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The Guide To Paid TikTok Advertising | Viscap Media

The Guide To Paid TikTok Advertising

The Guide To Paid TikTok Advertising

 

So, TikTok currently has 689 million active monthly users as of January 2021. That’s INSANE!!! The TikTok app has also been downloaded over 2 BILLION times as of April 2020. It’s also been the #1 downloaded app in Apple’s app store since the first quarter of 2019! TikTok first gained traction with the younger generations in the US and is now expanding to take over the older generations as well in their quest for video social media app domination.

We’ll go over what TikTok marketing is, the recommended TikTok video advertisement specifications, whether or not you should advertise on TikTok, how to set up your TikTok ads manager, creating a TikTok campaign to advertise on TikTok, and some neat tips as to how to take your paid TikTok marketing to the next level!

Once we figure out how to do these things, I’m sure you’ll be on your way to making totally killer TikTok paid marketing strategies to grow your business and scale up quickly!

Key Takeaways

  • TikTok has been growing at an exponential rate and is able to target whatever generation or specialized niche you are targeting.
  • TikTok has a preferred size and video format that uploaders should keep into consideration when they advertise on TikTok.
  • TikTok is good for advertising and can simplify the whole paid marketing process with some features that aren’t available on other social media platforms.
  • There are many different types of paid TikTok campaigns to choose from.
  • Setting up your TikTok Ads Manager is easy, but requires a separate account to be created.

Setting up a TikTok campaign for paid social media marketing couldn’t be easier as there’s a simplified and customized option where TikTok will walk you through the whole setup process.

Contact us today, and let’s get started working on your paid digital marketing campaign video plans!

 

Key Takeaways Infographic advertising on TikTok campaign Ads

Key Takeaways Infographic advertising on TikTok campaign Ads

 

What Is TikTok Social Media Advertising?

So, TikTok makes it super easy for people to find what their TikTok advertising posts should look like. Check out this link to the recommendations of your TikTok advertising post by going to video ads specification. You can also find a link for it in the links section at the bottom of this article. If you don’t want to click either link that’s okay! We got you covered. All the information is directly from TikTok and in a table that’s easier to read than the one on TikTok’s own website article.

 

TikTok Paid Advertising Best Practices Table

TikTok Paid Advertising Best Practices Table

Suggestions for better ad performance and user experience:

1. ​The video creative must have background music or sound.

​2. Upload high-resolution videos. Avoid blurry or distorted pictures caused by stretching or compressing dimensions.

3. Ad creative should be localized; languages other than the local official language where the ad will be shown should not be shown too often. An example of this would be using Mandarin Chinese in Australia or Spanish in the United States.

These suggestions above are directly from the horse’s mouth To be honest, it’s probably more of a recommended guideline than a suggestion. If your video is not optimized you can use the “Intelligent Optimization Tool” inside of your TikTok Business account.

Now that we got the basics out of the way, let’s move on to something a bit more complicated.

 

3 Ways To Get Better TikTok Ad Performance Infographic

3 Ways To Get Better TikTok Ad Performance Infographic

 

Can And Should You Advertise On TikTok?

Whether or not TikTok advertising is right for you is totally up to what your market research is saying. This will be a combination of doing target market research, finding your key demographics, creating an ideal customer profile, creating a customer journey, and finding out if TikTok matches up with your research as a platform that makes sense to reach the target audience.

A few years ago, the key demographics of TikTok were different than they are today. The average age was 16 years old and would not have been considered for products that appeal to a more mature audience. Recently, the number of people over the age of 18 has exploded at an alarming rate.

According to Statista, as of March 2021, 22.4% of users are between the ages of 20-29, 21.7% are between the ages of 30-39, 20.3% are between the ages of 40-49, and only 11% of users are above the age of 50. This means that TikTok is able to show your TikTok campaign to WAAAY more diverse groups of people than in the past. Individuals with different interests and that belong to generations other than Gen Z are now very reachable through the app allowing companies to target specific niches to get the right TikTok advertising in front of the right target audience. These target markets can also be super narrowed down to get exactly the right people in front of the ad, or it can be A/B tested through the TikTok Ads Manager optimization settings.

