How to set up a TikTok advertising account

introduction

Advertisers who are new to TikTok performance advertising often ask: What should a healthy account look like? What data should I see when entering my account? What does the structure look like? Today, I will give you a detailed introduction on how TikTok ads are delivered from the perspective of overall account structure and details. After reading this article, customers who have just started to run TikTok ads will no longer have to worry about not being able to understand the account and being confused.

The TikTok account is actually not complicated at all. Let’s follow my setup process to have a deep understanding of the account structure of TikTok Ads!

How do I create an ad?

There are three levels to creating an ad: campaign, ad set, and ad. A campaign can contain one or more ad groups, up to a maximum of 999 ad groups.

(1) Promotional series

The first step in creating an ad is to create a campaign. In this step, we need to choose the promotion goal, that is, what marketing effect you want your advertisement to achieve.

First, click the "Promote" button at the top of the page, then click the "New" button.

Next, choose the promotion goal of your promotion series. Do you want to cover more users, increase video views or app installations, or track users' behaviors of adding to cart, placing orders, and finally purchasing after arriving at the website? We can help you achieve this here.

Enter the campaign name and budget

PS:

Name: It is recommended to name it according to product category, so that we can directly view the overall data of a product to measure the effectiveness of the launch.

Budget: Usually there is no limit on the budget set for a series, and each specific advertising group can control the budget spending. If set, please note that the minimum daily budget is $50, so the minimum total budget is $50*number of days for delivery. Advertisers should make sure that the budget is sufficient to avoid affecting delivery.

Campaign budget optimization (CBO for short) is an optimization product. If enabled, advertisers set budgets at the campaign level and combine them with the Lowest Cost bidding strategy. When using CBO, the system will select and deliver ad groups with excellent performance based on the set delivery goals (ad groups with large conversion volumes and low costs will receive more budget) and will continue to consume the budget to the maximum extent possible. The editor recommends using materials with good data effects (large volume, low cost, high conversion rate and click-through rate); at least 3 ad groups under each CBO plan, and leave enough space for each group to have at least an average of 10 conversions in the budget setting, that is, the number of ad groups * 10 * CPA.

Split testing: Analyze multiple variations of your campaign to test the best delivery strategy. When a split test is created, two ad test groups will be automatically generated. Each test group can only use one ad creative and must use the same style, images, and links.

Ad Group

At the ad group level, you can set ad placement, ad details, target audience, budget, schedule, bidding method, and delivery type.

set up

It is recommended that the names be differentiated according to specific products, material directions, etc.

Promotion Target

Based on your promotion goals, you can choose from two promotion objects: app installation or web page, and then decide the optimization event. If the promotion type is a landing page, then one must install the pixel code. Now Pixel has three modes:

A. Standard mode: Pixel code + TikTok ads account setting conversion event. Conventional data such as page views can be counted. For details, please refer to the following articles:

Pixel usage guide: https://mp.weixin.qq.com/s/XuILsJ0Ez0_dlBjy7Tcx_g

Teach you how to set up conversion tracking events: https://mp.weixin.qq.com/s/rvAGBl6rexrbdbQ5jB3LrQ

B. Shopify (faster and more convenient)

The TikTok Channel App on the Shopify platform supports one-click docking with the Pixel developer mode (while unlocking ROAS), tracking the full-funnel behavior of the website, and completing advertising creation on the Shopify platform.

Specific tutorial: Shopify connects to TikTok for Business in one click – CGY

C. Developer mode + advanced matching: Pixel code + programmers write conversion events. This type of statistics is more accurate and also has the function of matching emails and phone numbers. However, it takes a dedicated programmer to add and set up conversion events with code.

Developer mode tutorial: https://ads.tiktok.com/marketing_api/docs?rid=yqyw52eh4of&id=1688686632950786

If the advertiser has a programmer colleague, it is recommended to use developer mode statistics. If not, then use the standard mode.

Placement

When you create an ad group, you choose where your ads will appear, called “ad placements.” In this step, you can also choose whether to allow comments/downloads of the video.

PS:

When you select automatic placement, it will be automatically placed in these three placements and you cannot pause the consumption of one of the placements. You can only pause the ad group. When you choose to edit the placement TikTok, you can decide which placement to place.

Creative delivery methods

When programmatic creative is turned on, the system will automatically combine and deliver your creative materials in high quality, generate different creative solutions, and help advertisers save time and energy in creating and optimizing multiple ads. Here we suggest that advertisers can combine 3-5 recent videos with high conversion rates, high click-through rates and low costs with two or three pieces of copywriting, and then automatically generate advertisements programmatically. Programmatic creativity is very effective in extending the life cycle of materials.

Directional

TikTok ad accounts have multiple targeting options and can create or exclude custom audiences/lookalike audiences. You can also further narrow the audience range and achieve precise delivery by limiting location, gender, age, language, interests, behavior, operating system, mobile operator and other targeted options. But a friendly reminder, it is not recommended to set too many targeting in the initial stage of delivery, which will limit the system from finding more potential groups. After our account is relatively mature and has stable orders, we will choose to deliver to the target group when the data scale is large.

Budget & Scheduling

The ad group must have a daily budget of no less than $20, and is usually set to run continuously throughout the day. If you need to set a specific start and end time, you can set a specific time range.

Bidding & Optimization

It is recommended to use a combination of automatic bidding and manual bidding. For unfamiliar products and markets, you can first try Lowest cost to explore the bid, and then use manual bidding to control costs. Automatic bidding prioritizes consumption, and is large in scale and more stable. Currently, the proportion of overseas customers continues to increase, and the utilization rate is about 50%. However, advertisers need to note that as budgets increase in the later stages, costs may increase accordingly.

advertise

Creating an ad is easy. You can directly upload your own edited videos or pictures, or use our creative tools to quickly generate high-quality materials. Add name, copy, landing page, call to action, avatar and other information. Or you can directly use the native videos and texts in the Tik Tok account as advertisements.

PS:

Cover image: Choosing the right cover image can effectively attract people’s attention

Nickname and avatar: Both of them symbolize brand identity and corporate strength. The brand, product and promotion object should be consistent.

Copywriting: highlight the core benefits, including some discount and promotion information

Call to action: Tell your audience what action you want them to take after seeing your ad (see the table below for available CTAs)

URL: The product in the material must be consistent with the product on the landing page, otherwise it will be rejected.

In addition, to ensure that your advertising materials meet expectations, advertisers are advised to preview them on the app client after the advertisement is created and passed the review. Just scan the QR code, it's quick and convenient!

Such an advertisement is created! Isn’t it super simple?

Author: Silk Road Praise

Source: Silk Road Praise