Advertising is one of the main weapons used in your business marketing strategy. Currently, advertisements can be served on social media, as evidenced by Facebook, Instagram, and TikTok, which now have their own ad program . In this article, you will learn a complete guide to TikTok Ads that will be useful for your business.
Why Create Ads on TikTok?
TikTok is a video sharing application that was released in September 2016. This application received rejection in Indonesia because the content in it was considered less educational. But as time goes by, as of September 2020 there are already around 30.7 million users of the TikTok application in Indonesia.
So, why should you create an ad on TikTok?
The results of the Store Intelligent Data Digest report made by Sensor Tower in 2020 showed that TikTok was ranked first as the most popular application worldwide. This application succeeded in shifting the position of WhatsApp which had dominated the most popular application ladder in 2019.
In addition, this application made by ByteDance also managed to get almost 987 million accounts until 2020, both on the AppStore and Play Store, this figure accounts for about 37% of the total accounts of TikTok since its release.
Higher engagement rate
TikTok records that there are 22.2 million active users in Indonesia per month. Another interesting fact, it turns out that TikTok users usually spend 52 minutes per day to access this application. This means that there are many opportunities to serve your ad.
Reporting from Katadata , TikTok has an engagement rate of around 5-9%, this number is higher than Instagram which only has an engagement rate of 1-7%. This means, TikTok users are more active and interactive with the content they see, including ads.
Often a trend on the internet
How many times have you heard or read “This is a trending food on TikTok”, “You know this product is from TikTok”, or maybe now you even memorize a song that is viral because it is often used for TikTok content? This opportunity can be one of the reasons why you should display ads on TikTok.
You might consider the three reasons above to consider advertising your products using TikTok Ads. But before that, you must know first, who are TikTok users? Let’s see the discussion below.
Who Are TikTok Users?
Do not know, then do not love. In order to maximize the function of TikTok Ads that you run, you should first identify who the application users are who also acquired Musical.ly. Based on data from WeAreSocial as of January 2021, there are 38.7% of internet users aged 16-64 years who use TikTok.
TikTok also admitted that their application users were Millennials (Gen Y) and Gen Z. In addition, data compiled by Katadata from the Influencer Marketing Hub also recorded the 10 most watched video categories, some of which were entertainment, dance. , sports, beauty and fashion .
However, if your business doesn’t fall into the category that most TikTok users prefer, you can still reach your audience in your own way. Therefore, take a look at some of these types of TikTok Ads to add to your inspiration when you want to create an ad.
Types of Ads TikTok Ads
Before learning how to create TikTok Ads, you should know the four types of TikTok ads that can be used. It is possible that you can use more than one type or use a combination of both, depending on the ideas and creativity that you display in serving ads.
In-feed ads are ads that usually appear in your feeds when you scroll through TikTok. This type of ad is similar to the ads labeled “Sponsored” that usually appear on Instagram.
Brand Takeover Ads
This type of ad will appear when you access the TikTok application. This type of TikTok ad will appear a few seconds when the user plays the first video on the feeds page . However, given the short duration, you should be able to serve up interesting ads even if it’s only for a few seconds.
Usually, branded hashtag ads are packaged in the form of a challenge . One example is the branded hashtag #biKINawetmuda run by Kin Dairy. You can use this type of ad to add user generated content (UGC) and increase awareness of hashtags that are relevant to your brand .
Branded Effects (teknologi AR)
Much like video filters on other social media like Snapchat or Instagram, TikTok also has this feature. The difference is, you can use effects on TikTok to advertise or run campaigns . An example is the following branded effects from Spotify.
Usually, in-feed and brand takeover ads are carried out by well-known brands , because they cost more. But, if they are both effective, it doesn’t matter if you combine branded hashtags and effects . Have you started considering?
Guide to Making TikTok Ads
After knowing the reasons for creating ads on TikTok, who the audience is to the types of ads on TikTok, now is the time to learn how to create TikTok Ads. Check out the complete guide to creating TikTok Ads below:
Create a TikTok for Business account
The first step for a complete guide to creating TikTok Ads is that you must have a TikTok for Business account that is used to manage the ads that will be served. See how to make it from the following explanation:
1. Visit the TikTok Ads page , then click “Get Started” at the top right.
2. Login using your TikTok account or create an account first.
3. Register business information.
Add additional information such as website address , billing information, and a minimum balance of IDR 200 thousand. Then click “Next” and you have successfully created a TikTok for Business account.
Create an ad campaign
On the TikTok Ads dashboard page, click “Create an Ad”. After arriving on the next page, make sure you select Custom Mode on the top right. If so, follow this guide for creating TikTok Ads:
There are two things you need to choose, namely the advertising objective (Advertising Objective) and additional settings in Settings.
The following is an explanation of the options from the image above:
Reach: If your goal is just to reach as many accounts as possible, you can choose Reach. This option is usually used if you want to target brand awareness .
