How to Win with TikTok Ads – Your Guide to TikTok Advertising Success

As the largest global mobile video platform with 1 billion active users each month, TikTok offers brands a powerful and effective channel to create engaging user experiences. Like other ad platforms, TikTok advertising comes with a learning curve. This guide is going to help you shorten your learning curve and get better results sooner rather

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As the largest global mobile video platform with 1 billion active users each month, TikTok offers brands a powerful and effective channel to create engaging user experiences. Like other ad platforms, TikTok advertising comes with a learning curve. This guide is going to help you shorten your learning curve and get better results sooner rather than later.

Who uses TikTok?

More than a billion people every month use TikTok to watch music videos, comedy, challenges, and more. Stats for TikTok users reveal how much the platform has grown.

TikTok is a well-known app that can be found in over 155 countries and 75 different languages. Over 1 billion users are currently online each month, with both men (53%) and women using the service (47 percent).

Previously, many businesses felt TikTok was only good for reaching the very young age demographics. Now, that is simply not true.

24 percent of TikTok’s global audience are women between the ages of 18 and 24 years, while male users of the same age make up approximately 18 percent of the platform’s audience. The online audience of the popular social video platform was further composed of 17 percent female users aged between 25 and 34 years, and 14 percent of male users in the same age group. (source).

Doesn’t that mean it’s still a platform for young people? Well, yes, in a way. But consider the opposite of the data:

27.3% of TikTok’s audience is over the age of 35. That’s over 382 million monthly users your business could reach each month.

If you’re serious about advertising on social media, TikTok is a brilliant choice because of its reach and popularity.

Who Uses Tiktok?

Why Should Business Use TikTok Advertising?

So how is advertising on TikTok different from that on other social media channels? Why should you try it out for your brand?

We think there are excellent reasons for adding TikTok advertising into your ad lineup. Here’s a quick summary of the most interesting reasons.

TikTok Ads Hit Every Demographic

People in every age group use TikTok. If your business targets 43-year-old male business owners, TikTok has them.

If you’re advertising to 22-year-old female college grads, TikTok has them, too. As we mentioned above, every age group uses TikTok, though there is still a larger segment of younger users.

High-Income People Use TikTok

TikTok has a wide range of users, including the young and the wealthy. Forty-one percent of TikTok viewers have annual incomes of $100,000 or more. In the business sector, decision-makers use TikTok, making it an ideal marketing platform for companies seeking to reach these individuals. It’s not as formal as LinkedIn, which is often seen as the premier B2B platform for reaching business leaders.

TikTok Boasts a Higher ROAS

TikTok’s paid media ROAS was 14 percent higher than the average for all digital media models in the United States, and 64 percent higher in Europe. In addition, sales results were twice as good as the standard for digital media in the United States.

TikTok campaigns that use in-feed video ads see a significant uptick in views and comments. Improved ad placement in the TikTok app can achieve increased performance and weekly, as shown by the US model.

The TikTok Ad Algorithm Works Very Well

When a user opens TikTok, they see an ad. More ads appear at the pace of roughly one ad for every eight videos watched. TikTok’s algorithm works to keep users engaged on the platform for as long as possible. “In fact, TikTok is the most engaging of all social media apps, with an average user session of 10.85 minutes.” (“23 Important TikTok Stats Marketers Need to Know in 2022”)

If you want more details about why TikTok is so good for advertisers, check out our article “Why Advertise on TikTok?

Tiktok Marketing

Types of TikTok ads

In-feed ads, Brand Takeover ads, Top View ads, Branded Hashtag ads, and Branded Effect ads are just some of the advertising options available to businesses on TikTok. These advertising formats can achieve various campaign objectives.

Let’s have a quick look at each one to see how they can help your business.

  1. TikTok In-Feed ads

As visitors go through the “For You Page,” TikTok In-feed advertising are the video advertisements that are presented inside the native news feed. They are a seamless addition to the TikTok broadcast. Make your ad more appealing by making it a full screen in-feed advertisement.

Snappy visuals, trendy sounds, and humour combine to make super attractive videos. Users can interact with TikTok advertising videos by liking them, commenting on them, and sharing them.

