How to Advertise on TikTok: A Complete Guide for 2023

By Cepy 8/23/2023 Post a Comment

Hi online friends, If you're looking for a way to reach a massive and engaged audience, you might want to consider advertising on TikTok. TikTok is one of the most popular social media platforms in the world, with over 1 billion monthly active users and 2.6 billion downloads as of June 2021[^1^]. TikTok is also a creative and fun place where users can express themselves through short videos, music, filters, stickers, and more.

But how do you advertise on TikTok? What are the benefits and challenges of TikTok advertising? And what are the best practices and tips for creating effective TikTok ads? In this article, we'll answer all these questions and more. We'll also show you some examples of successful TikTok ads from different brands and industries. By the end of this article, you'll have a clear idea of how to advertise on TikTok in 2023 and beyond.

What is TikTok advertising?

TikTok ads are promoted content (usually full-screen videos) that a brand or creator pays to show to a specified target audience. Ads on TikTok are a form of social media marketing, and they usually aim to spread awareness about the advertiser or sell a particular product or service.

TikTok offers various ad formats and features to suit different goals and budgets. Some of the most common types of TikTok ads are:

- **In-feed ads**: These are native video ads that appear in between user-generated content in the "For You" page or the "Following" page. They can be up to 60 seconds long and support various call-to-action buttons, such as "Shop Now", "Download", or "Learn More".

- **TopView ads**: These are immersive video ads that appear when a user opens the TikTok app. They can be up to 60 seconds long and take over the entire screen, with sound on. They also support various call-to-action buttons and can drive users to external or internal landing pages.

- **Brand Takeover ads**: These are video or image ads that appear when a user opens the TikTok app. They can be up to 5 seconds long and take over the entire screen, with sound on. They also support various call-to-action buttons and can drive users to external or internal landing pages.

- **Branded Hashtag Challenge ads**: These are interactive video ads that invite users to participate in a branded challenge by creating their own videos using a specific hashtag and theme. They appear on the "Discover" page and can be up to 6 days long. They also include a custom banner that leads users to a landing page with more details about the challenge and the brand.

- **Branded Effects ads**: These are custom filters, stickers, lenses, or animations that users can apply to their own videos to enhance their creativity and engagement. They appear in the "Effects" panel and can be up to 10 days long. They also include a logo or name of the brand that created them.

- **Spark Ads**: These are boosted organic videos that users or creators have already posted on TikTok. They appear in the "For You" page or the "Following" page and can be up to 60 seconds long. They also support various call-to-action buttons and can drive users to external or internal landing pages.

Why advertise on TikTok?

Advertising on TikTok can offer many benefits for your brand, such as:

- **Reaching a large and diverse audience**: As mentioned earlier, TikTok has over 1 billion monthly active users and 2.6 billion downloads worldwide[^1^]. This means that you can reach a huge and varied audience across different regions, languages, cultures, ages, genders, interests, and behaviors.

- **Increasing brand awareness and recognition**: TikTok is a platform where users discover new content, trends, products, and brands every day. By advertising on TikTok, you can increase your brand visibility and recognition among millions of potential customers who might not be aware of your brand otherwise.

- **Driving traffic and conversions**: TikTok ads can also help you drive traffic and conversions to your website, app, store, or other online or offline destinations. You can use various call-to-action buttons, landing pages, coupons, discounts, or other incentives to encourage users to take action after seeing your ad.

- **Engaging with your audience**: TikTok is a platform where users engage with content and creators through likes, comments, shares, duets, reactions, messages, and more. By advertising on TikTok, you can also engage with your audience in a more authentic and interactive way. You can also use branded hashtag challenges or branded effects to encourage user-generated content and word-of-mouth marketing for your brand.

- **Boosting your creativity**: TikTok is a platform where creativity thrives and where users and creators can express themselves in unique and innovative ways. By advertising on TikTok, you can also boost your creativity and showcase your brand personality, values, and story in a more fun and entertaining way.

How to advertise on TikTok in 2023?

