Is It Time To Advertise on TikTok?
TikTok For Business is making moves to mirror the world-class advertising platform offered by Meta for campaigns across Facebook and Instagram. TikTok’s developers have made massive strides in how the new ad engine allows businesses to promote and target content to TikTok’s growing userbase of one billion people worldwide.
As of 2022, TikTok has closed the gap and found itself with slightly more users than Facebook Messenger, closely trailing WeChat.
Graphics and data provided by Statista
The newest iteration of the TikTok ads manager is so similar to Meta’s that you might even forget you aren’t using a Facebook product. In a familiar feeling interface, marketers now have the ability to choose goals, narrow their audience and budget, and start creating content.
Awareness
This goal is best left to campaigns with huge budgets and massive brand power. If “reach” is your only motive behind sponsoring content, Awareness is for you!
Consideration
The second available goal type is great for non-converting traffic. If you simply want users to click through into your website, view a video, or engage with your post, this setting optimizes your add to spur that type of user behavior.
Conversion
TikTok’s third goal type is the most common: Conversion. For campaigns intended to deliver an audience who will make a purchase, book a service, or otherwise take an action, this setting is ideal.
The available demographic settings on TikTok are surprisingly more similar to Meta’s than Snapchat. TikTok retains and assumes a ton of relevant information about their users, allowing us to target them based on the following criteria:
If you’ve never used TikTok before, creating an ad that will perform well on the platform may be a challenge. Paid content is displayed alongside normal content so the best possible ad creative will feel like an organic post. Save the TV-style ad ideas for YouTube!
TikTok ads can be created from pictures or a video and are expected to contain textual copy on top of either media. Music can also be added, along with any of the following button types:
Similarly to Google Ads, Facebook Ads, and all of their other competitors, the developers at ByteDance also invested heavily in their analytics software. As soon as your ads go live you will be able to measure common metrics like clicks, views, budget usage, and conversions.
One feature that isn’t easy for digital ad newcomers is the TikTok Pixel. Within the ad settings menu you will find a chunk of code that needs to be embedded into your website. This simple script will send information back to TikTok about the users on your site in order to measure how much of your paid traffic is making purchases, downloading coupons, and taking other actions on your content. Be sure to install and test your pixel before activating an ad campaign! Also remember that the pixel will report user metrics to TikTok for all users on your site, not just the ones who clicked an ad. You may need to adjust your privacy policy and/or cookie statement to disclose that.
Even with their new and improved advertising platform, TikTok is still limited by a few important factors:
If you’re considering TikTok Ads for your business, feel free to contact us for a free evaluation. We only recommend this type of advertising to a very specific type of client whose scenario makes it possible to achieve a positive ROI. For 95% of businesses, TikTok Ads still do not present a good opportunity.
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