January 26, 2022
At Conduit Digital, we have hundreds of conversations with agency owners each year. In recent months, TikTok advertising has become a ubiquitous topic that many agencies want to learn more about.
Well, you asked and we’re here to deliver. Here’s our guide for creating killer ads on TikTok. If you are interested in launching TikTok campaigns for your client, schedule a quick 20-minute discovery call with us today:
TikTok is the fastest-growing social media platform in the digital ecosphere today. According to a report from SocialMediaToday, TikTok is projected to surpass 1.5 billion users this year.
The largest age groups that use the platform are 10-19, 20-29, and 30-39. Each of these age groups has an average household disposable income ranging from 30,000$ to 89,000$ USD. This presents an incredible opportunity for agencies that serve B2C clients that are seeking to drive conversions such as online sales and app installs.
However, this does not mean that opportunities are nonexistent for B2B clients. Approximately 37% of United States business owners are within the 20-40 years of age. This figure aligns directly with the second and third-largest age groups on TikTok.
Similar to other paid social channels, TikTok features an Ads Manager platform for advertisers. Your client’s ads are then sorted into three categories in descending order: Campaigns, ad groups, and ads.
The campaign is the stated objective of your advertising efforts and budget. It is the broadest category for organizing your TikTok ads.
Think of campaigns as the “big picture” umbrella for your ad groups and ads to live under. For example, a campaign for a fashion company might be “Spring 2022 Collection” with the intention to promote the brand’s newest releases across the entire line.
On a technical level, TikTok provides specific campaign goals for advertisers to select from. These are broken down into three categories: Awareness, consideration, and conversions. From there, you can choose which subcategories you want to build your campaign around. These might include maximizing reach (awareness), increased site traffic or app installs (consideration), product sales (conversions), and a variety of other objectives.
After choosing your objectives, you may also opt to control the budget at the ad group or campaign level and have TikTok optimize the spend towards what it views as the top-performing ad groups within your campaign.
During the campaign setup phase, you can also determine your client’s budget. You can choose to set a specific dollar amount or proceed without a budget limit. TikTok operates on a bid model for their ad placements, and advertisers can select one of three bidding strategies: Bid Cap (maximum amount per user action), Cost Cap (average amount), or Lowest Cost.
Ad groups refer to specific sub-campaigns that all contribute to the larger initiative. These are campaign-related messages targeted to specific audiences. If you have separate creatives for a fashion company’s “Spring 2022 Women’s Collection” and another for “Spring 2022 Men’s Collection,” you can divide these into different ad groups with their own targeting parameters.
Currently, TikTok allows advertisers to target users based on the following four criteria:
To further optimize your campaign, TikTok allows advertisers to create scheduling parameters for their ads. This ensures that your ads are delivered at specific times of the day or at a consistent rate to prevent creatives from serving at moments of typically low engagement.
Ads are the actual creatives that are served to users’ devices via impressions. Currently, ad groups can house up to 20 ads each. TikTok allows advertisers to create video ads directly on the platform or upload ones that were developed off-app.
Another option that advertisers can select is Spark ads. Similar to boosted posts on Facebook or Instagram, you can create a Spark ad by allocating a portion of your budget to extending the reach of your organic posts to more users.
TikTok also offers additional formats to managed brands, which are companies that work directly with the platform’s sales team. These other options include:
At Conduit, we work directly with a dedicated Tiktok representative and have access to an agency-level business center that allows us to access managed brands formats. This creates new opportunities for your client to add dynamic new campaign creatives to best meet their advertising goals. In fact, we just finished running both the branded hashtag and branded effects campaigns right before we posted this!
Though there are multiple ad formats, TikTok divides them into two main categories: image and video. Keeping this in mind, here are some general creative guidelines for a high-performing campaign:
Develop creatives that appeal directly to the ideal users that receive your ads. Use your ad group’s targeting parameters to influence the messaging, visuals, and features that you will be including in your content.
TikTok built its entire platform on high-engagement, short-form content. Though you can create a video up to 60 seconds in length, try to keep your creatives under 35 seconds when able. This will help avoid the dreaded ad fatigue and prevent users from scrolling onward.
When creating a new video for your TikTok campaign, do so with a mobile display experience in mind. Record videos vertically so that your ads can fill up the entire screen without any lost or unused screen space!
TikTok recommends placing your ad creatives near the center of the image or video whenever possible. This will prevent these assets from potentially being cut off by the screen dimensions of a user’s device.
TikTok boasts over 50 million users daily in the United States alone. Social score and frequency are important, but serving the same creatives on a neverending loop can also contribute to ad fatigue among your client’s target audience and reduce a campaign’s performance potential.
Treat your TikTok campaign as a living, breathing, evolving entity. Plan to update your ads with new creatives to keep your content fresh and relevant on the user’s feed.
Utilize the wide variety of creative features that TikTok provides to advertisers. For example, include audio in your creatives along with text so that the user has a fuller understanding of your campaign messaging and can easily take the next action after experiencing your ad.
Keep your ears close to the digital ground to identify new creative trends on the platform. Don’t be shy to integrate them into your ad creatives! This will aid in creating more “natural” feeling ads that will better complement the organic content your target audience is already consuming.
Like all social platforms that offer video advertising, TikTok provides technical guidelines to ensure that your creatives can be served to as many devices as possible. When preparing your assets, make sure they satisfy these requirements:
As the premier white label digital performance solution for successful agencies, our Paid Social Team at Conduit digital drives billions of impressions for our partners’ clients each year. With a direct business representative at TikTok along with our agency-level business center, we provide your agency with a secret weapon to confidently say “yes” to can’t-miss opportunities.
The best part? We make it simple to get started. Just send us an Insertion Order with your client’s campaign goals, budget information, and creative assets and you’ll see your campaign data come to life with our custom 24/7 Live Reports!
Make a resolution to scale your agency with the power of TikTok advertising this year. To get started, schedule a quick 20-minute discovery call with us to learn more about the power of partnership!