Advertising on TikTok comes with some really cool features that you don’t get on other social media platforms. As we mentioned before there’s the Intelligent Optimization tool to make sure the videos are formatted and fit right. You can also set the target advertising objective for your TikTok campaign in the TikTok Ads Manager.

The options for simplified mode include website conversions, website traffic, app installs, and lead generation. A third reason to advertise on TikTok is the A/B ad testing and AI optimization it offers. Some different levers that can be tested for include the target audience, account structure, optimization event, creatives, and bid & budget. We’ll talk about these more in-depth under the “How To Create A TikTok Campaign For Paid Social Media Marketing” section below.

TikTok makes setting up your advertising SUPER easy. There’s an easy/simplified mode and an advanced/custom mode so you can get extremely precise with your settings or let the AI do MOST of the heavy lifting (still requires effort).

 

Can I Afford A Paid TikTok Campaign?

Another thing to consider when deciding whether or not to advertise on TikTok is the cost. Can you afford it and will it produce the ROI (Return On Investment) you’re looking for? TikTok starts at $10/CPM and goes up from there. The average TikTok campaign is costing brands between $50,000-$120,000 depending on format and length. The minimum spend for advertising on TikTok is $500 with brand takeovers costing $50,000/day, In-Feed Ads at $10/impression, and a hashtag challenge costing $150,000/week. This minimum spend is going to put in a barrier to entry that some small businesses can’t afford. If this is you, don’t worry! You can start with the other social media channels such as Facebook and Instagram, then start advertising on TikTok when your accountant says it’s all good.

In-Feed Ads are the most affordable format right now with the $10/CPM cost with it. The most expensive format is the Branded Hashtag Ads. These ads can be done organically, but paying for the TikTok campaign guarantees that viewers will be seeing it promoted for six days and increases the chance of the TikTok campaign going viral.

Is TikTok Good For Advertising?

 

Advertise On TikTok Campaign Inspiration Case Studies Screenshot

Advertise On TikTok Campaign Inspiration Case Studies Screenshot

 

There are a few different ads you can launch on TikTok depending on what your goals are. You can view case studies and examples on the TikTok Inspiration page which shows other brands that have launched amazing TikTok campaigns on the app.

  1. Topview Ads
  2. Brand Takeover Ads
  3. In-Feed Ads
  4. Branded Hashtag Challenges
  5. Spark Ads

Influencer Marketing (Not technically a TikTok advertising post directly)

 

Different TikTok Ad Types: Topview Ads

The first one we’re gonna talk about is the Topview Ads. The Topview Ads are similar to the top listing ads on Google or any other PPC really. It’s the FIRST thing that pops up when someone opens up the app. I’ve certainly accidentally clicked on these more than once and know from first-hand experience that these drive lots of interactions.

 

Advertise On TikTok Campaign Topview Ad Screenshot

Advertise On TikTok Campaign Topview Ad Screenshot

 

Different TikTok Ad Types: Brand Takeover Ads

The second type of ad that can be used is the Brand Takeover Ads. These ads are similar to the Topview Ads. These are essentially like the pre-roll video ads that you see on Youtube before your actual video plays. There’s no way to comment or like these videos/pictures and it’s best to pair these ads up with other formats to get the best reach for your TikTok campaign.

 

Advertise On TikTok Campaign Brand Takeover Ad Screenshot

Advertise On TikTok Campaign Brand Takeover Ad Screenshot

 

Different TikTok Ad Types: In-Feed Ads

The third type of ad are the In-Feed Ads. These are TikTok campaign ads that appear in people’s organic “For You Page” or FYP. The best practice for these types of ads is to go with a brand story or make the ad look as organic as possible. These types of ads have the ability to be shared, commented, liked, followed, or interacted with by the viewers.

