As TikTok continues its meteoric rise in social media, it’s become clear that brands can’t afford to ignore this platform. The platform offers a unique blend of entertainment and marketing potential, making it a prime destination for businesses looking to engage with a younger and highly interactive audience in order to get more views on TikTok.
To stay competitive in 2024, it’s crucial to run TikTok ads effectively; it is no longer just an option. Mastering TikTok ads will help you tap into a platform known for its dynamic content and powerful marketing potential. In this detailed guide, we’ll explore everything you need to know about running TikTok ads, from understanding the different ad formats to optimizing your campaigns for maximum return on investment (ROI).
What Are TikTok Ads?
TikTok ads are paid promotional content that appears within the TikTok app. These ads are designed to integrate seamlessly with organic content, making them less intrusive and more engaging than traditional ads. When you run TikTok ads, you’re tapping into a platform known for its short, dynamic videos that captivate viewers. Whether it’s through catchy music, creative challenges, or influencer partnerships, TikTok ads offer a unique opportunity to connect with users in a way that feels natural and authentic, allowing you to find answers on how to make money on TikTok.
The beauty of TikTok ads lies in their ability to blend in with the platform’s content. Unlike other social media platforms where ads can feel out of place, TikTok ads often enhance the user experience by participating in trends or offering entertainment. This seamless integration increases the likelihood of users engaging with your ads. In other words, if you run TikTok ads, it allows the app users to go from watching the full video to clicking through to your website or participating in a branded hashtag challenge.
Types of TikTok Ads
If you are planning to run TikTok ads it is necessary to understand different varieties. Additionally, as a part of video marketing strategy when you decide to run TikTok ads, you have several formats to choose from, each tailored to different marketing objectives:
Source: Digital Business Lab
1. In-Feed Ads
In-feed ads are short videos that appear in users’ feeds as they scroll through content. These Ads are ideal for driving traffic and conversions because they allow for a clickable call-to-action (CTA) button that can lead users to your website or app.
Best Practices: Keep in-feed ad videos short (i.e., 15 seconds is optimal), use attention-grabbing visuals in the first few seconds, and include a clear CTA.
Example: Gymshark used In-Feed Ads to promote their 66-day challenge, encouraging users to adopt healthy habits. The campaign resulted in high engagement, with over 1.9 million likes and significant brand visibility.
2. TopView Ads
TopView Ads are full-screen videos that appear when users first open the TikTok app. These ads are perfect for making a big splash, as they’re one of the first things users see.
Best Practices: Utilize the full 60-second runtime to tell a compelling story or showcase your product in a memorable way.
Example: Balenciaga leveraged TopView Ads to showcase their Fall 2021 collection, achieving over 25 million views within 24 hours, enhancing brand awareness globally.
3. Branded Effects
These ads allow brands to create custom filters, stickers, and AR effects that users can apply to their videos. Branded Effects offer a creative way for brands to engage with TikTok’s audience, especially if the effects are fun and easy to use.
Best Practices: Branded effects design effects that align with your brand’s identity. Also, the diverse TikTok users can enjoy and share these designs while they are onboard.
Example: BMW created a Branded Effect to promote the BMW X2, allowing users to place virtual stickers of the car in their videos. This campaign led to over 3 million interactions with the effect.
4. Branded Hashtag Challenge
This format encourages users to create and share content around a specific hashtag. Often coupled with In-Feed videos and a Discover page banner, Branded Hashtag Challenges can generate significant user participation and help you go viral on TikTok.
Best Practices: Create a challenge that is easy to participate in, clearly communicates the hashtag, and encourages users to be creative.
Example: Chipotle’s #GuacDance challenge encouraged users to dance for free guacamole on National Avocado Day. The challenge generated over 250,000 video submissions and 430 million video views.
5. Brand Takeovers
Brand Takeovers are full-screen ads that appear when a user opens the TikTok app, lasting for about 3-5 seconds. These ads can either be static images, GIFs, or short videos and are incredibly effective for brand awareness.
Best Practices: Use bold, high-quality visuals and ensure your messaging is clear since you have just a few seconds to capture the viewer’s attention.
Example: NYX Professional Makeup used a Brand Takeover ad to promote their “Lip Lingerie” line. The ad generated significant brand recall and drove traffic to their website.
6. Spark Ads
Spark Ads allow brands to boost organic content, leveraging user-generated videos to enhance brand messaging. This format lets you tap into already popular content, adding a layer of authenticity to your ads.
