How to Create an Ad on TikTok

By Cepy 8/09/2023 Post a Comment

TikTok is one of the most popular social media platforms in the world, with over 1 billion monthly active users. TikTok is not only a place to watch and create entertaining videos, but also a powerful marketing tool for businesses of all sizes. TikTok ads can help you reach a large and engaged audience, increase brand awareness, drive traffic, generate leads, and boost sales.

But how do you create an ad on TikTok? What are the best practices and tips to make your ad stand out and achieve your goals? In this article, we will guide you through the process of creating a winning TikTok ad campaign in 2023. We will cover the following topics:

The benefits of advertising on TikTok
The types of TikTok ads and their specifications
The steps to create an ad on TikTok
The best practices and examples of TikTok ads
A detailed table breakdown related to TikTok ads
A FAQ section with 10 common questions about TikTok ads
A conclusion that invites you to check out other articles

The Benefits of Advertising on TikTok

Reach a massive and diverse audience

TikTok has over 1 billion monthly active users across 150 countries and regions. The majority of TikTok users are between 16 and 24 years old, but the platform also attracts older generations who are looking for fun and creative content. TikTok users spend an average of 52 minutes per day on the app, which means they are highly engaged and receptive to ads.

By advertising on TikTok, you can reach a massive and diverse audience that is hard to find on other platforms. You can also target your ads based on various criteria, such as location, age, gender, interests, behavior, device, and custom audiences. You can also use TikTok's pixel and SDK to track and optimize your ad performance.

Boost your brand awareness and reputation

TikTok is a platform where users can express themselves freely and creatively. TikTok users love to discover new things, follow trends, and interact with brands that share their values and passions. By advertising on TikTok, you can showcase your brand personality, story, and products in an authentic and engaging way.

TikTok ads can help you boost your brand awareness and reputation among your target audience. You can also leverage TikTok's influencers, hashtags, challenges, and music to amplify your reach and influence. You can also encourage user-generated content (UGC) by inviting users to participate in your campaigns or create their own videos using your products or services.

Drive traffic, leads, and sales

TikTok is not only a platform for entertainment, but also for action. TikTok users are curious and willing to try new things, especially if they are recommended by their favorite creators or peers. By advertising on TikTok, you can drive traffic, leads, and sales for your business.

TikTok ads can help you drive traffic to your website, app, landing page, or online store. You can also use TikTok's lead generation ads to collect user information, such as name, email, phone number, or address. You can also use TikTok's shoppable ads to enable users to purchase your products or services directly from the app.

The Types of TikTok Ads and Their Specifications

TopView Ads

TopView ads are full-screen video ads that appear when users open the app. They can last up to 60 seconds and have sound. They are ideal for capturing users' attention and creating a lasting impression.

The specifications for TopView ads are:

Video format: MP4 or MOV
Video size: less than 500 MB
Video resolution: at least 720 x 1280 pixels
Video aspect ratio: 9:16 or 1:1
Video duration: 5-60 seconds
Video bitrate: at least 516 kbps
Text: up to 80 characters
Call to action: up to 15 characters
Cover image: JPG or PNG format; less than 300 KB; at least 720 x 1280 pixels; aspect ratio of 9:16 or 1:1; no text or logo on the image
Landing page URL: must be a valid and secure URL

In-Feed Ads

In-Feed ads are video ads that appear in the user's For You page, which is the main feed of TikTok. They can last up to 60 seconds and have sound. They are ideal for blending in with the organic content and driving users to take action.

The specifications for In-Feed ads are:

Video format: MP4 or MOV
Video size: less than 500 MB
Video resolution: at least 720 x 1280 pixels
Video aspect ratio: 9:16 or 1:1
Video duration: 5-60 seconds
Video bitrate: at least 516 kbps
Text: up to 150 characters
Call to action: up to 15 characters
Cover image: JPG or PNG format; less than 300 KB; at least 720 x 1280 pixels; aspect ratio of 9:16 or 1:1; no text or logo on the image
Landing page URL: must be a valid and secure URL

Brand Takeover Ads

Brand Takeover ads are full-screen image or video ads that appear when users open the app or switch between categories. They can last up to 5 seconds and have sound. They are ideal for creating a strong visual impact and driving users to your landing page or hashtag challenge.