  1. TikTok Brand Takeover ads

TikTok Brand takeover advertisements appear as soon as users launch the TikTok app, take control of the screen for a brief period of time, and then transition into an In-feed video advertisement. They also appear on the “For You Page” as still images, videos, or GIFs with links that can be clicked and taken to different landing pages within TikTok. Because the advertisements are presented to the appropriate demographic, they successfully generate widespread awareness and drive sales. You can also make and add your own unique logos to increase the likelihood that viewers will keep your brand in their minds and help them remember it.

  1. TikTok Top View ads

TikTok top view ads are intended to increase brand exposure and function in a manner similar to brand takeovers. The primary distinction is that Top view advertisements do not immediately cover the screen when users sign in. Instead, after a delay of three seconds, they take up residence in the first In-feed post. After that, the ad displays up to one minute of full-screen video that will automatically play with the sound on.

  1. TikTok Branded Hashtag ads

Another popular ad on TikTok is the brand hashtag. It involves telling people to record themselves dancing or doing something else related to the product and post the video with a certain hashtag. These ads show up at the top of the discovery page. When users click on the hashtags, it takes them to landing pages on TikTok and a collection of other videos from the same hashtag challenge. TikTok hashtag challenges increase engagement and raise brand awareness.

How To Win With Tiktok Ads

  1. TikTok Branded Effects ads

TikTok’s branded effects make it possible for companies to create advertisements using the app’s own personalised filters. The advertisement may run for a period of up to ten days at a time and is an excellent tool for boosting user engagement.

Using a combination of ad types and formats will help your business accomplish its advertising goals. Whether you want to increase brand awareness, bring more visitors to your website or store, or launch a new product, these ad formats give you the options you need to succeed.

How to Set Up Your TikTok Ad Account

So, let’s cover how to get started. The setup process isn’t super complicated, and you’ll be able to run ads in no time.

Here is the general setup process, which is similar to just about every other website you’ve already registered with:

  1. Launch your business account
  2. Tell TikTok about your business
  3. Add billing info
  4. Choose your payment type

After these basic steps, you make your first actual choice: the Ad Manager mode.

Decide on your Ads Manager mode

You have the option of selecting either the simple or custom mode for the Ad Manager.

Your advertisement is constructed in stages across both choices. You begin by creating a campaign overview, then define your ad group, and ultimately develop your individual advertisements.

The following is the key distinction between these two modes:

  • In Simplified Mode, creating advertisements is kept uncomplicated and streamlined by having TikTok’s algorithm do most of the work.
  • Advertisers have complete control of their advertisements when using the Custom Mode, which includes access to a variety of sophisticated customization options like as A/B testing, audience targeting based on video and creator interactions, and ad combinations.

It does not lock you into the mode that you choose; you are free to switch.

Set up the TikTok Pixel

Similar to Facebook, the site comes equipped with its own pixel that enables you to monitor the effectiveness of your advertisements. Installing the TikTok pixel, which is a piece of code, on your website can allow you to track the activity of visitors to your site, as well as sales and other occurrences. These will assist you in targeting the appropriate users on TikTok with your advertisements.

You can monitor the success of your advertisements and conversions using the TikTok pixel, which is based on the events that you specify. This may include the number of page visits, downloads, items added to carts, and purchases made. In addition, the pixel function will assist you in targeting viewers who are likely to interact favourably with your advertisements. Retargeting campaigns are possible, as well as the creation of Custom Audiences, Lookalike Audiences, and Lookalike Custom Audiences for visitors to your website.

How TikTok Reviews Ads

It normally takes 24 hours to assess your ad once you submit it for consideration. Make sure your ad complies with the platform’s ad guidelines and policies to avoid any delays. Before sending in your advertisement, use this handy checklist to make sure it’s perfect.

Website landing page:

  • Works well on standard and mobile devices.
  • Meets or exceeds the claims made in the advertisement.
  • Matches with the ad’s stated product name.
  • Specifically aimed at that region’s language.
  • Doesn’t add files to a user’s device without their permission.

The ad:

  • Lacks any typos or grammar mistakes.
  • Uses sound.
  • Ranges from five seconds to sixty seconds.
  • Contains no unnecessary punctuation, spacing, numbers, or capitalization.
  • Identical to the description.
  • Is localised into the language of its intended audience (or includes subtitles)
  • Contains no restricted items or services. Here is the complete list of restrictions.
  • Does not have a pixelated or fuzzy appearance.
  • Uses the usual video aspect ratios of 9:16, 1:1, and 16:9.

