Step-by-Step TikTok Ads Guide for 2024

TikTok, the skyrocketing star of social media platforms, has taken the world by storm in just a few short years. With over 1.2 billion active users worldwide as of 2023, it’s no wonder that businesses are flocking to this vibrant app to promote their brands.

By now, you’ve probably learned the basics of TikTok and how savvy marketers can tap into its potential. But let’s dive deeper into the fun and quirky world of TikTok advertising. By leveraging this platform’s unique features, your brand can effectively capture attention and engage with a wide audience. And if you’re interested in exploring influencer marketing on TikTok, Collabstr can provide valuable insights and guidance. So, let’s start by understanding the concept of TikTok ads and how they can benefit your brand.

What is a TikTok Ad?

TikTok ads refer to promotional content that is paid for by brands or creators to target a specific audience. It is a way for businesses and content creators to promote their products, services, or content to the TikTok community. TikTok Ads can take different formats, such as in-feed ads, branded effects, hashtag challenges, or brand takeovers. They are designed to capture the attention of TikTok users and encourage engagement or conversion.

To explore influencer marketing and connect with content creators, you can visit Collabstr, a marketplace designed to facilitate the discovery and hiring of influencers. Collabstr offers a convenient platform for brands and agencies to purchase tailored content, including sponsored posts on social media, testimonial videos, product photos, advertisements, and more. 

Different Types of TikTok Ads

In-Feed Ads

In-feed ads are advertisements that appear within the user’s TikTok feed as they scroll through the app. These ads are integrated seamlessly into the content and can take the form of short videos, images, or GIFs. They are typically marked with a “Sponsored” label and can include various types of content, such as brand promotions, product showcases, influencer collaborations, and more.

This type of ad allows advertisers to include things like music and effects to make the video more engaging, as well as CTAs to prompt the user to perform a certain action. 

Example:

An excellent illustration of effective advertising on TikTok is Purelei, which utilized TikTok's In Feed Ads on International Women's Day. Their campaign not only promoted their products but also sought to raise awareness about the current status and the empowering potential of women in society.

Spark Ads

TikTok Spark Ads, a new and innovative native ad format, empowers brands to create captivating campaigns by integrating their own TikTok account posts and incorporating organic content from other creators, with full consent, of course. 

With the use of Spark Ads, brands can effortlessly tap into the vast pool of user-generated content. These ads find the perfect balance between organic content and traditional advertising, seamlessly merging the format and features with the unique and distinct TikTok style. As a result, they seamlessly blend in with the rest of the content, ensuring that they don’t immediately come across as blatant advertisements.

Example:

Here are three examples of Spark Ads from Mango:

These spark ads from Mango utilize eye-catching visuals that instantly grab the viewer’s attention. The use of vibrant colors, dynamic movements, and appealing imagery helps in capturing the audience’s interest.

Moreover, these spark ads effectively tell a story or convey a message in a concise and compelling manner. They use concise and impactful text combined with visually appealing elements to engage viewers and make them want to learn more.

TopView Ads

TopView ads offer an incredible opportunity to generate widespread brand exposure and capture the attention of a vast audience. As the first video users encounter upon entering the TikTok app, TopView ads hold immense potential for making a lasting impression. Their prime placement ensures maximum visibility, making it an ideal method to drive brand awareness, increase engagement, and achieve higher conversion rates.

According to a study conducted by Kantar, 72% of users find TopView ads attention-grabbing, thanks to their seamless integration within the platform. This natural ad placement enhances the user experience, resulting in a more receptive audience.

Example:

A notable example that deserves attention is the fruitful and successful collaboration that transpired between the renowned German beauty brand, Gitti and a highly prominent TikTok creator. By cleverly and strategically harnessing the immense power and influence of the widely popular TikTok TopView feature, Gitti was able to effortlessly and seamlessly connect with a vast and incredibly diverse audience in a format that was utterly impossible to overlook or dismiss. 

This partnership serves as a prime and undeniable demonstration of how the utilization and implementation of TopView ads can undeniably and effectively serve as an incredibly potent tool to convey and communicate a brand’s message, ultimately resulting in a profound and long-lasting impact that resonates and lingers with the audience.