 

Advertise On TikTok Campaign In-Feed Ad Screenshot

Advertise On TikTok Campaign In-Feed Ad Screenshot

 

Different TikTok Ad Types: Branded Hashtag Challenge

The fourth type of ads that can be harnessed for better reach is the Branded Hashtag Challenge. This goes beyond simply clicking on a link or watching a video. It calls on the community to accept the gauntlet and create their own UGC or User Generated Content in a chance to win rewards and/or create interesting content based on the TikTok campaign you’re running. These have the greatest amount of engagement and can produce some shockingly good results.

 

Advertise On TikTok Campaign Hashtag Challege Screenshot

Advertise On TikTok Campaign Hashtag Challege Screenshot

 

Different TikTok Ad Types: Spark Ads

The fifth type of ads that can be used to advertise on TikTok are the Spark Ads. They’re totally native to the TikTok platform and lets you use organic TikTok advertising with some interesting features.

Instead of having ALL the buttons on an ad point to your landing page, you can pick and choose where each button will send the viewer. The profile icon will lead to your TikTok profile page, swiping left will bring them to your account page, clicking the music disc will bring them to the music page, and the CTA/video caption will send them to the landing page.

 

Advertising On TikTok Campaign Spark Ads Screenshot

Advertising On TikTok Campaign Spark Ads Screenshot

 

This is done by transforming the posts you already have on your page or by using an organic post by another creator (with permission). This type of ad is only good for Auction Ads and Reservation Ads. Some benefits of running these totally organic posts as paid ads is that it’s 100% native to the TikTok platform, it brings long-lasting market impact, and the goals are customizable with flexible buying.

 

To set up your Spark ads, there are 5 steps to follow:

  • Enable ad authorization
    • This is found under me, the 3 dot menu, privacy, then toggle ad authorization. You may have to scroll to the right to find this button.
  • Authorize video for promotional use.
    • Open a post, tap the 3 dot menu, tap ad setting, and agree to advertising ToS.
  • Generate video code.
    • Copy the video code.
  • Enter video code on TikTok Ads Manager.
    • Go to creative, Spark Ads, apply for authorization, paste code in the search bar, and tap confirm.
  • Publish the spark ad.
    • Create a TikTok campaign, select Spark Ads, upload assets, choose your post, and hit submit.

 

Different Types of TikTok Ads

Different Types of TikTok Ads

Different TikTok Ad Types: Influencer Marketing

Another tactic that can be used with your paid TikTok advertising is to use influencer marketing. We spoke about this in the Organic Marketing TikTok Guide so we’ll quickly glance over it for those that haven’t read the other blog article.

 

TikTok Creator Marketplace Home Page Screenshot

TikTok Creator Marketplace Home Page Screenshot

 

TikTok is AMAZING for influencer marketing and even has a TikTok creator marketplace where companies and people can find influencers to market their products and services. If you’re interested in becoming an influencer creator, check out this TikTok help article on how to get started on becoming a TikTok influencer/creator. If you’re a company or person looking for an influencer for your brand, check out the TikTok creator marketplace.

TikTok Creator Marketplace will ask you to set up a TikTok Ads Manager account or to login to one you currently have. After the login portal, TikTok Creator Marketplace will ask you to fill out a form for your TikTok campaign information and location to narrow down your search for the perfect creators.

 

Setup Creator Marketplace Account Screenshot

Setup Creator Marketplace Account Screenshot

 

Remember to keep in mind your brand personality and target audience when choosing an influencer to get the best overall reach and the most interaction out of your newly formed partnership.

 

Influencers on TikTok Creators Marketplace Screenshot

Influencers on TikTok Creators Marketplace Screenshot

 

Different TikTok Ad Types: Customer Journey

The different types of TikTok campaigns all contribute to one or more stages in the customer journey. Starting with awareness, all six styles of TikTok advertising can be used to generate impressions. The types of TikTok campaigns that would be best for generating awareness are Brand Takeovers, In-Feed Ads, Branded Hashtag Challenges and Influencer marketing. These are great options to get your brand and message in front of as many people as possible.

