TikTok Ads: How to Run a Campaign –

Have you heard of the social network that is succeeding among the youngest? Is about TikTok adsand without a doubt, it has been one of the great surprises in terms of social platforms, especially since the covid-19 pandemic.

Despite the fact that it is somewhat more unknown to a public over 30 years of age, the truth is that its number of downloads and users has not stopped growing in recent years, reaching around and more than 800 million active users worldwide.

This social network has also been a revolution in terms of how brands can connect with this type of public, thanks to the advertising carried out within it: TikTok Ads. In this post, we tell you how advertising within TikTok can be an opportunity for your company.

What is TikTok?

Before we get down to work, we are going to see what TikTok Ads is, so that the longest-lived understand a little better what this app is, one of the TOP of the moment.

Since its creation at the end of 2016, this social network has not stopped growing, so much so that it is one of the digital platforms, according to thewhich has increased its notoriety the most since last year, as well as its number of users, since it is the social network that grows the most in 2020, from 16% to 25%.

It is a video social network which has a lot to offer. We can say that it is a mix between Vine, Snapchat and Instagram stories.

Users can upload content in video format of up to a minute in length and later edit it, thanks to the multitude of options that the application contains. The creative options are immense. You can create content yourself, or even use the sounds uploaded by other users through lip sync, carrying out your own version of said TikTok. Humorous content or those known as challenges.

What kind of users use TikTok?

The user in this type of social network is quite defined.

Its main target is the one we call the call Generation Zthose born between 1994 and 2010, who have taken over from the Millennials. The users of this social network are mainly women.

However, it should be noted how the trend is being reproduced in that More and more users over 25 years of age are becoming regular users of this social network. In addition, we have to be aware that many social networks are first popularized among the youngest, and later their audience expands.

Therefore, if you still think that you target target is not within this social network, it is convenient that you take it into account, in case there are changes in trend in the future, thus increasing the age of its users. Even more, when TikTok is in full evolution.

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Why use TikTok Ads in your strategy?

It is certainly about a social network in the process of growth. Reaching it when it is still exploring the different advertising formats can undoubtedly be a competitive advantage for our brand in the future, when it may already have become popular among our main competition.

When creating an advertising strategy within the platform, we must take into account the main goals of our campaignsince this will help us define if we are really using the correct strategy to carry them out:

  • Age of your target audience: The success of your campaigns on TikTok Ads largely depends on who your target audience is. If it is a product or service aimed at young people under 30 years of age, without a doubt this will be the right platform to advertise among the trendiest public. If you target an adult audience or your activity has to do with financial or real estate services and products, it is almost certain that this will not be your ideal platform.
  • Quality of your content: This social network stands out for the quality of its content in video format, where humour, visual aspects and originality take center stage. To stand out on this platform, you must bet on creating quality content that attracts the attention of users.
  • Investment level: You may be wondering how much it costs to advertise within this social network. This will depend on the type of format that we choose to carry it out, since there will be more or less economical options.

The platform from which TikTok Ads can be made is called TikTokBusiness. With the you do not need to link it to a personal profile, as is the case on Facebook.

Ad formats in TikTok Ads

Below we are going to see the most common advertising formats on TikTok:

biddable ads

It’s about the video ads that are displayed in the main feed of the platform. These videos will take you to a specific URL or application. They are called biddable, since they can be configured by dynamic bids and according to advertising spaces. However, it should be noted that programmatic advertising is not yet a reality within the social platform.

Within this type of format, they can be configured three types of actions:

  • CPC (cost per click)
  • CPM (cost per thousand impressions)
  • CPV (cost per view)
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These types of ads allow segmentation by gender, age and geographic location. In addition, the platform has been announcing that they are working on expanding the possibilities of segmentation, including segmentation by interests in the future.

In addition, you have the possibility to create custom audiences. This type of format is one of the most affordable today within the social network.

brand takeover

It is a format that appears instantly on the user’s screen, once the user opens the app. This ad will be full screen, and can be static or animated, displaying your message front and center. Later, you can redirect the user to an internal destination in the app or to an external URL.

This service is limited to one advertiser by day and countryso its cost is usually much higher than the previous format.

Hashtag Challenge

This format intends encourage content generated by users themselves, those who are asked to participate in a challenge through a hashtag, something very popular on TikTok. This action brings great virality to the brandsince users will find themselves naturally generating quality content, which will multiply their visibility.

In addition, during the first 6 days of duration of this type of campaign, a representative of the platform will contact the brand, since a unique banner within the discover sectionwhere the conditions of the challenge exposed by the brand will be explained, and all the content associated with it.

Branded Lenses

They work similarly to augmented reality filters that are used in other types of platforms such as Snapchat or Instagram. It is a format that implies a high level of participation by userssince they will be able to share the filters in their videos, making the brand that created them gain popularity and visibility.

branded effects

Branded effects consist of 2D and 3D filters so that users can use them to generate branded content.

As you have seen, the advertising formats of this app are aimed at generating brand image and interaction, so if your goal is to generate conversions, it is best to carry out tests to see what works best for your brand.

Now that you know the different formats to advertise your brand on TikTok Ads, we recommend that you carry out an exhaustive study, to find out if your audience is really within this platform. If the answer is yes, it is undoubtedly an opportunity to capture your audience through elaborate and original content, capable of impacting them.

How to create a campaign in TikTok Ads

If you have already used other platforms to create ads, it will not be a long learning curve for you to create a TikTok Ads campaign. However, we leave you here the step by step so that you have a guide on how to create ads in TikTok Ads.

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First of all, you will see that there are 3 levels when structuring your ad:

  1. Campaign: where to set the budget and objectives.
  2. ad groups: with their corresponding segmentations.
  3. Advertisements: where to choose the type of ad.

We have already dealt with the last level in the previous point, so now we are going to take a closer look at the other two. At the TikTok ad campaign level, these are the main elements:

Budget

There is the option to set a daily or monthly budget, but it will always ask us to set a minimum and a recommended budget.

Campaign Objective

The campaign objectives are as follows:

  • Knowledge. It is basically a reach objective with which the ad can be shown to more people.
  • Consideration. Within this we find several: traffic, to install an application or video viewing.
  • Conversions. To drive more traffic to your website.

locations

Within TikTok Ads you can find various apps and pages, but you can also set the automatic placement option.

Audiences and segmentations

There are different types of audiences and segmentations to limit the ads. For example:

  • Own audiences with which you can create a personalized audience through remarketing files or a similar audience from a personalized one.
  • Geographic location.
  • Sex.
  • Age.
  • Languages.
  • Interests.
  • Devices.

And that’s it, you already have your TikTok ads created.

Just a couple more things.

At the ad level, the platform shows you the options to enter a URL or to select a destination content, depending on the ad format you have chosen and its parameters.

Finally, you have to know that for conversion tracking you must create a pixel for your website with which you will carry out the measurements to know the results of your campaigns on TikTok.

In , we work different types of ads on social networks, with the intention of being able to capture your target audience. If you are interested in carrying out campaigns on Instagram, Facebook, Twitter or , do not hesitate to contact us. contact us.

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