How to Create Public TikTok Ads That Drive Results
TikTok is one of the most popular social media platforms in the world, with over 1 billion active users. It's also a powerful marketing tool for brands that want to reach a young and engaged audience. But how do you create public TikTok ads that stand out and drive results?
In this article, we'll cover everything you need to know about public TikTok ads, including the different types of ads, how to set up your campaign, and some best practices and tips to make your ads more effective.
What are public TikTok ads?
Public 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.
Public TikTok ads can appear in various places on the app, such as the For You page, the Discover page, or the user's inbox. They can also appear on TikTok's partner apps, such as BuzzVideo, TopBuzz, and Babe.
Why use public TikTok ads?
Public TikTok ads can help you reach a massive and diverse audience that is highly engaged and creative. According to TikTok's website, the app has over 100 million monthly active users in the US alone, and over 50% of them are under 34 years old. The app also boasts an average daily watch time of over 52 minutes per user.
Public TikTok ads can also help you showcase your brand personality and connect with your audience on an emotional level. Unlike other social media platforms, TikTok is all about authenticity, fun, and creativity. Users love to watch and create content that is entertaining, informative, and inspiring. By creating public TikTok ads that match this tone and style, you can increase your brand awareness, affinity, and loyalty.
How much do public TikTok ads cost?
The cost of public TikTok ads depends on several factors, such as your campaign objective, budget, bidding strategy, targeting options, ad format, and creative quality. According to Influencer Marketing Hub, the average cost per impression (CPM) for public TikTok ads ranges from $3 to $9 in the US.
You can choose between two pricing models for your public TikTok ads: cost per click (CPC) or cost per thousand impressions (CPM). CPC means you pay only when someone clicks on your ad, while CPM means you pay for every 1,000 impressions your ad receives. You can also set a daily or lifetime budget for your campaign, as well as a bid amount for each ad group.
Types of public TikTok ads
TikTok offers several types of public TikTok ads for different purposes and goals. Here are some of the most common ones:
In-feed video ads
In-feed video ads are short videos that appear among the organic content on the For You page or the user's following page. They can be up to 60 seconds long and have sound. Users can interact with these ads by liking, commenting, sharing, or following the advertiser. They can also swipe up to visit the advertiser's website or app.
In-feed video ads are ideal for driving traffic, conversions, or app installs. They can also be used to promote hashtag challenges or branded effects.
Brand takeover ads
Brand takeover ads are full-screen static or video ads that appear when a user opens the app for the first time in a day. They can last up to 5 seconds and have sound. Users can tap on these ads to visit the advertiser's website or app, or to watch an in-feed video ad.
Brand takeover ads are great for creating a strong impression and boosting brand awareness. They can also be used to drive traffic or app installs.
Spark ads
Spark ads are a new type of public TikTok ad that allows brands to sponsor popular organic content that relates to their products or services. Brands can choose from existing videos created by influencers or other users, or create their own videos with branded elements. Users can see these videos on their For You page or on the Spark Ads tab in the Discover page.
Spark ads are perfect for leveraging user-generated content (UGC) and influencer marketing. They can help brands increase their reach, engagement, and credibility.
Branded AR content
Branded AR content are custom stickers, lenses, filters, or effects that brands can create and offer to users to use in their own videos. Users can access these branded AR content from the effects tray or from the Discover page. They can also see which videos use these branded AR content and join the fun.
Branded AR content are a fun and creative way to enhance user experience and encourage user participation. They can also help brands increase their exposure and virality.
Hashtag challenge ads
Hashtag challenge ads are public TikTok ads that invite users to create and share videos around a specific theme or topic using a branded hashtag. Brands can create their own hashtag challenges or sponsor existing ones created by influencers or other users. Users can see these hashtag challenges on the Discover page or on a dedicated landing page within the app.
Hashtag challenge ads are an effective way to generate buzz and word-of-mouth around a brand. They can also help brands increase their user engagement, user-generated content, and social proof.
How to create public TikTok ads
Creating public TikTok ads is easy and straightforward. You just need to follow these steps:
Step 1: Create a TikTok Ads account
The first step is to create a TikTok Ads account. You can do this by visiting the TikTok for Business website 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: Create a campaign
The next step is to create a campaign for your public TikTok ads. You can do this by logging into your TikTok Ads account and clicking on the Campaign tab. Then, click on the Create button and choose your campaign objective. You can choose from three main objectives: awareness, consideration, or conversion.
Then, you'll need to name your campaign and set your budget. You can choose between a daily budget or a lifetime budget for your campaign.
