TikTok’s ad platform has a lot of similarities to Facebook. There are campaigns, for example. ad sets, and ads.
There are three types of standard ads available for TikTok advertisers right now and two types of “non-standard” ads. Brand Takeover ads, In-Feed Ads, and TopView ads are standard. Hashtag Challenge and Branded Effect are non-standard ads.
These ads appear in the native ‘For You’ news feed of TikTok. In-Feed Video ads can be:
A video ad that is natively embedded within the “For You” feed to engage users with brands.
These ads appear when TikTok users open the app. The ads completely take over the user’s screen for a few seconds, then they turn into an In-Feed Video ad.
These appear first in users’ in-feed video streams. They are best for driving mass awareness and closely resemble a native, organic TikTok video.
These ads only appear on users’ Discovery page. They’re best for encouraging users to participate in user content creation challenges. Hashtag Challenge ads can also include a shoppable component.
The ad appears as branded lenses, stickers, and other 2D/3D/AR content for TikTok users to use in their videos.
One way that TikTok is different than Facebook and Google App Ads is that you will need a TikTok ad account manager to use most of its ad placements and formats. The one notable exception to this is TikTok’s In-Feed Video ads.
All you need is a TikTok ad account to access TikTok’s self-service dashboard, where you can create your In-Feed Video ad campaigns. And while you can import finished creative into the platform, some advertisers may be happy enough with TikTok’s video ad creation tool, which they call the “Video Creation Kit.”
There are three main ways that brands can market on TikTok:
1. Create a channel and upload relevant videos through their channel.
2. Work with influencers to develop and distribute content.
3. Pay to advertise on TikTok using performance-based campaigns.
Many brands do a combination of all three types of advertising to drive effectiveness.
It is fairly easy to launch your first campaign on TikTok, and the entire process can be done through their ad platform.
Here are the steps you will need to take:
1. Go to TikTok’s US business center: https://www.tiktok.com/business/en-US/
2. Click the “Get started” button.
3. Fill in the form on the next page with your username and password.
4. Enter your business and payment information. Note that TikTok may require you to pay for your ads up front. You may be able to get this requirement waived if you are working directly with a TikTok account manager.
5. After your payment information is complete, you will be redirected to the TikTok Ads Manager. As mentioned before, this will look very familiar to anyone who is run Facebook ads.
To create your first app installs campaign:
1. Click the Campaign tab and then click Create
2. Choose a campaign objective of “App Installs”
3. Give your new campaign a name.
4. Decide whether you want to create a split-test within this campaign, and if you do, if you want to split-test “Targeting” (as in your audience) or “Creative.”
5. Choose from three budgeting options: “No limit”, “Daily” (at least $50 per day), or “Lifetime.”
6. Name the first ad group.
7. Choose which app you want to promote. You’ll need to “create” the app within the TikTok Ads Manager first, but it’s easy to do. All you need to the URL of your app in the Apple IoS or Google Play.
8. Choose your tracking settings. As you can set, TikTok lets advertisers track quite a few events.
9. Choose automatic or manual placement.
10. Define your audiences.
11. Choose which countries you want your ad to run in. You can also specify states, prefectures, and other regions once you have selected a particular country.
12. Select your audiences’ interests, behaviors, and categories. Categories include:
Each category has several subcategories.
13. Specify the ad group’s budget and test schedule.
14. Choose your bidding and optimization settings.
15. Unload your ad creative and specify the call to action and other settings.
Make sure your ad fits with the video specifications. TikTok has a page of detailed ad specs here.
And that is it. Once you have created your second ad, you’ll be redirected to a dashboard view similar to the one below.