How To Run Ads On TikTok

Introduction.

TikTok is not just a platform for viral dances and funny videos anymore; it’s a major player in the advertising game.

With over 1 billion active users globally, TikTok has become a goldmine for businesses looking to connect with a younger, engaged audience.

If you’ve been thinking about expanding your marketing efforts, running ads on TikTok might be the perfect move.

Why TikTok? Because it’s where people are. On average, users spend about 95 minutes a day on TikTok, scrolling through creative, authentic, and highly engaging content. Ads here don’t feel like ads—they’re a part of the experience.

So, if you’ve got a product, service, or brand to promote, TikTok gives you a massive opportunity to reach potential customers.

In this guide, I’ll walk you through everything you need to know about running TikTok ads, step by step. I’ll break it down into simple terms, so by the end, you’ll know how to create ads that actually work.

What Are TikTok Ads?

TikTok ads are paid promotions that show up in users’ feeds or other areas of the app.

They come in different formats, from short in-feed videos to hashtag challenges and branded effects.

These ads are designed to blend in with organic content, which makes them more appealing and less intrusive.

You can target them based on age, interests, behaviour, and location.

Why TikTok Ads Work

TikTok’s algorithm is powerful. It learns what users like and serves them content that keeps them scrolling.

Ads are no different. The platform ensures that your ad gets in front of the right people who are more likely to engage with it.

Some stats to back this up:

63% of TikTok ads have higher engagement rates than ads on other platforms like Instagram or Twitter.
74% of users say TikTok inspires them to discover new products.
In 2023, TikTok generated $9.4 billion in ad revenue, which shows how effective ads are for brands globally.

How Do I Run TikTok Ads?

Here’s a step-by-step breakdown of how to set up your ads.

1. Create a TikTok Business Account

To get started, you’ll need a TikTok Business account. It’s free to set up:

Go to TikTok for Business.
Sign up using your email or existing TikTok account.
Fill in your business details, including your company name, website, and billing information.

2. Access TikTok Ads Manager

The Ads Manager is your control centre. This is where you’ll create, manage, and track your campaigns.

3. Define Your Goal

TikTok offers several advertising objectives. Choose one based on what you want to achieve:

Traffic: Drive users to your website or app.
Conversions: Get people to take specific actions, like making a purchase.
Reach: Maximize the number of people who see your ad.
Engagement: Boost likes, shares, and comments on your content.

4. Set Your Budget

TikTok gives you flexibility here. You can set:

Daily Budget: How much you’re willing to spend each day.
Lifetime Budget: The total amount for the duration of your campaign.

The minimum daily budget for a campaign is $20.

5. Target Your Audience

This is where TikTok shines. You can target based on:

Demographics: Age, gender, location.
Interests: What users like (fashion, gaming, fitness, etc.).
Behaviour: How they interact with content on the app.

TikTok’s targeting options are precise, so use them to your advantage.

6. Choose Your Ad Format

TikTok offers several formats. Here are the main ones:

In-Feed Ads: These appear as part of a user’s For You page, blending seamlessly with organic content.
TopView Ads: The first thing users see when they open the app.
Branded Hashtag Challenges: Encourage users to create content using your hashtag.
Branded Effects: Custom stickers, filters, or AR effects.

7. Create Your Ad

TikTok is all about creativity. Keep your ad short, visually appealing, and authentic. Here’s what works:

Use vertical videos (9:16 aspect ratio).
Make the first 3 seconds count.
Add music or sound effects to make it engaging.
Include clear calls-to-action (CTA), like “Shop Now” or “Learn More.”

8. Launch and Monitor

Once your ad is live, track its performance using TikTok Ads Manager. Look at metrics like impressions, clicks, and conversions to see what’s working. If something isn’t performing well, tweak it and test again.

How Much Do TikTok Ads Cost?

TikTok ads aren’t the cheapest, but the ROI can be worth it. Costs vary based on targeting, competition, and format. Here’s a rough breakdown:

Cost per Click (CPC): Around $0.19 on average.
Cost per Thousand Impressions (CPM): Between $10 and $20.
Minimum Campaign Spend: $500 for most ad types.

For small businesses, starting with In-Feed Ads or boosting existing posts is a more affordable way to get into TikTok advertising.

Tips for Successful TikTok Ads

Be Authentic: TikTok users value real, relatable content over polished ads. Avoid being overly salesy.
Ride Trends: Use trending sounds, hashtags, or challenges to make your ad more discoverable.
Test Multiple Variations: Run A/B tests to see which version of your ad performs better.
Leverage Influencers: Partner with TikTok creators who align with your brand. Their endorsement can build trust and expand your reach.