TikTok Ads - The new kind of advertising

Saturday, April 4, 2020
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Are you advertising on TikTok?

Businesses and marketers are always looking to reach out to new audiences. TikTok has over 500 users around the world that are active. Considering this, there is a big opportunity for brands that are not already advertising on it.

TikTok has actually become more popular than Twitter and Snapchat. If this trend continues to grow, as a marketer, your situation might change from getting ahead of competition, to being behind the curve. Currently TikTok provides a strong opportunity because it’s extremely popular and is not as overburdened by ads as some of the older social media platforms.

For those that don’t know, TikTok is a video sharing app that allows users to edit and post 15 second videos. It has preset filters and effects for people to apply to their videos. It’s become a great success with people around the world, particularly younger demographics.

As most experienced marketers will understand, a large audience does not always correlate to meeting campaign goals successfully. There are some qualifying questions you should answer before diving into TikTok advertising.

What people are you wanting to reach with your campaign?

You need to understand your customer demographics. How old are the people you are trying to target? If they are a younger generation, then TikTok could work well. 66% of TikTok’s user base is under the age of 30, so if you want to get messaging out to people over this age, there might be better avenues to look into first.

With time this could change though. New social networks are often picked up by younger people first and adopted by older generations further down the line.

What is your campaign budget?

Advertising has not overrun TikTok yet, because of the scarcity of advertisement space, ads can cost more than other channels. While some of the companies that have been using the platform like Nike and Disney can definitely afford to test this area, smaller businesses might not have the resources to advertise at this higher rate. Average CPC is $10 and campaigns are required to invest $500 as a minimum starting point.

How to get started with TikTok Advertising

If you’ve decided that TikTok could be a good option for your campaign, it’s time to get started. Read on below to see how you can begin advertising on the platform.

Create an Ad Account

Beginning on the homepage, you should click on the button that says ‘ Create an Ad’. Advertising is not yet fully rolled out on TikTok and is still in Beta. Clicking the ‘Create and Ad’ button will load a form for you to fill in, you will then be contacted by a TikTok account manager. This can take up to 48 hours.

Build Your First TikTok Ad Campaign

Once you have been accepted into the beta stage, the process of building a campaign is fairly straightforward. Within the Ads dashboard, navigate to the Campaign tab and click on the ‘Create’ button. From there you will have to set a campaign objective, this is currently broken down into three sections: Traffic, App Install, and Conversions. From there, you have to set a campaign level budget through either a daily or total limit.

Define Where and Who You Want Ads To Appear To

Here you have to create an ad group, define placements, and where to target. If unsure, there is also an option for automatic placements, this will let TikTok position your ads where they believe they’ll perform best. You’ll then be asked to provide some further information and details to get your ads live, which you need to fill in.

Monitor and Manage Spend, Duration, and Goals

Within the section titled ‘Budget and Schedule’, define the amount each ad group can spend. This can either be a daily budget or a total budget. Note that you should have set this at the campaign level a few steps previously, but now you are doing it more specifically for each ad group you are serving.

The above points should get you started with building a successful TikTok ad campaign. As with most new channels, there will likely be a learning and testing period that needs to be implemented to find the best strategies that work for you. Considering the scale of TikTok’s audience, there is huge potential for advertising. Particularly when it gets fully rolled out and hopefully the average CPC comes down.