Step 3: Create an ad group
The third step is to create an ad group for your public TikTok ads. An ad group is a subset of your campaign that contains one or more ads that share the same targeting, placement, and bidding options. You can create multiple ad groups for each campaign to test different variables and optimize your performance.
To create an ad group, you'll need to name your ad group and choose your ad placement. You can choose to run your ads on TikTok only or on TikTok and its partner apps. Then, you'll need to choose your ad format from the available options based on your campaign objective.
Next, you'll need to set up your targeting options. You can target your audience based on their location, age, gender, language, interests, behaviors, devices, and custom audiences. You can also exclude certain audiences from seeing your ads.
After that, you'll need to choose your bidding strategy. You can choose between CPC or CPM pricing models and set your bid amount for each ad group. You can also set a daily or lifetime budget for each ad group.
Finally, you'll need to choose your optimization goal and delivery type. Your optimization goal is what you want TikTok to optimize your ads for, such as impressions, clicks, conversions, or app installs. Your delivery type is how you want TikTok to deliver your ads, either standard (evenly throughout the day) or accelerated (as quickly as possible).
Step 4: Create an ad
The last step is to create an ad for your public TikTok ads. An ad is the actual creative that users will see on the app. You can create multiple ads for each ad group to test different creatives and messages.
To create an ad, you'll need to upload your video or image file or use TikTok's video creation tools to make one from scratch. You'll also need to add some text and a call-to-action button to your ad. You can preview how your ad will look like on different devices before publishing it.
Tips for creating effective public TikTok ads
Now that you know how to create public TikTok ads, here are some tips to make them more effective:
Know your audience
The first tip is to know your audience and what they want to see on TikTok. TikTok users are mostly young, creative, and expressive. They love to watchand create content that is entertaining, informative, and inspiring. They also value authenticity, diversity, and community. So, you should create public TikTok ads that match these preferences and values. You should also use the app's features, such as hashtags, effects, and music, to make your ads more relevant and engaging.
Be creative
The second tip is to be creative and original with your public TikTok ads. TikTok is a platform where users can express their creativity and individuality. So, you should avoid using generic or boring ads that look like traditional commercials. Instead, you should use humor, emotion, storytelling, or education to capture your audience's attention and interest. You should also experiment with different formats, styles, and messages to see what works best for your brand and audience.
Be concise
The third tip is to be concise and clear with your public TikTok ads. TikTok users have a short attention span and a lot of content to choose from. So, you should make sure your ads are short and sweet, preferably under 15 seconds. You should also make sure your ads have a clear and compelling message and call-to-action that tell your audience what you want them to do next.
Be consistent
The fourth tip is to be consistent and coherent with your public TikTok ads. TikTok users are loyal and engaged with the content they like. So, you should make sure your ads are consistent with your brand identity, voice, and tone. You should also make sure your ads are coherent with your campaign objective, ad group, and landing page. This will help you build trust and credibility with your audience and increase your conversion rate.
Test and optimize
The fifth tip is to test and optimize your public TikTok ads. TikTok provides you with various metrics and insights to measure the performance of your ads, such as impressions, clicks, conversions, cost per result, etc. You should use these data to analyze the effectiveness of your ads and identify areas for improvement. You should also test different variables, such as ad format, targeting options, bidding strategy, creative elements, etc., to see what works best for your brand and audience.
A detailed table breakdown related to the topic
To give you a better idea of the different types of public TikTok ads and their features, here is a detailed table breakdown:
| Type of ad | Description | Objective | Placement | Format | Duration | Sound | Interaction |
|---|---|---|---|---|---|---|---|
| In-feed video ads | Short videos that appear among the organic content on the For You page or the user's following page. | Traffic, conversions, app installs, hashtag challenges, branded effects. | TikTok only or TikTok and partner apps. | Video only. | Up to 60 seconds. | Yes. | Likes, comments, shares, follows, swipe up. |
| Brand takeover ads | Full-screen static or video ads that appear when a user opens the app for the first time in a day. | Awareness, traffic, app installs. | TikTok only. | Static image or video. | Up to 5 seconds. | Yes. | Tap to visit website or app or watch in-feed video ad. |
| Spark ads | Sponsored organic content that relates to the advertiser's products or services. | Awareness, engagement, credibility. | TikTok only. | Video only. | No limit. | Yes. | Likes, comments, shares, follows. |
| Branded AR content | Custom stickers, lenses, filters, or effects that brands can create and offer to users to use in their own videos. | Awareness, engagement, virality. | TikTok only. | AR elements only.No limit.No. | Use in own videos or watch other videos using them. | ||
| Hashtag challenge ads | Promoted content that invites users to create and share videos around a specific theme or topic using a branded hashtag. | Awareness, engagement, user-generated content, social proof. | TikTok only. | Video only. | No limit. | Yes. | Create or watch videos using the hashtag. |
FAQ section with 10 common questions about public TikTok ads
If you still have some questions about public TikTok ads, here are some of the most frequently asked ones and their answers:
How do I get started with public TikTok ads?
