TikTok Ads: A Step-by-Step Guide to Setting Up Your 1st TikTok Ad Campaign in 2022
With more than 1 billion users worldwide, and growing twice as fast as Instagram, TikTok is the new kid on the block and the social network not to be missed.
If you’re reading this, you’ve probably already thought about launching your own TikTok ads and want to do it right.
We’ve got you!
In this article, we’ll cover everything you need to know about launching your own ads campaign on TikTok.
Today, TikTok is one of the most popular and downloaded apps in recent history, which makes it valuable as an advertising platform, especially if you want to reach younger audiences.
And while TikTok ads are still a relatively new advertising medium, the self-service platform makes it easy for brands to try them out.
Here are some interesting stats you should know:
- TikTok generated an estimated $4.6 billion in revenue in 2021, a 142% increase year-on-year
- TikTok had 1.2 billion monthly active users in Q4 2021 and is expected to reach 1.5 billion by the end of 2022
- TikTok has been downloaded over three billion times
- 14% of marketers plan to up their spending in 2021 (HubSpot)
- TikTok is the 6th most-used social platform in the world
In this guide, you will learn:
- how to create a TikTok ad
- what budget you will need, and
- the different types of TikTok ads and when to use them.
It’s the ultimate step-by-step guide to start building strong TikTok campaigns in 2022 and beyond.
Who Should Advertise On TikTok In 2022?
- Content Creators
Types of TikTok Ads
Before you get started using TikTok Ads, you’ll want to know what types of ads are available on the platform and when to use them.
Let’s break that down!
Most Viewed Ads
Top View ads will appear at the very top of a user’s feed. It’s the first video he sees when he opens the app. This format provides massive exposure and is ideal for attention-grabbing brand awareness campaigns.
According to TikTok, this ad format ranks #1 in engagement and has 67% higher sales effectiveness than other ad types.
It is one of the most common types of TikTok ad formats. These ads are shown when users scroll through their feeds. These are full-screen sound advertisements that blend in with the native content. Your audience is already engaged and watching videos, so this is just one more on the list. If you make your ad fun and engaging, you can get as much attention as successful organic content.
Branded Hashtag Ads
Branded hashtag ads are also a popular choice. They’re designed to drive engagement on the platform, offering a ‘TikTok challenge’ centered around your branded hashtag.
These advertisements can be exceptional for generating both brand name recognition and user-generated content on the platform.
TikTok Brand Effect Ads
TikTok branded effects enable businesses to create an ad on the app with their own custom filter. The ad can run for up to ten days and is an excellent way to increase user engagement.
This is yet another campaign that has the potential to increase engagement, brand awareness, and user-generated content. The goal of these campaigns is usually to raise awareness (rather than traffic or conversions).
Spark Ads is a relatively new advertising format that allows advertisers to leverage organic content and UGC (User Generated Content) in their advertising. They work the same as boosted posts on other platforms. You can put an ad budget behind your own organic content or use user-generated content (with creator approval).
These ads direct users to your account page and/or a non-platform landing page.
TikTok Ads Specifications
Here are the TikTok ad specs you need to know, especially for standard TikTok In-Feed and Top-View ads:
- The video must be between 5 and 60 seconds long.
- The maximum file size is 500MB (except for Spark Ads, where no maximum file size applies).
- The horizontal aspect ratio is 16:9 (recommended file size is 960 x 540 pixels).
- The vertical aspect ratio is 9:16 (recommended file size is 540 x 960 pixels).
- 1:1 is the recommended square format (recommended file size is 640 x 640 pixels)
- It’s recommended to stick with .mp4, .mov, .mpeg, .avi, or .gif file types.
- Be sure to leave margins at the top (at least 130px), bottom (up to 484px), and left (44px) of your designs to account for profile images, CTA buttons, etc., that will appear with the ad.
Getting Started with TikTok Ads
In order to create your first TikTok ad campaign, you must first have a business account.
Create Your TikTok Ad Account
Go to the TikTok for Business homepage.
Click on Create and choose the desired registration type (E-mail or Telephone).
Fill out the form and click Register.
Fill in the required details such as country/region, legal business name, industry, and currency.
Click Register again and you’re good to go!
The Ad Structure
In the TikTok advertising system, you have to follow a hierarchy by first creating a campaign, then an ad group, and finally an ad.
Create Your Campaign
In the Campaign tab, available in the top menu of the dashboard, click on Create.
Select Your Goal.
Depending on your marketing objective, you can choose one of the following three categories:
Awareness – includes Reach.
Choose this objective to prioritize getting your ad to as many people as possible.
Consideration – includes three goals:
Traffic, App Installs, and Video Views on Platform.
Conversion – includes one goal: conversions.
It lets you optimize for specific types of conversions like sales or email signups.
Create Your Ad Group
Select your promotion type (app install or website) and enter your URL. Then enter your name, add a profile picture, and indicate how you want users to interact with your ads.
Set Your Ad Placement.
For a first ad, automatic placement is the easiest option, as TikTok will test different options and see what works for your audience at the best prices.
Then configure the different advertising options.
You can use brand protection features to prevent your ad from appearing on certain websites. You can also allow users to comment (or not) and determine whether or not you want them to be able to download your video ad.
Define Your Target Audience.
You can target audiences based on
- device type, and
- in-app behavior.
You can both include and exclude audiences with different characteristics.
NB: To create a traffic-based target audience, you need to install the TikTok pixel.
This helps you personalize ads and optimize them based on user behavior.
Set The Type Of Budget – Daily Or Lifetime.
Establish your bidding plan.
You can choose to cap your bid, which means you’ll never spend more than the cap you set for a specific action (like click or video views).
Create Your Ads
Upload your advertising files (video or image). One great thing about the platform is that TikTok supports transforming images into a video. Be sure to follow the ad creative specifications detailed above.
- Add your text as well as your call to action.
- Submit everything for TikTok to check your ad and approve it (or not).
How Much Do TikTok Ads Cost?
Simply put, it depends.
- on the type of ad you choose,
- your bid, and
- the market itself.
Like most paid advertising platforms, TikTok advertising works on an auction system.
This means the market is competitive and you are bidding against other advertisers for specific placements and audiences. Simply put, if one person is willing to pay $1.50 and another is willing to pay $1.51, the second person gets their Ad placed.
TikTok helps advertisers optimize bids, which means they can manage bid settings for you to increase ad deliverability. The only downside is that ads can end up costing you more than you’d like.
To avoid this, you can set a bidding cap or optimize results for the ‘ lowest cost ‘. However, doing this may result in lower quality clicks or placements that are less likely to generate the desired results.
If you never want to spend more than, say, $200 on an ad campaign, setting that amount as a lifetime budget will prevent you from going over it.
This is where you’ll manage and track all your TikTok Ads.
Here you will find:
- The current status of your ads and campaigns;
- Your overall CPM, CPC, CPA, CTR, conversions, and other key metrics;
- Your current advertising spend;
You also have the option to drill down and export the results with a single click for further analysis.
It’s important to keep an eye on your campaigns to see which ones are performing well, so you can recreate your success in the future.
When you log into TikTok’s Ads Manager, analyze dashboard data that summarizes the status and performance of your ads.
Identify what works and optimize accordingly!
The key is to follow TikTok trends smartly.
Regularly post the type of content that interests (and attracts) TikTok users. Your organic efforts will help your paid ads do even better.
There you have it. Now, you can go ahead and create your first TikTok ad.
If you found this content useful or you have more questions about TikTok ads, leave a comment below.
Need help with your TikTok Ads or building an ad strategy that works? Start here: