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Advertising With TikTok – What You Need To Know

Millions of people around the world tune into TikTok’s content and videos. It’s understandable why it’s so popular given that viral content booms on the platform. So what are the advertising opportunities for your business with TikTok ads?

You’ll know already that video content is certainly the future of digital marketing advertising. With 64% of consumers say they’re more likely to purchase a product after viewing a video about it (Source: Statistics), it’s no doubt that TikTok is a platform to get involved with.

However, it can be tricky to understand where to start, especially if you don’t use the platform yourself. That’s where we come in! We’ve put together a handy guide with all the information you need to know about running ads on TikTok. See below to get started…

Why Use TikTok Ads

It’s pretty basic but you might be asking yourself what are the benefits of using TikTok ads? Well…

  • Simple, speedy setup process that lets you share products with millions of people in no time
  • Smart targeting and performance tracking with a real-time data dashboard
  • Flexible budget to start with and adjust anytime
  • Sound-on native ads that create an immersive experience
  • In-app tools to create ads that match the style of user content, helping you get discovered
  • Creative Center tools that allow you to easily and quickly repurpose existing content

Similar to Facebook advertising, the targeting options and scalable budgets are a big draw to TikTok. But most importantly if your demographic is between 16 – 24, this may be the perfect platform for you.

What Are The Different Type Of TikTok Ads?

TikTok has a few different type of ads and sponsorship options depending on your campaign goals. They are as follows;

  • In-Feed Ads
    These ads appear in TikTok’s native newsfeed shown as being specifically chosen for your target market. They appear as part of the video queue when users are exploring the app.
  • Hashtag Challenge
    These ads appear on the Discovery page and encourage TikTok’ers to interact with content creation challenges revolving around your brand’s hashtag. (6 day campaign length).
  • Branded Effects/Lenses Ad
    This ad appears as branded lenses (like Snapchat filters), and have 3D or AR related content for users to interact with. People on the platform can create videos using these filters and your company will be advertised as a result.
  • Brand Takeover/Top View Lite
    This is an image or video ad that appears instantly when a user opens a TikTok. *note this is limited to only one advertiser per day (per category – interest).

Setting Up A TikTok Ad

Firstly, you’ll need to create an account with TikTok Business. This will allow you to access the platform and contacted by a business representative, who will help set you up.
Note: TikTok Ads are currently only available in certain regions. More information on the link above.

Creating An Ad Group

  1. Add New Campaign

    Once you have access to your TikTok Ads dashboard, you’ll be able to Add A New Campaign. Click Create under Campaign at the top of the page.

  2. Pick Your Objective

    You have a selection of a few different objectives for your campaign.
    Reach: Show your ad to the max number of people possible.
    Traffic: Get more people to visit your site.
    Conversion: Drive more people to take action on your site.
    App Installs: Get more people to download your app
    Video Views: Get more people to view your video.
    (Other options may be available depending on your region)

  3. Choose Your Budget

    One of the biggest questions around advertising is always the cost. After analysing the TikTok bidding cost, we clarified a baseline amount for advertisers to use when deciding a budget.
    Brand Takeover: £32,000 per day
    In Feed: £100 per day (min £20 per day)
    Branded Hashtag: £76,000 for 6 days
    Branded Effects: £19,500 – £56,200
    We’ll go into more detail about these options below.

  4. Setup an Ad Group/Placement

    After setting up a campaign, you have a few options to choose from for where & who you want your ads to run to.

    Depending on your location you’ll have a choice of Placement. You may want to use Automatic placements meaning the results are shown on different partner apps or just stick to TikTok.

  5. Enter Details of your Ad

    Depending on your objective you’ll have different details to tell TikTok when running your ads. You may also be given a pixel to use on your site in order to track conversions.

  6. Choose your Creative Type

    When the Automated Creative Optimization option is turned on, the system will automatically generate combinations from your images, videos, and ad texts. This will also deliver high-performing combinations.  

  7. Pick Your Targeting Options

    Similar to Facebook and Instagram ads, the targeting options include location, age, gender and some interests. You can also exclude certain audiences when you setup targeting options.

  8. Budget & Schedule

    Next, pick a budget and a schedule times to show the ads, referring back to step 3.

  9. Pick a Bidding & Optimisation For The Ad

    Depending on your choices above, you may be able to customise the bidding and optimisation of your ad. The higher your bid, the more likely your ad will be seen by your target audience on the platforms you’ve chosen above.

Creating The Ad

Once you’ve setup your ad group, you’ll be able to proceed with pulling together the assets for your new ad.

  1. Add The Creative
    With TikTok Ads you can have two different formats; videos or images. However, if you choose images this will be formatted into a video for you. Details of the aspect ratio and what to use for your creative can be found on the righthand side.
  2. Choose A Cover
    Upload a photo or choose a still from your video to use as the cover for your TikTok ad.
  3. Edit Details Of Ad
    You’ll be able to add text & a call-to-action to your ad. It’s important to remember, emojis and hashtags cannot appear in the ad text.

Once you completed the ad details your ad will now be LIVE! There may be some additional information depending on the campaign you chose and goal options. But 9/10 you’ll be following the process above.


This has been our guide to TikTok ads. If you would like help running some ads on any social media platform, speak to us today! We’re here to help.