The specifications for Brand Takeover ads are:

Image format: JPG or PNG
Image size: less than 500 KB
Image resolution: at least 720 x 1280 pixels
Image aspect ratio: 9:16 or 1:1
Image duration: 3-5 seconds
Video format: MP4 or MOV
Video size: less than 500 MB
Video resolution: at least 720 x 1280 pixels
Video aspect ratio: 9:16 or 1:1
Video duration: 3-5 seconds
Video bitrate: at least 516 kbps
Landing page URL: must be a valid and secure URL or a hashtag challenge page

The Steps to Create an Ad on TikTok

Create a TikTok Ads Account and Business Manager

To create an ad on TikTok, you need to have a TikTok Ads account and a Business Manager. You can sign up for a TikTok Ads account here[^2^]. You will need to provide some basic information, such as your name, email, phone number, industry, and country. You will also need to agree to the TikTok Commercial Terms of Service and Privacy Policy.

Once you have created your TikTok Ads account, you will need to create a Business Manager. A Business Manager is a tool that allows you to manage your ad campaigns, billing, and permissions. You can create a Business Manager by clicking on your profile name in the top right corner of the TikTok Ads Manager and selecting "Create Business Manager". You will need to provide some information, such as your business name, address, currency, and time zone.

Create a Campaign

A campaign is the highest level of your ad structure. It defines your advertising objective, which is what you want to achieve with your ads. You can choose from three objectives:

Awareness: To increase your brand exposure and reach.
Consideration: To drive traffic, app installs, video views, lead generation, or catalog sales.
Conversion: To increase conversions, such as sales, registrations, or bookings.

To create a campaign, click on "Campaign" in the left menu of the TikTok Ads Manager and select "Create". You will need to provide some information, such as your campaign name, objective, budget type (daily or lifetime), and budget amount. You can also enable A/B testing and optimization features.

Create an Ad Group

An ad group is the second level of your ad structure. It defines your target audience, ad placement, delivery settings, bidding method, and budget. You can create multiple ad groups within a campaign to test different variables and optimize your performance.

To create an ad group, click on "Ad Group" in the left menu of the TikTok Ads Manager and select "Create". You will need to provide some information, such as yourad group name, promotion type (website, app, or hashtag challenge), ad placement (TikTok, Pangle, or Global App Bundle), target audience (based on location, age, gender, interests, behavior, device, and custom audiences), delivery settings (such as schedule, pacing, and frequency cap), bidding method (cost per mille, cost per click, cost per install, cost per action, or optimized cost per action), and budget (daily or lifetime).

Create an Ad

An ad is the lowest level of your ad structure. It defines your creative elements, such as your video or image, text, call to action, profile image, and landing page URL. You can create multiple ads within an ad group to test different creatives and optimize your performance.

To create an ad, click on "Ad" in the left menu of the TikTok Ads Manager and select "Create". You will need to provide some information, such as your ad name, ad format (video or image), media (upload from computer, add from assets, or create a video using TikTok's creative tools), text (up to 150 characters), call to action (choose from a list of options), profile image (upload from computer or add from assets), and landing page URL (must be a valid and secure URL).

Review and Launch Your Campaign

Once you have created your campaign, ad group, and ad, you can review them and make any changes if needed. You can also preview how your ad will look on different placements and devices. When you are ready to launch your campaign, click on "Submit" and wait for TikTok's approval. You can track and manage your campaign performance on the TikTok Ads Manager dashboard.

The Best Practices and Examples of TikTok Ads

Align Your Ads with Your Objective

One of the best practices for creating TikTok ads is to align your ads with your objective. Your objective is what you want to achieve with your ads, such as awareness, consideration, or conversion. Your ads should match your objective in terms of the message, creative, call to action, and landing page.

For example, if your objective is to increase awareness of your brand or product, you should create ads that showcase your brand personality, story, and value proposition. You should use eye-catching visuals, catchy music, and engaging text to capture users' attention and interest. You should also use a call to action that encourages users to learn more about your brand or product.

Here is an example of a TikTok ad that aligns with the awareness objective:

This ad is from Spotify, a music streaming service. The ad showcases Spotify's brand personality by using humor and relatable scenarios. The ad also showcases Spotify's value proposition by highlighting its features and benefits. The ad uses a catchy song and a simple text to capture users' attention and interest. The ad also uses a call to action that invites users to download Spotify and enjoy unlimited music.

