How to Make Great TikTok Ads: The Complete Guide 2024
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| How to Make Great TikTok Ads |
Table of Contents
- Introduction to TikTok Ads
- Different Types of TikTok Ads
- TikTok Ad Specifications
- TikTok Ad Costs
- Setting Up a TikTok Ad Campaign
- 5 TikTok Ad Examples
- Best Practices for TikTok Advertising
- Frequently Asked Questions About TikTok Ads
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| How to Make Great TikTok Ads guide |
TikTok Ads can reach a global audience of 884.9 million adults, which is around 18% of adult internet users. On average, users spend close to 20 hours per month on the app, making it a powerful platform for advertising.
The takeaway? TikTok advertising is a promising opportunity, particularly if you're targeting a female audience, as 57% of TikTok users are women. Here's how to optimize your ads to achieve maximum impact.
Download our 2024 Social Trends Report to uncover data that can help you achieve your social media goals in what’s expected to be a record year.
What Are TikTok Ads?
TikTok ads are paid content, typically in the form of full-screen videos, that brands or creators use to target specific audiences. These ads are a form of social media marketing designed to increase brand awareness or promote products and services.
TikTok ads are structured into three tiers:
1. TikTok Ad: A single advertisement, usually a video, promoting a product, service, or special offer.
2. TikTok Ad Group: A collection of TikTok ads grouped together.
3. TikTok Campaign: A broader campaign that includes multiple ad groups.
For example, a clothing brand might create a TikTok video ad for a new pair of sneakers. This ad could be part of an ad group focused on promoting different types of footwear, which would then fall under a larger campaign, such as a summer sale.
Types of TikTok Ads
Wondering what types of ads you can run on TikTok? Here’s a breakdown:
1. In-Feed Ads: Create these ads directly in TikTok Ads Manager. They appear in users' feeds and look like regular TikTok videos but link to a landing page or app install.
2. Spark Ads: Unlike regular video ads, Spark Ads promote organic content from any TikTok account. They remain visible even after the ad campaign ends and can be duetted or stitched.
3. Image Ads: Static images with brand or app names and ad text. Only available in specific regions.
4. Playable Ads: Interactive mini-games that are highly engaging. Available only in select countries.
5. Shopping Ads: TikTok is testing various shopping ad formats, such as shoppable videos and catalog listings.
6. Carousel Ads: Found in TikTok’s news feed app, BuzzVideo, these ads allow up to 10 images with individual captions.
7. Pangle Ads: Ads placed via TikTok's Audience Network.
TikTok Ad Specs
To ensure your TikTok ads look their best, follow these specifications:
- Aspect Ratio: 9:16, 1:1, or 16:9 (9:16 is ideal)
- Resolution: Minimum 540x960px
- File Format: .mp4, .mov, .mpeg, .3gp, or .avi
- Length: 5-60 seconds (9-15 seconds is recommended)
- File Size: Maximum 500MB
How Much Do TikTok Ads Cost?
TikTok ad costs vary based on your budget and goals. The platform uses an auction and bidding system, allowing you to control how much you pay per view, click, or impression.
- Campaign Budget: Minimum $50 USD per day.
- Ad Group Budget: Minimum $20 USD per day.
TikTok offers four bidding methods:
- CPV (Cost Per View): Pay for every 1,000 views.
- CPM (Cost Per Thousand Impressions): Pay for impressions.
- oCPM (Optimized Cost Per Thousand Impressions): Target users likely to convert.
- CPC (Cost Per Click): Pay for clicks.
How to Set Up a TikTok Ad Campaign
1. Create a Campaign: Choose your campaign objective—awareness, consideration, or conversion—and set your budget.
2. Create an Ad Group: Name your ad group, set targeting, exclusions, and determine your schedule and budget.
3. Upload Your Ad: Add your content, write a caption, and set your destination page and tracking options.
4. Submit for Review: TikTok will review your ad, usually within 24 hours.
5 TikTok Ad Examples
1. StarStable Entertainment: Used localized in-feed ads to boost app registrations.
2. SEEQ: Leveraged Spark Ads to promote behind-the-scenes content.
3. NEST New York: Utilized catalog ads for Black Friday promotions.
4. eos: Created engaging Branded Hashtag Challenges.
