Are Tiktok Ads Right for Your Business?

7 min read

TikTok advertising guide

Tiktok is one of the most popular apps today. When you combine Google Play Store and Apple App Store downloads, it was the second most downloaded app in 2019 after WhatsApp. Today, it boasts of 800+ million active users across 154 countries around the world.

Despite its popularity, not many people know the origin story of Tiktok. Tiktok is a tale of two apps, namely Musical.ly and Douyin. Musical.ly was popular with the European audience, while Douyin is still prevalent in Asia, specifically China.

Bytedance acquired Musical.ly in November 2017 and merged it with Douyin in 2018 as a single platform. Launched by ByteDance as Douyin in China in September 2016, today, it’s renowned worldwide as Tiktok.

Tiktok is not only hot among teenagers and young adults, but it’s also attractive to businesses and marketers too. Why? The 800 million + active users are prospects that can be converted into customers.

So, are TikTok ads right for your business?

Are TikTok Ads Right For Your Brand?

TikTok offers an enormous opportunity to brands and marketers. Unlike other popular apps such as Snapchat, Facebook, and Twitter saturated with ads, TikTok remains unique. In 2019, they launched TikTok ads to promote products via visually compelling marketing campaigns.

Thanks to the integration of advanced ad creation features, TikTok made it easy for brands to reach their target customers.

So, how can brands use TikTok to market their products? Like other social media advertising platforms, businesses can create their own channels. By uploading videos and images, viewers can view and share the content with others.

Another way brands can advertise on TikTok is by working with influencers. TikTok has several influencers, with more than 10 million followers. These influencers average 1000+ interactions each day.

In 2019, the top 1000 influencer profiles on TikTok had an average engagement rate of 9.38%compared to Instagram at 7.2% and Twitter at 1.4%.

By working with influencers, they can promote your brand to a broader audience. Influencers use hashtag challenges to make their content easy to find and memorable. As a brand, you can encourage the use of hashtag challenges. Once the challenge gets launched, many people can participate with just a few clicks.

An excellent example of a hashtag challenge is the #tumbleweedchallenge by Jimmy Fallon. He challenged TikTok users to upload videos of themselves dropping on the ground and rolling like a tumbleweed.

Due to its popularity, the challenge led to over 8000 uploads and more than 10.4 million engagements.

Lastly, businesses can advertise on TikTok by paying for ads. In 2019 TikTok began displaying short advertisements on the platform such as:

  • In feed native video
  • Brand take over
  • 2D lens filters for photos
  • Hashtag challenge

One thing you need to keep in mind is that 66% of TikTok users are younger than 30 years. In fact, 41% average 16 to 24 years. So, if your business caters to an older audience, do not think that the platform is not the right fit.

You can create content for the younger audience and then relate to the older demographic.

How to Advertise on TikTok

As mentioned earlier, TikTok began experimenting with ads in 2018, but it didn’t take off until 2019. During the early days, the high cost of TikTok ads hindered most businesses. For instance, the price of a hashtag challenge amounts to $150,000 as a flat fee for six days.

So, how much do TikTok ads cost today? TikTok ads average $10 per CPM. For larger campaigns, the budget can rise to $300,000. The good news is, TikTok ads require only a minimum investment of $500.

Want to know how to advertise on TikTok? Here’s how to get started.

1. Create an Ads Account on TikTok

To create your TikTok ads account, visit the TikTok Ads web page. Click “Create an Ad” button, and a form will pop up. Select your billing country then check “Business, promote goods/services.”

In the next page, you need to fill in the following fields:

  • Full name
  • Office location
  • Phone number
  • Advertising area
  • Email Address
  • Industry
  • Company
  • What do you want to promote?

 

Click “Make a Reservation,” and a TikTok representative will get back to you. The waiting period for account approval is 48 hours, and after that, you will receive your account.

2. Create Your First TikTok Ad Campaign

Once you receive your account, log in to your TikTok dashboard to create your marketing campaign. To get started, click the “Campaign” tab followed by the “Create” button. Select one of the following campaign objectives:

  • Traffic
  • Conversions
  • App Install

What you need to know is that depending on your country, you may have more ad objectives to select from. Name your campaign and enter your daily ad budget. You also have the choice of setting a lifetime budget.

Choosing this option allows your ad campaign to reach as many people as possible. There is an option for creating a split test. If you want to, toggle the “A/B test your strategy” switch, and the platform should do the rest.

3. Setting your TikTok Ad Placement

The TikTok ads platform allows you to select platforms you would like to run your ads. That includes TikTok as well as other apps such as Vigo Video, News Republic, Buzz Video, and others.

TikTok allows you to select automatic placements too. As such, the platform distributes your ads across different platforms automatically. After selecting your preferred placement, follow the prompts.

