Hey! Do you know about TikTok Ads Manager? Do you want to make money on TikTok? Have you considered promoting your brand’s products or services on TikTok? Just by using TikTok Ads.
This means you know the value that TikTok serves, the perfect medium for advertising your brand. But you do not know how to use TikTok Ads Manager? Many brands want to know, Is It worth integrating this platform in a video ad marketing strategy?
Do you want simple and detailed guidelines about Tiktok Ads Manager? Then you landed on the right page, I will clear your all confusion and give you the proper guideline.
TikTok is the 6th most used social media platform worldwide. It gained exploding popularity and most of the active users are youngsters above the age of 18. It surpassed 1 billion monthly active users in mid-2022. Energetic youngster users are about 825 million in the world.
It is the 1st non-meta app that has 50 million active users per day in the US. Many well-known brands like Apple Music and Nike use TikTok Ads to promote their businesses. You can estimate how important it is to apply social marketing strategy on TikTok.
What is TikTok Ad Manager and its Importance?
TikTok Ads Manager provides the tools that design and manage ads on TikTok. These tools help marketers from creating ads, set budgets, and approach target audiences to analyze the performance of the ads. They also provide an E-learning service in Ads Manager that helps to innovate unique and creative ads.
Importance
Global Audience
TikTok’s audience is present in more than 150 countries. It is ranked among the top 10 most popular apps in 124 countries and placed among the top 50 most popular apps in 140 countries. 1. Audience Demographics
Tiktok is most famous among the younger generation
It is estimated that
- 25% of users are between the 10-19 age range.
- 22.4% of users are between the ages of 20-29.
- 21.7% of users are from 30-39.
You can connect with them according to their location, age, gender, and interests.
High Engagement
TikTok has high engagement as compared to Instagram and Youtube. You can estimate that micro-influencers have 17.96% engagement on TikTok while 3.86% and 163% engagement on Instagram and Youtube respectively. You can also use different platforms or services to increase or grow your TikTok Engagement.
Analyzing Performance
You can monitor the performance of the ads. TikTok has partnered with reliable tracking companies that help you to track the conversion rates, users’ impressions, and their actions. You can also track your marketing budget.
Variety of Ads Formats
The format that businesses can use on TikTok is video format. Tiktok ads manager provides 5 different ad formats to tailor the unique ads.
TopView Ads
These ads appear one time daily and run on fullscreen for 1 minute with an autoplay sound feature. These ads appear after the first few seconds when you open the app; these ads are ideal for those businesses’ products and services that demand a longer period of attention. 71% of the audience admits that these kinds of ads grab their attention.
In-Feed Ads
When the user scrolls through the “For You” feed, this ad appears. These ads are according to the user activity on the app. Studies say these ads acquire 23% higher detailed memory than TV ads. In this ad, you can add CTA, which helps marketers to drive sales and increase conversion rates.
Branded Hashtag challenges
These hashtags are used by businesses and brands to entice the audience and to create content that is aligned with the brand’s service, products, and values. It is a 3-6 day challenge to encourage the audience to take part in this challenge. These ads are present at the top of the discovery page.
Brand Takeovers
These ads are shown immediately when the user opens the TikTok category. The video duration is 3-5seconds. To boost the impact, there is only one takeover ad per day per user. The cost of these ads starts from $50k per day. This ad contains InFeed ads, Top View, and Branded Hashtag ads.
Branded effects
These ads use 2D,3D, or AR to include images of products or services in the short clips. When content creators are filming their videos, they can use a brand’s designed stickers and filters, and other effects. These stickers and filters enhance the brand awareness and engagement of the audience.
These ads remain for up to 10 days.
Spark Ads
These are the previous posts or videos that brands or creators tailored into ads. These ads can be viewed on the native feed of the users and give an organic content vibe. Research shows that these ads have a 142% high engagement rate as compared to typical In-Feed ads.
Sponsored Content
In this type of ad, the brand increases its brand awareness with the help of sponsored content. The brand ambassador or influencer makes content oriented to the brand theme, product, and services to increase brand awareness and sales revenue.
Ideal Brands for TikTok Ads
Tiktok ads are short video clips that contain a lot of information. These work best for B2C brands where they can share their service and products in the form of engaging content.
While these formats are challenging for the B2B brands that sell services that need a meticulous illustration. How to use TikTok Ads Manager in 2022 and 2023.
