TikTok Feed Ads: A Complete Guide for Marketers

By Cepy 8/19/2023 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 known for its short-form videos that showcase creativity, humor, and talent. But TikTok is not just a place for entertainment, it's also a powerful marketing tool that can help you reach and engage your target audience.

One of the most effective ways to advertise on TikTok is through feed ads, also known as in-feed ads. These are native video ads that appear in the user's "For You" page, which is the main feed where users discover new content. Feed ads can help you drive awareness, consideration, and conversion for your brand, product, or service.

What are TikTok Feed Ads?

TikTok feed ads are video ads that can be up to 60 seconds long, but are recommended to be 9-15 seconds for optimal performance. They have a vertical format and can be full-screen or have a 9:16 aspect ratio. They can also include sound, music, filters, stickers, and other creative elements.

Feed ads have a "Sponsored" label at the top left corner and a call-to-action (CTA) button at the bottom right corner. The CTA button can direct users to your website, app store, landing page, or other destination. You can also add an interactive end card that shows more information about your offer and encourages users to take action.

Why Use TikTok Feed Ads?

TikTok feed ads have many benefits for marketers, such as:

They blend in with the user-generated content and have a high chance of being watched and engaged with.
They can reach a large and diverse audience of Gen Z and millennials who are active and influential on social media.
They can showcase your brand personality, value proposition, and unique selling points in a fun and creative way.
They can drive traffic, downloads, leads, sales, and other conversions for your business goals.
They can be optimized and measured using TikTok's analytics and reporting tools.

How to Create TikTok Feed Ads?

To create TikTok feed ads, you need to follow these steps:

Create a TikTok Ads account and set up your billing information.
Create a campaign and choose your objective, such as traffic, app install, conversions, or reach.
Create an ad group and choose your placement, budget, schedule, bidding method, and optimization goal.
Create an ad and upload your video creative. You can also use TikTok's Video Creation Kit or Smart Video tool to create or edit your video.
Add your ad details, such as headline, CTA button, display name, profile image, category, and URL.
Review and submit your ad for approval. Once approved, your ad will start running on TikTok.

TikTok Feed Ads Best Practices

To make the most of your TikTok feed ads, you should follow these best practices:

Capture Attention Quickly

TikTok users have a short attention span and scroll through the feed quickly. Therefore, you need to capture their attention in the first few seconds of your video. You can do this by using eye-catching visuals, catchy music, intriguing questions, or surprising facts.

Showcase Your Brand Identity

TikTok is a platform where users express their individuality and creativity. You should do the same for your brand by showcasing your brand identity, voice, tone, and values. You can also use TikTok's features such as filters, stickers, effects, and music to enhance your brand image and appeal to your audience.

Provide Value or Entertainment

TikTok users are looking for content that provides value or entertainment. You should avoid being too salesy or promotional in your feed ads. Instead, you should focus on providing useful information, tips, tutorials, testimonials, or stories that relate to your product or service. You can also use humor, emotion, or challenges to make your feed ads more engaging and memorable.

Include a Clear Call-to-Action

TikTok feed ads should have a clear call-to-action that tells users what you want them to do next. You should use a CTA button that matches your objective and destination. For example, if you want users to download your app, you should use a "Download Now" button that leads to your app store. You should also use a catchy headline and an interactive end card to reinforce your CTA and motivate users to take action.

Test and Optimize Your Feed Ads

TikTok feed ads require constant testing and optimization to improve your performance and results. You should experiment with different video creatives, headlines, CTAs, targeting options, and bidding strategies to find out what works best for your audience and goals. You should also use TikTok's analytics and reporting tools to track and measure your feed ads' performance and make data-driven decisions.

TikTok Feed Ads Breakdown

To give you a better idea of how TikTok feed ads work, here is a table breakdown of the main components and features of feed ads:

Component	Description	Example
Video	The main creative element of your feed ad. It can be up to 60 seconds long, but recommended to be 9-15 seconds. It can include sound, music, filters, stickers, and other effects.
Sponsored Label	A label that indicates that your video is a sponsored ad. It appears at the top left corner of your video.
Headline	A short text that summarizes your offer or message. It appears below your video and can be up to 80 characters long.
CTA Button	A button that invites users to take action on your offer or message. It appears at the bottom right corner of your video and can be customized with different texts and colors.
Display Name	A name that represents your brand or account. It appears below your headline and can be up to 20 characters long.
Profile Image	An image that represents your brand or account. It appears next to your display name and can be a logo or a photo.
Category	A category that describes the type of content or industry of your feed ad. It appears below your display name and can be selected from a list of predefined options.
URL	A URL that links to your website, app store, landing page, or other destination. It appears below your category and can be shortened or customized.
End Card	An optional feature that shows more information about your offer or message after your video ends. It can include an image, a headline, a CTA button, and a countdown timer.

TikTok Feed Ads FAQ

How much do TikTok feed ads cost?

TikTok feed adsare charged based on a cost-per-thousand-impressions (CPM) or cost-per-click (CPC) model. The minimum budget for a feed ad campaign is $500, and the minimum budget for an ad group is $50. The actual cost of your feed ads will depend on your bidding strategy, targeting options, and competition.

