With more than 500 million active users worldwide, TikTok presents a huge opportunity to marketers. TikTok has surpassed Twitter and Snapchat in popularity Also it’s less bombarded with ads than its other social counterparts. This visual-dance app that allows users to edit and share 15-second videos with built-in filters, effects, and music, has indeed truly shaken up the marketing world with its unprecedented Viral effects.
The app launched a beta version of its ads offering in the early 2019. Since then, big brands like Nike and Apple Music have used TikTok ads to promote products in unique, visually compelling campaigns. With advanced targeting and unique ad creation features, the TikTok Ads platform is unlike many of its predecessors. When used effectively, it can help you tap into one of the most lucrative pools of users.
Having said this, not all businesses are advised to benefit from TikTok’s offering. Suggestions is , before investing your time, Money and effort into TikTok advertising, here are two questions you need to ask yourself to determine if this ad platform is right for your business.
Firstly, Target Demographic for Your Business
When we talk about target Audiences, Take your time to think : If your Business mostly caters to younger people , TikTok ads could be a worthwhile investment for you. With 66% of TikTok’s users younger than 30 (41% are in ages 16–24). However, In the recent Scenario due to Corona Crisis ( Stay at Home) many older Adults are Glued to TikTok , hence it makes sense the age Group 30–39( even 40–50 Age group) could be targeted using Tiktok ads.
Secondly, Does the cost to Advertise on TikTok suits your Business Budget?
TikTok seems little more Expensive compared to other Social Media Ads Like FB ads and so on. While larger businesses like Nike, Disney , and Apple Music have started using advertising on TikTok to drive large impressions, At this Moment TikTok ads might be less affordable for smaller businesses.
In case you decide TikTok ads are a worthy investment for your business, here’s how to get started.
1: Create a TikTok Ads Account
To create your first ad campaign, visit the TikTok Ads home page and click on the Create an Ad button.
2 : Create a TikTok Ad Campaign
Next step, choose a campaign objective, which is the main goal of your ad. At the moment, three options are offered : Traffic, Conversions, and App Install.
To set your budget at the campaign level, select either the Daily Budget or Total Budget option under Settings. Note that both the daily budget and total budget must be at least $500.
3: Set Your TikTok Ad Placements, Details, and Targeting
The next step is to create an ad group for your campaign and choose your placements and targeting. There’s also an option for automatic placements, where TikTok determines where your ad would perform best and places it there.
After you have selected your preferred placements, follow the prompts to enter all of the necessary details to start running your ad, including any relevant URLs, display names, images, and categories. You can also select up to 20 keywords to describe your website or app, which will then be used to match your products with the right audience.
The Targeting section lets you define the target audience for your ads. Set parameters for location, age, gender, languages, interests, devices, and more to attract the right audience for your ads.
4: Control Your TikTok Ad Spend, Duration, and Goals
Now you’re ready to choose a budget, schedule, and goal for your TikTok ads.
Set a Budget and Schedule
In the Budget & Schedule section, set the budget for the ad group. You can choose either a daily budget (the amount you’re willing to spend each day) or a total budget (the total amount you’re willing to spend for the duration of the schedule). Note that there’s a $50 minimum for the daily budget and total budget at the ad group level.
Choose a Pacing Option
Next step, set the pacing of your budget, which determines the speed at which your budget will be spent. The Standard delivery option spaces out your budget evenly across the duration of the campaign, while the Accelerate option spends the budget as fast as possible during the scheduled time.
Select Your Optimisation Goal
Your optimisation goal reflects the key metric you’re hoping to achieve with your campaign. You can choose to optimize your ad group for Conversion, Click, or Impression and your bidding will be optimised based on the goal you select.
Turn Smart Optimisation On or Off
TikTok offers an option called Smart Optimization, and if it’s enabled, your bidding will be constantly adjusted and optimized to increase conversions. If you choose Click or Impression as your goal, it’s best to switch off Smart Optimization.
#5: Design Your Ad Using TikTok’s Video Creation Kit
When it comes to designing the creative assets for your ad, the process is fairly straightforward. TikTok ads can be horizontal, vertical, or square videos and images. The best thing about the ads platform is a tool called the Video Creation Kit, which provides video and image templates you customize using your existing images. It also comes with 300+ options for free background music.
TikTok currently allows the following ad types: Brand takeovers, in-feed ads, and Hashtag challenges.
A brand takeover ad will appear instantly when a user opens TikTok. The ad can then be redirected to an internal or external link-either another video on TikTok or an external website or app. Currently, this ad type is limited to one advertiser per day.
In-feed ads are native ads placed either at the bottom of organic TikTok videos or in the feed as part of the video queue, depending on the type of product. These ads also redirect to your website or app. On average, they cost $10 per CPM, making them a more affordable option than brand takeovers.
You can partner with TikTok’s marketing team to create a sponsored hashtag challenge that encourages users to share content on TikTok on your brand’s behalf. Challenges generally last for 6 days.
6: Optimize Your TikTok Ad
When creating a brand takeover or in-app display ad, ensure you use high-resolution images because the ad’s visuals will take over the user’s entire screen and be highly visible. Focus on only one call to action (CTA) to make the most of your redirect link. For Instance , if you ask users to download your app and access a coupon code through your website, you might confuse some viewers by redirecting them to your app’s download screen.
Follow these real-world 3 BEST PRACTICES to jumpstart your TikTok advertising experience:
1 . Prioritise content creation
Make vertical videos to provide audience with full-screen immersive experience.Keep the length of the video less than 20 seconds to catch eye balls.Best to have 3 creatives in an ad group and keep adding fresh creatives every week.
Content is King
2 . Be a bit aggressive on bidding at the beginning
If you are setting up a conversion campaign, then we recommend you bid 20%~30% higher than expected CPA to ensure the new campaigns attract enough traffic volume, based on which the algorithm could quickly learn and target the audience that are more likely to convert.
3. Find a balance in using targeting
If you have a very specific target audience, then yes, use demographic targeting to reach the ideal crowd. Otherwise, AVOID applying multiple targeting in the same ad group so you don’t narrow down the target audience pool. Leave it to our AI-powered algorithm to identify the right audience for you!
Find the balance
TikTok ads are easy to set up and master, thanks to a comprehensive offering of design and automation tools. As it stands, the most challenging aspect of advertising on the platform seems to be the lack of guidance available due to how new the platform is. The step-by-step guide above will help you navigate the interface and get up and running in no time.
Contact us If you need more Information About TikTok Ads.
Originally published at https://digitallydiv.com.au on April 27, 2020.