Traffic: You can drive more people to visit your website or mobile app to increase traffic . If you don’t have one, learn how to make your own website .
App Installs: These ads will be aimed at people who haven’t installed your app. They will be invited to install your mobile app .
Video Views: This objective is useful if you want to increase the number of views of your ad which is of course in video format. You can choose to show 2 and 6 second ads.
Lead Generation: Lead generation allows you to collect TikTok user data right from the app. TikTok recommends this ad objective for businesses relevant to gaming , retail, entertainment, education, and automotive.
If you choose lead generation , your ad will be directly linked to a form that can be accessed when a user clicks on the call-to-action (CTA) in the ad. Then, they will share their contacts, answer your questions to schedule a meeting or meeting .
Conversions: There are a number of useful things you can achieve with a conversions rate objective , such as getting users to register for an account, participate in your offer, or buy products on your website . In essence, conversions will turn your audience into customers.
Campaign Name: Specify the name of the campaign that you will create. Campaigns are different from ads or ads, because usually in one campaign you can run several ads that are divided into several groups.
Create Split Test: Split test or A/B Testing is useful for doing market research using ads. You can group ads in an Ad Group and divide them into Ads 1 and Ad 2. The structure is more or less like the following picture:
Budget: Determination of costs for campaigns , the default rule is “ No Limit”. However, you can remove the check mark, then decide for yourself, whether your ad will be made daily or lifetime , and how much budget you will spend with a minimum cost of IDR 500 thousand.
When you’re done setting, click “Continue” at the bottom right.
2. Ad Group
An ad group ( ad group ) is created to differentiate ads within the same campaign . Usually, ad groups are used to do A/B Testing , but you can also use them for other purposes, such as distinguishing the location of the target audience and so on.
In addition to determining the name of the Ad Group, there are several things you can set, such as the type of promotion, ad placement and budget . Check out the following explanation:
Promotion Type : Decide where TikTok will direct your audience, to your website or mobile app .
Placements : You can choose where to place your ad, either automatically or you choose yourself (in TikTok or third-party apps). Here, you can also set whether your audience can leave comments or save your ad video.
Creative Type : You can enable a feature that allows TikTok to choose what content to display as an ad based on the asset you choose to advertise, whether it’s an image, video, or ad text.
Targeting : In this section, you can set who will be the target audience for your ad. You can choose based on demographics, the operating system (OS) of the device used to as much detail as the type of video they like in the interest and behavior (Interest & Behavior) section.
Budget & Schedule : Cost for daily or lifetime ? All day or at certain times? When do you want your ad to appear? Here are some things you can specify in the Budget & Schedule section . If you want daily, you need to spend a minimum of IDR 200 thousand, but if you want a lifetime , you must spend at least IDR 6 million.
Bidding & Optimization : This section is useful for setting bids or auctions to balance the results you want to get, which in this example is the number of clicks. There are two bidding options , namely the Bid Cap to ensure the cost per result is below your budget and the Lowest Cost which can maximize the advertising results, but you have to spend more budget .
This is the section that will directly control how your ad will be presented. You can choose existing content. But, this time we will make it from scratch, starting from determining the name of the ad, ad details to how you will track ad reports.
The following is an explanation of some of the menus in Ad:
Ad Name : This name is used to mark the specific ad that is currently being created.
Ad Setup : You can choose the type of ad to be displayed. But, if you want your ads to appear on the TikTok app (not third parties), make sure you use videos, not images.
Ad Details : This is the detail section of the content that will appear on your target audience’s screen. You can choose to add files from your device, from your existing TikTok library , or create new TikTok videos that are 5-60 seconds long.
If you choose Single Image, your ad may not appear on the TikTok app, but on third-party apps that work with TikTok, such as TopBuzz, BuzzVideo, News Republic, BaBe, or Pangle.
After that, specify a display name for your brand , ad text, CTA type, and a URL that points to your product. If you want to find ideas for ad text, you can take advantage of the Smart Text feature which will display caption ideas based on business industry, language, and main keywords.
Check how your ad will appear by checking from the TikTok preview screen on the right. When you’re done setting, click “Submit” at the bottom right. Wait a few seconds while TikTok Ads prepares your ad.
Done! If you want to create another ad, you can return to the dashboard , select the campaign you want to create an ad for, then create an ad from an existing Ad Group or create a new group.
Creating an ad on TikTok may cost more than promoting on other social media. However, if you can adjust it optimally, maybe the results will be better. Also, considering that there are many interesting reasons to advertise on TikTok, it never hurts to give it a try.
One thing you need to remember, study the interests of your ideal customer and create an ad that will grab their attention. If necessary, you can take advantage of the trend that is currently viral for your advertising ideas. In addition, don’t forget to always make sure to choose the best for your business, including when choosing hosting for your business website .
Make sure you choose the best cloud hosting so that your website is fast, secure, and always reliable. This is the complete guide article on TikTok Ads for your business. Hopefully this article is useful for you. Good luck, greetings online success !