Following steps, you need to take to set up the ad on the TikTok ad manager
Step 1. Create a TikTok Ads Manager Account
Login to TikTok account
Open the signup page of the TikTok ad manager and put the information in your email address or phone number and a password. Tap ‘Send Code’, and you will receive a verification code. Agree the TikTok’s terms and conditions then click on ‘Sign Up.
Create an Ad account
Now you need to fill in the information about your business name, your location, time zone, and preferred currency. Your business name should be related to the company’s official name. Recheck all the information you put in, especially the time zone; otherwise, it cannot be altered later on. Tap on ‘Register’ to open the account.
Enter the business information
When you log in for the 1st time you will notice a pop-up form, here you need to enter the business and payment information. Fill in the company information, its location, address, postal code, etc.
In the company website box, you need to enter the URL or link in the following style: http://www.abc.com/. Your website must contain all information that is required and must be credible and work properly. Your website should be relevant to the products/ services you are offering.
Select the payment method
Select the payment method carefully because it cannot be altered after you fill it in. ● Submit the account information
Double-check all the information before submission. Your account will be approved after reviewing it within 24 hours.
Step 2. Install the TikTok Pixel
Now install the TikTok Pixel, a tool that tracks the ad performance and its impact on a website like a user location, the device they are using, and how they reach the website. Select the “Developer Mode” or “Standard Mode”. Set up the Web Event then your TikTok pixel is created. Remember to check the TikTok ‘cookies policies’ before accepting them. Copy the code and paste it into the header of the website.
Step 3. Name the Campaign
Create the ad campaign after clicking the Campaign tab. The option will be provided to choose the objective of the campaign. What is the purpose of the running campaign? Whether you want to drive traffic or lead conversions or app installation?
Following ad objectives, you will find
Awareness
Reach : Select awareness if you want to drive high reach and visibility to the target audience. Select as much as your budget allows you.
Consideration
In the consideration box, the following options are given:
- Traffic: Lead users to the particular website.
- App install: Dispatch users to the Appstore to evoke them to download or install the App and read the app information.
- Video Views: Maximize the video views by encouraging the audience to watch them.
- Lead generation: Generate the leads for the particular website from the TikTok app.
- Community Interaction: Increase engagement, interaction, and traffic of the audience on your TikTok account.
Conversion
Turning the leads into conversion, Consumers take a particular action on the website like purchasing the products or services or adding to their cart, etc.
Step 4. Set the Name and Budget for the Campaign
The name of the campaign should be direct, distinct, and depicts the campaign’s objective. It should be easily recognized by the team members. The character limit for the name is about 512.
The cost of the TikTok ad depends upon the budget that you set. You will set the budget for the complete campaign and ads groups. Before selecting the budget, consider the options of the budget
There are three kinds of budgets
No-Limit Budget
In this budget, there will be no automatic stop, you cannot set the amount of the budget until your campaign ends.
Daily Budget
In this budget, you can set the amount of budget you want to spend on your ad every single day. 1. Lifetime Budget
In this budget, you can set the amount of the budget you want to spend on the entire campaign running duration.
One point to note is that whatever type of budget you select, select a required minimum budget which is $50. The daily budget for the ad groups should be at least $20. Lifetime budgets are calculated according to the daily budget and the number of days you set for the campaign.
Step 5. Name the Ads group and ads Placement
Devise an ad group and give a name that depicts the audience, the campaign’s budget, and ad placement.
Each Ad group can feature a diverse arrangement. You can choose how and where your ad should appear on TikTok and other relevant platforms like BuzzVideo, BaBe, Pangle, etc. If you recently initiated the ads campaign, select ‘Automatic placement’. It will help you in maximum reach and awareness. You can also add it to news feed apps.
Step 6. Automated Creative Optimization
By turning on Automatic Creative Optimization, it will automatically generate a variety of ad formats like videos, images, ad text, etc. But the system will solely display those formats which have high performance.
Step 7. Set the Target Audience
Select the target audience according to their demographic information like their Gender, Age, Language, Location, Interest, and Behavior. Also include those audiences who showed engagement with your content before.
Step 8. Set the budget and Schedule for the Ad group
Previously you set the budget for the campaign, now you need to set the budget and schedule for the ad group.
Choose the budget daily or lifetime and schedule the timing from the start and end date. There is a ‘Dayparting’ option in the setting where you can plan to run the ad for a particular time of the day.
