How To Set Up a TikTok Marketing Campaign: Questions Answered

TikTok is an active platform, with over 500 million followers worldwide. Therefore, it shouldn’t be a surprise that marketers want to take a slice of its fame. 

If you do not already include TikTok in your social media marketing campaign, you are doing it wrong. 

You see, in just a few years, TikTok has soared past Twitter and Snapchat in terms of popularity. However, even with this fame, the platform is still not as congested with promotions as other established social media platforms.

Why Is TikTok Gaining Traction

TikTok is a visual app that allows individuals to edit and share clips with music and filters. Each video lasts 15 seconds.

I bet you’re thinking about how challenging it is to create content for TikTok because 15 seconds is not enough to convince your target users to try your brand. But you’d be surprised.

TikTok clips have unparalleled virality. In fact, producing fun, creative, and original content will get you far. Moreover, big brands such as Fenty Beauty, Nike, and Grubhub have been using TikTok ads since the beginning of 2019 to boost their product sales. All it took was well-curated and appealing visuals to win over target consumers. 

What Are TikTok Ads?

TikTok Ads are a lot different from other paid advertisements supported by other social media networks. It offers advanced targeting functions and unique ads development features that can be extremely profitable when appropriately utilized.

Are TikTok Ads Suitable for Your Business?

That being said, not all businesses can benefit from TikTok’s exceptional style. Before you decide to take the plunge into TikTok Advertising, consider the following:

  • Your Target Market

If you’re aiming to reel in a younger audience, TikTok ads could be worth your while. More than half of TikTok’s users are younger than 30 years old. Of this number, 41% are aged 16 to 24. If you’re striving to attract older audiences, TikTok won’t be much of a help. 

Most TikTok videos talk about topics that only the younger generation can relate to. It’s common to see videos with tips on handling schoolwork efficiently and some dance videos with the most current music. 

I’m just stating facts here, but don’t think that TikTok will forever just be for the youth. As we all know, teens and young adults are the first ones to dive head-on into any trend. After enough time has passed, the older generation will then jump on board. Therefore, it’s too early to dismiss TikTok as a social media marketing platform for businesses that cater to older folks. Keep your eyes peeled for updates about TikTok in case the wind shifts. 

  •  Your resources

If you noticed earlier, I’ve mentioned some big brands that have started their TikTok campaigns on TikTok. Their decision made them gain significant impressions, but they had to invest quite a hefty sum to get the ball rolling.

What this means is that small businesses might struggle to scrape together enough funds to promote their brands on TikTok. To give you an idea of how much TikTok advertising costs, their lowest premium price is $10 for every CPM. Some campaigns require a total budget of $300 000 to pull off, and the minimum fee is $500. 

It can be a bit too much for plenty of companies to shell out a sizable sum on something they still need to figure out. It’s too much of a risk, right? 

However, if you could already taste the rewards of TikTok advertising, I can help kickstart the process for you.

Image by Emily Waite
Image by Emily Waite

How to Start a Marketing Campaign on TikTok

If your target market is present on TikTok and you have the finances to promote your business on the platform, here are some tips to get you sorted out. 

How to Set Up Your TikTok Ads Account

Bear in mind that TikTok Ads are still in the test version, so it’s still a bit tricky to set up ads just yet. You will need to visit the TikTok Ads web page and look for the Produce and Advertisement button. Once you click, you’ll see a prompt asking for information to register your account. Fill in the details appropriately. After this, a TikTok representative will connect with you and help you finalize your things. It can take up to 2 days to get your account approved.

How to Develop a TikTok Advertising Campaign

Next up is the starting a TikTok ad campaign. You’ll see the Campaign tab on the upper part of your screen. Then click create, you’ll be redirected to a page that will ask you to select your campaign goal. There are three options:

  • Traffic
  • Conversions
  • App Install

Whatever you select is the main goal of your campaign. You’ll also have to set your budget and choose between Total Budget or Daily budget. Both of these options have a limit of $500. You can’t go any lower than that.

How to Input Placement and Positioning

TikTok Ads dashboard allows you to choose which platforms you wish to use for running your ads. You can use TikTok only or include other apps such as the News Republic and BuzzVideo.

