How to Run Ads in TikTok Ads - Step-By-Step Instruction 2021

 TikTok is a service for creating and watching short videos from China. The application was launched in the summer of 2018. It is the fastest growing social platform both in the world and in Russia, the new world leader in the number of mobile app downloads: more than 500 million users have downloaded the TikTok app on Google Play. According to MediaScope in Russia, 29 million people use the app every month.

A year ago, TikTok was considered an app for schoolchildren, but now audience data suggests that users of the social network have matured. Representatives of the platform say that in 2020, a third of the audience will be users from 18 to 34 years old.

TikTok now has not only teen bloggers but also "adult" celebrities, big brands. International companies like Huawei, McDonald's, Red Bull, Calvin Klein, Uber are actively promoting their brand on the site. Russian brands are not lagging behind - in TikTok, they carry out challenges and advertising campaigns for Sberbank, the clothing brand Tvoye, Megafon, Yula, Magnit, and others.

TikTok makes it possible to promote not only through challenges and other SMM mechanics but also through targeted advertising in the application. If you haven't tried promoting your brand yet, then it's time to start. In this article, we will tell you about the features of the account, formats, targeting, and, in general, how to get started and set up advertising in TikTok Ads.

Campaign level: goals and analytics

Advertising on TikTok is launched through the TikTok Ads Manager ad account. By analogy with other targeted advertising platforms, the very first step when launching a campaign is to choose a promotion goal. Now there are five of them in TikTok: reach, traffic, mobile app installs, video views, website conversions.

The Reach goal is to show your ad to the maximum number of unique users. Choose "Traffic" if you need transitions to the site, to download the application, select "Installs of mobile applications". The Video Views' goal is to ensure that users watch your video content to the end; "Conversions" - to increase the number of targeted actions on the site.

Before creating an advertising campaign for the purposes of "App Installs" or "Conversions", you need to connect the mobile application to your account and install the TikTok pixel on the site. These are important steps to help you optimize your ads further.

• We connect the mobile application to TikTok Ads
• Set up TikTok integration with app analytics services (Appsflayer, AppMetrika, and others).
• In TikTok Ads, go to the Assets - Event tab.
• Next, App Event - Manage.
• Click Create New App.
• Enter links to the app store, separately in the AppStore and GooglePlay.
• Choose the app analytics service you use from those supported by TikTok.
• Paste the link that the mobile attribution platform generates.
• Select the events you need to track.
  
  

• Installing the TikTok Ads pixel on the website

• Go to the Assets - Event tab.
• Then Website Pixel - Manage - Create Pixel.
• Give a name to your pixel, choose the type of installation: manual or through a partner. For manual installation, you can use standard mode or developer mode. The latter allows you to set your own event rules.
• Copy the code and paste it at the top of the header section on all pages of the site.
• If you are using the integration with a partner, select the appropriate one (Shopify or Google Tag Manager) and follow the instructions from the partner.
• After setting the pixels, you need to create events - targeted actions that you need to track on the site. Choose a set of events appropriate for your business. Give each of the events a name, value, currency.
  
  

  Ad group level: all important settings

The settings at this level partially depend on the purpose of the advertising campaign, but in general, here we will set up placements, target audience targeting set a budget, and a bid.

Choosing placements

Places to display ads can be selected automatically or manually, but please note that not all options are available in Russia:

TikTok itself;

a social network for Hindus Helo;

Pangle is a global network of premium publishers, available in a number of countries, including Russia, where TikTok estimates an audience of 55–67 million users;

applications with news feed TopBuzz, BuzzVideo, News Republic, and others are also available in the Russian Federation.

If you do not know what to choose, use automatic configuration. Better yet, separate your ad groups by placements to determine which one will be more effective.

Activate the Automatically optimize creatives radio button if you want the ad system to select the creative and text bunch to display on its own. This setting is useful for display campaigns. When evaluating the effectiveness of performance campaigns, be guided by TikTok statistics: the data on conversions in TikTok and analytics systems may differ due to the attribution of the advertising platform.

If you use analytics services to track conversions, then choose the creatives to serve on your own. This way you can turn off ineffective ads in a timely manner, otherwise, the entire budget may go to a bundle that is effective only according to the site's version.

Setting up targeting

With the choice of the target audience, everything is pretty standard - just like in other advertising profiles of social networks.

You can set up a custom audience based on a list of customers, site visitors, app users, or those who have interacted with your TikTok ads, look-alike based on them. This custom audience can also be excluded from targeting.

It is important to note that custom audiences will be available after a minimum of 30 days of running ads.

Then set the socio-demographic settings: country, gender, age, and language of the target audience. For Russia, you can choose narrower geo - to the region. Only Moscow and St. Petersburg are accessible from the cities.

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