How to advertise on TikTok 2020

Is your business using TikTok? Wondering how to advertise on TikTok? Especially if you’re looking to reach users under the age of 30. Here’s your complete guide on how to advertise on TikTok.

How Should a Brand Advertise on TikTok?

Advertisement is relatively new on TikTok. Therefore, some of the options are very expensive. However, there are some that are much more affordable. From creating your own account to paying for take-over ads, here’s the latest on TikTok advertising strategies:

Know the Platform

TikTok is new to the marketing scene and experienced marketers have a lot to learn about the channel. Therefore, it’s important to know the platform and how it works before devising a marketing strategy. While videos started at only 15 seconds, users can now upload 60-second stories.

Interestingly, people don’t need to follow the accounts to see the content. They can just browse through different videos thanks to the Discover feature. Of course, many people choose to follow users that produce their favorite content. Because content flows so easily through the app in an all-encompassing experience, ads can blend seamlessly in with the native content.  Although the process is still new, here are the steps to creating an ad on TikTok.

How to Create a Direct Ad

To get started advertising on TikTok, you will need a TikTok advertising account or account manager. To see if your business qualifies, you can contact TikTok Ads directly.

Once you have submitted your information, a TikTok representative will review your information. If your business qualifies, they will contact you to set up your advertising account.

In the TikTok Ads dashboard, click the Campaign tab at the top of the page and then click the Create button.

Next, choose a campaign objective, which is the primary goal of your ad. As of this writing, you can choose from three options: Traffic, Conversions, and App Install.

To set your budget at the campaign level, select either the Daily Budget or Total Budget option under Settings. Note that both the daily budget and total budget must be at least $500.

Set Your TikTok Ad Placements

he next step is to create an ad group for your campaign and choose your placements and targeting. One of the most useful features of the TikTok Ads dashboard is that it lets you select the exact platforms you’d like to run your ads on. These include not only TikTok but also its entire family of apps like Vigo Video (India only), BuzzVideo, News Republic, and others.

Follow the prompts to enter all of the details necessary to start running your ad, including any relevant URLs, display names, images, and categories. You can also select up to 20 keywords to describe your website or app, which will then be used to match your products with the right audience. The Targeting section lets you define the target audience for your ads. Set parameters for location, age, gender, languages, interests, devices, and more to attract the right audience for your ads.When creating a brand takeover or in-app display ad, ensure you use high-resolution images because the ad’s visuals will take over the user’s entire screen and be highly visible.

Focus on only one call to action (CTA) to make the most of your redirect link. To illustrate, if you ask users to download your app and access a coupon code through your website, you might confuse some viewers by redirecting them to your app’s download screen.

For the ad copy, note that TikTok ads provide very little space to explain anything with words. Ad descriptions are limited to 80 English characters so if you’re selling a more complex product or service, incorporate words into your display creative using the Video Creation Kit.

Because all ad descriptions appear at the bottom of the screen, be sure to place your key creative elements in the middle of the screen to avoid congestion.

As with most ad formats, it’s best to experiment with a range of targeting options and creative elements before narrowing your ad down to the most successful combinations of elements.

Pro Tip: In addition to the Video Creation Kit, take advantage of the other built-in ad tools. At the ad group level, the Automated Creative Optimization tool (shown in action below) lets you upload up to 10 images or 5 videos, 5 ad texts, and 1 CTA and will then combine your creative assets into multiple ads. It will test a variety of these ads throughout your campaign and ultimately present the best possible combination to your target audience.