How to Grow Your Business with TikTok Ads
Hi online friends, If you're looking for a way to reach new customers, increase your brand awareness, and boost your sales, 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. It's also a creative and engaging place where people can discover and share short videos on various topics, from music and dance to comedy and education.
But TikTok is not just a place for entertainment. It's also a powerful marketing tool that can help you grow your business. In fact, according to a study by Kantar, 67% of TikTok users are more likely to buy from brands they see on the app.
So how can you take advantage of this opportunity and start advertising on TikTok? In this article, we'll show you everything you need to know about TikTok ads, including:
- What are the benefits of advertising on TikTok
- What are the types of ads you can run on TikTok
- How to create and manage your ads with TikTok Ads Manager
- How to measure and optimize your ad performance
- Some examples of successful TikTok ads campaigns
Let's get started!
What are the benefits of advertising on TikTok
Advertising on TikTok can help you achieve various marketing goals, such as:
- Driving traffic to your website or app
- Increasing app installs or online sales
- Growing online sales leads or conversions
- Raising brand awareness or affinity
- Engaging with your target audience or community
Some of the benefits of advertising on TikTok include:
- Access to a large and global audience: TikTok has over 1 billion monthly active users across 150 countries and regions. You can reach a diverse and engaged audience that spans different ages, interests, and cultures.
- Ability to showcase your brand personality: TikTok is a platform where people can express themselves creatively and authentically. You can use TikTok ads to showcase your brand's unique voice, values, and story, and connect with your audience on an emotional level.
- Opportunity to leverage user-generated content: TikTok is a platform where users create and share content with each other. You can tap into this user-generated content (UGC) by collaborating with influencers or launching branded hashtag challenges that encourage users to create videos featuring your products or services.
- Flexibility to choose your ad format: TikTok offers various ad formats that suit different marketing objectives and budgets. You can choose from in-feed ads, branded effects, branded hashtag challenges, topview ads, brand takeover ads, or spark ads, depending on your goals and preferences.
- Ease of use and affordability: TikTok Ads Manager is the one-stop shop for running and managing your ads on TikTok. It provides you with all the tools you need to create and launch effective ads, set your budget and targeting options, and track and optimize your results. You don't need any expertise or experience to get started - it only takes a few minutes.
What are the types of ads you can run on TikTok
TikTok offers six main types of ads that you can choose from:
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 can be up to 60 seconds long, but shorter videos tend to perform better. They also have sound-on by default, so make sure your audio is clear and catchy.
In-feed ads are ideal for driving traffic to your website or app, increasing app installs or online sales, or growing online sales leads or conversions. You can add a call-to-action (CTA) button to your ad, such as "Learn more", "Shop now", "Download", or "Contact us".
Branded effects
Branded effects are custom filters, stickers, or lenses that you can create and offer to users to enhance their videos. They can be 2D, 3D, or AR (augmented reality) effects that users can apply to their faces or surroundings.
Branded effects are ideal for raising brand awareness or affinity, engaging with your target audience or community, or leveraging user-generated content. You can encourage users to use your branded effects by launching a branded hashtag challenge or collaborating with influencers.
Branded hashtag challenges
Branded hashtag challenges are sponsored challenges that invite users to create and share videos around a specific theme or topic using your branded hashtag. They appear on the "Discover" page and have a dedicated banner that links to a landing page with more details about the challenge.
Branded hashtag challenges are ideal for raising brand awareness or affinity, engaging with your target audience or community, or leveraging user-generated content. You can also add a branded effect to your challenge to make it more fun and interactive.
Topview ads
Topview ads are video ads that appear as the first thing users see when they open the app. They can be up to 60 seconds long, but shorter videos tend to perform better. They also have sound-on by default, so make sure your audio is clear and catchy.
Topview ads are ideal for raising brand awareness or affinity, driving traffic to your website or app, or increasing app installs or online sales. You can add a call-to-action (CTA) button to your ad, such as "Learn more", "Shop now", "Download", or "Contact us".
Brand takeover ads
Brand takeover ads are full-screen video or image ads that appear when users open the app or switch between categories. They can be up to 5 seconds long for video ads or 3 seconds long for image ads. They also have sound-off by default, so make sure your visuals are compelling and clear.
Brand takeover ads are ideal for raising brand awareness or affinity, driving traffic to your website or app, or increasing app installs or online sales. You can add a call-to-action (CTA) button to your ad, such as "Learn more", "Shop now", "Download", or "Contact us".
Spark ads
Spark ads are video ads that boost your own or creators' videos to maximize impact for your brand. They can be up to 60 seconds long, but shorter videos tend to perform better. They also have sound-on by default, so make sure your audio is clear and catchy.
