Not something us old timers are used to doing. But with new media comes opportunity. And TikTok ads is no different. It’s super easy to create an account and get your ads started.
TikTok Ads Account
Create a TikTok Ads account and get started, it’s simple to create an account. Be careful though, TikTok will create an account name that might not really fit with you business. Make sure you jump into your account settings and update the account name and business profile.
No need to add a payment type just yet. It’s best to get all things in line before you do so. It’s also advisable to create a TikTok business center account.
TikTok Business Center
TikTok Business Center is a TikTok For Business tool that helps you organize and manage your business. You can use it to manage areas including your users, assets, and finances. Similar to the way Facebook Business Center works
After creating an ads account, be sure to jump in and setup your business center account too
- this will help you to manage multiple accounts as well as manage admin user access.
- Create additional TikTok ad accounts
- Grant external partners permission
- Track your ad performance
Setting Up Your First TikTok Ad
Step 1 Choose your goal
It’s important to consider what your business goals are and what you want to achieve. Your TicTok Ads objective is what you want people to do when they see your ad.
All objectives or goals fall into 3 categories: awareness, consideration and conversion
Awareness
This is all about exposure and reach. Basically showing your ad to as many people as possible. The challenge with this one is the value of the advertising is hard to track other than eyeballs on your brand.
Things to look for with this sort of campaign. Is more direct traffic or searches for your brand within search engines and any other metrics that show brand recognition.
Consideration
More targeted than building awareness. Consideration is getting users to seek more information. Things such as driving traffic, app installs or video views fit in this category.
Conversions
This objective is about encouraging users to buy or use your product or service. Quite simply get conversions. This becomes more trackable and easier to work out return on investment, leads generated or signups completed.
This requires a TikTok Pixel to be installed
Select Your Audience
Here’s where you use a variety of targeting options. There’s the ability to include and exclude audience definitions to help hone your target.
Custom Audience
This can be done through file upload, engagement, app activity and website traffic
Demographics
The basic demographics – Gender, Age, Location & Language
Interests and Behaviors
Similar to other advertising systems there’s a selection of interests and behaviors that can be used to profile your ideal audience target.
Technology & Device
Connection type, operating system, OS version, device model, price and carrier are all options here.
Set your budget
Depending on your goals, business and opportunity, you need to set a budget. This can either be a daily budget for a campaign without specific time limitations or lifetime budget for aligning with timing of other marketing or promotional activities.
Don’t worry you can adjust or pause your ad spend at anytime.
When setting up for the first time, the daily budget minimum was NZD$20 and for lifetime was NZD$7200
Design Your TikTok Ad
Upload your own creative – videos or images work. Or even use the TikTok video creation tool. There’s also “Smart Video” tool. Which we’ll go into a bit more detail
There’s a few tools to help out
This is where a lot of time can be taken. Get all your assets together, build your videos. Set text and profile information. Make sure you put in tracking if you want to be able to track in the likes of Google Analytics.
Start your TikTok Ads
Tada! When you publish your ads, the TikTok smart auction system will handle getting your ads in front of the right audience.
Measure and Manage Your TikTok Ad
Now comes the time to test, learn and optimise your TikTok ads. Check activity generated is coming through to your analytics tools or use TikToks own analytics and reporting to help you monitor activity and conversions. This will help ensure you’re on the right track and make real impact for your business.