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How to run TikTok Ads in 2024

Published by:Sara Smith

January 5, 2024

Is there anyone who hasn’t heard of TikTok, the fastest-growing video platform in the world? And now it is one of the most effective apps for brands as well. The best way to increase brand recognition, maintain a connection with large audiences, and increase sales is to advertise on TikTok. TikTok, compared to other platforms, gives the impression that your advertisement is native content and increases engagement, which in turn increases conversions. This trending strategy will continue to increase as we are into 2024. Moreover, it has become more than just a platform for short-form videos; it’s a marketing goldmine.

Running Tiktok ads in 2024 means more leads, lower cost per lead, and better cost to acquire a new customer. If you want to make the most of TikTok Ads, you have to understand the basic architecture that makes this platform possible. Knowing the TikTok Ads architecture helps marketers create campaigns that best utilize the special capabilities of the site. That’s why we created this guide for you in which we’ll discuss how you can utilize this tool to boost your advertisement.

Why you’ll prefer Tiktok Ads over other platforms

why prefer tiktok ads

Furthermore, for your better understanding, here are the top reasons why savvy entrepreneurs are leveraging TikTok ads to propel their businesses forward.

Cost-effective advertising:

Why Use TikTok Ads? One compelling reason is the significantly lower ad costs compared to other social media giants like Facebook and Instagram. As of now, TikTok ads are not as saturated with advertisers, providing businesses with a golden opportunity to reach potential clients at a fraction of the cost compared to other channels. This cost-effectiveness allows for optimal return on investment, particularly for businesses operating on tighter advertising budgets.

Algorithm with strong performance:

TikTok’s meteoric rise in popularity can be attributed, in part, to its powerful algorithm. The platform’s algorithm is finely tuned to deliver relevant TikTok content to the right users. In the realm of advertising, this translates to a targeted and efficient approach, ensuring that businesses can showcase their products or services to an audience genuinely interested in what they offer. Moreover, many business owners find TikTok’s algorithm to be as effective, if not more so, than Facebook’s renowned advertising algorithm.

Simple to use:

For those familiar with Facebook ads, delving into TikTok ads is a seamless transition. The TikTok ads manager closely resembles Facebook’s ads manager, offering a user-friendly interface. This ease of use minimizes the learning curve for advertisers, allowing them to navigate the platform effortlessly. Moreover, accessible support ensures that any hurdles in the advertising process can be quickly addressed, contributing to a smoother overall experience for businesses.

Reduction of advertising restrictions: 

The platform’s flexible advertising regulations add to the appeal of TikTok advertisements. This is quite different from the strict rules one frequently encounters on Facebook. Business owners are taking comfort in the relative freedom provided by TikTok advertisements as a result of growing weary of Facebook’s infamous reputation for canceling or limiting ad accounts seemingly without reason. As of right now, TikTok advertisers are less likely to encounter challenges or rejections, which creates a more favorable atmosphere for exhibiting creativity and connecting with their intended audience.

Types of TikTok ads:

In-Feed Ads: Igniting User Engagement

In-feed ads serve as the heartbeat of TikTok advertising. Seamlessly integrated into users’ content feeds, these ads provide a native and non-disruptive experience. Brands can leverage these ads to tell compelling stories, showcase products, and drive user engagement. The key to success lies in crafting visually appealing content that aligns with TikTok’s energetic and creative atmosphere.

Spark Ads: Igniting Creativity

For brands aiming to spark creativity and interaction, Spark Ads are the go-to choice. These immersive and dynamic ads appear as users interact with TikTok’s Discover page. The challenge lies in creating content that not only captures attention but also encourages users to participate, amplifying the reach and impact of the campaign.

TopView Ads: Commanding Attention from the Start

In the realm of TikTok ads, TopView Ads claim prime real estate by appearing as the first thing users see when they open the app. In addition, this exclusive placement offers a unique opportunity to make a lasting impression. Crafting visually stunning and memorable content is crucial for maximizing the impact of TopView Ads and leaving an indelible mark on users.