To get started with public TikTok ads, you need to create a TikTok Ads account on the TikTok for Business website. Then, you need to create a campaign, an ad group, and an ad for your public TikTok ads. You can choose from different types of ads, objectives, placements, formats, and targeting options for your ads. You can also use TikTok's video creation tools to make your own videos or sponsor existing ones.
How do I measure the performance of my public TikTok ads?
To measure the performance of your public TikTok ads, you can use the TikTok Ads Manager dashboard. There, you can see various metrics and insights for your campaigns, ad groups, and ads. You can also filter and sort the data by date range, objective, placement, format, etc. You can also download reports or set up automated notifications for your public TikTok ads.
How do I optimize my public TikTok ads?
To optimize your public TikTok ads, you need to test and analyze different variables and see what works best for your brand and audience. You can test different types of ads, objectives, placements, formats, targeting options, bidding strategies, creative elements, etc. You can also use the data and insights from the TikTok Ads Manager dashboard to identify areas for improvement and make adjustments accordingly.
What are the best practices for creating public TikTok ads?
Some of the best practices for creating public TikTok ads are:
- Know your audience and what they want to see on TikTok.- Be creative and original with your public TikTok ads.- Be concise and clear with your public TikTok ads.- Be consistent and coherent with your public TikTok ads.- Test and optimize your public TikTok ads.What are the benefits of using public TikTok ads?
Some of the benefits of using public TikTok ads are:
- Reach a massive and diverse audience that is highly engaged and creative.- Showcase your brand personality and connect with your audience on an emotional level.- Leverage user-generated content and influencer marketing.- Enhance user experience and encourage user participation.- Generate buzz and word-of-mouth around your brand.What are the challenges of using public TikTok ads?
Some of the challenges of using public TikTok ads are:
- Stand out from the competition and the organic content on the app.- Adapt to the fast-changing trends and preferences of the users.- Comply with the policies and guidelines of the platform.- Manage your budget and bidding effectively.- Monitor and control your brand reputation.What are some examples of successful public TikTok ads?
Some examples of successful public TikTok ads are:
- Chipotle's #Boorito challenge that encouraged users to show their Halloween costumes and get a free burrito.- Guess's #InMyDenim challenge that invited users to show off their denim outfits and win prizes.- Fenty Beauty's in-feed video ads that showcased their products in action and drove traffic to their website.- Nike's branded effect that let users try on different sneakers virtually and share their videos.- Apple's brand takeover ad that promoted their iPhone 12 launch event.How do I create a hashtag challenge ad?
To create a hashtag challenge ad, you need to follow these steps:
- Choose a catchy and relevant hashtag for your challenge.- Create a video that explains the rules and demonstrates the challenge.- Upload your video as an in-feed video ad or a brand takeover ad.- Choose hashtag challenge as your campaign objective and set up your targeting options.- Choose hashtag challenge as your ad format and set up your landing page.- Launch your campaign and monitor its performance.How do I create a branded AR content ad?
To create a branded AR content ad, you need to follow these steps:
- Choose a type of AR content for your ad, such as stickers, lenses, filters, or effects.- Create or upload your AR content using TikTok's Effect Studio or work with a TikTok Marketing Partner.- Choose branded effect as your campaign objective and set up your targeting options.- Choose branded effect as your ad format and set up your landing page.- Launch your campaign and monitor its performance.How do I create a spark ad?
To create a spark ad, you need to follow these steps:
- Choose a video that relates to your product or service from the existing organic content on TikTok or create your own video with branded elements.- Choose spark ads as your campaign objective and set up your targeting options.- Choose spark ads as your ad format and set up your landing page.- Launch your campaign and monitor its performance.Conclusion
Public TikTok ads are a great way to market your brand on one of the most popular and engaging social media platforms in the world. By following the steps and tips in this article, you can create public TikTok ads that drive results for your business.
If you want to learn more about public TikTok ads, you can visit the TikTok for Business website or check out some of our other articles on the topic.
And if you want to read one of our articles about how to create a TikTok shop, you can click here: /create-own-tiktok-shop
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