 

Brand Takeover Ads

Brand takeover TikTok ads are a form of advertising on the TikTok platform that aims to create maximum impact and capture the user’s attention right when they open the app. These ads take over the user’s screen and typically appear as full-screen videos or images.

The objective of brand takeover ads is to make a strong and memorable impression on the user within a short span of time. To achieve this, brands often use visually appealing content, such as high-quality images, eye-catching videos, and compelling text. The combination of these elements helps to create a captivating and immersive experience for the user.

In addition to being visually engaging, brand takeover ads can also be interactive. For example, they may include clickable elements that allow users to explore further or take specific actions, such as visiting a website, downloading an app, or making a purchase. This interactivity adds an extra layer of engagement and can drive higher conversion rates for brands.

Example:

One remarkable aspect of Brand Takeover ads is their 100% Share of Voice for the featured day. This means that no other Brand Takeover ads will be displayed to users during that specific day, providing a premium ad space exclusively for the brand. It's important to note that this prominent advertising opportunity carries a higher price tag, making it suitable for larger brands seeking maximum exposure and impact.

Branded Hashtag Challenge Ads

Sponsored hashtag challenges on TikTok are featured at the top of the Discover Page, providing engaging advertising. These campaigns increase user engagement by 8.5% on average. They also encourage users to create their own content, expanding brand reach and interaction. 

This advertising approach promotes user participation, improves brand visibility, and boosts engagement on TikTok. By using sponsored hashtag challenges, brands can generate buzz, inspire user creativity, and connect with their target audience. Example:

Example:

The #PlayWithPringles challenge on TikTok was a hit, demonstrating the power of Branded Hashtag Challenge Ads. Launched during the pandemic in Germany, France, and Italy, it sparked creativity through dance, comedy, and music, fostering a sense of community and entertainment. With nearly 350,000 participants and over one billion views, the campaign surpassed expectations, showcasing the massive impact of Branded Hashtag Challenge Ads on TikTok.

Branded Effect Ads

Branded Effect ads, also known as Branded AR (Augmented Reality) ads, are a type of advertising on TikTok that allows brands to create and promote their own branded augmented reality effects. These effects are interactive and engaging, allowing users to apply branded filters, stickers, special effects, or 3D elements to their videos.

Branded Effect ads are integrated seamlessly into TikTok's camera and editing features, giving users the option to use the branded effects while creating content. These ads offer an immersive experience, as users actively engage with the brand's content and incorporate it into their videos.

TikTok's recent launch of Effect House further emphasizes the platform's commitment to enabling the production of custom-branded effects. This specialized tool facilitates the creation of unique and immersive branded effects for brands to engage with their audience in a fun and interactive way.

Why are TikTok Ads Important?

It’s Easy to Use

Creating video advertisements can seem intimidating, especially for beginners. However, TikTok offers a platform where the process of producing video content is remarkably quick and straightforward.

TikTok's emphasis on authenticity means that your ads don't have to be flawless, and you don't need to overload them with excessive elements. In fact, over-the-top and over-produced advertisements on TikTok have been known to deter users. Therefore, it's advisable to keep your ads simple and authentic, aligning with the platform's preference for genuine and relatable content.

Influencer Marketing

TikTok is a social media platform that is all about short-form, user-generated content. This makes it a great platform for influencer marketing, as influencers can create videos that are both engaging and relevant to their target audience.

Moreover, TikTok is a platform where trends and challenges can quickly go viral. When an influencer creates content related to a brand or product, it has the potential to gain widespread attention and engagement as followers participate in the trend, leading to increased brand awareness and exposure.

Influencer marketing on TikTok can also be more cost-effective compared to traditional advertising. Working with influencers eliminates the need for extensive production costs and allows brands to reach a large audience without a hefty marketing budget.

Ready to explore influencer marketing on TikTok? Check out Collabstr, a marketplace that makes it easy to find and hire influencers/content creators. They offer custom content solutions, including sponsored posts on social media, testimonial videos, product photos, ads, and more. 

You can reach a diverse audience through TikTok ads

TikTok ads offer a unique opportunity for brands to reach a diverse and expansive audience. The platform's user base spans various age groups, demographics, and interests, making it an ideal platform for brands looking to connect with a wide range of potential customers. 