The second stage in the customer journey is consideration. The best options are going to be able to educate the viewer about the problem, product, and solution. The best formats you’ll be considering for this stage will be Topview Ads, In-Feed Ads, and influencer marketing. These three options are going to be your best bet at getting the right information to the right target audience. Think of this as your education funnel to make the viewer an expert on your brand vertical.

The third stage in the adventure your customer is travelling on is the convert stage. Our goal for these TikTok campaigns is… you guessed it! Conversions! We’ll want to use Topview Ads, Spark Ads, and influencer marketing to drive as much traffic to our landing pages as possible. We can also have a lead generation goal as well to capture new client information.

The fourth step is loyalty with the fifth being advocacy. We can add touchpoints with the client to increase brand preference and maintain as much top of mind, tip of tongue as possible. The best TikTok campaigns to use with these stages in mind will be the same ones for awareness. This will be the Brand Takeovers, In-Feed Ads, Branded Hashtag Challenges, and influencer marketing. The goal is to stay relevant and maintain the relationship the brand has built with their customer or client.

 

Different TikTok Ad Types: Summary

On top of all these reasons to advertise on TikTok, the BEST reason is that viewers are actively watching these videos and interacting with the app. With other platforms like Facebook, Instagram, and Youtube the viewers may be passively watching the content while doing something else as multitasking has taken over. TikTok doesn’t have this problem as bad as the others. I know from personal experience that rewinding a show I’m watching is really common when multitasking with TikTok as the app takes over my senses and drowns out the video I left on in the background. It requires the viewer to swipe every time they want to load a new video instead of having an autoplay function where it loads a new video after the current one is finished.

These different types of TikTok formats should be mixed and matched to get the best results. Something to keep in mind when designing your TikTok campaigns is organic looking ads that blend in with the rest of the platform’s content are the ones that perform the best. Viewers will take longer to realize it’s a TikTok advertisement and will be more receptive to content that they’re already used to. On top of all of this, it’s possible to get trends going on TikTok because the community LOVES doing these! Take the Menulog Branded Hashtag Challenge as an example: TONS of people made user generated content for the TikTok campaign in the hopes of winning a prize, and to have fun doing it! The main tip is to find ideas the community will be receptive to and that fit the platform well.

The best strategy to use for advertising on TikTok will depend on what your set goals and objectives are. If your goal is to build awareness and brand recognition then the option that makes the most impressions will be your choice. You would set up a TikTok campaign for in-feed ads and brand takeover then. If your goal is to drive more traffic to your website or TikTok page, then Spark Ads and Topview Ads will be your preferred approach. Most of this decision making will be based upon where in the customer journey you want to use TikTok advertising. Whichever TikTok advertising types and message you choose, make sure they all line up with your brand image and presence on other platforms. With a little A/B testing and AI optimization, you’ll be hitting your marketing goals in no time!

 

Viral Videos & STEPPS

Another piece of marketing theory to keep in mind when designing a marketing strategy and tactics is Johan Berger’s STEPPS theory, and a really solid paid video advertising plan. Watch this TikTok video below to learn more!

 

@viscapmedia

#adagency #businesstiktok #businessowner #businesstips #socialmediatips #videomarketing #tiktoktip #stepps #learnontiktok #relatablecontent #content

♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

How To Set Up TikTok Ads Manager

To set up TikTok Ads Manager, you’re gonna want to go to ads.tiktok.com and create an account separate from your organic TikTok page.

 

TikTok For Business Login Screenshot

TikTok For Business Login Screenshot

 

The website won’t let you use your organic TikTok profile login for the TikTok Ads Manager because… reasons.

If you already have a TikTok Ads Manager account, you can skip ahead to the “How To Create A TikTok Campaign For Paid Social Media Marketing” section to advertise on TikTok!