How long does it take for TikTok feed ads to be approved?

TikTok feed ads are usually approved within 24 hours, but it may take longer during peak periods or holidays. You can check the status of your feed ads in your TikTok Ads account. If your feed ads are rejected, you can edit them and resubmit them for approval.

How can I track and measure the performance of my TikTok feed ads?

You can use TikTok's analytics and reporting tools to track and measure the performance of your feed ads. You can access these tools in your TikTok Ads account or through the TikTok Ads API. You can view various metrics and dimensions, such as impressions, clicks, conversions, reach, frequency, cost, CPM, CPC, CTR, and ROAS. You can also create custom reports and export them in CSV or PDF formats.

How can I optimize my TikTok feed ads?

You can optimize your TikTok feed ads by testing and experimenting with different variables, such as video creatives, headlines, CTAs, targeting options, and bidding strategies. You can use TikTok's split testing feature to compare up to five ad groups with different variables and see which one performs better. You can also use TikTok's automated optimization features, such as Smart Video or Auto Optimization Goal, to let TikTok's algorithm optimize your feed ads for you.

What are some examples of successful TikTok feed ads?

Some examples of successful TikTok feed ads are:

Gymshark: A fitness apparel brand that used feed ads to showcase its products and inspire users to work out. The feed ads featured influencers wearing Gymshark clothing and performing various exercises. The feed ads had a "Shop Now" CTA button that led users to Gymshark's website. The campaign resulted in a 28% increase in sales and a 66% lower cost per acquisition than other platforms.
Chipotle: A fast-food chain that used feed ads to promote its free delivery offer during the COVID-19 pandemic. The feed ads featured user-generated content of people ordering and enjoying Chipotle food at home. The feed ads had a "Order Now" CTA button that led users to Chipotle's app or website. The campaign resulted in a 12% increase in app installs and a 2.5x higher return on ad spend than other platforms.
Nike: A sports brand that used feed ads to launch its new Air Max 2090 shoes. The feed ads featured celebrities and influencers wearing the shoes and expressing their style and personality. The feed ads had a "Learn More" CTA button that led users to Nike's website or app. The campaign resulted in a 4x higher click-through rate and a 2x higher conversion rate than other platforms.

What are some common mistakes to avoid when creating TikTok feed ads?

Some common mistakes to avoid when creating TikTok feed ads are:

Using low-quality or irrelevant video creatives that do not capture attention or convey your message.
Using too much text or voice-over that distracts from the video or makes it hard to understand.
Using generic or vague headlines or CTAs that do not communicate your value proposition or motivate users to take action.
Using inappropriate or offensive content that violates TikTok's advertising policies or harms your brand reputation.
Using the same video creative or targeting option for all your feed ads without testing or optimizing them.

How can I get started with TikTok feed ads?

To get started with TikTok feed ads, you need to:

Create a TikTok Ads account and set up your billing information.
Create a campaign and choose your objective, such as traffic, app install, conversions, or reach.
Create an ad group and choose your placement, budget, schedule, bidding method, and optimization goal.
Create an ad and upload your video creative. You can also use TikTok's Video Creation Kit or Smart Video tool to create or edit your video.
Add your ad details, such as headline, CTA button, display name, profile image, category, and URL.
Review and submit your ad for approval. Once approved, your ad will start running on TikTok.

What are some tips and tricks to make your TikTok feed ads stand out?

Some tips and tricks to make your TikTok feed ads stand out are:

Use high-quality and relevant video creatives that capture attention and convey your message.
Use catchy and original music, sound, or voice-over that enhances your video and appeals to your audience.
Use filters, stickers, effects, and other features that make your video more fun and creative.
Use clear and compelling headlines and CTAs that communicate your value proposition and motivate users to take action.
Use a consistent and recognizable brand identity, voice, tone, and values.
Use a category and URL that match your content or industry.
Use an end card that shows more information about your offer and encourages users to take action.

What are some resources to learn more about TikTok feed ads?

Some resources to learn more about TikTok feed ads are:

TikTok Ads Help Center: A comprehensive guide that covers everything you need to know about TikTok feed ads, such as how to create, manage, optimize, and measure them.
TikTok Ads Blog: A blog that features the latest news, updates, tips, best practices, case studies, and success stories about TikTok feed ads and other advertising products.
TikTok Ads Academy: An online learning platform that offers free courses and certifications on TikTok feed ads and other advertising products.
TikTok Ads Community: A forum where you can ask questions, share feedback, exchange ideas, and connect with other advertisers and experts on TikTok feed ads and other advertising products.

Conclusion

TikTok feed ads are one of the most effective ways to advertise on TikTok. They can help you reach and engage a large and diverse audience of Gen Z and millennials who are active and influential on social media. They can also help you showcase your brand personality, value proposition, and unique selling points in a fun and creative way. They can also help you drive traffic, downloads, leads, sales, and other conversions for your business goals.

If you want to learn more about TikTok feed ads or other advertising products, you can visit the TikTok Ads website or contact us for a free consultation. We can help you create, manage, optimize, and measure your TikTok feed ads campaigns and achieve your marketing objectives.

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