TikTok Ads: Tutorial on placing ads in TikTok feed

01. TikTok advertising process

TikTok advertising placements include four forms: information flow ads, splash screen ads, brand stickers, and brand challenges. Ads like these that are inserted into the ForYou page belong to the information flow (In-Feed Ads). Its characteristic is that the video has a "Sponsored" label, and the blue advertising title at the bottom of the page can jump to the relevant landing page, which can be liked, commented on, and forwarded like ordinary videos.

Delivery process:

Step 1 Create an advertising account ① Visit the TikTok Ads homepage and enter "Create an Ad" ② Fill in the form as required. Registration is usually successful within 48 hours.

Step 2 Set up a TikTok ad campaign ① In TikTok Ads, click Campaign→Create.

②Set advertising goals. The options available are: traffic, conversions, and app downloads.

Image source: TikTok search screenshot

③ Set an advertising budget. The daily budget or total budget must be at least US$500.

Image source: TikTok search screenshot

Step3 Set ad placement, details and targeting. ① Select the placement location. It includes not only the TikTok platform, but also its subsidiaries Vigo Video ( India only ), BuzzVideo, News Republic, etc.

Image source: TikTok search screenshot

② Enter the advertisement content including all the detailed information. URL, display title, image asset, and category. TikTok ads currently support two formats: pictures and videos. Different placements will correspond to different material formats and requirements. At this point, you can select up to 20 keywords to describe your landing page information to match the right audience. Use "Targeting" to set parameters such as target audience location, age, gender, language, interests, devices, etc. to attract the right advertising audience. Upload user IDs in CSV, TXT, or ZIP file format to set up custom audiences for more targeted delivery.

Step 4 Set up an advertising plan ① Set the daily budget and delivery time in "Budget & Schedule"

Image source: TikTok search screenshot

② Select the budget spending rate. “Standard” can be set to evenly distribute the budget during the entire campaign; “Accelerate” can be set to spend the budget as quickly as possible within the planned time.

③Select the optimization goal. The platform will optimize according to the goal you choose. If you choose conversion as the goal, the platform will deliver ads to users who are more likely to convert to products or services. If you want to track conversions, click Library and select Conversions to create a conversion action.

It’s important to note that if you choose clicks as your advertising objective, you will be charged on a cost-per-click basis and your ads will be optimized to attract as many clicks as possible. If you use impressions as your goal, you will be charged on a CPM (cost per thousand impressions) basis.

Step 5 Create an ad. The last step is to upload the material, pictures or videos plus the text. The text should be 12-80 English characters. After the ad is created, it will enter the review period.

Image source: TikTok search screenshot