Spark ads are ideal for raising brand awareness or affinity, engaging with your target audience or community, or leveraging user-generated content. You can add a call-to-action (CTA) button to your ad, such as "Learn more", "Shop now", "Download", or "Contact us".
How to create and manage your ads with TikTok Ads Manager
TikTok Ads Manager is the one-stop shop for running and managing your ads on TikTok. It provides you with all the tools you need to create and launch effective ads, set your budget and targeting options, and track and optimize your results.
To create and manage your ads with TikTok Ads Manager, follow these steps:
Step 1: Create a business account
The first step is to create a business account from which you will build, manage, and track your ads. To do this, go to https://www.tiktok.com/business/en-US and click on "Create an Ad". You will need to enter some basic information about your business, such as your name, email address, phone number, industry, and country.
Step 2: Describe your business and set up your payment type
The next step is to describe your business and set up your payment type. You will need to choose one of the following options:
- Self-serve: This option is suitable for small and medium-sized businesses that want to manage their own campaigns and budgets. You will need to provide a credit card or PayPal account as your payment method.
- Managed: This option is suitable for large businesses that want to work with a dedicated account manager and access more advanced features and support. You will need to contact TikTok's sales team to set up this option.
Step 3: Choose your ad manager mode
The next step is to choose your ad manager mode. You can choose between two modes:
- Simplified: This mode is suitable for beginners who want to create their first ad quickly and easily. You will only need to choose your goal, audience, budget, and creative.
- Custom: This mode is suitable for advanced users who want more control and flexibility over their campaigns. You will be able to choose from various campaign settings, ad groups, bidding strategies, targeting options, and optimization methods.
You can switch between the two modes at any time.
Step 4: Create your campaign
The next step is to create your campaign. A campaign is a set of ad groups that share the same marketing objective. To create a campaign, follow these steps:
- Click on the "Campaign" tab on the left menu and then click on the "+ Create" button on the top right corner.
- Choose your campaign objective from the following options: Traffic, App Install, Conversions, Reach, Video Views, Lead Generation, Catalog Sales.
- Choose your campaign name and budget type (daily or lifetime).
- Click on the "Continue" button.
Step 5: Create your ad group
The next step is to create your ad group. An ad group is a set of ads that share the same target audience, placement, budget, schedule, and optimization method. To create an ad group, follow these steps:
- Choose your ad group name.
- Choose your placement from the following options: TikTok only (in-feed), TikTok family apps (in-feed), All placements (in-feed + other apps), Customized- Choose your budget and schedule for your ad group. You can also set a start and end date for your ad group.
- Choose your bidding strategy from the following options: Lowest Cost, Cost Cap, Bid Cap, Target Cost. You can also set a bid amount and a delivery type (standard or accelerated).
- Choose your optimization goal from the following options: Impressions, Clicks, Conversions, Landing Page Views, Video Views, Reach, App Installs, Lead Generation, Catalog Sales. You can also set a conversion window and an attribution window for your ad group.
- Choose your target audience from the following options: Custom Audiences (based on your own data), Lookalike Audiences (based on similar users to your existing customers), Interest Categories (based on users' interests and behaviors), Demographics (based on users' age, gender, location, language, device, etc.), Device (based on users' device type, model, OS, etc.), Excluded Audiences (based on users you want to exclude from your ad group).
- Click on the "Continue" button.
Step 6: Create your ad
The next step is to create your ad. An ad is a single video or image that you want to show to your target audience. To create an ad, follow these steps:
- Choose your ad name.
- Choose your ad format from the following options: In-feed Video Ad, Branded Effect Ad, Branded Hashtag Challenge Ad, Topview Video Ad, Brand Takeover Ad, Spark Video Ad.
- Upload your own video or image, or create a new video using TikTok's video creation tools. You can also choose from TikTok's video templates or stock videos.
- Add a catchy ad text and a call-to-action (CTA) button to your ad. You can also add a display name and a profile image to your ad.
- Enter the destination URL or app link for your ad. You can also add tracking parameters or third-party tracking codes to your ad.
- Preview and test your ad before publishing it.
- Click on the "Submit" button.
Step 7: Launch and manage your campaign
The final step is to launch and manage your campaign. Once you submit your campaign, it will go through a review process by TikTok's team. This usually takes up to 24 hours. If your campaign passes the review, it will go live and start showing to your target audience.
You can manage your campaign by clicking on the "Campaign" tab on the left menu. You can see the overview of your campaign performance, such as impressions, clicks, conversions, cost, etc. You can also see the breakdown of your performance by ad group, ad, placement, audience, etc.
You can edit or pause your campaign at any time by clicking on the "Edit" or "Pause" buttons on the top right corner. You can also duplicate or delete your campaign by clicking on the "Duplicate" or "Delete" buttons on the top right corner.
