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TikTok is a powerful advertising platform for businesses. This guide will show you how to set up, launch, and optimize TikTok Ads campaigns to increase sales, followers, or leads.
Part 1: Setting Up Your TikTok Ads Account and Pixel
If you don’t have a TikTok Ads account, sign up at this link. After signing up, complete your account information and add a payment method.
Installing the TikTok Pixel:
The TikTok Pixel is a powerful ad tracking tool that helps you understand user behavior on your website after they interact with your ads.
To install the Pixel, go to Assets > Events and select Web Events. Name your Pixel after your website, choose Manually install web event code > Use Event Builder. Copy the Pixel code and paste it into the <head> section of your website (you can use a plugin on WordPress).
Verifying the Pixel: Install the “TikTok Pixel Helper” extension on your Chrome browser to check if the Pixel is working correctly.
Setting up conversion events: Track important user actions, such as filling out a contact form. In the Event Builder, choose the action (e.g., Form Submission), enter the destination URL (e.g., /thank-you), and complete the setup.
Part 2: Creating a TikTok Ads Campaign
Go to Campaign and select Create.
Advertising Objectives:
- Awareness: Increase brand awareness (suitable for large brands).
- Consideration: Drive website traffic, video views, and generate leads.
- Conversion: Increase app installs and website conversions (suitable for sales and lead generation goals).
- Community Interaction: Increase followers and TikTok page visits.
This guide will focus on the Website Conversions objective.
Campaign Settings:
- Campaign Name: Use a descriptive name.
- Budget: Minimum $50/day. Recommended to start with $20/day and gradually increase.
- Campaign Budget Optimization (CBO): Disable when starting to control the budget for each ad group.
Part 3: Setting Up an Ad Group
Ad Group Name: Use a detailed description of the target audience, for example: “US_All Ages_Male&Female_Interest Lamps_Expanded Targeting”.
Choose Pixel and optimization event: Select the Pixel you created and the important conversion event (e.g., Add to Cart). Note that you need at least 50 conversions/week for TikTok to optimize effectively.
Placement: Select TikTok only.
Additional Settings: Keep the default settings for allowing comments, downloads, and video sharing. Turn off Automated Creative Optimization.
Part 4: Building Your Target Audience
Target by:
- Demographics: Location, language, gender, age, household income.
- Audiences: Use Custom Audiences (based on website data, ad interactions…) and Lookalike Audiences.
- Interests and Behaviors: Choose interests related to your products/services, video interactions, hashtags…
- Devices: Operating system, model, carrier…
Expand Targeting: Enable this to allow TikTok to find more potential users.
Part 5: Creating Your Ads
Video: Use vertical, high-quality videos that don’t feel like traditional ads.
Effective Video Structure:
- Engaging Hook: For example: “Tips to help you…”, “Having trouble with X? Here’s the solution…”.
- Content: Introduce your product/service in an interesting, educational, or inspiring way.
- Call to Action: For example: “Shop Now”, “Learn More”.
Leverage the “Automated Creative Optimization” feature: TikTok will automatically generate multiple ad variations from your original video. (Note: While the original text suggests turning this feature off earlier, this section suggests using it. Consider revising for consistency.)
Text: Keep it concise and engaging (maximum 100 characters).
Call to Action: Choose the appropriate call-to-action button.
Part 6: Optimizing and Scaling Your Campaign
Phase 1: Test 3 different ads with a budget of $25/day for 3-7 days. Identify the most effective ad.
Phase 2: Duplicate the ad group with the winning ad, test Automated Targeting. Compare results after 2 weeks – 1 month.
Phase 3: Duplicate the winning ad group, create 2 more similar ads, increase the budget to $100/day or more.
Conclusion
TikTok Ads offer many opportunities for businesses. By following this detailed guide, you can build a successful advertising campaign on TikTok.