Blend in with the Organic Content

Another best practice for creating TikTok ads is to blend in with the organic content. TikTok is a platform where users can express themselves freely and creatively. TikTok users love to discover new things, follow trends, and interact with brands that share their values and passions. Therefore, your ads should blend in with the organic content and not look like intrusive or boring commercials.

To blend in with the organic content, you should use the native video format of TikTok, which is vertical and full-screen. You should also use the same style and tone as the organic content, such as using filters, stickers, effects, transitions, music, and hashtags. You should also create ads that are relevant, entertaining, and engaging for your target audience.

Here is an example of a TikTok ad that blends in with the organic content:

This ad is from Chipotle, a fast-food chain. The ad blends in with the organic content by using the native video format of TikTok, which is vertical and full-screen. The ad also uses the same style and tone as the organic content, such as using a popular song, a hashtag challenge, and a humorous twist. The ad also creates relevance, entertainment, and engagement for the target audience by showcasing Chipotle's products and inviting users to participate in the challenge.

Optimize Your Ads for Performance

A third best practice for creating TikTok ads is to optimize your ads for performance. Performance is how well your ads achieve your objective, such as impressions, clicks, views, leads, or conversions. To optimize your ads for performance, you should use TikTok's features and tools to test, track, and improve your ads.

To optimize your ads for performance, you should use the following features and tools:

A/B testing: This feature allows you to create multiple versions of your ads and compare their performance. You can test different variables, such as the creative, text, call to action, or target audience. You can then analyze the results and choose the best-performing version.
Pixel and SDK: These tools allow you to track and measure your ad performance on your website or app. You can install the TikTok pixel on your website or the TikTok SDK on your app to collect user data, such as visits, actions, or events. You can then use this data to optimize your ads and landing pages.
Optimization features: These features allow you to automate and improve your ad delivery and bidding. You can use features such as Smart Optimization, Conversion Optimization, Automated Creative Optimization, or Budget Optimization to let TikTok's algorithm adjust your ads according to your objective and budget.

Here is an example of a TikTok ad that optimizes for performance:

This ad is from Grammarly, an online writing tool. The ad optimizes for performance by using A/B testing to compare different versions of the ad. The ad also uses the TikTok pixel to track and measure the conversions on the landing page. The ad also uses Smart Optimization to automatically optimize the ad delivery and bidding according to the conversion objective.

A Detailed Table Breakdown Related to TikTok Ads

To help you understand more about TikTok ads, here is a detailed table breakdown that compares the different types of TikTok ads and their specifications:

Type	Description	Placement	Format	Duration	Size	Resolution	Aspect Ratio	Bitrate	Text	CTA	Cover Image	Landing Page URL
TopView Ads	Full-screen video ads that appear when users open the app	TikTok	Video	5-60 seconds	Less than 500 MB	At least 720 x 1280 pixels	9:16 or 1:1	At least 516 kbps	Up to 80 characters	Up to 15 characters	JPG or PNG format; less than 300 KB; at least 720 x 1280 pixels; aspect ratio of 9:16 or 1:1; no text or logo on the image	Must be a valid and secure URL
In-Feed Ads	Video ads that appear in the user's For You page	TikTok, Pangle, or Global App Bundle	Video or Image	5-60 seconds	Less than 500 MB	At least 720 x 1280 pixels	9:16 or 1:1	At least 516 kbps	Up to 150 characters	Up to 15 characters	JPG or PNG format; less than 300 KB; at least 720 x 1280 pixels; aspect ratio of 9:16 or 1:1; no text or logo on the image	Must be a valid and secure URL
Brand Takeover Ads	Full-screen image or video ads that appear when users open the app or switch between categories	TikTok, Pangle, or Global App Bundle	Image or Video	3-5 seconds	Less than 500 KB (image) or 500 MB (video)	At least 720 x 1280 pixels	9:16 or 1:1	At least 516 kbps (video)	N/A	N/A	N/A	Must be a valid and secure URL or a hashtag challenge page

FAQ Section with 10 Common Questions About TikTok Ads

How much do TikTok ads cost?