Brand Takeover Ads: Dominate the Conversation

For brands aiming to dominate the conversation and make an immediate impact, Brand Takeover Ads are the weapon of choice. These full-screen ads command attention, appearing instantly upon app launch. Crafting concise yet compelling content is essential to ensure users not only notice the brand but also engage with it.

Branded Hashtag Challenge Ads: Fostering Community Participation

Harnessing the power of user-generated content, Branded Hashtag Challenge Ads invite users to participate in challenges, creating a sense of community around a brand. Moreover, crafting a catchy and relatable challenge, coupled with an engaging incentive, can ignite a viral campaign, significantly amplifying brand reach and visibility.

Branded Effect Ads: Elevating Creativity

Branded Effect Ads enable brands to enhance user content creation by offering special effects and filters. This collaborative approach not only enhances brand association but also fosters a sense of creativity among users. Crafting effects that align with the brand’s identity ensures a seamless integration into the TikTok experience.

TikTok’s Impact: A Deep Dive into Statistics

  • TikTok has firmly established itself as a global phenomenon, surpassing the monumental milestone of 1 billion active users spread across more than 150 countries worldwide.
  • The allure of TikTok captivates users, with an average user spending approximately 90 minutes per day on the app.
  • According to Statista, a staggering 52.38% of TikTok users globally fall within the age bracket of 18 to 24. This age group dominates the platform, contributing to its dynamic and youthful vibe.
  • For marketers seeking effective strategies, leveraging popular songs in TikTok videos proves highly impactful. An astonishing 68% of TikTok users express that videos incorporating popular songs contribute to better brand recall.
  • The power of TikTok transcends mere engagement; it translates into tangible business outcomes. A compelling statistic reveals that 2 out of 3 TikTok users are likely to make a purchase while actively using the app.
  • In 2021, the platform generated a staggering $4 billion in advertising revenue. Projections indicate that this figure is set to double by 2024 and more than triple by 2026, signifying the sustained and rapid growth of TikTok as an advertising platform.
  • Among the array of ad formats on TikTok, In-Feed Ads emerge as the most utilized. This format seamlessly integrates promotional content into users’ feeds, ensuring a native and non-disruptive experience.
  • TikTok ads have the capability to reach up to a staggering 1 billion audiences aged 18 and above. This impressive reach represents approximately 13.1% of the total world population, highlighting the platform’s unparalleled ability to connect brands with a vast and diverse audience.
  • 43% of heavy TikTok users express that the advertising on the platform seamlessly integrates with the overall content, contributing to a cohesive and immersive user experience.
  • Statistics reveal a significant 23% increase in ad likeability when a product is featured in TikTok advertisements. This correlation emphasizes the importance of visual appeal and relatability in enhancing users’ perception of advertised products.
  • The impact of TikTok ads extends beyond immediate exposure. Even three weeks after encountering an ad on TikTok, an impressive 62% of users accurately recall the brand when prompted. This sustained recall reinforces the effectiveness of TikTok as a platform for creating lasting impressions and brand recognition.

Mastering TikTok Advertising in 5 Simple Steps

steps of tiktok ads

Digital marketers know TikTok as a powerful tool for engaging a diverse audience in an ever-changing world. Furthermore, take these five steps to navigate TikTok advertising seamlessly if you’re ready to capitalize on its potential.

Step 1: Create a TikTok Ad Manager Account

1.1 Sign Up for a TikTok Ad Manager Account

Begin your TikTok advertising journey by signing up for a TikTok Ad Manager account from https://ads.tiktok.com/i18n/signup/. Visit TikTok Ad Manager and create a login using your email address or phone number. This initial step lays the foundation for your advertising endeavors on the platform.

1.2 Open Your Account

After successfully creating your login, open your account by providing essential business details. Input information such as Country/Region, Time Zone, Business Name, and Currency. This sets the stage for a tailored TikTok Ad Manager experience aligned with your business specifications.