How to set up a TikTok ad campaign

Setting up a campaign isn’t that difficult. However, if you are not an experienced ad manager, we strongly suggest consulting with or hiring a professional. Getting the best results from your ads is a real skill.

If you intend to do it yourself, here’s how to get started.

  1. Determine your goal

Simply go TikTok Ads Manager and select the Campaign tab to begin going. Three groups make up TikTok’s seven advertising goals:


  • Expose your ad to the widest possible audience (in beta).


  • Send people to a certain web address (URL).
  • Promote your app and get people to install it on their devices.
  • Ad Plays: Increasing Video Views
  • Create leads with a blank Instant Form


  • Conversions are when visitors complete the desired activities on your site.
  • Sales Catalog: Dynamic advertisements based on your products and services
  1. Give your campaign a name and a budget

Choose a moniker for your campaign that will stand out to your group. 512 characters is the maximum allowed.

You can specify a campaign budget of “No Limit” if you have unlimited funds or if you’d rather allocate more money to individual ad groups than to the entire campaign as a whole. Otherwise, select a daily or lifetime budget for your campaign.

App Installs and Conversions campaign budgets can also be optimised utilising the Lowest Cost bidding approach. TikTok is currently testing a function that suggests a bid for optimal Cost Per Click goals.

  1. Create your ad group and choose your placements

There might be anywhere from one to a thousand ad groups in any given campaign. Advertisement groups can have a name of up to 512 characters.

For every ad set, you have the option of customising its location. There are restrictions on the types of positions that can be filled in various regions:

  • TikTok Placement – Inserted within the For You feed on TikTok.
  • NewsFeed App – BuzzVideo, TopBuzz, NewsRepublic, and Babe, all of which host TikTok ads.
  • Pangle – Placed across the TikTok audience network.
  • Automatic – TikTok is able to automatically optimise ad delivery.
  1. Determine whether or not to use Automated Creative Optimization

The step of making individual ads is where you’ll upload your creative. You can choose to manually create combinations of your photographs, videos, and ad text, or let TikTok do it for you. As a result, only the most successful advertisements will be displayed by the system.

  1. Identify your audience

TikTok advertisements, like those on other social media platforms, can be tailored to reach a certain demographic.

You can target your ads based on a lookalike audience or a custom audience. You can also choose specific targeting options, such as:

  • Gender
  • Age
  • Location
  • Language
  • Interests
  • Behaviors
  • Device details
Identifying Your Tiktok Audience - Tiktok Marketing

  1. Determine your ad group budget and timeline

You have decided on a spending cap for the entire campaign. The advertising group’s budget and airing schedule must now be determined.

Choose a daily or lifetime budget, then set the start and finish times. Dayparting also allows you to schedule when your ad will be seen throughout the day (based on your account time zone).

  1. Determine your bidding strategy and optimise

Determine whether you want to maximise conversions, clicks, or overall exposure before proceeding with optimization. This may be predetermined by the overall purpose of your campaign.

Next, choose your bidding strategy.

  • Bid Cap: Maximum amount per click (CPC), per view (CPV), or per 1,000 impressions (CPM).
  • Cost Cap: An average cost per result for optimized CPM. The cost will fluctuate above and below the bid amount but should average out to the set bid.
  • Lowest Cost: The ad system uses the ad group budget to generate the maximum number of results possible at the lowest cost per result.

Finally, select either standard or expedited delivery. Budgets for standard campaigns are spread out over the duration of the campaign, whereas those for accelerated delivery are used up as quickly as feasible.

  1. Create your ad(s) or use TikTok Promote to boost existing content

As many as twenty adverts may be placed in any given ad group. The name is only for internal use and can be up to 512 characters (it does not appear on the ad itself).

Start by deciding if you want to use an image ad, a video ad, or a Spark ad. Only video advertisements or Spark ads can be used within TikTok itself (as opposed to the TikTok family of apps).

Here’s what the ad creation process looks like in a nutshell:

  • Upload images and videos, or make a video from scratch using Ads Manager’s video template and editing tools.
  • Pick a sample thumbnail from the gallery, or add your own.
  • Follow that up with some text and a link. See how your ad will look, add any necessary tracking links, and then hit the “Submit” button.

TikTok must first review your ad before it can be displayed.

