How do advertisers place ads on TikTok?
If you are curious about TikTok marketing, but don't know where to start, this section can help you understand how to run auction ads on TikTok. Next, take how e-commerce advertisers place advertisements on TikTok as an example to familiarize everyone with the marketing process of TikTok.
Step 1 Open an account
To open a TikTok account, contact an agency. To open an account on TikTok, all you need is a company license and a promotion link. It usually takes one working day to get the result.
Step 2 Set up promotion series
Before creating an ad, first consider what your business goals are. To choose the right campaign objective, you must understand the business objective you want to achieve, which is the action you want users to take when they see your ad. The promotion goal of e-commerce advertisers is behavioral conversion. Behavioral conversion refers to attracting users interested in the business to buy, or use goods or services. Such as: Anna opened several new branches. They can use the add-to-cart goal to create a campaign that drives potential customers to the site to place an order.
Setting budget limits for campaigns can help you better allocate your advertising budget, control your ad delivery, and measure your ad delivery performance.
Step 3 Set up ad groups
1) Placement
When creating an ad group, you can select one or more products as a platform for advertising. The platforms and placements on which ads are served are called "ad placements," and you can choose between "auto placements" or "edit placements." It is recommended that you choose "smart placement", that is, the system will automatically launch on multiple platforms at the same time, covering more users and bringing more traffic.
2) Promotion target
In the "Promotion Object" section, you can fill in the "Market Link/URL" for the application or landing page to be promoted, and fill in the "Category" and "Keywords" to further describe the promotion target.
3) Programmatic creativity
Procedural creativity is a tool for automatically combining and delivering high-quality creative materials. When "Programmatic Creativity" is enabled, the system will automatically combine the creative materials of advertisements with high quality according to the audience, select each component of the advertisement (pictures, videos, copywriting and action-oriented copywriting, etc.), and generate different creative solutions. Programmatic Creative is off by default. Generally, APP is used more, and e-commerce is not recommended to use it.
4) Orientation
In the "Targeting" section, you can define the target audience by defining dimensions such as "Gender", "Region", "Age", "Language", "Interest", "Network Status", and "System Version". You can also upload audience packs independently. Ads will be served based on a limited audience, showing ads only to those you want to reach or acquire.
5) Budget & Schedule
By setting "budget", "delivery speed", "schedule", and "partition", you can decide how much budget to invest in the advertisement, how to deliver it, the date range of delivery, and the time period for delivery. Under "Budget," set a "daily budget" or "total budget" that you'd like to spend on this ad group. Ads will be served according to the set budget, and ad consumption will not exceed the set budget. Currently limit the "daily budget" to at least $20.
6) Bidding & Optimization
Under the "Bidding & Optimization" section, set the "Optimization Goal" and "Bidding" of the advertisement, and bind the relevant conversion events to monitor the effect of the advertisement. Decide how to optimize your ads and what bids you're willing to pay based on your campaign goals and expected performance. The ad auction system will place ads based on "optimization goals" and "bids", and ads will be billed by CPM, CPC or OCPC. (Note: CPM is currently only available for TopBuzz/BuzzVideo/NewsRepublic/Vigo)
Step 4 Create an ad
After creating the ad group, click "Next" to enter the ad creation page. At the ad group level, create ad creatives by uploading creatives (images, videos), or using the ad creative tool. The TikTok advertising platform currently supports both image and video ad formats, and different placements will correspond to different material formats and requirements.
Step 5 Platform audit
After the ad is created, TikTok reviews the material. Currently all ad reviews are manually reviewed by staff. If the material has not been reviewed after 16 hours, you can contact the agent to urge the review.
Step 6 Advertising
Once your ad has been reviewed, it will automatically start running.
5. The effect of TikTok advertising
The effect of TikTok advertising can only be known after it is launched. There are many factors affecting the advertising effect. By updating popular products, paying attention to material innovation, targeting target audiences, and advertising creative trial investment, the content of advertising is well done. For TikTok, material is important. I would like to share with you the material suggestions for four categories of advertisers:
1. E-commerce customers: prices, products, promotions, live models, etc.;
2. Game customers: first-person perspective, close-up, special effects, detail display;
3. Tool customers: warnings, process diagrams, renderings, etc.;
4. Tourism customers: fresh natural map, character status map, etc.
If the selection and advertising materials conform to TikTok’s tonality, and after the account is optimized, TikTok can quickly bring in extremely high profits. Ruyi, an e-commerce customer with a comprehensive station group, decided to launch men's fragrances in Saudi Arabia through TikTok after referring to the current selection suggestions in the Middle East market. On the second day after the advertisement was launched, the conversion volume reached 62 orders. That day, 62 people clicked on and bought the fragrance after seeing the In-FeedAds information feed advertisement placed by TikTok. After two weeks of launch, the average daily conversion is around 40. And the ROAS (target return on ad spend) that advertisers are most concerned about has reached 10:1. This means that advertisers earn $10 for every $1 they spend on shopping campaigns. And because TikTok attracts young people who may not use Facebook or Google in user habits, TikTok can attract more new young audiences for brands.
*Tips for putting on TikTok:
1. Avoid garbled characters and typesetting problems when opening the landing page under the local network;
2. The TikTok user group is young, and it is recommended to choose products that are young;
3. Keep all information consistent, such as discounts, otherwise the creative will be rejected;
4. When the place of delivery is unique, the language shall be consistent with the official language of the place of delivery;
5. The logo of other brands should not appear in the creative;
6. Material copyright issues: materials/soundtracks/characters/brand trademarks/copyrights need to be authorized.
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