TikTok's user base covers all age groups, from Gen Z to Millennials, Gen X, and even Baby Boomers. While the platform is often associated with young users, data shows that a significant portion of TikTok users are from older age groups. For example, TikTok users in the United States are primarily younger individuals, with about 25% falling in the 10-19 age group and 22.4% in the 20-29 age group. However, there is also a significant presence of users in their 30s, 40s, and even 50s, accounting for 21.7%, 20.3%, and 11%, respectively.

TikTok also has a massive global presence, with users from various countries and cultures. This international reach allows brands to connect with a diverse audience across the globe. Lastly, TikTok users are passionate about a wide range of interests, hobbies, and trends. The platform's "For You" page algorithm ensures that users are exposed to content that aligns with their interests, creating a diverse array of content on the platform.

Decode the Readymade Analytics to Gauge The Performance of Your Marketing Efforts

Similar to other social media platforms like Facebook, Instagram, and YouTube, TikTok provides a means to evaluate the metrics and assess the performance of your video ads. The platform offers an 'Analytics' feature, although it may be accessible exclusively to TikTok Pro account holders.

If you're curious about the cost of a TikTok Pro account, here's the good news—it is completely free. Activating this feature grants you access to valuable insights regarding your content, followers, and visibility. With TikTok Pro, you can delve into critical details that aid in understanding the effectiveness and impact of your video ads.

Advertising On TikTok Is Budget-Friendly

Advertising on TikTok offers cost advantages compared to other social media platforms like Facebook and Instagram. The cost per impression (CPM) on TikTok is typically lower, allowing businesses to reach a larger audience at a fraction of the cost compared to other platforms. 

According to recent research in 2023, the average CPM for TikTok ads is around $9.51. This is lower than the average CPM cost of $6.73 for Facebook and Instagram combined. The average CPM on TikTok is $103 and it ranges from $10 to $304.

Moreover, TikTok provides flexibility in budget management. Advertisers can set their own budgets for their campaigns, starting with a small investment and gradually scaling up as their budget allows. This budget flexibility empowers businesses of all sizes to explore TikTok advertising without committing to large upfront costs.

One of the key advantages of advertising on TikTok is its flexibility in budget allocation. Users have the freedom to choose the amount of money they want to spend on ads and can adjust the reach of their campaigns accordingly. 

TikTok ads can start at a rate of $10 per 1000 views, but there is a minimum budget requirement of $500. This accessibility and affordability contribute to the platform's growing popularity as a marketing channel, attracting brands of all sizes to explore the advertising opportunities TikTok offers.

How to Create TikTok Ads?

Step 1: Make sure you have a business account

To utilize the TikTok Ads Manager, it is necessary to have a business account on the platform. The process of switching to a business account is both free and straightforward.

Within the TikTok app, navigate to Settings and Privacy, then proceed to Manage Account. From there, tap on Switch to Business Account. By making this switch, you will not only gain access to the TikTok Ads Manager but also unlock additional features and analytics.

Having a business account on TikTok enables you to explore valuable insights, such as the optimal posting times for your content. Additionally, you can leverage features like including a clickable link in your bio, providing further opportunities to engage with your audience and drive traffic to your desired destinations.

Here’s how to sign up for a TikTok business account:

Step 2: Create a new Campaign

To begin creating a campaign on TikTok Ads Manager, follow these steps:

• Access the TikTok Ads Manager platform.

• In the top menu, locate and click on the "Campaign" button.

• On the Campaign page, click on the "Create" button.

When it comes to selecting a campaign objective on TikTok Ads Manager, you'll encounter two options: Simplified Mode and Custom Mode. 

The former offers a user-friendly, streamlined approach, enabling you to swiftly create an ad. On the other hand, the latter, Custom Mode, is tailored for those seeking more intricate configuration choices to fine-tune their campaigns.

Now, let's dive into the process of selecting a campaign objective in Custom Mode, which empowers you to design a highly targeted and effective ad campaign on TikTok Ads Manager.

Here's how to select a campaign objective:

After clicking on "Create" in the Campaign page, you will be prompted to choose an objective for your campaign. TikTok Ads Manager offers three types of objectives: Awareness, Consideration, and Conversion.