 

TikTok For Business Signup Page Screenshot

TikTok For Business Signup Page Screenshot

 

The next step after creating your login information is to verify your email or phone number by passing the security test, copying the code in your email/phone, and pasting it into the verification code field.

 

TikTok For Business Security Test Screenshot

TikTok For Business Security Test Screenshot

 

After verification, the next step is to go ahead and actually set the account up. TikTok Ads Manager will walk you through a few fields you gotta fill out so they have all the company information for your TikTok Ads Manager account.

 

TikTok Ads Manager Registration Screenshot

TikTok Ads Manager Registration Screenshot

 

After these forms are filled out, it’s time to move on to the fun stuff! Setting up the actual paid TikTok campaign to advertise on TikTok.

How To Create A TikTok Campaign For Paid Social Media Marketing

Once your TikTok Ads Manager is up and running, it’s time to get cookin’ with the actual paid social media campaign setup so we can advertise on TikTok.

To do this, go to ads.tiktok.com and login with your TikTok Ads Manager account.

 

TikTok For Business Login Screenshot

TikTok For Business Login Screenshot

 

Step one: click on either the “simplified” or “Custom” Mode to start creating the TikTok campaign. For this walkthrough we’ll be using the simplified mode to create a lead generation campaign.

 

Simplified or Customized TikTok Ads Manager Options Screenshot

Simplified or Customized TikTok Ads Manager Options Screenshot

 

Next, select which goals you want to reach. We’ll be going with the lead generation option in this walkthrough. You can even name your TikTok campaign and this is highly recommended if you plan on running multiple different campaigns at the same time. Click continue to move along to the next page.

 

Advertise on TikTok Campaign Objective Choice

Advertise on TikTok Campaign Objective Choice

 

The next page will ask you to fill out some information, relevant to the specific type of campaign you want to run. The information for a TikTok advertising website conversion campaign will be different from that of a lead generation TikTok campaign.

 

TikTok Ad Campaign Setup Form 1 Lead Gen Screenshot

TikTok Ad Campaign Setup Form 1 Lead Gen Screenshot

 

Now comes the REALLY cool part. You can turn on Automated Creative Optimization so TikTok will automatically make the best version of your ad using your creative assets. Think of it like a puzzle where the ad text, images, and videos are all pieces that TikTok’s AI will A/B test to figure out which completed puzzle is the best. Once you decide on whether or not to use Automated Creative Optimization, it’s time to hit next and move on to target audiences.

The options on the Target Audiences form include things like who to include/exclude, location, gender, age, and even language! You can get really specific with these settings or let TikTok optimize and A/B test these for you with TikTok’s Smart Audience Targeting. Here’s a quick table below from TikTok’s help article showing some target audience options. It’s just straight copy pasta and identical to the one on their website. Click next once you’re happy with the target audience settings.

 

Target Audience Options Paid TikTok Advertising Blog Screenshot

Target Audience Options Paid TikTok Advertising Blog Screenshot

 

Advertise on TikTok Campaign Set Up Target Audience Choices

Advertise on TikTok Campaign Set Up Target Audience Choices

 

Moving on, the next step is to set the budget for the campaign. You can set the spending cap, the schedule, and the highest bid you’re comfortable with. Once the awkward conversation/internal debate about money is settled, it’s time to click next!

 

Advertise on TikTok Campaign Set Up Budget & Schedule Choices

Advertise on TikTok Campaign Set Up Budget & Schedule Choices

 

This is the page where you’re gonna add all the specifics around your TikTok paid advertising campaign videos. You can name your TikTok ads, choose the format, upload the videos/images, and smash out the details of the ad. After all of the details are settled, it’s once again time to hit next and move on to the next page!

 

Advertise on TikTok Campaign Set Up Ad Details

Advertise on TikTok Campaign Set Up Ad Details

 

Advertise on TikTok Campaign Set Up Ad Details Pt 2

Advertise on TikTok Campaign Set Up Ad Details Pt 2

 

Since we chose lead generation as our TikTok campaign goal, this last page is specific to the lead generation objective. Your final page may look different if another outcome was picked. On this final form, we will be uploading/creating a lead generation form and adding tracking information for TikTok to record the results of the TikTok campaign. Once this is done, go back and double check that ALL of your TikTok campaign information is correct before hitting submit.

