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Home Blog Pay-per-clickTikTok Advertising Guide to Setting up and Optimizing Campaigns
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TikTok has changed the game in the world of social media. Soon, the TikTok advertising platform will take over the marketing world.
TikTok has become one of the most downloaded apps in the world, including in the Philippines – garnering the acclaim of most downloaded entertainment app for 2020. The app has attracted the interest of and cultivated a diverse audience, that make it an attractive avenue for brands to market and advertise on.
In fact, as a PPC agency ourselves, we have begun endeavoring on understanding this platform to help you and other organizations tap into the rich market of Millennials and Gen Z’s on the platform.
Much like any social media platform, TikTok has become a place where your business can reach and connect with potential customers, particularly the younger demographics. If you’re looking to target the younger generation for your brand, engaging in TikTok marketing is something well worth considering.
With a growth rate of over 200% in a user’s daily time in the app, TikTok has spurred an exponential growth in Southeast Asia, alone – a great leverage for your next marketing campaign.
So how does one begin to advertise in TikTok?
TikTok has launched its TikTok for Business platform where brands can now generate campaigns to target a specific audience.
For every advertising campaign you create on TikTok, the entire process would look like the following:
Figure 1.1. Auction Platform Heirarchy. Above, you can see the heirarchy for ads delivery on TikTok. Each level on the heirarchy can and should be customized to ensure that your campaigns are optimized for best delivery and performance. Photo by Propelrr.
Through the use of pay-per-click (PPC) best practices, or with the help of data-driven PPC specialists, you can optimize each level of your campaign and ensure success.
The campaign serves as the umbrella of all your ads. In this step, you need to decide on the objectives for your ad. Choose from the following campaign objectives:
Figure 1.2. Auction Objectives at Campaign Level. Each specific objective has a corresponding goal, KPI, and bid. The table above provides you with a quick overview of these. Photo by Propelrr.
TikTok suggests that your campaign be aligned with your business goals. For example, if you’d like your brand to become more known to your target audience, you can choose “Reach” as your campaign objective.
Under this objective, you can also set the budget of your campaign. TikTok has set the minimum budget for auction ads at USD20 daily. If budget is a concern, you can set the budget that’s more or equal to the sum of your ad group budget.
To ensure that your In-Feed Ads, you can implement these optimization best practices at the Campaign level:
You can set your campaign’s budget and your target audience under ad groups. TikTok offers wide yet very specific targeting options that can help you optimize your audience, depending on who you want to target. This way, your ad can reach the correct audience which could help generate leads for your brand.
Figure 1.3. Ad Group Targeting. These are the various dimensions that you can customize at the Ad Group level. Pick and select dimensions that are relevant to your target audience and business, so you can reach the right people with your ads. Photo by Propelrr.
To date, TikTok has over 1 billion users; so targeting can be quite a challenge. Good thing, TikTok’s advertising platform has an Audience Estimation which can give you an idea of the audience size you could potentially reach with your ad.
To make the most out of your campaign, it’s recommended that you:
This is where you can create the ad itself for your brand. Keep in mind that TikTok is a video platform so it’s best to create videos in dimensions that make it look as native as possible on the platform.
Ideally, these should be shot vertically and optimized for both sound on and sound off playing. You’ll find our best practices for the add asset below. But for starters, you can review these tools to see what’s at your disposal for creative production:
In creating your video ads, it’s important to make sure that they’re engaging, regardless if you seek to entertain or inform your audience using them. Think of it this way: Instead of operating on the notion that you’re creating a video ad, think that you’re creating a TikTok video so your ads come out as naturally as possible.
The Ad level is the last step of the process for rolling out In-Feed Ads. At this stage, don’t be too excited to pull the trigger and make sure that you optimize for the best results by:
All-in-all, the effectiveness of your campaigns rests on four key elements. Be your ads a promotion for a product, service, personal brand, or what-have-you, remember that optimizing your campaigns is easy as ABCD.
Figure 1.4. General Tips for Optimization. When optimizing your In-Feed Ads on TikTok, remember: ABCD. Always keep in mind your audience, bid, creative, and destination. Making sure each of the mentioned elements are optimized, and you’ll be reaching your target audiences, now sweat! Photo by Propelrr.
TikTok may be a relatively new social media platform, but with how fast it swept audiences and held its grip on their attention, you can bet that advertisers will seek to grab a share of it. Eventually, you may even find your competitors bidding for that share of attention as well.
In establishing and refining your advertising endeavors on TikTok, remember these important points:
Is your brand already on TikTok and had some worthwhile results on the platform? Share your experience with us! We’d love to connect with you and discuss how you can take that further step into TikTok advertising.
Feel free to share what you think about these how-to steps with us over on Facebook, Twitter, or LinkedIn.
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