How to Create Ads on TikTok
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 short 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 ads on TikTok? What are the best practices and tips to make your ads stand out and achieve your goals? In this article, we will guide you through the process of creating ads on TikTok, from setting up your account to launching your campaigns. We will also show you some examples of successful TikTok ads and answer some frequently asked questions.
Step 1: Set Up Your TikTok Ads Account
Create a TikTok for Business Account
The first step to create ads on TikTok is to create a TikTok for Business account. This is a separate account from your personal or creator account, and it allows you to access the TikTok Ads Manager, where you can create and manage your ad campaigns.
To create a TikTok for Business account, go to https://www.tiktok.com/business and click on "Create an Ad". You will need to fill in some basic information about your business, such as your name, email, phone number, industry, and country. You will also need to agree to the terms and conditions and privacy policy of TikTok.
Create an Advertiser Account
After creating your TikTok for Business account, you will need to create an advertiser account. This is where you can set up your billing information, such as your currency, payment method, and billing threshold. You can also invite other users to manage your account and assign them different roles and permissions.
To create an advertiser account, go to the TikTok Ads Manager and click on "Account Center" in the top right corner. Then click on "Create Advertiser Account" and follow the instructions. You will need to verify your email address and phone number before you can proceed.
Step 2: Choose Your Campaign Objective
Understand the Campaign Structure
Before you create your first ad campaign on TikTok, you need to understand how the campaign structure works. There are three levels of hierarchy in the TikTok Ads Manager: campaign, ad group, and ad.
- A campaign is the highest level of your advertising strategy. It defines your overall goal and budget for your ads. You can have multiple campaigns for different purposes, such as brand awareness, traffic, conversions, app installs, etc.
- An ad group is a subset of your campaign. It defines your target audience, placement, schedule, bid strategy, optimization goal, and delivery type for your ads. You can have multiple ad groups within a campaign to test different variables and optimize your performance.
- An ad is the lowest level of your advertising strategy. It defines the creative elements of your ads, such as the image, video, text, call-to-action button, landing page URL, etc. You can have multiple ads within an ad group to test different creatives and find the best ones.
Select Your Campaign Objective
The first step to create a campaign on TikTok is to select your campaign objective. This is the primary goal that you want to achieve with your ads. Your campaign objective will determine how your ads are optimized and measured by TikTok.
TikTok offers five campaign objectives:
- Reach: This objective is designed to maximize the number of people who see your ads. It is suitable for increasing brand awareness and exposure.
- Traffic: This objective is designed to drive more visitors to your website or app. It is suitable for increasing website visits or app downloads.
- App Install: This objective is designed to encourage more users to install your app. It is suitable for increasing app installs or app engagement.
- Video View: This objective is designed to increase the number of views or watch time of your video ads. It is suitable for showcasing your products or services in a video format.
- Conversions: This objective is designed to generate more actions or transactions on your website or app. It is suitable for increasing sales, leads, registrations, subscriptions, etc.
Step 3: Define Your Target Audience
Use the Audience Network
One of the advantages of advertising on TikTok is that you can reach not only the users on the TikTok app, but also the users on other apps that are part of the TikTok Audience Network. The TikTok Audience Network is a collection of third-party apps that partner with TikTok to display ads to their users. These apps include popular platforms such as BuzzVideo, News Republic, Vigo Video, Helo, etc.
By using the Audience Network, you can expand your reach and exposure to a larger and more diverse audience. You can also optimize your ad performance by showing your ads to the users who are most likely to be interested in your products or services.
To use the Audience Network, you need to select "Automatic Placement" or "Select Placement" when you create your ad group. If you choose "Automatic Placement", TikTok will automatically distribute your ads across the TikTok app and the Audience Network apps. If you choose "Select Placement", you can manually select which apps you want to show your ads on.
Use the Smart Targeting
Another way to define your target audience on TikTok is to use the Smart Targeting feature. This feature allows you to target your ads based on the users' interests, behaviors, and preferences, rather than their demographics or location. For example, you can target users who are interested in fashion, sports, music, gaming, etc.
By using the Smart Targeting feature, you can increase the relevance and effectiveness of your ads. You can also save time and effort by letting TikTok automatically find and reach your ideal customers.
To use the Smart Targeting feature, you need to select "Smart Targeting" when you create your ad group. You can then choose from a list of predefined categories or create your own custom category based on keywords.
Step 4: Create Your Ad Creatives
Follow the Ad Specifications
The next step to create ads on TikTok is to create your ad creatives. These are the visual and textual elements that make up your ads, such as the image, video, text, call-to-action button, landing page URL, etc.
To create your ad creatives, you need to follow the ad specifications provided by TikTok. These are the technical requirements and guidelines that ensure your ads are compatible and compliant with the TikTok platform and policies. For example, you need to follow the size, format, resolution, duration, file size, aspect ratio, etc. of your image or video.
You can find the ad specifications for each ad format and placement on the TikTok Ads Manager or on the TikTok Ads Help Center.