Best Practices: Choose content that already resonates well with your target audience, and ensure your brand integration feels organic.
Example: e.l.f. Cosmetics amplified user-generated content featuring their products through Spark Ads, increasing engagement and authenticity.
7. Video Shopping Ads
These ads are designed to facilitate e-commerce directly within the TikTok platform, combining entertainment with shopping. Users can view and purchase products seamlessly while enjoying TikTok content.
Best Practices: Highlight your product’s unique selling points quickly and clearly, and use strong visuals to attract attention with the best TikTok video ideas.
Example: L’Oréal Paris launched a Video Shopping Ad campaign during a TikTok live stream, allowing users to purchase products directly from the video, boosting their sales significantly.
Now that you have got clarity on various TikTok ads we can move towards the next step to run TikTok ads.
TikTok Ad Specifications: Dimension & Duration
When you run TikTok ads, adhering to the platform’s specifications is crucial to ensuring your content appears as intended. Here’s a breakdown of the key specs for each ad type:
| Ad Type | Video Duration | Aspect Ratio | Resolution/Format | Detail |
| In-Feed Ads | 5 to 60 seconds (15 sec recommended) | 9:16 | Minimum 720×1280 pixels | Vertical format |
| TopView Ads | Up to 60 seconds | 9:16 | High-quality visuals | Full-screen ad |
| Branded Hashtag Challenge | 15-second in-feed video | 9:16 | Custom banner for Discover page | Hashtag should be memorable and relevant |
| Brand Takeover | 3-5 seconds | 9:16 | .mp4 or .mov, max 500MB | Full-screen, high-impact ad |
| Branded Effects | N/A | 1:1 (square) | PNG, 162x162px design canvas, 144x144px safe area | Custom stickers or filters |
These specifications ensure your ads meet the platform guidelines and perform well when businesses run TikTok ads.
How to Run a TikTok Ads Campaign?
Running a TikTok ad campaign involves several steps, each crucial to the success of your ads:
1. Create a TikTok Ads Manager Account
Start by signing up for TikTok Ads Manager. You’ll need to provide basic business information, set your preferred currency, and choose a billing method. Once your account is set up, you can start creating ads right away.
2. Set Campaign Objectives
Before you run TikTok ads, clearly define what you want to achieve. TikTok categorizes objectives into three main categories: Awareness, Consideration, and Conversion. Whether you want to increase brand awareness, drive traffic to your website, or boost sales, setting a clear objective is key to measuring success.
3. Target Your Audience
TikTok offers sophisticated targeting options that allow you to reach users based on demographics, interests, and behaviors. You can also create custom audiences by uploading customer lists or retargeting users who have interacted with your content before. Use TikTok’s Automatic Audience feature if you’re unsure where to start; this feature optimizes your reach by leveraging the platform’s algorithm. Ensure to be specific about your target audience.
4. Set Your Budget and Schedule
TikTok allows you to choose between a daily or lifetime budget. The daily budget controls how much you spend per day, while the lifetime budget spreads your ad spend over the entire campaign duration. You can also set a schedule to determine when your ads will run, giving you control over your campaign timing.
5. Create Your Ad
TikTok’s ad creation tools are user-friendly, allowing you to design engaging content even if you’re not a professional videographer. In the “Ad Detail” section, upload your video, add text overlays, and choose from a variety of CTA buttons like “Shop Now,” “Learn More,” or “Download Now.” Make sure to preview your ad before launching to ensure it looks perfect across all devices.
6. Launch and Monitor
After launching your ad, use TikTok’s analytics tools to monitor performance. Key metrics include impressions, clicks, conversions, and cost per click (CPC). Regularly reviewing these metrics will help you identify what’s working and where you need to make adjustments.
If you’re thinking about selling on TikTok, take a look at our guide on how to set up a TikTok Shop to get started quickly and easily.
How to Optimize Your TikTok Ads?
TikTok is one of the most popular social networking sites. The platform ads allow you to take advantage of such online opportunities. To get the best results when you run TikTok ads, continuous optimization is essential. Here are some strategies to consider:
- A/B Testing: This involves running two or more versions of an ad to see which one performs better. Test different elements like video content, CTAs, trending TikTok hashtags, and audience targeting to identify the most effective combinations.
- Refine Targeting: As you gather more data, refine your audience targeting to focus on the most engaged users. Consider narrowing down demographics or interests to increase relevance.
- Leverage Trends: TikTok is trend-driven, and aligning your ads with current trends can significantly boost engagement. Keep an eye on the trending page and consider how you can incorporate popular challenges, sounds, or effects into your ads.
