In recent years, TikTok has become one of the leading social media platforms, captivating millions with its entertaining short-form videos and creative content. With over 1 billion active users worldwide as of 2023, it offers a substantial opportunity for brands aiming to connect with a younger audience.
Businesses can take advantage of the platform’s influence by using TikTok Ads Manager, which enables targeted advertising campaigns that effectively showcase products and services. By creatively engaging with their audience, companies can drive growth and enhance their visibility in an increasingly competitive digital landscape. TikTok Ads Manager is a valuable tool for brands looking to tap into new markets and maximise their impact on this dynamic platform.
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What is TikTok Ads Manager?
TikTok Ads Manager is the platform’s advertising tool that allows businesses to create, manage, and analyse their advertising campaigns effectively. This comprehensive tool provides a user-friendly interface where brands can set campaign goals, select their target audience, and monitor performance metrics.
One of its standout features is targeting capabilities, which enable advertisers to reach specific demographics based on age, location, interests, and behaviour. TikTok Ads Manager also supports various ad formats, including in-feed ads, branded hashtags, and TopView ads, allowing brands to choose the format that best suits their marketing goals.
Additionally, it offers detailed analytics, helping businesses track engagement metrics, such as impressions, clicks, and conversions. This data-driven approach enables companies to refine their advertising strategies over time for better performance.
6 Key Benefits of Advertising on TikTok?
Advertising on TikTok has become an essential strategy for businesses aiming to tap into its vibrant and engaged user base. With its unique approach to content and high levels of interaction, TikTok offers brands an exciting opportunity to connect with potential customers. Here are some key benefits of advertising on this rapidly growing platform:
1. Massive User Base
TikTok has a rapidly growing user base, with over 1 billion active monthly users. This platform is especially popular among younger demographics, including Gen Z and Gen Alpha, making it an ideal space for brands targeting these audiences.
2. High Engagement Rates
TikTok is known for its high levels of user engagement. The platform’s format encourages users to interact with content, which can lead to better visibility and more effective marketing campaigns. Advertisements often feel less intrusive, blending seamlessly with user-generated content.
3. Diverse Ad Formats
TikTok offers various ad formats, including In-Feed Ads, TopView Ads, Branded Hashtag Challenges, and more. This diversity allows brands to choose the most suitable format for their marketing objectives and creative strategies.
4. Effective Targeting Options
TikTok Ads Manager provides advanced targeting capabilities, enabling advertisers to reach specific demographics based on interests, behaviours, and geographic locations. This precision helps ensure that ads are shown to the most relevant audiences.
5. Creative Potential
The platform encourages creativity, allowing brands to produce fun and engaging content that resonates with users. This creativity can enhance brand identity and foster a stronger connection with potential customers.
6. Cost-Effective Marketing
Compared to other advertising platforms, TikTok can be more cost-effective, particularly for brands aiming to reach younger audiences. The minimum spend requirements are relatively low, making it accessible for small and medium-sized businesses.
7 Steps to Setting Up Your TikTok Ads Account
There are two ways to create campaigns for your business on the TikTok Ads Manager: a simplified version and a custom version. The custom version is designed for large companies and has more options, like creating an ad group or using a bidding strategy. But for a small to medium-sized business, this simplified version is straightforward, easy to use, and doesn’t require technical expertise:
1. Get a business account
To use the TikTok Ads Manager, you’ll need to have a business account for the platform. Switching over from a personal account is both free and easy.
In the app, simply go to Settings and Privacy, then Manage Account, and tap Switch to Business Account. A business account will give you access to analytics that can tell you the best time to post on the app, as well as other features, such as a link in your bio.
2. Integrate TikTok with your Shopify store
If you have a Shopify store, install the TikTok app. This offers other options for automated ad creation, and if you’re located in select countries, you’ll be able to launch a shopping tab on your TikTok profile.
3. Open the TikTok Ads Manager
The TikTok app is built for mobile, but using your TikTok ads manager account is something you’ll want to do on desktop. Navigate to ads.tiktok.com and log in with your TikTok business account.
4. Set Your Advertising Goal
When you select Simplified Mode within the TikTok ads manager, you will be presented with four options to determine a goal (or campaign objective) for your campaign:
- Increase Traffic
This option is ideal if you want to drive prospective customers to your website.
- Drive Community Interaction
If you want to simply grow your presence on TikTok, building community is a great way to promote your brand in the lead-up to a launch.
- Generate Customer Leads
This method is designed to capture information from viewers via a contact form that can be used to retarget potential customers and nurture existing fans.
- Get Website Conversions
This option is for driving more conversions (defined as taking specific actions, as opposed to merely arriving at a website, which would be considered traffic) on your store’s website.
5. Select your audience
The next screen in your TikTok ads manager account will let you decide who exactly will see your TikTok ads. You can select “Automatic audience” to let TikTok decide for you, but it’s also easy to add a few parameters of your own if you’d rather go the “custom audience” route.
You can select your target audience of TikTok users in the TikTok ads manager based on gender, age group, language, and location. Based on what you select, a handy slider in the top right corner of the page will let you know the size of your audience.