Determine your marketing goal and choose the objective that aligns with it.

If your goal is to increase brand awareness or promote a new product, select the Awareness objective.

If you want potential customers to engage meaningfully with your brand, choose the Consideration objective.

If your aim is to drive conversions and actual purchases, select the Conversion objective.

By selecting the appropriate objective, you are setting the foundation for your campaign and aligning it with your desired marketing outcome on TikTok.

 

Let's delve deeper into each objective on TikTok Ads Manager:

1. Awareness:

   - Reach: If you’re looking to increase your brand awareness, this is the choice for you. It’s the objective that ensures your ad is seen by as many people as possible.

2. Consideration:

   - Traffic: With this objective, you can drive traffic to a specific URL or landing page, which can include app install pages.

   - Video Views: This objective focuses on maximizing the number of views and engagement your videos receive.

   - Lead Generation: Generate leads for your business by capturing user information through forms directly on TikTok.

   - Community Interaction: Maximize the number of followers and profile visits your brand receives, promoting engagement and interaction.

3. Conversion:

   - App Promotion: This objective is geared towards increasing app downloads and installations.

   - Website Conversions: Drive valuable actions, such as sales or sign-ups, on your website.

Choose the objective that aligns best with your campaign goals. Whether you're aiming for increased brand awareness, driving traffic, generating leads, promoting app downloads, or achieving website conversions, selecting the appropriate objective will help you optimize your campaign on TikTok.

Name your campaign

After selecting your campaign objective, you will be prompted to name your campaign and indicate if it falls into any special ad categories. The special ad categories include housing, employment, and credit. This declaration is in place to prevent discriminatory targeting and ensure fair advertising practices.

Provide a name for your campaign that accurately reflects its purpose and helps you easily identify it within your Ads Manager. Additionally, if your campaign does not fall into any of the special ad categories, you can proceed without making any declarations.

Source: TikTok Ads Manager

Additionally, in the campaign setup, you have the option to choose whether TikTok should optimize your campaign budget. This feature applies a single set of budget optimizations to all the ad groups within the campaign, streamlining the process instead of setting up individual optimizations for each ad group.

Additionally, the campaign budget setting in TikTok Ads Manager enables you to determine the overall budget cap for your campaign. By carefully choosing between a daily budget or a total budget (lifetime budget), you can manage your expenditure effectively over the campaign's duration. The daily budget evenly spreads your spending throughout each day, while the total budget sets a cap on the overall expenditure throughout the campaign's entire lifespan.

Step 3: Create an ad group

After setting up the campaign, you need to create an ad group to define your target audiences, campaign budgets, and ad placements for your ads. 

To proceed, you must first choose the promotional type or goal that aligns with your specific advertising objectives. If your aim is to drive app installations, opt for the "App Install" option. On the other hand, if your objective is to direct traffic to your website, select the "Website" option. These choices will lay the foundation for a focused and effective ad campaign on TikTok Ads Manager.

Choose the ad placement

The ad placement determines where your ads will appear on TikTok and its partner platforms. You have two options:

• Automatic placement: TikTok will automatically place your ads for maximum reach and value. This is a good choice if you're new to TikTok ads and want to let the platform optimize ad placement for you.

• Manual placement: You can manually select specific ad placements across TikTok and its news feed apps. This option gives you more control over where your ads appear.

 

After selecting the ad placement, you need to choose your creative type and define your target audience. Here's what you need to do:

Select your creative type:

Turn on the "Automated Creative Optimization" feature if you want TikTok to create variations of your content and test its engagement. This feature allows TikTok to optimize your creative based on user response. You can disable this feature at any time if you prefer to control your creative variations manually.

If you don't want the feature activated, simply leave "Automated Creative Optimization" turned off, and you can handle the creation and testing of your creative variations independently. TikTok provides you with the flexibility to experiment and fine-tune your content strategy according to your preferences and marketing goals, ensuring a tailored approach to your ad campaign.

Define your target audience:

 

• Choose the location where you want your ads to be shown such as specific countries, regions, cities, or even a radius around a particular location. Specify the gender and age group you want to target.

• Select user languages to further narrow down your audience.

• Add users with specific interests that align with your target audience.

