertiser TikTok.

By the end of this article, you will have a clear understanding of how to use advertiser TikTok to grow your business and brand awareness. Let's get started!

What are the benefits of advertising on TikTok?

TikTok is not only a fun and entertaining app, but also a powerful advertising platform that offers many benefits for businesses and brands. Here are some of the main advantages of advertising on TikTok:

You can reach a massive and engaged audience. TikTok has over 1 billion monthly active users, who spend an average of 52 minutes per day on the app. They are also highly engaged, with over 100 million video views per day. This means that you can expose your ads to a large number of potential customers who are interested in your products or services.
You can target your ideal customers. TikTok allows you to target your ads based on various criteria, such as age, gender, location, interests, behaviors, device type, and more. You can also use custom audiences and lookalike audiences to reach people who are similar to your existing customers or website visitors. This way, you can ensure that your ads are relevant and appealing to your target market.
You can leverage the power of video. Video is one of the most effective forms of content marketing, as it can capture attention, convey emotions, and deliver information in a concise and engaging way. TikTok is a video-centric platform that allows you to create short, catchy, and creative videos that showcase your brand personality, value proposition, and call to action. You can also use various features and effects, such as filters, stickers, music, sound effects, transitions, and more, to make your videos stand out and attract viewers.
You can benefit from user-generated content (UGC). UGC is content created by users themselves, such as reviews, testimonials, photos, videos, etc. UGC is very powerful for marketing purposes, as it can increase trust, credibility, and social proof for your brand. TikTok encourages UGC by allowing users to participate in challenges, hashtags, duets, reactions, and other interactive formats. You can use these features to invite your audience to create content related to your brand or products, which can boost your brand awareness and engagement.

What are the types of ads available on TikTok?

TikTok offers various types of ads for advertisers to choose from depending on their goals and budgets. Here are some of the most common types of ads available on TikTok:

In-Feed Ads

In-feed ads are video ads that appear in between user-generated videos on the For You page or the Following page. They are similar to Instagram Stories or Snapchat Ads in format and style. They can last up to 60 seconds and support sound. They also have a call-to-action button that can direct users to a landing page or an app store.

In-feed ads are suitable for driving traffic, conversions, app installs, or brand awareness. They are also relatively affordable compared to other types of ads on TikTok.

TopView Ads

TopView ads are video ads that appear when users open the app for the first time in a day. They take over the entire screen for up to 60 seconds and support sound. They also have a call-to-action button that can direct users to a landing page or an app store.

TopView ads are ideal for creating a strong first impression and capturing attention. They are also more expensive than in-feed ads, as they have higher reach and impact.

Brand Takeover Ads

Brand takeover ads are video or image ads that appear when users open the app for the first time in a day. They take over the entire screen for up to 5 seconds and support sound. They also have a call-to-action button that can direct users to a landing page or an app store.

Brand takeover ads are similar to TopView ads, but they are shorter and more intrusive. They are also more exclusive, as only one advertiser can use this format per category per day. They are suitable for creating a strong first impression and driving traffic, conversions, or app installs. They are also the most expensive type of ads on TikTok.

Branded Hashtag Challenge Ads

Branded hashtag challenge ads are ads that invite users to participate in a sponsored challenge on TikTok. They consist of a banner ad that appears on the Discover page, which leads users to a landing page that explains the challenge rules, shows the sponsored videos, and displays the user-generated videos. The challenge can last for up to 6 days and support sound.

Branded hashtag challenge ads are great for generating user-generated content, increasing brand awareness, engagement, and loyalty. They are also very popular and viral, as they can leverage the social and creative nature of TikTok users. They are also relatively expensive compared to other types of ads on TikTok.

Branded Effects Ads

Branded effects ads are ads that allow users to use branded filters, stickers, lenses, or effects in their videos. They can be accessed from the camera screen or the effects panel on TikTok. They can last for up to 10 days and support sound.

Branded effects ads are effective for increasing brand awareness, engagement, and recall. They are also fun and interactive, as they can enhance the user experience and encourage creativity. They are also moderately priced compared to other types of ads on TikTok.