The cost of TikTok ads depends on various factors, such as your objective, placement, format, target audience, bidding method, and budget. TikTok uses an auction system to determine the cost of your ads. You can set your own bid and budget for each campaign, ad group, and ad. You can also choose between different bidding methods, such as cost per mille (CPM), cost per click (CPC), cost per install (CPI), cost per action (CPA), or optimized cost per action (oCPA).

The minimum budget for TikTok ads is $50 for a campaign, $20 for an ad group, and $6 for an ad. However, the actual cost of your ads may vary depending on the competition and demand in the market. According to TikTok's official website, the average cost of TikTok ads in the US is:

$10 per CPM for TopView ads
$10 per CPM for In-Feed ads
$50,000 per day for Brand Takeover ads
$150,000 for a six-day period for Hashtag Challenge ads
$50,000 to $100,000 per day for Branded Effect ads

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

TikTok reviews and approves your ads within 24 hours after you submit them. However, the actual time may vary depending on the volume and quality of your ads. You can check the status of your ads on the TikTok Ads Manager dashboard. You will also receive an email notification when your ads are approved or rejected.

TikTok reviews your ads based on its advertising policies and guidelines. Your ads must comply with these policies and guidelines to be approved. Some of the main requirements are:

Your ads must be relevant, accurate, and clear.
Your ads must not contain any prohibited or restricted content, such as adult, violent, illegal, misleading, or offensive content.
Your ads must not violate any intellectual property rights, such as trademarks, copyrights, or patents.
Your ads must not interfere with the user experience, such as covering the screen, playing sound automatically, or redirecting users without their consent.
Your ads must match your landing page in terms of the product, service, offer, and content.
Your landing page must be functional, secure, and user-friendly.

How can I track and measure my TikTok ad performance?

You can track and measure your TikTok ad performance on the TikTok Ads Manager dashboard. You can access various metrics and reports to evaluate your ad performance based on your objective. Some of the main metrics are:

Impressions: The number of times your ad was shown to users.
Reach: The number of unique users who saw your ad.
Clicks: The number of times users clicked on your ad.
CPC: The average cost per click on your ad.
CTR: The click-through rate of your ad, calculated as clicks divided by impressions.
Conversions: The number of times users completed a desired action after clicking on your ad, such as installing an app, registering on a website, or purchasing a product.
CPI: The average cost per install of your app.
CPA: The average cost per action on your ad.
CR: The conversion rate of your ad, calculated as conversions divided by clicks.
ROAS: The return on ad spend of your ad, calculated as revenue divided by ad spend.

You can also use the TikTok pixel and SDK to track and measure your ad performance on your website or app. You can install the TikTok pixel on your website or the TikTok SDK on your app to collect user data, such as visits, actions, or events. You can then use this data to optimize your ads and landing pages.

How can I optimize my TikTok ads?

You can optimize your TikTok ads by using TikTok's features and tools to test, track, and improve your ads. You can use the following features and tools to optimize your ads:

A/B testing: This feature allows you to create multiple versions of your ads and compare their performance. You can test different variables, such as the creative, text, call to action, or target audience. You can then analyze the results and choose the best-performing version.
Pixel and SDK: These tools allow you to track and measure your ad performance on your website or app. You can install the TikTok pixel on your website or the TikTok SDK on your app to collect user data, such as visits, actions, or events. You can then use this data to optimize your ads and landing pages.
Optimization features: These features allow you to automate and improve your ad delivery and bidding. You can use features such as Smart Optimization, Conversion Optimization, Automated Creative Optimization, or Budget Optimization to let TikTok's algorithm adjust your ads according to your objective and budget.

You can also optimize your TikTok ads by following some best practices, such as:

Aligning your ads with your objective
Blending in with the organic content
Using eye-catching visuals, catchy music, and engaging text
Using clear and compelling calls to action
Using relevant and popular hashtags, challenges, and music
Leveraging TikTok's influencers and creators
Encouraging user-generated content
Keeping your ads fresh and updated

How can I create a hashtag challenge on TikTok?