1.3 Set Up Your TikTok Ad Account

Navigate to your account setup by accessing the Dashboard and proceeding to Account Settings > Account Info. This step is crucial in establishing the framework for your TikTok advertising activities.

1.4 Fill in Business Details

On the “Account Setup” page, complete the “Business Information” module. This includes vital details like Company website, Industry, Street Address, State/Province, Postal code, and Business verification. Thoroughly providing this information ensures accurate representation and compliance with TikTok’s policies.

1.5 Choose Your Payment Method

TikTok offers two payment methods: Manual Payment and Automatic Payment. Select the option that aligns with your financial preferences and objectives. Additionally, this step is pivotal in facilitating seamless transactions for your advertising campaigns.

1.6 Submit Your Account Information

After diligently filling out the necessary details on the “Account Setup” page, click “Submit” at the bottom. TikTok will review your account, a process that may take up to 24 hours. This thorough review ensures compliance with industry and account-related policies, ensuring a secure and reliable advertising environment.

Step 2: Create an Ad Campaign

compaign on tiktk ads

Now that your TikTok Ad Manager account is set up, let’s dive into the crucial second step – creating an ad campaign that resonates with your target audience to do so, you need to click on the “Create” button. Follow these steps to ensure a strategic and effective ad campaign on TikTok.

2.1 Choose the Right TikTok Advertising Objective

TikTok provides a robust framework for ad objectives, categorized into three main pillars: awareness, consideration, and conversion. This decision shapes the entire trajectory of your campaign, aligning it with specific goals that cater to your business objectives. Moreover, when setting up your ad campaign, remember that you can choose only one objective per campaign from the following options:

  • Awareness: Ideal for introducing your brand or product to a broader audience.
  • Consideration: Focused on engaging and nurturing potential customers.
  • Conversion: Geared towards driving specific actions, such as purchases or sign-ups.

You should carefully consider your marketing goals before choosing the most appropriate TikTok advertising objective.

2.2 Set Up Campaign Name & Budget

After pinpointing your ad objective, it’s time to define the parameters of your campaign.

Campaign Name: TikTok auto-generates a campaign name based on your chosen ad objective. However, you have the flexibility to edit this name, tailoring it to your campaign’s essence within a generous limit of 512 characters. Craft a name that encapsulates the spirit of your campaign and resonates with your brand identity.

Budget Allocation: Choosing the right budget for your TikTok ad campaign is crucial to its success. TikTok offers two types of budget structures:

  1. Daily Budget: This represents the maximum amount you’re willing to spend on the ad campaign daily. It ensures control over daily expenditures, allowing for optimized budget management.
  2. Lifetime Budget: This signifies the maximum amount allocated for the entire duration of your ad campaign. It provides a comprehensive overview of the overall budget commitment for the defined period.

Furthermore, carefully consider your financial strategy and objectives when choosing between daily and lifetime budgets. This decision directly impacts the pacing and reach of your campaign.

Step 3: Create an Ad Group

As your TikTok ad campaign takes shape, the next crucial step is to create an ad group that refines your targeting, optimizes placement, and maximizes the impact of your advertisements, but remember that you can create a maximum 99 ad groups per campaign. Moreover, Let’s now examine the steps involved in creating ads groups.

3.1 Name Your Ad Group

The journey begins with naming your ad group. This seemingly simple step holds significance as it allows you to easily identify and differentiate between various ad groups within your campaign. You should choose a name that reflects the specific ads contained within this group and limit it to 512 characters.

3.2 Setup TikTok Pixel (Optional)

For advanced tracking and analytics, consider setting up the TikTok Pixel. While optional, this tool provides valuable insights into user interactions with your ads. It enables you to measure the effectiveness of your campaigns, track conversions, and refine your advertising strategy based on real-time data.

3.3 Choose Placements

The strategic placement of your ads can significantly impact their visibility and effectiveness. Determine where your ads will appear on TikTok and its partner platforms. It’s crucial to note that once an ad group is created, the placement setting cannot be changed. Carefully select placements that align with your campaign objectives and resonate with your target audience.