How to create a TikTok ad account and campaign?

To create and manage your ads on TikTok, you need to sign up for a TikTok Ads Manager account. Here are the steps to do so:

Go to https://ads.tiktok.com/ and click on Create an Ad.
Select your region and business category.
Fill in your information, such as your name, email, phone number, company name, website, etc.
Verify your email address and phone number.
Agree to the terms and conditions and click on Submit.
Wait for your account to be approved by TikTok.

Once your account is approved, you can start creating your campaigns on TikTok Ads Manager. Here are the steps to do so:

Login to your TikTok Ads Manager account and click on Campaigns.
Click on Create and select your campaign objective from Awareness, Consideration, or Conversion.
Name your campaign and set your budget limit (optional).
Click on Continue and create your ad group. Name your ad group and select your placement (TikTok only or other apps in the TikTok network), targeting (audience, location, language, etc.), budget (daily or lifetime), schedule (start and end date), optimization goal (impressions, clicks, conversions, etc.), bid strategy (auto or manual), delivery type (standard or accelerated), frequency cap (number of times an ad is shown to a user per day), pacing (evenly or ASAP), etc.
Click on Continue and create your ad. Name your ad and select your creative type (video or image). Upload your creative or use the video creation kit or smart video tool to create one. Add your ad text (up to 80 characters) and call-to-action button (such as Learn More, Shop Now, Download Now, etc.). Enter your display name (up to 20 characters) and profile image (optional). Enter your landing page URL or app store URL.
Click on Submit for Review and wait for your ad to be approved by TikTok.

How to optimize your TikTok ads for better performance?

To make sure that your ads on TikTok perform well and achieve your goals, you need to optimize them regularly based on data and feedback. Here are some tips and best practices for optimizing your TikTok ads:

Test different creatives

Creatives are the most important element of your ads, as they determine whether users will watch, click, or interact with your ads. Therefore, you should test different creatives, such as videos, images, texts, call-to-action buttons, etc., and see which ones perform better. You can use the split test feature on TikTok Ads Manager to create multiple versions of your ads and compare their results. You should also follow the creative guidelines and best practices provided by TikTok, such as using vertical videos, adding sound, showing your brand or product early, using catchy hooks, etc.

Optimize your targeting

Targeting is another crucial factor that affects your ad performance, as it determines who will see your ads and how relevant they are to them. Therefore, you should optimize your targeting based on your audience insights and feedback. You can use the audience network feature on TikTok Ads Manager to create custom audiences or lookalike audiences based on your existing customers or website visitors. You can also use the pixel feature to track and measure the actions of your website visitors and optimize your ads accordingly. You should also avoid over-targeting or under-targeting your audience, as it can reduce your reach or waste your budget.

Adjust your budget and bid

Budget and bid are also important factors that influence your ad performance, as they determine how much you spend and how competitive you are in the ad auction. Therefore, you should adjust your budget and bid based on your campaign results and goals. You can use the budget limit feature on TikTok Ads Manager to set a maximum amount that you are willing to spend on your campaign or ad group. You can also use the bid strategy feature to choose between auto or manual bidding, depending on how much control you want over your cost per result. You should also monitor your cost per result and return on ad spend (ROAS) metrics and optimize them accordingly.

Analyze your data and feedback

Data and feedback are essential for optimizing your ads, as they provide you with valuable insights and information about your ad performance and audience behavior. Therefore, you should analyze your data and feedback regularly using the reporting and analytics tools on TikTok Ads Manager. You can use the dashboard feature to view an overview of your campaign or ad group performance, such as impressions, clicks, conversions, cost per result, ROAS, etc. You can also use the breakdown feature to view more detailed data by different dimensions, such as placement, device type, age group, gender, etc. You should also use the feedback feature to view the comments and reactions of users who saw your ads and learn from them.

How to measure and analyze your TikTok ad results?