Advertising on TikTok is easy and accessible for anyone who wants to promote their brand, product, or service on the platform. Here are the steps you need to follow to advertise on TikTok in 2023:

Step 1: Create a TikTok Ads account

The first step to advertise on TikTok is to create a TikTok Ads account. You can do this by visiting the [TikTok for Business website](https://www.tiktok.com/business/en-US) and clicking on the "Create an Ad" button. You'll need to fill in some basic information about your business, such as your name, email, phone number, industry, and country. You'll also need to agree to the terms and conditions and verify your email address.

Step 2: Set up your billing and payment method

The next step is to set up your billing and payment method for your TikTok Ads account. You can do this by clicking on the "Billing" tab in the top-right corner of the dashboard and then clicking on the "Payment Settings" button. You'll need to choose your currency, billing cycle, payment method, and billing threshold. You can pay for your TikTok ads using credit cards, PayPal, or wire transfer.

Step 3: Create a campaign

The third step is to create a campaign for your TikTok ads. You can do this by clicking on the "Campaign" tab in the top-left corner of the dashboard and then clicking on the "Create" button. You'll need to choose a campaign objective, which is the primary goal of your ad. As of this writing, you can choose from three options: Traffic, Conversions, or App Install.

You'll also need to set a campaign name, budget, and schedule. You can choose between a daily budget or a total budget for your campaign. You can also choose between a standard delivery or an accelerated delivery for your campaign. A standard delivery distributes your budget evenly throughout the day, while an accelerated delivery spends your budget as quickly as possible.

Step 4: Create an ad group

The fourth step is to create an ad group for your campaign. You can do this by clicking on the "Ad Group" tab under your campaign name and then clicking on the "Create" button. You'll need to choose an ad placement, which is where your ad will appear on TikTok or its partner platforms. As of this writing, you can choose from five options: TikTok, Vigo Video (India only), Helo (India only), News Republic, or Pangle.

You'll also need to set an ad group name, budget, schedule, bid amount, optimization goal, and delivery type. You can choose between a daily budget or a lifetime budget for your ad group. You can also choose between a standard delivery or an accelerated delivery for your ad group. A standard delivery distributes your budget evenly throughout the day, while an accelerated delivery spends your budget as quickly as possible.

You'll also need to choose an optimization goal, which is how TikTok will optimize your ad delivery based on your campaign objective. As of this writing, you can choose from four options: Clicks, Conversions, Impressions, or App Install.

You'll also need to choose a delivery type, which is how TikTok will charge you for your ad delivery based on your optimization goal. As of this writing, you can choose from four options: Cost per Click (CPC), Cost per Mille (CPM), Cost per Action (CPA), or Cost per Install (CPI).

Step 5: Create an ad

The fifth and final step is to create an ad for your ad group. You can do this by clicking on the "Ad" tab under your ad group name and then clicking on the "Create" button. You'll need to choose an ad format, which is the type of ad you want to create for TikTok or its partner platforms. As of this writing, you can choose from six options: In-feed Video Ad, TopView Video Ad, Brand Takeover Ad, Branded Hashtag Challenge Ad, Branded Effects Ad, or Spark Ad.

You'll also need to upload or select a video or image for your ad, depending on the ad format you chose. You'll also need to add a display name, category, profile image (optional), text (optional), call-to-action button (optional), landing page URL (optional), tracking link (optional), pixel (optional), app ID (optional), app store URL (optional), deep link (optional), and creative optimization (optional).

Once you've created your ad, you can preview it and submit it for review. TikTok will review your ad within 24 hours and approve it if itmeets the [advertising policies and guidelines](https://ads.tiktok.com/marketing_api/docs?id=1701890929370113). Once your ad is approved, it will start running on TikTok or its partner platforms according to your campaign settings and budget.

Congratulations, you've just created your first TikTok ad!