3.4 Turn On/Off Creative Type

Customize your ad group by deciding on the creative type. This step allows you to control the visual and interactive elements of your ads. Depending on your campaign goals, you can choose to turn on or off specific creative types to tailor the user experience and engagement level.

3.5 Define Target Audience (Targeting)

Identifying your target audience is a pivotal aspect of any successful advertising campaign. In this step, specify the audience that will be exposed to your ads. TikTok offers two targeting modes:

  • Custom Targeting: The demographics of your audience can be narrowed down based on interests and behaviors of your audience, as well as on devices that your audience uses.
  • Automatic Targeting: You will be able to optimize your targeting for better results by simply entering the name of your target audience, location and language, and TikTok will help you.

3.6 Set Up Budget & Schedule

Navigate the financial aspects of your ad group by setting up the budget and defining the timeframe for running your ads. Identify your maximum spending limit and choose how long you want your ads to run, but remember that the minimum is $20 (or a lifetime budget of $20). Strategic budgeting ensures efficient allocation of resources for optimal campaign performance. You can schedule your ads by setting the start and end times. If you want your ad to run continuously after the start date, you can either select a date range or run it continuously. Additionally, it is also possible to select certain time periods within the day using the Dayparting option. Depending on the time period selected, it may last between half an hour and 24 hours.

3.7 Set Up Bidding Method & Optimization

In the final step of ad group creation, select your preferred bidding methods and ad optimization options. These choices significantly impact the reach and efficiency of your ads. Tailor your bidding strategy based on your campaign goals, whether it’s maximizing reach, optimizing for conversions, or achieving a balance between the two. 

  • It is possible to adopt two types of bidding strategies: bid cap, which keeps the average cost per result below your bid, or lowest cost, which seeks to obtain results at the lowest cost.
  • The event that determines when you pay for an ad is called an ad billing event. A billing event is automatically set based on the “Optimization Goal.”
  • A campaign can be delivered using two strategies: “Standard” for equal budget distribution, or “Accelerated” for maximum budget utilization. You cannot alter certain parameters after creating an ad group, such as Start Date, Optimization Goal, Conversion Event, and Smart Optimization. After completing the steps, click “Next” to move on to the ad creation page.

Step 4: Create an Ad

Now that your ad group is in place, it’s time to dive into the creative process of crafting a TikTok ad that captures attention and resonates with your audience but keep in mind that there is a maximum of 20 ads per ad group. Moreover,follow these steps to bring your vision to life.

4.1 Enter Ad Name

Begin by giving your ad a distinctive name. This name helps you identify and differentiate your ad within the ad group and campaign. Choose a name that succinctly represents the essence or focus of your advertisement.

4.2 Select Ad Format

TikTok Ads Manager offers three versatile ad formats to choose from:

  • Single Video: Engage your audience with a captivating video.
  • Single Image: Make a visual impact with a striking static image.
  • Collection Ads: Showcase a series of products, fostering a seamless shopping experience.

Select the ad format that aligns with your campaign goals and the story you want to tell.

4.3 Enter Ad Details

Add Media: Prepare your ad creative by choosing from three options:

  1. Upload from Your Computer: Utilize existing media files from your device.
  2. Add from Your Creative Library: Access pre-existing creatives stored in your TikTok account.
  3. Create a Video: Craft a new video directly within TikTok Ads Manager.

Choose a Thumbnail: Select an attention-grabbing thumbnail that encapsulates the essence of your ad. The thumbnail serves as the initial visual hook, enticing users to engage with your content. Once you select choose save to finish. Enter Your Text & Destination Page: Enhance your ad by adding essential details:

Display Name: Clearly identify your brand or product.

  1. Text: Craft a compelling message that accompanies your visuals.
  2. Call to Action: Direct users to the desired action, such as “Shop Now” or “Learn More.”
  3. URL: Specify the destination page where users will be directed when they engage with your ad.