• Include people who have previously interacted with your content, such as those who have engaged with your TikTok account or viewed your videos.

By defining your target audience, you can ensure that your ads are shown to the right users who are more likely to be interested in your offerings.

Select a delivery type:

After defining your target audience, the next step is to select a delivery type for your ad. You have two options:

Standard delivery:

• With standard delivery, your ad will be shown during high-traffic times throughout the entire ad delivery period.

• Your ad budget will be spread consistently across the designated time frame, ensuring a steady and balanced delivery of your ads.

Accelerated delivery:

• Accelerated delivery prioritizes getting the maximum exposure for your ad as quickly as possible.

• Your ad budget will be dedicated to maximizing the number of views and engagements in a shorter period of time.

• This option is suitable if you have time-sensitive promotions or want to quickly generate awareness and engagement.

Choose the delivery type that aligns with your campaign goals and budget allocation strategy. Keep in mind that accelerated delivery may result in faster spending of your budget, so it's important to monitor and optimize your campaign accordingly.

Step 4: Create and Submit your Ads

Once you have defined your target audience and delivery type, it's time to create your ad within the TikTok Ads Manager. Follow these steps:

• Name your ad group: Give your ad group a clear and descriptive name that helps you identify its purpose and content.

• Choose your ad type: Select the type of ad you want to create: Image, Video, or Spark (a combination of images and videos).

• Add your images or videos: Upload the images or videos you want to include in your ad. Alternatively, you can create a video within the Ad Manager using its built-in tools and features.

• Choose a thumbnail: Select a thumbnail image to represent your ad. You can also create a custom thumbnail if desired.

• Enter your ad text and link: Write compelling ad text that grabs attention and communicates your message effectively. Include a relevant link that directs users to your desired destination, such as a website or landing page.

• Preview and review: Use the preview on the right-hand side of the screen to ensure your ad looks and functions as intended. Check that all links are working correctly and there are no missing or broken elements.

• Submit for review: Once you are satisfied with your ad, click the "Submit" button. Your ad will be sent for review by TikTok before it is approved and ready to run.

Ensure that your ad content adheres to TikTok's advertising guidelines and policies to ensure a smooth review process. Once your ad is approved, it will start running according to your campaign settings and budget allocation.

TikTok Ads Best Practices

Partner with creators

Collaborating with TikTok influencers can significantly enhance your marketing potential, granting access to new niches and diverse content styles beyond your expertise. TikTok offers resources like the Creator Marketplace to research and evaluate individual influencers or the option to engage an influencer marketing agency to find the perfect match efficiently.

 

For a streamlined process of discovering and working with influencers, Collabstr is the ideal solution. Serving as a dedicated marketplace, Collabstr simplifies the connection between brands and agencies with influencers and content creators. This platform facilitates the purchase of custom content, ranging from sponsored posts and testimonial videos to product photos and ads, among other options.

Leveraging Collabstr allows you to efficiently collaborate with TikTok influencers, benefiting from their expertise to elevate your brand's visibility and expand its reach. By tapping into Collabstr's user-friendly interface and vast network of influencers, you can take your influencer marketing efforts to new heights on TikTok.

Lead with a hook

TikTok ads have a maximum duration of 60 seconds, but it's crucial to capture the viewer's attention within the first few seconds. Research shows that the initial video frame plays a significant role in determining whether users will continue watching or swipe past the ad. In fact, only about 25% of users watch beyond the first five seconds, with the average watch time ranging from five to six seconds.

To effectively engage viewers and encourage them to watch your ad, it's essential to create a compelling "hook" in the opening moments. Here are a few examples of effective hooks that can captivate the audience:

• Start your video with action-packed visuals and exciting audio to immediately grab attention and generate engagement.

• Display an enticing headline that piques curiosity or promises a life-changing experience. For instance, you could use a headline like “Unveiling a Life-Changing App! 🚀 Prepare to be Amazed! 🌟" to intrigue viewers and encourage them to watch further.

• Incorporate unusual or provocative visuals that create intrigue and curiosity. These visuals can be attention-grabbing and generate interest in the content of your ad.

