The social media platform TikTok has seen a significant (and rapid) rise in popularity in the last few years. This is particularly true for younger audiences. TikTok’s short-form video content means it’s popular among businesses wanting to reach new (and in particular, younger) audiences.
Compared to other platforms like Instagram and Facebook, TikTok’s user base is predominantly made up of Gen Z and Millennials (1). Instagram’s age distribution is much more balanced while Facebook skews towards an older audience. So, if you want to tap directly into a younger market, you need TikTok.
TikTok is also good when you don’t already have a large follower count because it pushes content towards those who might be interested in it regardless. This means even small businesses can go viral with the right content.
If you think TikTok’s the next marketing tool up you’re sleeve, we’ll give you all of the details on how to set up TikTok adds as well as some information to troubleshoot common issues. Here at Key Principles, we’re ready to assist you at any time so do contact us if you need our guidance.
Understanding TikTok Ads
Not all TikTok ads are the same and there are different ways to use the advertising power of the platform. Here is a selection of the different types of TikTok ads:
Types of TikTok Ads
- In-Feed Ads: These are the most common type and they appear in users’ For You Page (FYP) as they are scrolling through their content. These appear like a regular post but they will have a subtle “sponsored” label. This means they feel less intrusive and more in line with the platform’s other content and this is why they’re so effective. Users can like, comment, share or click the call-to-action (CTA) button. In-feed ads are great for driving website traffic, app installs and raising brand awareness.
- Branded Hashtag Challenges: This is an ad type when a brand creates its hashtag and encourages users to create their content and use it. These challenges, if they’re good, often go viral because users participate and share videos using your hashtag. This format is great because it invites people to engage directly with your brand so it’s great for brand visibility and driving engagement.
- Branded Effects: These are custom-designed AR (augmented reality) filters that users can apply to videos. The effects can be created to align with your brand or product. They can include things like special visual effects or interactive stickers. These ads work because users can be interactive and have fun. It boosts brand awareness and encourages people to participate.
- Top View Ads: These are a type of in-feed ad. They appear as the first video seen after opening the app. They cover the entire screen and can last up to 60 seconds. As this is the first thing a TikTok user sees, it can grab their attention better. These are high-impact campaigns, which are great for product launches because they reach a large audience quickly.
- Branded Takeovers: These are similar to Top View ads and they appear as the first content seen. However, these include static images or GIFs too. The ads are interactive and users can click through to your landing page or some other content. These are great for time-sensitive promotions and creating high visibility.
Your Target Audience
An important part of your TikTok ad strategy is thinking about who it’s for. TikTok has sophisticated ad targeting so you can reach your ideal customers. This includes targeting on age, interests, and location. You can be even more specific and target people by the type of device they’re using.
Step-by-Step Guide: How to Set Up TikTok Ads
Setting up TikTok ads might seem daunting but it’s quite straightforward. Here are the steps to follow:
- Create a TikTok Ads account
Visit the TikTok Ads website and create an account. You’ll need to provide your business information and link your TikTok business profile to the account. Complete all of the billing details and account verification through email.
2. Choose Your Campaign Objective
Select the objective that best aligns with the needs of your business. This might be traffic, conversions or app installations. The objective you choose will determine how your ads are delivered and optimised.
3. Create Your Ad Group
Choose your ideal target audience. You’ll need to select parameters like age, location and interests. Then, set your budget and placement. You can choose a daily or total budget and decide if you want your ads to just appear on TikTok or on partner sites too.
4. Design and Create Your Ad
You’ll need to choose images or videos for the ad. These must be high quality and right for the format on TikTok. Ensure the text is engaging and has a clear CTA like “learn more” or “shop now.”
5. Preview and Publish
After making your ad, preview it to check it looks good and then submit it.
Best Practices for TikTok Ads
For your ad to be the best it can be, you’ll need to follow a few key best practices. Firstly, TikTok itself is all about visual appeal. Your ad needs to be visually appealing and stand out, otherwise users will swipe it out of the way without giving it a second glance. For content, short and snappy is ideal. You want to grab the user’s attention and get them to act quickly. Finally, consider researching current TikTok trends and music to create something contemporary.
Troubleshooting TikTok Ad Issues
It can be a challenge to set up and use TikTok ads for the first time. Below are some common issues and their possible solutions:
Common Issues and Solutions
- Ad Disapprovals
Why it happens: This is often due to violations of the TikTok ad policies. It could be because of restricted content, misleading claims or inappropriate visuals.
Solution: Read and review the ad guidelines to make sure you’re following the policies. Make any adjustments accordingly.
- Targeting Issues
Why it happens: You might have selected an audience that’s too broad or narrow, or the audience chosen might not align with your objectives.
Solution: Adjust the audience targeting parameters to match an ideal customer. You might need to test multiple audience segments to get the results you want.
- Budget and Bidding Problems
Why it happens: Your ad doesn’t get enough impressions because the budget isn’t set properly or there are low bids.
Solution: Switch to automatic bidding or increase your bid. Adjust your budget settings for proper ad delivery.
- Poor Ad Performance
Why it happens: An ad can perform badly for a variety of reasons like low engagement, poor click-through rates (CTR) or high cost per acquisition (CPA).
Solution: Test different types of ads (videos, images, text) to see what your audience prefers.
How to Open a Ticket with TikTok Support
If you’re still having problems, TikTok has a support team available. You can reach them by submitting a request. Here’s how to do it:
- Go to TikTok Ads Manager.
- Click on “help centre.”
- Select “submit a request” and choose the category.
- Write what the problem is. Include as much information as possible, including things like screenshots and the ad ID or campaign ID. The more information you provide, the better.
- Submit the request and monitor the portal for updates.
Optimising Your TikTok Ads
You might not get your ads right the first time so it’s important to track and analyse their performance. This way, you can optimise your campaigns to improve your ROI. In TikTok Ads Manager, you can see details of metrics to help you make data-driven adjustments to your campaign. These include:
- Impressions and Reach – The number of times the ad was seen and how many unique users saw it.
- Click-Through Rate (CTR) – The percentage of people who clicked on the ad when they saw it. A higher percentage means better engagement.
- Conversion Rate – This tells you how many users did what you wanted them to after seeing your ad (make a purchase, sign up, install an app, etc.).
- Cost Per Click (CPC) and Cost Per Acquisition (CPA) – This tells you how efficient your spending is.
- Engagement Metrics (e.g., likes, shares, comments and video watch time) – These show you how users are interacting with your ads and content.
It’s a good idea to test different ad variations (A/B testing) so you can see which one resonates most with your audience. You can also refine your targeting to make further improvements based on the data you see in the analytics.
When you’ve got some data, you’ll then be able to reallocate your budget towards high-performing ads and adjust your bidding strategies accordingly.
Key Takeaways on Setting Up TikTok Ads
Setting up TikTok ads is fairly straightforward. Getting the ads working in the way you want them to is more difficult. To discuss how TikTok ads can help your business, book a strategy session. We’ll help you get the best results out of your TikTok ad campaigns.