You can also drill down further into areas of interest, such as clothing, cooking, or pets. For example, if you sell coffee online, you can target “coffee” as an interest. If you run a skin care business, you can target “beauty.” You can target users who have a history of interaction with TikTok content, such as liking and commenting.
Then, TikTok will ask if you’d like to show TikTok ads on just TikTok or add placement on Pangle, which the ads manager refers to as a “Premium global publisher network.”
6. Set Your Budget And Schedule
Next, you’ll determine your daily budget, starting at a minimum of $5 per day or $70 for the lifetime of the campaign. You’ll then decide how long to run your campaign. You can also select “No end date” to run your campaign indefinitely and stop it later on when you feel it’s done its job.
7. Create your ad and submit
You’ve made it to the fun part of creating TikTok ads. On the next screen within the TikTok ads manager, you can either select one of your existing TikTok videos to run as a video ad or upload a new one that won’t appear on your regular TikTok feed.
You’ll also be able to write a caption for your ad and create a call-to-action button—such as Shop Now—with a link to your website.
When you hit Submit, your TikTok ad will go into a review process that averages about 24 hours before it goes live to the world.
If your ad is flagged, you will be notified via Ad Group on the TikTok Ads Manager platform. This is where you’ll learn the reasons for your ad’s rejection, so you can avoid the same mistakes in the future.
As your ad runs, monitor your results to learn what works and what doesn’t, so you can optimise for your next campaign.
Types of TikTok Ads
Here’s an overview of the different types of TikTok ads you can use to promote your business:
1. In-Feed Ads
In-Feed Ads are native ads that appear in users’ TikTok feeds as they scroll through the app. These ads can be up to 60 seconds long and include a call to action (CTA) button that directs users to your website or app. They blend seamlessly with organic content, making them less intrusive and more engaging for viewers.
2. TopView Ads
TopView Ads are a premium ad format that allows your ad to appear as the first thing users see when they open TikTok. These ads can last up to 60 seconds and provide maximum visibility and engagement since they capture users’ attention immediately. This format is great for brands looking to make a strong impression.
3. Branded Hashtag Challenge
A Branded Hashtag Challenge encourages users to create their own content around a specific theme or challenge set by your brand. You create a unique hashtag and promote it, inviting TikTok users to participate and share their own videos. This format is highly interactive and can lead to viral trends, significantly increasing brand awareness.
4. Branded Effects
Branded Effects allow you to create custom filters or effects that users can apply to their videos. This interactive feature enhances user engagement as people use your branded effects in their content. It’s a fun way to encourage creativity while promoting your brand.
5. Spark Ads
Spark Ads enable brands to promote organic content that has already been created by TikTok users. This approach not only showcases genuine user experiences with your product but also leverages user-generated content to drive engagement and authenticity.
6. E-commerce Ads
E-commerce ads on TikTok enable users to shop directly from the app. These ads often feature product links, allowing viewers to make purchases without leaving the platform. This integration streamlines the shopping experience and can significantly boost sales.
Best Practices for Creating Engaging Tiktok Ads
Creating engaging TikTok ads is crucial for capturing the attention of users and driving conversions. Here are some best practices to help your ads stand out:
- Keep It Short and Snappy
TikTok videos are typically brief, so ensure your message is clear and delivered quickly. Aim for 15 seconds or less to maintain viewer interest.
- Start Strong
Grab attention in the first few seconds with eye-catching visuals or a compelling hook. Users scroll quickly, so make your opening count.
- Use Authentic Content
Authenticity resonates well with TikTok’s audience. Showcase real people, relatable scenarios, and user-generated content to build trust and engagement.
- Incorporate Trending Sounds
Utilise popular songs and sounds to align your ad with current trends. This can help increase visibility and relatability.
- Target Your Audience
Use TikTok’s targeting options to reach the right demographics. Consider age, location, interests, and behaviours to tailor your ads effectively.
- Utilise Hashtags Wisely
Use relevant and popular hashtags to increase discoverability. This helps your content reach a wider audience.
- Monitor Performance
Regularly check your ad performance metrics to understand what works and what doesn’t. Use this data to refine your strategy over time.
Conclusion
Utilising TikTok Ads Manager is a powerful way to enhance your business’s visibility and reach on one of the fastest-growing social media platforms. With its unique ad formats and engaging features, TikTok offers brands an opportunity to connect with younger audiences effectively.
By understanding how to create compelling ads and implementing best practices, you can optimise your advertising efforts for maximum return on ad spend (ROAS). Partnering with experts like Newnormz can help streamline your social media marketing strategies, ensuring you make the most of your TikTok advertising campaigns.
1. What are the Key Features of Tiktok Ads Manager?
TikTok Ads Manager includes various tools for campaign creation, audience targeting, performance tracking, and ad format selection, helping businesses optimise their advertising efforts.
2. How Do I Measure the Success of My Tiktok Ads?
You can measure success by tracking metrics like impressions, engagement rates, click-through rates, and return on ad spend (ROAS) through TikTok Ads Manager’s analytics tools.
3. Can Small Businesses Benefit from Advertising on Tiktok?
Yes, TikTok provides a cost-effective platform for small businesses to reach a large and engaged audience, especially among younger demographics.
