Effective Strategies for Advertising on TikTok

With over 500 million active users worldwide, TikTok presents vast opportunities for advertisers. Surpassing other social media platforms like Twitter and Snapchat in popularity, TikTok has emerged as the hottest and most effective advertising platform today.

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In the following article, Mytour will guide you on advertising techniques on TikTok.

Before you begin: Preparatory Steps

Identify Your Target Audience

TikTok users primarily belong to the younger age group, comprising 66% of the total user base, with approximately 41% falling within the 16-24 age range. Clearly, this is an ideal platform to advertise products targeting young users.

Prepare Your Advertising Budget

Advertising on TikTok is still relatively new, so the initial advertising costs may be slightly higher, averaging $10 USD/CPM. For larger advertising campaigns, budgets can even reach up to $300,000 USD.

Strategies for Advertising on TikTok

Follow these steps to advertise on TikTok:

Step 1: Create a TikTok Advertising Account

To create an advertising campaign on TikTok, first visit the TikTok Ads homepage HERE. Then, click on Create an Ad.

At this point, a window will appear with detailed requirements for setting up your account. After completing the necessary information and submitting it, TikTok will contact you to finalize your TikTok advertising account setup.

The process of creating and receiving an account may take approximately 48 hours.

Step 2: Create a TikTok Advertising Campaign

On the TikTok Ads dashboard, click on the Campaign tab at the top corner of the window, then click on the Create button.

Next, select the campaign objective, which is the main advertising goal. At this point, you have three options: Traffic (website visits), Conversions, and App Install.

Set up the budget for your campaign. In the Settings section, you can choose either Daily Budget or Total Budget.

Note: Both the daily and total budgets have a minimum of 500 USD.

Step 3: Set Up Ad Placement and Targeting

The next step is to create ad groups for your campaign and select the advertising placement and targeting options.

On the TikTok Ads dashboard, you'll find options to select primary platforms for ad campaigns, including TikTok and other apps like Vigo Video (in India only), BuzzVideo, News Republic, and several others.

Additionally, there's an option for automatic ad placement where TikTok determines and optimizes ad placement for you.

Once you've set up ad placement, follow the on-screen instructions to input information such as URL, display name, images, relevant categories, and kickstart your ad campaign.

Note: You can select up to 20 keywords to describe your website or app.

The Targeting section allows you to define your advertising audience. Set location, age, gender, language, interests, devices, and more to attract the right audience for your ads.

If you already have specific target audience groups, you can create custom audiences by uploading current TikTok user IDs in CSV, TXT, or ZIP files.

Step 4: Control budget, duration, and advertising objectives on TikTok

Set budget and advertising schedule

In the Budget & Schedule section, set the budget for your advertising group.

Note, you can set a daily budget (the budget to run ads in a day) or a total budget, with a minimum of 500 USD.

Additionally, you can schedule your ads. In the Dayparting section, set specific times of the day or week to run ads.

Advertising Distribution Speed

The next step is to set the advertising distribution speed to determine the budget. Here, the Standard option distributes ads evenly throughout the campaign, while the Accelerate option consumes the most budget.

Select Target Audience

You can choose optimization options for your advertising groups for goals including: Conversion, Click, or Impression. Bid pricing will be optimized based on the goal you've chosen.

If you choose Conversion as your goal, your ads will be displayed to people interested in converting to use your products or services.

Conversion goals are priced using oCPC (optimization cost per click) bidding. TikTok ads automatically adjust bids based on user bid settings.

If you select Click as the primary goal for your ad group, bidding is calculated based on CPC, where your ads will be optimized to attract as many clicks as possible.

Finally, if Impression is your goal, advertising bids are calculated based on CPM (cost per mille).

Enable / Disable Smart Optimization Option

TikTok features an option called Smart Optimization. If you're using conversion goals, you should activate this option. Advertising bids will be continuously adjusted and optimized to increase conversions.

If your goal is Click or Impression, you should deactivate this option.

Step 5: Utilize the Video Creation Kit to design TikTok ads

The Video Creation Kit tool on TikTok offers customizable video templates and images, with over 300 different background music options that you can use to design your ads.

TikTok currently allows various types of ads including: brand takeover, In-Feed Ads, and hashtag challenges.

Brand takeover

Brand takeover ads appear immediately when users open the TikTok app, and then they may be redirected to another video on TikTok or to a different website or app. Currently, this type of advertising is limited to one advertiser per day.

In-Feed Ads

In-Feed Ads are native ads placed at the end of TikTok videos or within the feed as queued videos, depending on the type of product you're advertising. Additionally, these ads redirect to your website or app. The average bidding price for this type of advertising is 10 USD / CPM.

Hashtag Challenge

You can also collaborate with TikTok marketing teams to create hashtag challenges. This encourages users to share content on TikTok instead of your brand. Challenges last for 6 days. Also, refer to Using hashtags on TikTok here to optimize your videos further.

Step 6: Optimizing TikTok Ads

For brand takeover and in-app ads, ensure you use high-resolution images as these ads display on users' device screens.

Regarding Ad Copy, note that TikTok offers limited ad space. Ad descriptions are limited to around 80 English characters, so if advertising products or services that require more detail, you can use the Video Creation Kit tool to create videos and combine them with your product introductions.

This article has just guided you on how to advertise on TikTok. In addition, readers can refer to some other articles on Mytour to explore more efficient TikTok Advertising Support Tools.