- Optimize Budget: If certain ads or audiences are performing exceptionally well, consider reallocating your budget to capitalize on these high-performing segments.
How Much Does it Cost to Run TikTok Ads?
Understanding the costs involved in running TikTok ads is crucial for budget management. TikTok operates on a bidding system, where the amount you pay is influenced by your targeting, ad quality, and competition.If you are wondering, “How much does it cost to run ads on TikTok?”. Here’s a breakdown of what you can expect:
| Cost Type | Price Range | Detail |
| Cost per Click (CPC) | $0.10 to $2 | Varies based on target audience competitiveness and ad quality. |
| Cost per Thousand Impressions (CPM) | $5 to $20 | Cost-effective for brand awareness campaigns. |
| Brand Takeovers and TopView Ads | Tens of thousands (minimum spend) | Premium formats require higher budgets for a day of exclusivity. |
By setting a clear budget and continuously monitoring your spending, you can ensure that your TikTok ad campaigns remain to scale effectively.
Benefits of Running TikTok Ads
Before you run TikTok ads you must learn about numerous advantages they can get for your business because only knowing how to post on TikTok isn’t enough.
- Massive Reach: With over a billion active users, TikTok provides unparalleled access to a young and engaged audience. This is especially beneficial for brands looking to connect with Gen Z and Millennials.
- High Engagement: TikTok’s content format is designed for quick, high-energy engagement. Ads that resonate with users can lead to higher-than-average engagement rates compared to other social media platforms.
- Creative Freedom: TikTok encourages creativity, allowing brands to experiment with different styles and formats. This freedom can lead to more authentic and impactful advertising, as the platform rewards creativity with higher visibility and engagement.
- Advanced Targeting: TikTok’s sophisticated targeting options allow you to reach specific demographics, interests, and behaviors, ensuring your ads are seen by the most relevant audience. Several brands streamline a TikTok scheduler to encourage automation and minimize human errors.
- Data-Driven Insights: TikTok Ads Manager provides in-depth analytics and reporting tools that help you measure the success of your campaigns and make data-driven decisions. For example, detailed analytics and reporting tools can give you a clear idea of the best times to post on TikTok.
- Integration with Trends: The platform’s trend-driven nature means that brands can tap into viral moments, increasing the chances of their ads going viral themselves.
Conclusion
If you haven’t started yet, now is the time to run TikTok ads and see how they can elevate your brand in today’s competitive digital world.
Whether you’re looking to boost brand awareness, drive traffic, or increase sales, TikTok’s diverse ad formats and powerful targeting options make it an invaluable tool in your digital marketing services and can help you get more clients for your digital marketing agency. By understanding the platform’s capabilities, optimizing your campaigns, and staying attuned to trends, you can harness the full potential of TikTok ads to achieve your marketing goals.
FAQs
The cost varies depending on your campaign objectives, ad format, and bidding strategy. On average, expect to pay between $0.10 to $2 per click or $5 to $20 per thousand impressions. Premium formats can cost significantly more.
TikTok offers several ad formats, including In-Feed Ads, TopView Ads, Branded Effects, Branded Hashtag Challenges, Brand Takeovers, Spark Ads, and Video Shopping Ads.
TikTok provides advanced targeting options based on demographics, interests, and user behavior. You can also create custom audiences and retarget users who have interacted with your content.
Use A/B testing, refine your audience targeting, align your ads with current trends, and regularly monitor performance metrics to adjust your strategy.
TikTok ads offer massive reach, high engagement rates, creative freedom, and advanced targeting options, making them highly effective for brand awareness and conversions.
To run Spark Ads on TikTok, follow these steps:
i) Create or Select a Post: Either create new content or select an existing post that you want to promote.
ii) Obtain Authorization: Get the video code (Spark Ad code) from the content creator to use their post.
iii) Set Up the Campaign:
Go to TikTok Ads Manager.
Choose “Create” and select the “Spark Ads” option.
Input the video code to link the content.
iv) Define Your Target Audience: Choose targeting options like demographics, interests, and behaviors.
v) Set Budget and Schedule: Determine your ad budget and the duration of the campaign.
vi) Launch and Monitor: Start the campaign and track its performance in TikTok Ads Manager. Adjust as needed based on the results.
This method allows you to amplify organic content while retaining engagement metrics like comments and shares.
Ruchi Dhimar is a skilled content writer with 4 years of experience. She is passionate about crafting compelling narratives, specializing in writing content for different industries.