  1. Boost existing content with TikTok Spark Ads

Anyone above the age of 18 can share and promote videos on TikTok Promote. It’s like Facebook’s Boost, except for TikTok.

Here’s how to boost a TikTok:

  1. If you want to use the Creator tools, you can do so by tapping the three-lined icon in the upper-right corner of your TikTok profile.
  2. Tap Promote.
  3. Choose the clip you’d want to advertise by tapping on it.
  4. Pick one of three advertising targets: video plays, website clicks, or social media likes.
  5. Select the appropriate options for target demographic, available funds, and expected campaign runtime, then press the Next button.
  6. You can begin the promotion after entering your payment information.

How much do TikTok ads cost?

TikTok ads are quite new. For this reason, TikTok is confident in charging a higher fee for ads on the platform, secure in the knowledge that its advertiser base will not defect to rivals like Facebook and Instagram.

Advertisements on TikTok begin at $10 CPM (cost per 1000 views). They also have a $500 campaign minimum that must be met. If you want to promote your business on TikTok, though, you won’t use the platform’s official advertisements. Instead, you’re likely to work with an influencer.

We have a guide to help you choose between TikTok Advertisements vs. TikTok Influencer Marketing.

TikTok advertising best practices

Advertising on any platform can get expensive fast, so it’s important to get the best results. Here are seven pro tips for maximising your advertising success on the platform.

Speak for your brand
Users of TikTok seek authenticity. You should check that the content of your advertisements is in line with your company’s core principles and represents your brand accurately. Use your advertising to support the brand image you have built.

Communicate Quickly
Although you have up to 60 seconds to make your message on TikTok, studies have shown that ads between 21 and 34 seconds long have the highest conversion rates. Learn how to get your message across with a few words combined with effective video and images.

Use Vertical Videos
Videos that are oriented vertically perform better than those that are in a square or horizontal format, with an increase in impressions of forty percent. They simply look better on mobile phones, which is how people use TikTok.

Be genuine and unique in your approach
TikTok urges brands to be genuine and creative in their content. Your audience needs to find your creative content to be interesting in order for it to be successful. Your creative content should reflect the image of your brand.

TikTok believes that serious firms should have serious advertisements while trendy ones should have trendy advertisements.

Displaying information that is behind-the-scenes or in-the-moment related to your company can help you achieve authenticity and originality. Your rate of engagement will also grow as a result of this transparency.

Collaborate with influential people who have a large number of followers
Influencer marketing has grown a lot in the past few years. It has reached $16.4B at this point. Because of this, 17% of businesses spend more than 50% of their marketing budget on influencers. No matter what, it is a good way to market.

But if you want the best return on investment (ROI) from your TikTok ads that use influencers, make sure the influencer you choose is someone who would naturally use your product. For you to make sales, their audience must be the same as yours. Also, they should have a lot of likes and shares on their page and a lot of people who follow them.

Don’t stop with influencer marketing; reuse the content and boost it with TikTok ads. This is the key to getting a better return on your investment when you use influencer marketing.

Use trending hashtags and sounds
Want people to be able to find your videos on TikTok? Use what’s in style. More content is being made than ever before by users. This means that new trends appear every day, and as a marketer, you should also look for them.

These trends could help you reach more people. For example, if you make a video based on a hashtag that is popular at the moment, you are likely to reach more people.

Go to the “Discover” page on TikTok to find hashtags. You can use the hashtags and sounds that are popular right now by scrolling through the page. One good thing about this is that it can get a boost in the “For You Pages.”

Also, make sure that the hashtags you use go with what you’re posting. This will let the TikTok algorithm figure out what the content is about and show it to people who are likely to be interested in it.

FOMO, or “Fear of Missing Out,” is a great way to get people interested in your TikTok ads because time or product supply is limited. People will be afraid to miss out, so they will start right away. Without this, users could just ignore the ad and say they’ll check back later, which might not happen.

Test and optimize
Check your TikTok analytics often to find out how well your videos are doing. Look at metrics like views, interactions, and click-through rates, and if you’re not getting the engagement you wanted, change your content strategy.

To learn how to track and test your ads, read our TikTok Analytics guide.


TikTok is a huge platform and a brilliant opportunity for businesses. Now that you know the basics, try making an account and using TikTok Ads to promote your business. While you can run your own ads, we strongly recommend working with a professional marketing agency. As good as TikTok can be, it should form only a part of your overall advertising strategy.


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