When you’re trying to market your online business, you’re always looking for the best way to get your product or service in front of your audience in a format that holds their attention. That means you’ve probably considered TikTok, with its growing army of engaged and excited users, as a promising outlet for your advertising dollars.
As leaders in a number of ecommerce marketing services, we know how to get started with advertising on TikTok. In this post, we’ll cover what sponsored opportunities are available on the platform, the logistics of setting up campaigns, and some best practices for creating TikTok specific content. Let’s dive in.
TikTok is a unique social media platform for businesses, and the types of ads you can choose to run on it reflect that fact. TikTok offers a broad range of ad types to fit the needs of different businesses.
The platform just introduced self-service advertising, which is the most cost-effective and friendly option for small businesses.
TikTok also offers pricier, non self-service options that are perfect for larger businesses with bigger budgets and global shipping capabilities.
And stay tuned! According to Business Insider, TikTok is planning on making advertising even friendlier to your ecommerce marketers. Soon, they’ll be rolling out “Collection Ads” which allow users to add product catalog listings with branded videos; “Dynamic Product Ads,” which retarget users based on online behavior, and “Promo Tiles” which let businesses include sales and promotional alerts within their feeds.
There are plenty of exciting opportunities to get your products in front of TikTok’s dedicated audience. But before you can start creating and watching that traffic roll in, there are some things you have to do first.
To get started with ads, you can either speak to a TikTok ad manager, or use self-service for In Feed Video ads. If you’re using self service, the first thing you need to do before you can run ads is create an account with TikTok for Business. Then, you’ll have access to the Ads Manager which lets you create ads according to a hierarchy:
Before you can even think about rolling that camera, you’ve got to consider your campaign objective and budget.
TikTok allows you to choose from an array of campaign objectives, depending on where your audience is in the marketing funnel. You can choose different objectives targeting users in the Awareness, Consideration, or Conversion sections.
Once you’ve chosen the objective, you can choose a maximum amount of money to spend–either each day or over the course of the entire campaign.
After finishing the Campaign level you move onto creating the Ad Group, which allows you to choose your ad placement, target audience, budget + schedule, and optimization goals.
When choosing placements, you’ll be given the option of letting TikTok automatically place your ads or manually selecting placements. When you’re just starting out though, it’s usually best to stick with automatic placements.
You can target your audience based on demographic information and their interests. It’s also possible to create a custom audience from things like app activity, files on customers, past engagement with ads, or web traffic. If you want to target based on web traffic, you’ll need to install the TikTok pixel on your website, which will help track customer behavior on your page.
At the Ad Group level, you’ll also have to decide what goal you’re optimizing for, whether that be clicks, app installs, etc. Then you’ll set your bidding method which defines the amount you’re willing to pay for that objective.
This is the fun part: ads are what users are actually going to see. This is where you can upload your creative–either in the form of a static image that TikTok will turn into a video or your own video. From there, you can add your ad text and the call to action.
After that, it’s just a matter of clicking “Submit” and sending your campaign off for review.
Once you get set up, it’s time to start creating the ads your audience will want to see. But keep in mind: a TikTok ad isn’t going to be like an ad for any other platform. TikTok users have very different expectations for the type of content they want to see when they open up the app. Here are some tips for creating TikTok level content your audience won’t want to scroll past:
When it comes to advertising on TikTok, the landscape is only getting more exciting as time goes on. As more people use the platform every day, it’s becoming clear to advertisers that this is where to find the audience for their ecommerce marketing services. And as advertisers create for a TikTok audience, TikTok creates opportunities for them, with self-service capabilities and a growing array of ad formats. And if you want some help getting your foot in the door of this exciting space, reach out to us and we’ll help get you started.
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