TikTok Ads Guide with Solid Tips

TikTok has experienced incredible increase in both popularity and app usage in the last several years. It achieved 1 billion+ active users globally by April-May 2022. And in our earlier article on the fundamentals of TikTok, we looked at some of the factors that contributed to the app’s success as well as some strategies for brand marketing there.

In addition to these marketing strategies, you might spend money on TikTok shop store advertising to increase the influence of your brand on the app’s users. TikTok Ads could be a fantastic addition to any social media advertising plan given the app’s enormous popularity.

Advertising on TikTok, however, differs from advertising on other SMM/social media marketing platforms. You may find a thorough description of the TikTok Ads process and available ad types in this post.

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Which brands ought to advertise on TikTok?

On TikTok, a variety of brands run advertisements, including Chipotle, Guess, and Fenty Beauty. The fact that these companies’ goods naturally fit into TikTok’s video format is what unites them.

Advertisers on TikTok may showcase their goods in use and cram a lot of details into a little video. This format is good for B2C firms that want to move away from static ads and present interesting information, but it may be tough for B2B brands that sell services that are difficult to illustrate.

TikTok Ad types

You have a lot of possibilities when it comes to advertising on TikTok. So you can decide what will best help your message reach and influence your target audience. The many ad formats available on the TikTok advertisements platform are shown below:

In-Short video – These are advertisements that show up alongside users’ natural news feeds on the “For You” page of TikTok.

Brand overthrow – With this sort of advertisement, you may control the conversation by having your message temporarily take over the entire screen. Afterward, it becomes an in-feed video commercial.

• Spark ads: Introduced by TikTok in 2021, this ad format allows businesses to fund well-liked organic content that is relevant to their goods.

• Image advertisements – Businesses can include image adverts into videos that show up in BuzzVideo, TopBuzz, and Babe’s news feeds on TikTok.

• Video advertisements – These are full-screen, 5- to 60-second videos that show up in a user’s “For You” stream.

• Pandle advertisements – The video platform of Pandle connects with TikTok to provide video, native, and banner ads, although this function is only accessible in a few countries.

• Up to 10 photographs can be used in a carousel ad, which can be found in TikTok’s news feed apps.

• Branded AR content – In order for TikTok viewers to include your advertisements in their films, they can also appear as branded stickers, lenses, and other sorts of AR material.

• Hashtag challenge: This kind of ad appears in the app’s “Discovery” area and may entice users to participate.

• Sponsored influencer content – In this sort of TikTok ads, a popular TikTok user’s sponsored content serves as the vehicle for your message.

Recommended: How to start on TikTok Shop seller Centre

Creating advertising on TikTok

Let’s look at how to put them up from your TikTok ad account now that you are aware of the many forms of TikTok commercials.

1- Open a TikTok advertising account.

Open a TikTok advertising account.

The initial step is easy: first, register for a TikTok Ads Manager account.

Before choosing whether you’re utilising the account for a business or an individual, choose your billing country or area. Next, select “Next.”

Enter some fundamental data, like your password and mail address. Enter the verification-code that was provided to your e-mail after that. You will require the verification-code issued to your phone no. if you decide to register using your phone number.

Click “Sign Up” after confirming that you accept the terms & conditions.

After your brand has been approved, enter onto your dashboard and complete the first account setup as directed. Then you may build TikTok commercials by following the instructions below:

2- Create and install the TikTok Pixel

Installing the TikTok Pixel, a piece of code that tracks website events (including how visitors got at your site, the device they’re using, and their location), is the next step.

You will set up a “Web Event” in your TikTok Ads-Manager before creating your Pixel after choosing “Standard-Mode” or “Developer-Mode.” Before installing your Pixel, don’t forget to examine your cookie consent settings. Next, download or copy the Pixel-code, and then paste it into the header & footer of your website.

3- Creat Market Campaign on tiktok store

Creat Market Campaign on tiktok store

By selecting the “Create” button from the “Campaigns” menu, you can create an advertising campaign.

Next, give your campaign a name and specify a minimum spending limit for it. In order to swiftly contact as many individuals as possible, you might select a lifetime budget. But if you allocate a daily budget, you can approach your target market carefully and gradually.

4- Create an ad group

To specify target audiences, campaign budgets, and ad placements, create an ad group.