A hashtag challenge is a type of TikTok ad that invites users to create and share videos using a specific hashtag and theme. A hashtag challenge can help you increase brand awareness, engagement, and user-generated content. To create a hashtag challenge on TikTok, you need to follow these steps:

Create a catchy and memorable hashtag that reflects your brand and theme.
Create a video that introduces the challenge and shows how to participate.
Create a landing page for the challenge that displays the rules, instructions, examples, and prizes.
Promote the challenge using Brand Takeover ads or In-Feed ads that direct users to the landing page.
Partner with TikTok's influencers and creators to amplify the reach and influence of the challenge.
Moderate and monitor the challenge submissions and interactions.
Reward the best submissions and participants with prizes or recognition.

How can I create a branded effect on TikTok?

A branded effect is a type of TikTok ad that allows you to create custom filters, stickers, effects, or animations that users can apply to their videos. A branded effect can help you enhance your brand identity, creativity, and interaction. To create a branded effect on TikTok, you need to follow these steps:

Contact TikTok's sales team to request a branded effect.
Provide your brand logo, guidelines, objectives, and budget.
Work with TikTok's creative team to design and develop your branded effect.
Review and approve your branded effect before launching it.
Promote your branded effect using TopView ads or In-Feed ads that direct users to try it out.
Partner with TikTok's influencers and creators to showcase and spread your branded effect.
Moderate and monitor the user videos and interactions using your branded effect.

How can I create a shoppable ad on TikTok?

A shoppable ad is a type of TikTok ad that allows you to enable users to purchase your products or services directly from the app. A shoppable ad can help you increase conversions, sales, and loyalty. To create a shoppable ad on TikTok, you need to follow these steps:

Create a TikTok Shop account and link it to your TikTok Ads account.
Upload your product catalog and information to your TikTok Shop account.
Create a video or image ad that showcases your products or services.
Add a "Shop Now" button to your ad that directs users to your product page.
Promote your shoppable ad using In-Feed ads or Global App Bundle ads.
Track and measure your shoppable ad performance using the TikTok pixel or SDK.

How can I create a lead generation ad on TikTok?

A lead generation ad is a type of TikTok ad that allows you to collect user information, such as name, email, phone number, or address. A lead generation ad can help you build your customer database, generate leads, and nurture relationships. To create a lead generation ad on TikTok, you need to follow these steps:

Create a video or image ad that showcases your offer or value proposition.
Add a "Sign Up" button to your ad that directs users to a form.
Create a form that asks for the user information you need. You can use TikTok's templates or create your own custom form.
Add a privacy policy and consent statement to your form that informs users how you will use and protect their data.
Promote your lead generation ad using In-Feed ads or Global App Bundle ads.
Download and manage your leads from the TikTok Ads Manager dashboard or integrate them with your CRM system.

How can I create a video using TikTok's creative tools?

TikTok's creative tools are features that allow you to create stunning videos for your ads in minutes. You can use these tools to edit, enhance, and customize your videos. You can access these tools from the TikTok Ads Manager dashboard by clicking on "Create an Ad" and selecting "Create a Video". You can use the following creative tools:

Video Template: This tool allows you to create video ads based on existing images using pre-approved templates. You can choose from different categories, themes, styles, and music. You can also add your own text, logo, and call to action.
Smart Video: This tool allows you to use smart technology to automatically analyze your media and create edited videos like a pro. You can upload videos without sound and use smart soundtrack to generate background music. You can also adjust the video duration, speed, transition, filter, and music.
Video Editor: This tool allows you to edit your videos using advanced features, such as cropping, trimming, splitting, merging, rotating, flipping, zooming, reversing, adjusting volume, adding voiceover, adding stickers, adding effects, adding filters, adding text, adding music, and adding watermark.

Conclusion

TikTok is one of the most popular and powerful social media platforms in the world. TikTok ads can help you reach a large and engaged audience, increase brand awareness, drive traffic, generate leads, and boost sales. To create an ad on TikTok, you need to follow these steps:

Create a TikTok Ads account and Business Manager
Create a campaign
Create an ad group
Create an ad
Review and launch your campaign

You also need to follow some best practices and tips to make your ad stand out and achieve your goals. Some of the best practices are:

Aligning your ads with your objective
Blending in with the organic content
Optimizing your ads for performance

We hope this article has helped you understand how to create an ad on TikTok in 2023. If you want to learn more about TikTok ads, you can check out our other articles:

Thank you for reading and happy advertising!

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