TikTok Ads: A Guide to TikTok Advertising

TikTok recently decided to make available a tool to allow everyone to advertise on their social network. This tool is called TikTok Ads Manager, and it is already shaping up to be a must for launching TikTok advertising campaigns.

For large and small businesses, the TikTok Ads represents an incredible opportunity to reach and engage with Generation Z. And they could even teach you more about your targets!

To allow your brand to take advantage of this great opportunity to become known and boost its sales, we have compiled in a single guide Everything you need to know to launch successful TikTok Ads campaigns on the social network.

Everything you need to know to create a TikTok Ads campaign

The benefits of ads on TikTok Ads

Advertising on social networks has largely been democratized with Instagram. It has since become an almost indispensable tool for brands that want to communicate on networks, in particular via ads campaigns.

TikTok has invested several billion to attract content creators to its application, and then users/consumers. The aim, of course, is to subsequently allow brands to launch ad formats to boost their visibility with them.

Today, the application therefore offers a management tool for your TikTok Ads campaigns: the TikTok Ads Manager. In particular, it allows you to target specific audiences, which is not really possible to do with organic content, or at least not with the same level of precision.

In addition to targeting your audiences, you will also be able to choose to use the TikTok Pixel. This feature allows you to track user activities on your site, to better analyze and understand their buying behaviors.

Additionally, the TikTok Ads Manager includes An auction system that will allow you to better manage your advertising budget throughout a campaign.

Despite all these advantages, A lot of brands make mistakes when advertising on the platform. To avoid them, do not hesitate to read our article on The most common mistakes when launching an advertising campaign on TikTok.

The different types of TikTok ads

When setting up an advertising campaign on TikTok, you can choose between a multitude of advertising formats.

You want identify the best format according to your niche and your audience to ensure optimal performance?

Here it is The most popular advertising formats to use when advertising on TikTok.

Top View Ads

Top View Ads formats are Videos of up to 60 seconds that launch in full screen as soon as the user opens TikTok. So you are assured that your ad will be viewed. The whole challenge of your campaign will be to have the best possible WatchTime.

Brand Takeover

This format also opens in full screen as soon as the application is opened. On the other hand, It only lasts a few seconds, often between 3 and 5. It therefore has a very high chance of being viewed in its entirety by your target audience.

Branded Effects

This advertising format is used on numerous social networks. The aim is to Suggest a filter or an effect related to your brand, in order to engage your audience by encouraging them to use it.

Hashtag challenge

The hashtag challenges last an average of 6 days. It's a great way to engage your audience by inviting him to carry out a challenge under a hashtag.

In-feed Native Video

In-Feed ads are video formats that appear on users' For You page, like organic content. Only the small label “Publicity” indicates that this is not a classic video.

Spark Ads

Spark Ads are a hybrid format between ads and organic content. The goal is for a content creator to produce a video that he posts on his account, just like in a traditional collaboration. You can then boost its content as an advertising format by generating a boost code.

Finally, the application launched a new e-commerce integration called”Shopping Ads”: either three new ad formats dedicated to the sale of products.

How to set up a successful TikTok advertising campaign?

To create an effective TikTok advertising campaign, it is essential to follow 4 steps.

1. First of all, you have to Define your goals well.
2. Then you have to choose the type of content that you want to use for ads and be as creative as possible.
3. Finally, you have to define a budget.
4. Once your advertising campaign is over, you will need to measure its impact with key performance indicators.

1- Reach your audience through TikTok advertising

The first step in launching a TikTok Ads campaign is defining the purpose. The latter should be in line with your business goals.

• You will have the choice between:
• Awareness. This objective allows you to make yourself known and boost your reputation on TikTok. It is a very interesting bet to anchor yourself in the minds of your audience, and this over time. It is also an opportunity to communicate about your values and what makes your brand unique.
• Consideration. This objective makes it possible to generate traffic, on your site or your application. So it's a good way to get people to know your brand and what you're selling.
• Conversion. The goal is to convert your audience so that they can take action on your site. For example, you can choose to link it to a specific page, such as a product page, to make it easier to convert to purchase.