Select the promotion’s objective or style:

Choose “App Install” or “Website” as the type of promotion.

Decide where to post the advertisement:

Where your advertisements display on TikTok and its partner networks will depend on the ad placement option you choose. If you’re just starting out with TikTok-ads, you can select “Auto placement” to have TikTok arrange your ads for the greatest possible reach and return on investment. Additionally, you can manually insert advertisements on TikTok and its news feed apps.

Auto placement ad in tiktok shop

Choose your artistic style:

When you use the “Automate Creative Optimization” function, TikTok will generate different versions of your material and gauge how well it performs. This function is always turnable off.

Identify your target market:

Choose the area, gender, and age range of the audience for your advertisement. Additionally, you can add users with certain hobbies, users who speak a particular language, and users who have already interacted with your content.

Decide on a delivery method:

Choose between fast and ordinary delivery. With standard delivery, you can be confident that your advertisement will run consistently over the course of your ad delivery term, during peak traffic hours. With accelerated delivery, your advertising spend is devoted to reaching as many people as possible as soon as feasible.

5- Set New Ad Compaign

You can configure your first ad after creating your ad group. You have the choice to upload a video, Gif or image file as your ad creative on TikTok. Follow the suggested ad parameters for the best results. This will guarantee that your advertisement appears fantastic on TikTok and on other partner platforms.

Set New Ad Compaign on tiktok shop store

You can preview an ad after you’ve customised it to your satisfaction to get a sense of how TikTok users will see it. Before submitting your advertisement for evaluation, you can also determine at this stage whether it needs to be modified.

By giving your ad a name, you may further personalise it and make it simpler to recognise it from other ads in the same ad group. Then, to further enhance the impact of your message, enter your advertisement text using 12-100 characters. It will be visible above your advertisement.

Next, based on what you want your audience to do, you can select from a variety of calls to action. To encourage your viewers to take action, you might use phrases like “Sign-Up,” “Download-Now,” “Contact-Us,” “Book Now,” “Shop Now,” “Apply Now,” or “Learn More.” Finally, press “Submit” to finish designing your advertisement.

TikTok Promote can be used to increase current adverts.

With TikTok Promote, a paid option, you can advertise your video content with the aim of increasing website traffic, video views, or new followers. Prior to beginning your promotion, choose an audience, specify your spending limits, and plan the length of your advertisement.

Assess the effectiveness of your ads

After releasing your advertisement, your work is not finished; you still need to track your results to determine the effectiveness of the campaign. TikTok offers native statistics that can demonstrate the effectiveness of your advertisement in terms of impressions, clicks, conversions, and other metrics. Keep in mind what works best for you, you may even test and evaluate the effectiveness of various ad positions and copy.

TikTok ad specs

TikTok in-feed video advertisements need to adhere to formatting standards in order to appear properly and increase interaction. Create a movie that is between 9 and 15 seconds in length, less than 500MB in size, and one of the following file types:.mp4, mov, mpeg,.3gp, or.avi.

Then, for more formatting instructions, refer to TikTok’s list of ad specifications.

What are the prices of TikTok ads?

The pricing formula used by TikTok, which is based on a bid approach, is highly guarded. Campaign-level budgets must be $50 per day, and ad group-level budgets must be $20 per day, at the very least.

7 instances of effective TikTok advertising

Along with mastering the fundamentals, it’s crucial to observe how other firms are utilising TikTok commercials. You’ll get some tips on how to manage your own campaign from this. Check out these four examples of companies that used TikTok to build creative marketing campaigns:

1-     Chipotle

With its entertaining and inventive video content, Chipotle has been dominating the TikTok marketplace. It also succeeded in promoting their yearly “Boorito” promotion for Halloween through influencer marketing. Top influencers with a reputation for inventiveness, such Brittany Broski and Zach King, were recruited by the brand.

2- Kroger

One of the first businesses to test out TikTok’s “Hashtag Challenge Plus” function was Kroger. This made it possible for TikTok users to purchase Kroger goods that were marked with the campaign hashtag directly from the app. By enabling easy shopping functionality, this improved user experience while also encouraging user interaction and brand awareness.

