Social Media Ads> How to Advertise on TikTok

How to Advertise on TikTok

Mădălina Stănescu

Tik Tok in Romania

In 2022, TikTok has reached approximately 6.37 million users over the age of 18. In the past two years, the number of users has been continuously growing, and in 2020 it was 5.2 million.

TikTok ads can target an audience starting at age 13, but data is only reported for users over 18 years old. At the beginning of 2022, 50.8% of TikTok's audience in Romania was female, while 49.2% were male.

TikTok is a way to attract young audiences in a fun and informal manner. 66% of TikTok users are under 30 years old.

Costs of TikTok advertising

On TikTok, costs are divided into 3 options:

Minimum budget or campaigns - must be over $50. For ad group, the minimum budget must be over $20.
Daily budget - the amount you allocate to a campaign or ad that runs for one day. The budget will not exceed the established amount and may not reach the established budget.
Permanent budget - the total amount allocated in a campaign for a certain period of time. The daily budget in this case will fluctuate and will not be evenly distributed during the campaign.

Types of TikTok Ads

In-feed ads

In-feed ads are ads that appear while users scroll through TikToks. They blend in with organic content and can get as much attention if it is fun and captivating. It is one of the most common formats and the only one that is available through self-service.

Branded Hashtag Ads

Branded Hashtag is another popular type of ad on TikTok. It is a campaign that is based on user-generated content and aims for awareness and engagement. It is an effective campaign, especially for product launches or long-term communication campaigns. The ads appear at the top of the discovery page. When users click on hashtags, it leads them to destination pages on TikTok and a collection of other videos from the same challenge with hashtags.

Branded Effect Ads

Brands create 2D or 3D filters and effects that users can apply in their Tik-Toks. This is another effective way to generate awareness, engagement, and user-generated content.

Spark ads

This type of ad allows promoting organic and user-generated content with the user's permission. It is similar to boost posts on other platforms. These ads direct users to the TikTok account profile or a landing page.

Sursă: TikTok

How to set up TikTok ads and campaigns

#1: TikTok Account

To open a TikTok Pro (business) account, first we need to create a profile. Then we access the three dots in the upper right corner of the profile page, Settings and privacy, Manage my account, and Switch to Pro Account.

Necessary steps if you want to manage multiple accounts:

The most common and simple actions are the following:

Add a new ad account:

Click ”Create account”:

Fill in the client’s information and industry type:

Select Auction Ad Account (self-service):

As a rule, newly created advertising accounts are subject to verification on the platform. This can take up to 24 hours.

#2: The TikTok campaign

To create ads, the first step is creating a campaign and its objectives.

Campaign > Create:

Choose an objective:

Each category includes several specific objectives:

Awareness: Reach

Consideration: Traffic, App-Installs and Video Views, Lead Generation, Community Interaction

Conversion: Conversion or Catalog Sales

#3: Creating the ad group, placements and audiences

After setting the objective and budget, you will then set the ad group. Here you will set the placement, audience, running schedule, bidding, and delivery.

Placement can be automatic or chosen manually.

Setting the ad's information:

Type of promotion: website, app-install
Display name: brand name
Profile image: the image from the ad, with a resolution of 1:1
The category the ads belong to
Ad tagsTik Tok's algorithm will use tags (words) chosen by you to reach the right audience. You can add up to 50 tags.

User comment: You can enable this option so users can comment on your ad.
Download video: You can enable this option so users can download videos.

Setting the audience

There is a variety of targeting opportunities, starting with age, location and up to the interests and behaviors of users. This helps you to accurately define who will or will not see your ads, without paying extra for an uninformed audience.

Strategies to promote your brand on TikTok

There are several strategies you can use to promote on TikTok. In addition to advertising, TikTok can be used for constant communication through various methods:

Partnering with an influencer can be an effective method for brand awareness. It is important to choose the right influencer, who posts relevant content for your business. Therefore, the number of followers is not important, but the engagement they have is.
Share TikTok content on other channels, so it reaches as many people as possible.
Promote the TikTok channel with paid ads or influencers.

If you want to promote your business in a creative way, TikTok is the most appropriate platform. TikTok is an effective method for awareness, increasing the number of leads and sales. The recipe for success is proper targeting and creating captivating content.

About Optimized

Optimized is a marketing agency specialized in PPC (Google Ads, Facebook Ads, Instagram Ads, Pinterest Ads, TikTok Ads, YouTube Ads) campaigns for e-commerce. Our portfolio includes online stores, with whom we work on clear performance objectives (CPA, ROAS, ROI). Our team consists of PPC specialists and certified Google trainers, as well as people with hands-on experience in e-commerce.