Regardless of the type of ad you choose, it's essential to ensure that your content engages your target audience.

You thus have the possibility to choose a specific audience with segmentation options such as:

• The location;
• The language;
• Sex;
• The age group (13-17, 18-24, 25-34, 25-34, 35-44, 45-54, 55+);
• areas of interest;
• But also her propensity to interact with the content she views.
• You can even select only Android or IOS users (if you're promoting an app, that can be very handy!)

2- The content

To launch an ad on TikTok, you obviously need to have a video to boost. You will have to think about it from a content point of view so that the latter is in agreement with the information you want to transmit about your brand and its products.

The aim is that The ad just doesn't seem to be one. The more you manage to create a “native TikTok” format (i.e. one that respects the platform's codes), the more likely your ad will be to be viewed in its entirety. Logically, you will also convert more.

But you also have to think about types of ads you want to use.

There are 5 types of advertising formats on TikTok:

• Top View & Brand Takeover. The TikTok ads both appear in full screen as soon as the app is opened. The difference between these two formats is their duration.
• In-Feed Native Video. This format blends into the mass of organic content. It therefore goes unnoticed, except for the small “advertising” label, which clearly indicates that the format is not a TikTok that arrived there by chance.
• Hashtag Challenge & Branded Lenses. These TikTok ads allow you to engage your audience by involving them in challenges around hashtags or filters!

Once you've launched your first TikTok ad campaign, all you need to do is: Try, test, repeat.

3 - The right ROI

If at these beginnings, TikTok For Business was only available to large groups (with big budgets), Now anyone can start ads On the app

So you can Define a daily budget (which must be at least 20 euros anyway) and of course, the duration of activity of your ads.

Once you have defined your budget, you need to decide how it will be spent. You will have the choice between several options, and in particular:

• Lowest cost: that allows you to maximize your results with the given budget. It can therefore increase if your budget increases.
• Bid limit: which keeps your average cost below your bid. So it is possible that you will not spend your entire budget.

4- Measuring the impact of your TikTok advertising campaign

Depending on the type of advertising formats you have chosen, the indicators to take into account will not necessarily be the same. However, and regardless of the format, An ad that engages your audience is a powerful advertisement.

To measure your commitment, you can go to the analytics data in the video. They will give you valuable information about the category of people who view your ad and how they interact with it.

Remember that you should always stay in a Test & Learn perspective on TikTok. This will allow you to optimize your targeting and your objectives if the performance of your advertising is not up to par.

Inspiring examples of TikTok ads campaigns

Bonduelle

Bonduelle, the ready-to-eat vegetable brand, managed to launch a very effective campaign with our teams. By combining use of TikToks Ads and qualified influencers, The campaign has accounting:

• 16% engagement rate
• 4.4 million views
• €0.31 cost per click

If Bonduelle obtained such results, it is thanks to the content that was produced by 7 German influencers. The aim was to present the brand's latest products, “lunch bowls” that are already ready and practical to take with you everywhere. By collaborating with influencers, she succeeded in stage your products and demonstrated their practicality.

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Money Walkie

In another register, the company Money Walkie called on Sleeq to communicate around their contactless wallets on TikTok. Again, We picked up the same winning combination : TikTok Ads and partnerships with well-targeted influencers. The campaign performed impressively:

• 4.5M views;
• 18.5% engagement rate;
• 3,144 additions to cart!

The aim was to show the practical side of the contactless wallet. But the objective of the advertising campaign was above all to allow Money Walkie targets to visualize scenarios with the product.

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If you want to see the content of these campaigns in more detail, just hither !

How do I advertise on TikTok?

Generation Z is often more demanding of the brands they consume. A TikTok ad can therefore allow you to transmit important messages and the values that your brand embodies. The idea is tointegrate your ads into a more global marketing strategy to create a real relationship with your target audience.

To conclude, ads on TikTok can be very successful when they are well executed. To do this, it is important to always remain “native TikTok”, and to fully master the functionalities of the TikTok Ads Manager.

You can also surround yourself with professionals to be sure that your Ads are profitable! Contact our teams if you want to discuss it.