To measure and analyze your TikTok ad results, you need to use the reporting and analytics tools on TikTok Ads Manager. Here are some of the main tools and metrics that you can use:

Dashboard

The dashboard is a tool that allows you to view an overview of your campaign or ad group performance in terms of key metrics, such as impressions, clicks, conversions, cost per result, ROAS, etc. You can also filter and compare your data by different time periods or dimensions.

Breakdown

The breakdown is a tool that allows you to view more detailed data about your campaign or ad group performance by different dimensions, such as placement, device type, age group, gender, etc. You can also filter and compare your data by different time periods or metrics.

Pixel

The pixel is a tool that allows you to track and measure the actions of users who visit your website after seeing or clicking on your ads. You can use the pixel to create custom conversions or events that match your business goals, such as purchases, sign-ups, leads, etc. You can also use the pixel to create custom audiences or lookalike audiences based on your website visitors.

Audience Network

The audience network is a tool that allows you to create custom audiences or lookalike audiences based on your existing customers or website visitors. You can use the audience network to target people who are similar to your best customers or who have shown interest in your products or services.

Feedback

The feedback is a tool that allows you to view the comments and reactions of users who saw your ads on TikTok. You can use the feedback to learn from your audience's opinions and preferences and optimize your ads accordingly.

A detailed table breakdown of advertiser TikTok features and costs

Feature	Description	Cost
In-Feed Ads	Video ads that appear in between user-generated videos on the For You page or the Following page.	$10 per 1000 impressions (CPM)
TopView Ads	Video ads that appear when users open the app for the first time in a day.	$25 per 1000 impressions (CPM)
Brand Takeover Ads	Video or image ads that appear when users open the app for the first time in a day.	$50,000 per day
Branded Hashtag Challenge Ads	Ads that invite users to participate in a sponsored challenge on TikTok.	$150,000 per 6 days
Branded Effects Ads	Ads that allow users to use branded filters, stickers, lenses, or effects in their videos.	$100,000 per 10 days

FAQ section with 10 common questions about advertiser TikTok

What are the requirements for TikTok ads?

TikTok ads have different requirements depending on the type of ad and the creative format. Here are some of the general requirements for TikTok ads:

Your ad account must be approved by TikTok.
Your ad must comply with the TikTok advertising policies and guidelines.
Your ad must have a clear and relevant brand or product name, logo, and image.
Your ad must have a clear and compelling call-to-action button.
Your ad must have a landing page or app store URL that matches your ad content and offer.
Your ad must not contain any prohibited or restricted content, such as violence, nudity, drugs, gambling, etc.
Your ad must not contain any misleading or false information, such as fake reviews, testimonials, guarantees, etc.
Your ad must not infringe on any intellectual property rights, such as trademarks, copyrights, etc.
Your ad must not interfere with the user experience or functionality of the app.
Your ad must not contain any low-quality or irrelevant content, such as blurry images, poor audio, spelling errors, etc.

How long does it take for TikTok to approve my ads?

TikTok usually takes up to 24 hours to review and approve your ads. However, this may vary depending on the volume of ads submitted and the complexity of your ads. You can check the status of your ads on TikTok Ads Manager under the Review tab. You will also receive an email notification once your ads are approved or rejected.

How can I edit or delete my ads on TikTok?

You can edit or delete your ads on TikTok Ads Manager under the Campaigns tab. To edit your ads, you can click on the Edit button next to your campaign or ad group name and make the changes you want. To delete your ads, you can click on the Delete button next to your campaign or ad group name and confirm your action. However, you cannot edit or delete your ads once they are running or completed. You can only pause or resume them.

How can I track and measure my ads performance on TikTok?

You can track and measure your ads performance on TikTok using the reporting and analytics tools on TikTok Ads Manager. You can use the dashboard feature to view an overview of your campaign or ad group performance in terms of key metrics, such as impressions, clicks, conversions, cost per result, ROAS, etc. You can also use the breakdown feature to view more detailed data by different dimensions, such as placement, device type, age group, gender, etc. You can also use the pixel feature to track and measure the actions of your website visitors after seeing or clicking on your ads. You can also use the feedback feature to view the comments and reactions of users who saw your ads on TikTok.

How can I optimize my ads performance on TikTok?