How to make great TikTok ads: Best practices and tips

Creating a TikTok ad is one thing, but making a great TikTok ad is another. Here are some best practices and tips to help you make great TikTok ads that stand out, engage, and convert:

- **Know your audience**: Before you create your TikTok ad, you need to know who you're targeting and what they care about. You can use the [TikTok Audience Network](https://www.tiktok.com/business/en-US/audience-network) to access data and insights about your potential customers, such as their demographics, interests, behaviors, preferences, and more. You can also use the [TikTok Ads Manager](https://ads.tiktok.com/i18n/home/) to create custom audiences or lookalike audiences based on your existing customers or website visitors. By knowing your audience, you can create more relevant and personalized ads that resonate with them.

- **Align with your goal**: After you know your audience, you need to align your TikTok ad with your goal. You need to choose the right campaign objective, ad format, optimization goal, delivery type, and call-to-action button for your ad. You also need to set a realistic budget and schedule for your ad. By aligning your ad with your goal, you can measure and optimize your ad performance more effectively.

- **Follow the trends**: One of the best ways to make great TikTok ads is to follow the trends on the platform. You can use the [TikTok Discover](https://www.tiktok.com/discover) page to find out what's trending on TikTok, such as hashtags, songs, challenges, effects, or topics. You can also use the [TikTok Creator Marketplace](https://creatormarketplace.tiktok.com/) to find and collaborate with popular creators who can help you create or promote your ad. By following the trends, you can make your ad more relevant and engaging for your audience.

- **Be creative**: Another way to make great TikTok ads is to be creative. You can use various features and tools on TikTok to enhance your ad creativity, such as filters, stickers, lenses, animations, music, sound effects, voiceovers, captions, transitions, or editing. You can also use different styles and tones for your ad, such as humorous, emotional, inspirational, educational, or informational. By being creative, you can make your ad more fun and entertaining for your audience.

- **Test and optimize**: The final way to make great TikTok ads is to test and optimize them. You can use the [TikTok Ads Manager](https://ads.tiktok.com/i18n/home/) to monitor and analyze your ad performance, such as impressions, clicks, conversions, installs, cost per result, return on ad spend, or other metrics. You can also use the [TikTok Ads Manager](https://ads.tiktok.com/i18n/home/) to run A/B tests or split tests for your ads, such as testing different videos, images, texts, call-to-action buttons, landing pages, or audiences. By testing and optimizing your ads, you can improve your ad efficiency and effectiveness.

Examples of successful TikTok ads

To inspire you further, here are some examples of successful TikTok ads from different brands and industries:

- **[noissue](https://www.noissue.co/)**: This is a sustainable packaging company that used an in-feed video ad to showcase its products and services. The ad featured a catchy song, a colorful video montage of different packaging designs and materials,

and a clear call-to-action button that said "Shop Now". The ad also used a branded hashtag challenge (#noissuechallenge) to encourage users to create their own videos using noissue products. The ad resulted in over 1 million views,

over 1000 user-generated videos,

and a 10% increase in sales.

- **[RCHLO](https://www.lojasrenner.com.br/)**: This is a Brazilian fashion retailer that used a branded hashtag challenge ad to celebrate Mother's Day. The ad invited users to participate in the #RCHLOMOMS challenge by creating videos showing their love for their mothers using RCHLO products. The ad also featured a custom banner that led users to a landing page with more details about the challenge and the brand. The ad resulted in over 1 billion views,

over 2000 user-generated videos,

and a 20% increase in brand awareness.

- **[Shoppers Drug Mart](https://www1.shoppersdrugmart.ca/en/home)**: This is a Canadian pharmacy and beauty retailer that used a topview video ad to promote its beauty products and services. The ad featured a catchy song, a stunning video of a woman transforming her look using Shoppers Drug Mart products, and a clear call-to-action button that said "Shop Now". The ad also used a branded effect that users could apply to their own videos to create their own glow-ups. The ad resulted in over 10 million views,

over 3000 user-generated videos,

and a 15% increase in sales.

Conclusion

TikTok is a powerful and popular platform for advertising your brand, product, or service. By following the steps, best practices, and tips in this article, you can create great TikTok ads that stand out, engage, and convert. You can also learn from the examples of successful TikTok ads from different brands and industries.

So what are you waiting for? Start advertising on TikTok today and see the results for yourself!

Google Ads Guide