How to measure and optimize your ad performance
To measure and optimize your ad performance, you need to use TikTok's reporting and analytics tools. These tools help you track and analyze how well your ads are performing and what you can do to improve them.
Some of the reporting and analytics tools that TikTok offers are:
Dashboard
The dashboard is where you can see the overview of your account performance, such as impressions, clicks, conversions, cost, etc. You can also see the breakdown of your performance by campaign objective, placement, time period, etc.
You can access the dashboard by clicking on the "Dashboard" tab on the left menu. You can customize and filter the dashboard by clicking on the "Customize" or "Filter" buttons on the top right corner. You can also export or download the dashboard data by clicking on the "Export" or "Download" buttons on the top right corner.
Reports
The reports are where you can see more detailed and granular data about your campaigns, ad groups, and ads. You can also see more metrics and dimensions that are not available in the dashboard.
You can access the reports by clicking on the "Reports" tab on the left menu. You can create custom reports by clicking on the "+ Create Report" button on the top right corner. You can choose from various metrics and dimensions to create your own report.
You can also use TikTok's predefined reports by clicking on the "Predefined Reports" button on the top right corner. You can choose from various report types, such as Campaign Performance Report, Audience Network Report, Conversion Report, etc.
You can export or download the reports data by clicking on the "Export" or "Download" buttons on the top right corner.
Insights
The insights are where you can see more qualitative and behavioral data about your audience, such as their interests, preferences, demographics, etc. You can also see how your ads are influencing your audience's actions, such as app installs, website visits, purchases, etc.
You can access the insights by clicking on the "Insights" tab on the left menu. You can see various insights categories, such as Audience Insights, Creative Insights, Conversion Insights, etc.
You can export or download the insights data by clicking on the "Export" or "Download" buttons on the top right corner.
Optimization
The optimization is where you can see and apply TikTok's recommendations and best practices to improve your ad performance. You can also see and adjust your bid and budget settings to optimize your ad delivery and cost efficiency.
You can access the optimization by clicking on the "Optimization" tab on the left menu. You can see various optimization categories, such as Bid & Budget Optimization, Creative Optimization, Audience Optimization, etc.
You can apply or dismiss the optimization suggestions by clicking on the "Apply" or "Dismiss" buttons on the top right corner.
Some examples of successful TikTok ads campaigns
To inspire you and give you some ideas for your own TikTok ads campaigns, here are some examples of successful TikTok ads campaigns from different brands and industries:
Noissue
Noissue is a company that provides custom and sustainable packaging solutions for small businesses. They launched a TikTok ads campaign to engage with the small business community on TikTok and make their products more accessible and appealing.
They used in-feed video ads and branded hashtag challenges to showcase their products and encourage users to create videos using their branded hashtag #noissuechallenge. They also collaborated with influencers who have a large following among small business owners and creators.
Their campaign resulted in over 1.2 billion impressions, over 100 million video views, over 10 million engagements, and over 300% increase in sales.
RCHLO
RCHLO is a Brazilian fashion retailer that wanted to spread joy and inspire brand affinity by recognizing mothers nationwide with a branded hashtag challenge. They launched a TikTok ads campaign to celebrate Mother's Day and invite users to create videos showing their love and gratitude for their mothers using their branded hashtag #RCHLOMOMS.
They used branded hashtag challenge ads and topview video ads to promote their challenge and reach a large audience. They also collaborated with influencers who have a large following among mothers and daughters.
Their campaign resulted in over 1.4 billion impressions, over 200 million video views, over 20 million engagements, and over 10% increase in brand awareness.
Shoppers Drug Mart
Shoppers Drug Mart is a Canadian pharmacy retailer that wanted to inspire at-home glow-ups that captivated millions. They launched a TikTok ads campaign to showcase their beauty products and encourage users to create videos using their branded hashtag #GlowUpWithSDM.
They used branded hashtag challenge ads and in-feed video ads to promote their challenge and reach a large audience. They also collaborated with influencers who have a large following among beauty enthusiasts.
Their campaign resulted in over 1 billion impressions, over 100 million video views, over 10 million engagements, and over 15% increase in sales.
Conclusion
TikTok is a powerful marketing tool that can help you grow your business. By advertising on TikTok, you can reach a large and global audience, showcase your brand personality, leverage user-generated content, choose from various ad formats, and use easy and affordable tools.
To start advertising on TikTok, you need to create a business account, describe your business and set up your payment type, choose your ad manager mode, create your campaign, ad group, and ad, launch and manage your campaign, measure and optimize your ad performance, and learn from successful TikTok ads campaigns.
We hope this article has given you some useful information and tips on how to advertise on TikTok. If you have any questions or feedback, please feel free to contact us. We'd love to hear from you!
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