Step 9. Optimization goal and Bidding procedure
Previously the objective of the campaign, you have already optimized it. Here, it may automatically determine this goal, if not, you need to fill it out again. Choose the optimization goals:
- Clicks
- Reach
- Conversion
Now select the Bidding Strategy. Three options will be given:
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Bid Cap
In this strategy, you can set the maximum amount per click(CPC), per view(CPV), or the maximum amount per 1000 impressions(CPM)
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Cost Cap
In this option, the ads are designed to make the cost per result lower than the specified amount i.e average. The purpose of it is to keep the average cost/result should be at or below the target.
You can see the instability in the cost of TikTok ads. But it can be balanced to the preferred amount.
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Lowest Cap
In this strategy, the system uses the budget to generate a high amount of results at the lowest cost per result.
Step 10. Delivery format
Choose the Delivery type, whether you want the Standard one, in which your budget will spend evenly/equally per time in your ad running duration. Or do you want an Accelerated one, in which all of your budgets will be spent to get the maximum amount of results in the shortest possible duration?
Step 11. Design the Ads
Finally, your ad group is created now it’s time to fill them with ads. Each ad group has a space of 20 ads. Your ads can be in the form of videos, images, or spark format.
You can create the ad or you can upload the existing images, and videos, you can also use the tool provided by TikTok to create the ad.
Once you finally select the ad select the thumbnail and enter the text and website URL. Tap the submit option to send the ad to be reviewed.
Another procedure is to boost the previously existing content and use them as an ad. For this following steps should be followed:
- On the TikTok, profile click the 3-line icon
- Click the creator option
- Tap the promote
- Choose the content that you want to advertise
- Pick the objective of the advertisement
- Select the target audience, their demographics, budget, and ad running duration ● Tap Next
- Give the payment detail
- Tap the start promotion
Step 12. Analyze the ad performance
Once your ad campaign becomes streaming live, you can analyze its performance. You can view your TikTok analytics when you visit the TikTok ad manager’s Dashboard or Campaign page. A dashboard assists in providing all data related to the different campaigns. A Campaign page assists to provide a more precise, micro-analysis of each ad campaign performance separately.
Promotion Tactics for Ad Optimization
Only employing the ad is not enough to gain a high reach. You need to follow the following tactics that many successful brands are using.
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Collaboration with Celebrities
When you collaborate with celebrities and influencers who have already established loyal fans. It will help you to expand your reach. When users see their favorite celebrities are affiliated with the brand, they will more likely show interest in your brand as well. Search for those celebrities and influencers who are under your target audience or who are already using your product. You can launch a new campaign with influencers or use the influencer’s existing content that resonates well with the brand voice in your ads.
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Analyze the ad performance/ A/B testing
Analyzing the ad performance is a vital procedure for running a successful ad campaign. It will help you to analyze which works best and bring improvement, facilitating overall advancement. Also, help you to generate solutions and strategies for future campaigns. ● Use branded hashtag
Use the relevant trending hashtag or create your own branded hashtag and incorporate it into your content. It helps the consumer to find your brand and products when they search through this hashtag.
- Understand the TikTok algorithm
- Be True and authentic
TikTok preferred video ads that are direct, positive, and genuine. Make the ad content that mirrored the company value and is relevant to the brand. Try to integrate user-generated content into your ads. It will increase the positive impact of the brand. A well-known example of this is speaking to the audience by directly looking at the camera.
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CTA action
Add a caption and text to highlight the call to action. Text ad captions boost the ad’s impact. ● Be Direct
You can make a 1-minute video ad. But TikTok preferred the videos having 21-34 seconds duration. You have limited time to make it eye-catching. For catching the attention of the audience in the first glimpse, highlight the vital message in the first three seconds. Most of the successful ads used this tactic.
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Use Sound In ads
93% of successful TikTok ads use audio in their videos. 73% of the audience watches the ads with audio. Usually, fast-track music videos have a high view-through rate. According to TikTok any kind of ad with audio increases the impression.
Final Thoughts
Advertising on TikTok or any other platform, there is no specific formula for generating mesmerizing content. You need to work to find the right way that performs well for you. Use the innovative features of the app and try out different ad formats, budgets, and other factors to find the amazing tactic that works best for your audience. In short, it is the story of trial and error.
