It’s official — TikTok is the most popular kid on the block.
The video-sharing social network platform was the most downloaded app of 2021, with 656 million installs. Research reveals that even advertisements gain a lot of traction on the app — 52% of people say that ads on TikTok are “fun and engaging.”
So what do these statistics point to?
It’s a sign that your brand needs to start advertising on TikTok — that is, if you want to become visible to Gen Z and Millenials (aged 10-29), who make up about 47.4% of TikTok users in the U.S.
But where do you even begin? The Influence Agency, one of North America’s top digital marketing agencies, is here to show you how to start setting up TikTok Ads.
After its launch in 2016, TikTok went from being a simple, short-form dance cover and lip-sync app to a powerhouse social networking platform where anyone and any brand can become a global sensation overnight.
At the same time, it has become the go-to advertising platform where brands see much higher engagement rates of 3% to 9% (versus the average 3% to 6% on Instagram). On top of that, TikTok reached 1.2 billion active users in the last quarter of 2021.
Because of the app’s exponential popularity and the astonishing advertising results it delivers, right now has never been a better time to start creating TikTok ads.
Before diving in and setting up a TikTok ad, it’s important to understand the app’s unique ad structure. Advertising on TikTok involves three levels: campaigns, ad groups, and ads.
These structures work hand-in-hand to help you reach your target audience accurately, manage your ad budget, and achieve your campaign objective.
In the steps below, you’ll discover more of what each of these levels entails.
First things first — figure out the objective of your campaign. Why are you advertising on TikTok?
The app divides the objectives into three categories: awareness, consideration, and conversion.
Here’s how to pick the right objective for your TikTok ads:
At The Influence Agency, the general best practice is to select TikTok itself as your avenue for ad group placements, rather than on Pangle or any of the news feed apps owned by the platform. Often, advertising on TikTok itself offers better visibility for your brand.
After you’ve selected ad group placements, it’s time to decide which countries will see your ads. Take note that each country has a different list of regions they can make their TikTok ads visible to. Click here to see which countries your ads can reach based on your location.
At the ad group level, you get to set up custom targeting and even opt for lookalike audiences. Advertising on TikTok has so many perks — it’s much like an express ticket to the perfect audience you’ve been trying to impress.
But what’s the difference between custom targeting and lookalike audiences?
If you want your ad groups under a single campaign to have diverse budgets (which we highly recommend!), then this is the step where you should set the budget for your TikTok ads.
Otherwise, if you would like all your ad groups under one campaign to have the same budget, then you should have campaign budget optimization toggled on at the campaign level — which can be done in the first step where you identify your objective.
If you decide to keep campaign budget optimization on, then the minimum campaign budget would be $50. Meanwhile, the minimum ad group budget with campaign budget optimization off is set at $20. You can opt for either a daily or lifetime budget.
Scheduling your TikTok ads also takes place at this step. You have the option to select a date range, as well as certain time periods within the day for when your ad will be shown.
The bidding strategy is basically how the payment for running ads will be calculated. Advertising on TikTok provides four bidding strategies:
Each type has its own formula, billing basis, and applicable advertising objectives. The table below summarizes how each bidding strategy works.
|BIDDING STRATEGY TYPE||FORMULA FOR CALCULATING COSTS||BILLING BASIS||APPLICABLE ADVERTISING OBJECTIVES|
|Cost per Mille||(Total cost / Total impressions) * 1,000||Charged per impression||Reach|
|Optimized Cost per Mille||(Total cost / Total impressions) * 1,000||Charged per impression||Conversions, Lead Generation, and App Installs|
|Cost per Thousand Views||Total cost / Total video views * 1000||Charged by 2-second video views, 6-second video views, or video completion||Video Views|
|Cost per Click||Total cost / Total click||Charged per click||Traffic, Conversion, and App Installs|
At this point, you’ve finally completed the campaign and ad group levels. Now it’s time to get to the last and most exciting part — uploading your TikTok ad for everyone to see! Here are the last few steps you need to complete:
As mentioned earlier, each ad group has a limit of 20 ads. Because there can be multiple ads under a single ad group, an ad name is required for each video ad you upload. While this name won’t be visible to your audiences, it allows you to distinguish ads under each ad group umbrella.
This step will require you to input the following information:
Monitoring how well your TikTok ad is doing is absolutely vital. You can do just that by adding third-party tracking URLs from supported partners to see accurate performance data.
Great job! You’ve just created your first TikTok ad — exciting, isn’t it?
TikTok is a space where people always expect exciting things to happen. Give your audiences exactly what they’re looking for — create epic TikTok ads with The Influence Agency.
As one of the leading digital marketing agencies in North America, our team specializes in creating branded content that inspires your target audience to connect and engage. Whether it’s through our videography expertise or TikTok marketing services, let’s put your brand on the radar.
Contact us today to learn more!1
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