3-     Experian

Experian released a simple and understandable in-feed TikTok advertisement. It displayed a straightforward text exchange between two friends to illustrate the advantages of Experian Boost for your credit score. It also had a button that said “Download.” This advertisement excels in every way because it prioritises simplicity and directness.


TikTok commercials were employed by IHOP (International House of Pancakes) to advertise its limited-time deals to millennials. For its Halloween 2021 marketing, it briefly changed its name to the “International Haunted House of Pancakes,” promoting “Scary Face” pancakes and other eerie menu items.

More than 33 million users were reached by the ad, and IHOP used behaviour targeting to target the right demographic. The end result was a CPM that was 26% below the national average for TikTok.

5-     Party machines

Partymachines started utilising TikTok marketing in 2019 to broaden its clientele and increase B2B sales of their foam-producing equipment. (Entrepreneurs who purchase the equipment may then lease it to neighbourhood customers.)

The business used Spark Ads as one of their endeavours to track down popular content that included their product. The business included a voiceover describing their product in at least one video and asked viewers to comment on how they would utilise a Partymachine. Users of TikTok were able to click on the video to visit the Partymachines website and make a purchase thanks to Shopify integration.

TikTok website traffic surged by 620% as a result of the Spark Ads campaign. Additionally, Partymachines kept their advertising expenditures cheap, at just 10 cents per click, by utilising pre-existing content.

6-     Ebay Marketplace

Online marketplace eBay Since sneaker lovers frequent eBay, the company started a TikTok campaign to increase interaction with that audience. eBay’s “Sneaker Showdown” campaign asked consumers to choose the winning sneakers in a bracket-style tournament using three separate Spark Ads with Voting Sticker overlays.

The NCAA basketball tournament-related promotion increased eBay’s comment rate by 54%, and 1.2 million users took part in the survey.

7-     Kooapps

Snake.io was a mobile game that Kooapps wanted more people to know about and download in the US. It collaborated with two TikTok users it found who had made videos demonstrating how to play the game to generate Spark Ads.

Within two weeks of the campaign’s introduction, Snake.io app installations among US consumers rose by 67%.

TikTok best practises for advertising

Follow these top strategies to maximise the effectiveness of your TikTok advertising campaigns:

Maintain your brand identity.

Users of TikTok love authenticity, so make sure the content of your ads reflects your brand and your company’s core principles.

Just say it.

Yes, you have 60 seconds on TikTok to convey your argument, but movies between 21 and 34 seconds are the most effective at increasing conversions.

Maintain the vertical

With a 40% increase in impressions, vertically oriented videos surpass square or horizontal formats.

Promote when it’s appropriate

The timing of eBay’s “Sneaker Showdown” promotion to coincide with the NCAA basketball tournament contributed to its popularity. In order to create buzz for your advertising campaign, keep an eye out for hot themes or events. Remember that TikTok statistics can help you determine when to run your ads for the greatest audience reach.

combine text and sound

TikTok claims that “music of any kind” increases ad impressions. The effect of adverts is also increased by captions and text overlays.

Make use of hashtags

By utilising pertinent hashtags, you can aid users in finding you. On the TikTok discovery tab, you may view trending hashtags and select the ones that are most appropriate for your advertisement and your brand.

Add interactive components

Ad involvement is encouraged by TikTok’s interactive elements. The Gesture add-on, for instance, can be used to persuade users to swipe or touch on an advertisement in order to disclose a reward. Or you may ask for feedback from your audience by using the Voting Sticker overlay.

Join forces with influencers

Influencers on TikTok already have a fan base, so working with them on an advertisement campaign can significantly increase your reach. Look for influencers who either use your product already or fall within your target demographic. To generate awareness for your company, you might be able to start a new campaign with an influencer, or you might discover an influencer who already has material that would be suitable for a Spark Ad.

Test and improve

To see how your material is doing, frequently check your TikTok analytics. If you’re not getting the engagement you’d want, take a look at data such as views, interactions, and click-through rates and change your content approach.

TikTok advertising may feel very different from other social media platforms you are advertising on. However, once you learn how to run TikTok advertisements, your company may experience outstanding success. Put simplicity and directness in the spotlight to make it simple for the app’s diverse and active audience to understand your message.

If you’re still not sure whether to use the platform, take a look at some of the main arguments in favour of TikTok for brands.