Preview Your Creative: Take a moment to preview your ad. Keep in mind that the actual display may vary based on the user’s device and network settings. These previews offer a general overview but may not be device-specific.

Add Tracking Links (Optional): For advanced analytics, consider adding tracking links. This optional step enables TikTok events tracking or third-party tracking URLs, providing insights into your ad’s performance data.

Step 5: Measure Your Ad Performance

As your TikTok ads are live and engaging with the audience, the journey doesn’t end there. The crucial step of measuring your ad performance allows you to gauge the effectiveness of your campaign, identify areas of improvement, and optimize for maximum results.

Understanding TikTok’s Native Statistics

TikTok provides native statistics that offer valuable insights into various aspects of your ad’s performance. These metrics include:

  • Impressions: The number of times your ad is displayed to users.
  • Clicks: The number of times users interact with your ad by clicking on it.
  • Conversions: Actions taken by users, such as making a purchase or signing up.

While these native statistics give you a foundational understanding of your ad’s performance, diving deeper into evaluation is essential for strategic decision-making.

Metrics to Evaluate TikTok Ads Performance

  • Engagement Rate: Measure the engagement rate by analyzing the interaction your ad receives. This includes likes, comments, shares, and other user engagements. A high engagement rate indicates that your ad is resonating well with the audience.
  • Click-Through Rate (CTR): CTR is a crucial metric that indicates the percentage of users who clicked on your ad after seeing it. A higher CTR suggests effective ad copy and visuals, enticing users to take action.
  • Conversion Rate: Evaluate the conversion rate to understand the percentage of users who completed a desired action, such as making a purchase or filling out a form. A higher conversion rate signifies that your ad is compelling and drives desired outcomes.
  • Reach and Frequency: Analyze the reach and frequency of your ad to ensure that it reaches a broad audience without excessive repetition. This helps prevent ad fatigue and ensures sustained engagement.
  • Return on Ad Spend (ROAS): Determine the ROAS by measuring the revenue generated in relation to your ad spend. This metric provides a clear picture of the campaign’s profitability and return on investment.

Maximizing Results through Evaluation

Now that you’ve assessed the key metrics, it’s time to optimize your TikTok ad campaign for maximum results:

  • Refine Targeting: Adjust your target audience based on the performance data to reach users more likely to engage and convert.
  • Creative Tweaks: Make informed creative adjustments by analyzing user interactions and preferences.
  • Budget Reallocation: Optimize your budget allocation based on the performance of different ad sets to maximize impact.
  • Continuous Testing: Implement A/B testing to experiment with different elements and identify the most effective strategies.

Frequently Asked Questions:

How do I get started with running TikTok ads in 2024?

To kickstart your TikTok ads journey, sign up for a TikTok Ad Manager account, create an ad campaign, set your objectives, and tailor your ads to resonate with your target audience. Follow the step-by-step guide provided by TikTok Ads Manager for seamless navigation.

What ad formats are available for TikTok ads in 2024?

TikTok Ads Manager currently supports three main ad formats: single video, single image, and collection ads. Choose the format that aligns with your campaign goals and enables you to convey your message effectively to your audience.

How can I measure the success of my TikTok ads in 2024?

TikTok offers native statistics to track metrics such as impressions, clicks, and conversions. However, for a more comprehensive evaluation, consider key performance indicators like engagement rate, click-through rate (CTR), conversion rate, reach and frequency, and return on ad spend (ROAS).

What targeting options are available for TikTok ads in 2024?

TikTok provides two targeting modes – custom targeting and automatic targeting. In custom targeting, narrow down your audience based on demographics, interests, behaviors, and devices. For automatic targeting, enter the location and language of your target audience, and TikTok will optimize your targeting for better results.

How can I optimize my TikTok ads for better results in 2024?

Continuously optimize your TikTok ads by refining your target audience based on performance data, making creative tweaks to enhance engagement, reallocating budget based on ad set performance, and implementing continuous A/B testing to identify the most effective strategies. Stay agile and adapt to user behaviors for ongoing success.

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