5. Super Mario Bros. Movie: Ran in-feed video ads linked to ticket sales.
TikTok Advertising Best Practices
Maximize your TikTok ads by:
- Keeping videos short and engaging.
- Using localized content.
- Testing different ad formats.
- Continuously monitoring performance.
FAQs:
1. How much does a TikTok ad cost?
- TikTok ads generally require a minimum budget of $50 per day for campaigns and $20 per day for ad groups. Costs can vary based on the bidding strategy you choose, such as Cost Per View (CPV), Cost Per Thousand Impressions (CPM), or Cost Per Click (CPC).
2. Is paying for TikTok ads worth it?
- Paying for TikTok ads can be worthwhile if your target audience is active on the platform. TikTok's visual and interactive nature can lead to high engagement, making it a good choice for brands that want to connect with younger audiences and drive conversions.
3. How do I run ads on TikTok?
- To run ads on TikTok, create a TikTok Ads Manager account, set up a campaign by selecting an objective, define your target audience, upload your ad content, and set your budget and schedule. After submitting the ad for review, it will go live once approved.
4. Do TikTok ads make money?
- Yes, TikTok ads can make money by driving traffic and conversions to your business. Success depends on the effectiveness of your targeting, the quality of your ad content, and optimizing your campaign strategy.
5. What are the different types of TikTok ads?
- TikTok offers several ad types, including In-Feed Ads, Brand Takeovers, TopView Ads, Branded Hashtag Challenges, Branded Effects, and Spark Ads.
6. What is the best ad format for TikTok?
- The best ad format depends on your goals. In-Feed Ads are popular for reach and engagement, while Branded Hashtag Challenges work well for user-generated content. TopView Ads are effective for high visibility.
7. How can I optimize my TikTok ad performance?
- You can optimize performance by testing different creatives, refining your audience targeting, using TikTok’s ad analytics to track performance, and adjusting your bids and budget accordingly.
8. What targeting options are available for TikTok ads?
- TikTok ads offer targeting options based on demographics, interests, behaviors, and even custom audiences created from your own data.
9. How long should a TikTok ad be?
- TikTok ads should ideally be between 9 to 15 seconds long, though they can go up to 60 seconds. Short, engaging videos tend to perform better on the platform.
10. Can small businesses benefit from TikTok ads?
- Yes, small businesses can benefit from TikTok ads by targeting niche audiences and using creative, low-budget campaigns that resonate with users.
11. How do I measure the success of my TikTok ads?
- Success can be measured through TikTok's analytics, which track metrics like impressions, clicks, conversions, engagement rate, and return on ad spend (ROAS).
12. What is the difference between Spark Ads and In-Feed Ads on TikTok?
- Spark Ads allow you to boost organic content, while In-Feed Ads are native ads that appear in users' feeds. Spark Ads can build on existing content engagement, while In-Feed Ads are more traditional ads.
13. How do TikTok ads compare to Instagram ads in terms of effectiveness?
- TikTok ads tend to be more effective for reaching younger audiences and promoting viral content, while Instagram ads may offer better performance for older demographics and more polished brand content.
14. What creative strategies work best for TikTok ads?
- Creative strategies like using trending sounds, leveraging influencers, focusing on storytelling, and encouraging user participation (e.g., challenges) tend to work best.
15. Can I run ads on TikTok without a business account?
- No, to run ads on TikTok, you need to create a TikTok Ads Manager account, which requires you to register as a business or organization.
16. How do TikTok ads integrate with influencer marketing?
- TikTok ads can be integrated with influencer marketing by collaborating with influencers to create branded content that can be promoted through Spark Ads or other formats.
17. What are the common mistakes to avoid when creating TikTok ads?
- Common mistakes include not optimizing for mobile, using overly polished content that doesn't feel native to TikTok, failing to engage with trends, and not targeting the right audience.
18. How do I set a budget for my TikTok ad campaign?
- Set a budget by determining your campaign goals, testing with a smaller budget initially, and adjusting based on performance metrics like cost per conversion or ROAS.
19. How does TikTok's ad auction and bidding system work?
- TikTok uses an auction system where ads compete for placements based on bid amount and ad relevance. You can choose from bidding strategies like CPC, CPM, or oCPM to optimize for your goals.