Use the Creative Tools
If you need some help or inspiration to create your ad creatives, you can use the creative tools offered by TikTok. These are online tools that allow you to create professional-looking and engaging ads with ease and speed. For example, you can use:
- The Video Creation Kit: This tool allows you to create video ads using templates, stickers, music, filters, etc. You can also upload your own images or videos and edit them with the tool.
- The Smart Video: This tool allows you to create video ads using artificial intelligence (AI). You just need to upload your images or videos and select a theme and music. The tool will then automatically generate a video ad for you.
- The Landing Page to Video: This tool allows you to create video ads using your website or app landing page. You just need to enter your landing page URL and select a theme and music. The tool will then automatically capture screenshots of your landing page and turn them into a video ad.
A Detailed Table Breakdown Related to Create Ads on TikTok
| Ad Format | Description | Example |
|---|---|---|
| Brand Takeover | A full-screen image or video ad that appears when users open the TikTok app. It can link to an internal or external landing page. | |
| TopView | A full-screen video ad that appears after 3 seconds of opening the TikTok app. It can last up to 60 seconds and have sound. | |
| In-Feed Video | A video ad that appears in the user's For You feed. It can last up to 60 seconds and have sound. It can also have a call-to-action button and a comment section. | |
| Branded Hashtag Challenge | A sponsored hashtag that invites users to create and share content related to a brand or a theme. It appears on the Discover page and has a dedicated banner and landing page. | |
| Branded Effect | A customized filter, sticker, or effect that users can apply to their videos. It can be 2D, 3D, or AR, and it can be triggered by facial expressions, gestures, or sounds. |
FAQs About Create Ads on TikTok
How Much Does It Cost to Create Ads on TikTok?
The cost of creating ads on TikTok depends on several factors, such as your campaign objective, ad format, target audience, bid strategy, optimization goal, etc. TikTok uses an auction-based system to determine the cost of your ads, which means you only pay the minimum amount required to win the auction and deliver your ads.
TikTok offers two types of bidding methods: cost per mille (CPM) and cost per click (CPC). CPM means you pay for every 1,000 impressions of your ads, while CPC means you pay for every click on your ads. You can set your own bid amount and budget for each campaign or ad group.
According to Wallaroo Media, the average CPM for TikTok ads in the US is between $10 and $15, while the average CPC is between $0.50 and $1.50. However, these are only estimates and may vary depending on the market conditions and competition.
How Do I Track and Measure the Performance of My Ads on TikTok?
TikTok provides various tools and metrics to help you track and measure the performance of your ads on TikTok. You can use:
- The TikTok Ads Manager: This is the online platform where you can create and manage your ad campaigns. It also provides various reports and dashboards that show you the key performance indicators (KPIs) of your ads, such as impressions, clicks, conversions, cost, etc. You can also filter, segment, and export your data for further analysis.
- The TikTok Pixel: This is a piece of code that you can install on your website or app to track the actions or events that users take after seeing or clicking on your ads. For example, you can track purchases, sign-ups, downloads, etc. You can also use the pixel to create custom audiences and optimize your ads for conversions.
- The TikTok Analytics: This is a feature that allows you to access the insights and data of your TikTok for Business account. It shows you the overview of your account performance, such as followers, profile views, video views, etc. It also shows you the demographics and interests of your followers and the performance of your organic videos.
What Are Some Best Practices and Tips to Create Ads on TikTok?
TikTok is a unique and creative platform that requires a different approach than other social media platforms. To create effective ads on TikTok, you should follow some best practices and tips, such as:
- Know your audience: You should understand who your target audience is on TikTok and what they are interested in. You should also research the trends, hashtags, challenges, music, etc. that are popular on TikTok and align them with your brand identity and message.
- Be authentic: You should create ads that are authentic and genuine, rather than polished and professional. You should also use a casual and conversational tone of voice, rather than formal and salesy. You should aim to entertain and engage your audience, rather than interrupt and annoy them.
- Be creative: You should create ads that are creative and original, rather than boring and generic. You should also use the features and tools that TikTok offers, such as filters, stickers, effects, music, etc. to enhance your ads and make them stand out.
- Be clear: You should create ads that are clear and concise, rather than vague and long. You should also use a strong and compelling call-to-action button, such as "Shop Now", "Learn More", "Download Now", etc. to encourage your audience to take action.
- Test and optimize: You should create multiple versions of your ads and test them against each other to find the best ones. You should also monitor and analyze your ad performance and optimize your ads accordingly. You should also experiment with different variables and try new things to improve your results.
Conclusion
TikTok is a powerful and popular platform that offers many opportunities for businesses to reach and engage their target audience. TikTok ads can help you achieve various goals, such as increasing brand awareness, driving traffic, generating leads, and boosting sales.
To create ads on TikTok, you need to follow a few steps, such as setting up your account, choosing your objective, defining your audience, creating your creatives, and launching your campaigns. You also need to follow some best practices and tips, such as knowing your audience, being authentic, being creative, being clear, and testing and optimizing your ads.
If you want to learn more about how to create ads on TikTok, you can check out our other articles on this topic. For example, you can read TikTok Ads Example to see some successful examples of TikTok ads from different industries and niches.
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