Add more details, such as relevant URLs, images, display names, and categories. You can also select up to 20 keywords as well to describe your app or website. Doing this will help the platform match your ads with the right audience.

Under the targeting section, you can set the following parameters:

  • Audience
  • Gender
  • Location
  • Age
  • Languages
  • Interest category
  • Connection type
  • OS versions

Remember, TikTok allows you to target a specific audience. To do so, upload the IDs of existing TikTok users as a TXT, ZIP, or CSV file. 

4. Set Your Budget and Ad Schedule

Under the Budget and Schedule section, set the budget for your ad campaign. You have the option of selecting a daily budget or a total budget. For both the daily and total budget, there is a $20 to $50 quote.

After setting your budget, choose your ad campaign schedule. You also have the option of making your ad campaign run continuously. As such, it will run continuously from the start date. Another option is Dayparting. This option lets you select when your ad should run.

5. Designing Your TikTok Ads

Designing TikTok ads is pretty straightforward. The ads can be square, vertical or horizontal images or videos. To create your ads, use a tool called Video Creation Kit. The tool is rich in image and video templates that you can customize with existing images and videos.

It also has more than 300+ free background music. The types of ads you can design include:

  • In feed ads
  • Hashtag challenges
  • Brand takeovers

If you plan on creating an image-based ad, here are the specifications:

  • Resolution: greater than 1200 by 628 pixels
  • File size: less than 500 kilobytes
  • App name: 2 to 40 characters
  • Ad Description: 12 to 100 characters
  • File type: png and jpg

If you choose a video-based ad, here are the specifications:

  • Resolution: 720 by 1280 pixels to 1280 by 720 pixels
  • Aspect ratio- 16:9 or 1:1
  • Video duration: 5 to 60 seconds. We recommend shorter videos – 9 to 15 seconds.
  • File size: 500 Mb or less
  • Bitrate: 516 kbps or less

For both video and image-based ads, emojis cannot appear in the brand name or app name. Also, the use of spaces and punctuations will occupy characters.

6. Optimizing Your TikTok Ad Campaigns

Starting with a big budget and designing your ads with the right tool kit is one part of your ad campaign success. The other critical component is optimization. Optimizing your ads increases the engagement rate.

For example, if you choose an in-app display ad, use high-resolution images and videos. By doing so, your ads will be visible on the user’s entire screen, and they will visually appealing too.

It’s critical to include a call to action to redirect your prospects to your website or app download page. What you need to keep in mind is that TikTok ad descriptions are usually limited to 80 characters. So, you have to be creative and ensure you incorporate all relevant keywords.

Other creative tools you can use to optimize your TikTok ads are:

  • Automated Creative Optimization tool
  • Landing Page to Video tool
  • TikTok Ad Studio
  • Smart Video soundtrack

7. Tracking and Monitoring Your Ad Campaigns

To take your ads to the next level, you need to track and monitor your results. On TikTok, you can have both macro and micro views of your ad campaigns. If you want to track and monitor your campaigns, your first stop is the dashboard.

Some of the key things to keep an eye on include:

  • Tracking and monitoring the operation logs
  • Viewing the status of all ad groups, ads and campaigns (active or not delivering)
  • Tracking your account time zone
  • Viewing performance metrics (gender, dayparting, OS version, etc.)

From the dashboard, you can download and export the data for analysis and editing offline. If you need the nitty-gritty of your ad campaigns, filter and customize your data. To filter irrelevant data, click the “Filter button.

Select a different criterion to find the data you are looking for. You can combine multiple criteria or change your selected criteria. When it comes to customizing data to display on the table, click on the “Custom Columns” button.

Choose the most critical data to display then drag and drop. To quickly access the column view, save it.

You can also view data for each ad campaign. Click “View Data” under any ad campaign or group to see the performance data. Customize the time period and change your chart display to hourly or daily data.

Include data dimensions such as:

  • Impressions
  • Clicks
  • Conversions
  • Conversion rate
  • Click Rate
  • Total Cost
  • CPM
  • Conversion cost
  • CPC

If you want to view your data by audience segments, click the “Breakdown” tab. To share the insights with your team, download or share the charts. To create and manage your reports, check under the “Reporting” tab.

Final Thoughts

TikTok might be a great addition to your digital marketing strategy. The platform has a loyal user base and is the hot social network right now. Some successful TikTok ads include Walmart’s #Dealdropdance challenge and Kool-Aid #ohyeahchristmas challenge.

You, too, can create and run successful TikTok ad campaigns. All you need to do is be creative and track the performance of your TikTok ads.

Best of luck! And if you get stuck, drop us a line and see how we can help create the content for you.


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