You can optimize your ads performance on TikTok by following these tips and best practices:

Test different creatives, such as videos, images, texts, call-to-action buttons, etc., and see which ones perform better.
Optimize your targeting based on your audience insights and feedback.
Adjust your budget and bid based on your campaign results and goals.
Analyze your data and feedback regularly using the reporting and analytics tools on TikTok Ads Manager.

What are some of the best practices for creating effective ads on TikTok?

Some of the best practices for creatingeffective ads on TikTok are:

Use vertical videos, as they fit the screen better and capture more attention.
Add sound, as it can enhance the mood and message of your ads.
Show your brand or product early, as users may skip your ads if they don't know what you are offering.
Use catchy hooks, such as questions, challenges, surprises, etc., to grab the user's interest and curiosity.
Be authentic, creative, and fun, as TikTok users prefer ads that are entertaining and relatable.
Use the features and effects of TikTok, such as filters, stickers, music, sound effects, transitions, etc., to make your ads stand out and attract viewers.
Include a clear and compelling call-to-action button, such as Learn More, Shop Now, Download Now, etc., to encourage users to take action.
Align your ads with your landing page or app store URL, as users may bounce if they don't find what they expect.

What are some of the common mistakes to avoid when advertising on TikTok?

Some of the common mistakes to avoid when advertising on TikTok are:

Using low-quality or irrelevant creatives, such as blurry images, poor audio, spelling errors, etc., as they can reduce your credibility and trustworthiness.
Using misleading or false information, such as fake reviews, testimonials, guarantees, etc., as they can damage your reputation and violate the TikTok advertising policies and guidelines.
Using prohibited or restricted content, such as violence, nudity, drugs, gambling, etc., as they can offend or harm your audience and violate the TikTok advertising policies and guidelines.
Infringing on any intellectual property rights, such as trademarks, copyrights, etc., as they can result in legal issues and violate the TikTok advertising policies and guidelines.
Interfering with the user experience or functionality of the app, such as covering the screen, blocking the buttons, etc., as they can annoy or frustrate your audience and violate the TikTok advertising policies and guidelines.

How can I contact TikTok for support or feedback?

You can contact TikTok for support or feedback by using the following methods:

Email: You can email TikTok at ads@tiktok.com for any questions or issues related to your ads account or campaign.
Phone: You can call TikTok at +1-833-272-1444 for any urgent or technical issues related to your ads account or campaign.
Chat: You can chat with TikTok online by clicking on the chat icon on the bottom right corner of your TikTok Ads Manager screen. You can also access the chat feature by clicking on Help Center > Contact Us on the top right corner of your screen.
Help Center: You can visit the TikTok Help Center at https://ads.tiktok.com/help/ for any general information or guidance related to advertising on TikTok. You can also access the Help Center by clicking on Help Center on the top right corner of your screen.

What are some of the best resources to learn more about advertiser TikTok?

Some of the best resources to learn more about advertiser TikTok are:

TikTok Ads Blog: This is the official blog of TikTok Ads that provides news, updates, tips, case studies, and best practices for advertising on TikTok. You can access the blog at https://ads.tiktok.com/blog/
TikTok Ads Academy: This is an online learning platform that offers free courses and certifications for advertisers who want to master advertising on TikTok. You can access the academy at https://ads.tiktok.com/academy/
TikTok Ads Inspiration: This is a collection of creative examples and ideas for advertisers who want to get inspired by successful ads on TikTok. You can access the inspiration at https://ads.tiktok.com/inspiration/
TikTok Ads Success Stories: This is a collection of case studies and testimonials from advertisers who have achieved great results by advertising on TikTok. You can access the success stories at https://ads.tiktok.com/success-stories/

Conclusion

TikTok is a powerful advertising platform that offers many benefits and opportunities for businesses and brands who want to reach a large and diverse audience. By following the steps and tips in this article, you can create and manage effective ads on TikTok that achieve your goals and grow your business. If you want to learn more about advertiser TikTok, you can check out the resources mentioned above or contact TikTok for support or feedback.

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