TikTok can also help you determine what’s best for your ads through automatic positionings. Choose your favorite ones and check out the triggers necessary for your advertisements. Some of which are categories, display names, URLs, and so on. Choose 20 keywords that can better explain your brand to link your items to the right audience.

On top of that, Tiktok also has specific targeting features that allow you to personalize your ads so you can target the right audience. I’m assuming you already have the basic information about your prospects. Place in their location, gender, languages, age, interests, and other relevant data you can think of. 

How to Monitor Your TikTok Advertisement 

There’s a lot to control when hosting your TikTok Advertisement, such as:

Plan a Budget

When you visit the Budget & Setup area, you can choose between the amount you’re willing to spend in a day or input your overall budget. For Daily Budget, you can’t go below $50. It would be best if you also chose how long you want your ads to run. If you can’t decide well, there’s a dayparting technique where you opt for certain hours or days to publish your ad.

Set the Pacing Option

The pacing option refers to how quickly you want your campaign to consume the money you’ve put in. You’ll be faced with two options: Standard delivery and Accelerate. Standard delivery runs your budget evenly in a staggered manner. On the other hand, Accelerate permits you to change the setting and speed up the process within a shorter time-frame. 

Choose an Optimization Goal

An optimization goal pertains to your objectives. Why are you running your campaign in the first place? There are three main options, namely, Click, Conversion, or Impression. Depending on what you prioritize, your bidding will adjust accordingly.

Play with the Smart Optimization Feature

TikTok has a Smart Optimization feature. When it’s on, your bid will change accordingly to focus on your conversions. However, if you want to amass more clicks, you should turn off this feature.

How to Create Your Ad

Designing Ads is made easier with TikTok’s Video Creation Kit. TikTok ads can be vertical or horizontal, or square. They’re also not limited to just videos, you can use images, too. The platform provides you with templates, videos or pictures, to tweak according to your needs. You can choose from more than 300 types of background music for free.

Furthermore, you can try different advertisement types, such as the following:

In-Feed Ads: These ads are placed in the feed or at the bottom of the TikTok videos. It will depend mostly on the type of product or service you’re selling. These ads, when clicked, redirects the user to your app or website. In-Feed Ads usually cost $10 per CPM. 

Brand Takeovers: These ads are very common, but they are a lot more expensive than In-Feed ads. Brand takeover ads appear right away the minute a user clicks on the app. Like In-Feed ads, this user will be transported to an external or internal link should he or she click on the ad. Brand takeovers are only for one advertiser per day.

Hashtag Challenges: Holding a sponsored hashtag challenge can help you motivate users to increase your promotional efforts for you. Partnering with TikTok’s dream marketing team takes up a lot of work just to produce a challenge, but it’ll be worth your time. Challenges last up to 6 days.

Aside from the Video Production Kit, there are other ad tools. For instance, the Automated Creative Optimization tool allows brands to include five videos or ten photos, five texts, and a call to action. The Landing Page to Video tool, on the other hand, is instrumental in generating high-quality material from any landing page you need. You can also throw in images and music to really turn it into a proper ad.

How to Leverage Your TikTok Ad

So you’ve decided which type of ad to go for, how do you maximize its potential? There are a couple of ways to do so. First, you need to make sure you only use high-quality videos or images to position yourself as a first-rate brand. For instance, brand takeovers have highly-visible visuals because the ad takes up the entire screen. It would help if you also remembered that ad descriptions are shown at the bottom part of the screen, so you should avoid putting relevant elements in that zone.

TikTok has limited space for copy, so you can’t really delve into details. You can only use 80 English characters, so you better make each one count. No matter, you can put in more words using the ad itself if you need to explain more about the product or service you’re offering. 

Also, put a lot of thought into your call-to-action (CTA) and the redirect link. If you want your viewers to purchase the product in the ad, the link should be a page from your website with the product in it. Moreover, limit your CTA to one. The last thing you want your ad to do is confuse your viewers. Some ads will have TikTok users purchasing an item while also providing a voucher code available on their website. You can’t put two links in your ad, so this is kind of a moot point.

These are all pretty standard, but I implore you to experiment and discover new ways to make your campaign a success. Due to TikTok’s useful tools, you don’t have to be an expert to try TikTok ads. They only require a reasonably quick set-up and minimal assistance. 

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