For a hook to draw in a user’s curiosity, you’ll need to structure it properly. This isn’t at all complicated and can be done in a few steps:

1. Start with an intriguing headline: Use a concise and attention-grabbing headline that sparks curiosity or addresses a problem your product solves. For example, "Discover the Secret to Flawless Skin" or "Unlock the Power of Productivity."

2. Show a person's face: Include a close-up shot of a person's face, ideally expressing an emotion that aligns with your message or showcases the benefit of your product. People are naturally drawn to faces, and it helps create a connection with the viewer.

3. Highlight your product: Follow up the face shot with a well-framed close-up of your product. This allows viewers to get a clear view of your product and its key features. Make sure the product is visually appealing and stands out in the frame.

Remember, testing different angles, headlines, and video openers is crucial to finding the most effective hook for your ad. Monitor the performance of your ads, analyze the engagement metrics, and make adjustments based on the data to optimize your ad's impact and maximize results.

Get discovered through hashtags

To optimize your TikTok ads for maximum visibility and engagement, it's important to consider the For You or Para ti homepage, which is designed for discovery. Here are some strategies to optimize your ads:

1. Utilize trending hashtags: Keep an eye on the latest trends and popular hashtags on TikTok. Incorporating these trending hashtags into your ad content can help increase your brand's reach and visibility. TikTok's algorithm will show your ads to users who have engaged with videos containing the same hashtags.

2. Leverage the For You homepage: The "For You" page is essentially the main feed of TikTok, where users encounter a personalized stream of videos tailored to their interests and behavior on the platform.To leverage the "For You" homepage effectively, focus on creating high-quality, engaging, and authentic content that aligns with popular trends and interests. Utilize relevant hashtags, engaging captions, and visually appealing videos to increase the likelihood of your content being recommended to a broader audience.

3. Stay updated on TikTok trends: TikTok is known for its viral trends and challenges that constantly emerge. Keep a pulse on the latest trends and incorporate them into your ad campaigns when relevant. This shows that your brand is current and connected to the TikTok culture, which can attract more attention and engagement.

4. Be creative and authentic: TikTok thrives on creativity and authenticity. Embrace the unique creative features and formats available on the platform to create engaging and memorable ads. Experiment with different video styles, effects, and storytelling techniques to capture the attention of TikTok users.

Don’t Forget the Captions

To capture the attention of click-happy social media users and ensure they grasp the key message of your ad; it's essential to write concise and informative captions. Even if viewers don't watch your entire video, a well-crafted caption can convey the main points effectively. Here are some tips for writing captions on TikTok:

1. Keep it concise: With limited attention spans on social media, it's crucial to deliver your message succinctly. Use short sentences or phrases that quickly convey the essence of your video content.

2. Highlight key information: Identify the most important details or key takeaways from your video and emphasize them in your captions. This ensures that viewers who skim through your content still grasp the main points.

3. Use the local language: TikTok advises using the local language to write captions. This helps in catering to the specific audience you're targeting and creates a more personalized connection with viewers.

4. Add a call-to-action (CTA): Encourage viewers to take action by including a clear and concise CTA in your caption. Whether it's visiting a website, following your account, or engaging with your content, a well-placed CTA can drive user engagement.

5. Be creative and engaging: While being informative, also try to inject creativity and personality into your captions. Use catchy phrases, emojis, or humor to make your captions stand out and resonate with TikTok's vibrant and playful community.

Conclusion

Creating TikTok ads requires careful planning and execution. By leveraging the platform's features, such as the Ads Manager and analytics, businesses can optimize their campaigns for maximum reach and engagement. It's crucial to understand the different campaign objectives and choose the right ad placements, target audience, and delivery types. 

Incorporating captivating hooks, concise captions, and trending hashtags can help capture viewers' attention and enhance brand visibility. Additionally, partnering with influencers and content creators through platforms like Collabstr can amplify the impact of TikTok advertising and drive impressive results.

Ready to take your TikTok advertising to the next level? Explore Collabstr, a marketplace that connects brands with influencers and content creators. With Collabstr, you can easily collaborate on custom content such as sponsored posts, testimonial videos, product photos, and more. Don't miss out on the opportunity to leverage the power of influencers with Collabstr Pro and create compelling TikTok ads that resonate with your target audience.