 

Advertise on TikTok Campaign Set Up Lead Form & Tracking

Advertise on TikTok Campaign Set Up Lead Form & Tracking

 

Once you hit submit, your brand new paid TikTok campaign is born! Pop some champagne and celebrate because your paid TikTok advertising is now LIVE and RUNNING!

 

Advertise on TikTok Campaign Submit

Advertise on TikTok Campaign Submit

 

It’s time to click the dashboard at the top of the page and see how our newborn baby is doing. Once you’ve verified that everything is running smoothly and there aren’t any errors, it’s time to relax and let TikTok take over. Check in regularly to see how the campaign is doing and if there are any changes that need to be added to the TikTok campaign.

 

Advertise on TikTok Campaign Dashboard Screenshot

Advertise on TikTok Campaign Dashboard Screenshot

 

So, coming back to the whole AI optimization TikTok offers. Some of the different levers that can be changed during AI A/B testing are: the target audience, account structure, optimization event, creatives, and bid & budget as we discussed above. These different levers can be tested for the best possible outcomes, then used with your TikTok campaign to help reach your goals faster. Give it a go and see what AI optimization can do for you!

 

Advertise On TikTok Campaign AI Optimized Ads

Advertise On TikTok Campaign AI Optimized Ads

 

Why To Hire A Video Marketing & Social Media Marketing Agency

Some companies aren’t sure how to approach social media marketing, content marketing, and video advertising. That’s totally fine! Leave it to the experts to handle these projects so you can go back to running the company you love, or counting money on the beach in Antigua. This way you’re not having to keep up with modern trends, learning new platforms, and creating gripping video content. When you want to hire a firm for video marketing, I know VisCap Media is a specialist in this field and will be your first call! We know how to increase user engagement with scroll-stopping video marketing content!
Anyways, all of these things have learning curves to them and it’s sometimes better to step away and let the professionals handle the project. They can create social media marketing calendars, high-quality/high-converting video content, and a winning marketing strategy for your company.

Setting up a TikTok campaign for paid social media marketing couldn’t be easier as there’s a simplified and customized option where TikTok will walk you through the whole setup process.

Contact us today, and let’s get started working on your paid digital marketing campaign video plans!

 

Paid TikTok Advertising Viscap Media BTS

Paid TikTok Advertising Viscap Media BTS

 

Summary

To make a long story short, advertising on TikTok has never been as effective and easy as it is right now. The results speak for themselves and there are endless case studies of real companies making real traction with paid TikTok campaigns.

TikTok advertising is definitely a social media marketing platform to add under your overall paid social media marketing strategy as it’ll produce eye-poppingly appealing results that’ll knock you straight outta your chair.

To get the best results with advertising on TikTok, set up an overall social media marketing strategy that includes ALL of your marketing efforts on social media and keep the messages consistent across different platforms.

Another way to jump-start your marketing campaigns is to partner with a specialized video marketing agency such as VisCap Media. We’re experts in social media video advertising, branded videos, and much more! Come visit us on the web and contact us today so we can help you with your video assets for your paid social media marketing campaigns!

 

Guide To Paid TikTok Advertising Blog Summary Video

 

Sources:

Video Ads Specifications | TikTok Help Article
Inspiration | TikTok Inspiration Page
TikTok Spark Ads | TikTok For Business
TikTok Ads Manager | TikTok For Business
TikTok Creator Marketplace | TikTok For Business
TikTok Ads AI Optimization | TikTok Best Practices Article
TikTok Target Audience Options | TikTok Ads Manager
TikTok Intelligent Optimization Tool | TikTok Help Article
Monthly Active TikTok Users | Backlinko
TikTok User Age Demographic | Statista

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