TikTok ads: Creating impactful campaigns

Are you an ecommerce business looking to amplify your advertising reach on TikTok? You've come to the right place.

In this blog, we'll help you create impactful TikTok ad campaigns for your own brand's TikTok account—from the initial concept to execution.

Let's dive in!

• The various types of TikTok ads include TikTok image ads, video ads, in-feed ads, branded hashtag challenges, and more.

• TikTok’s ad bidding methods include CPC, CPM, oCPM, and CPV; choose the one that best suits your marketing goals and budget.

• Adhering to TikTok’s ad specifications is essential for ensuring your campaign is accepted and performs well on the platform.

• Follow a step-by-step guide to create your TikTok ad campaign, from setting up an Ads Manager account to submitting your ad for review.

• Incorporate Gelato’s print on demand services into your TikTok campaigns to offer customized products, enhancing audience engagement and conversion rates.

TikTok ads are promotional content created and displayed on the TikTok platform, designed to capture the attention of its vast user base. These ads come in various formats, such as videos, images, and interactive elements. 

Note: TikTok has an ad structure comprising TikTok ad groups, campaigns, and ads. Once you have created your campaign, you must set up an ad group budget via ad group settings.

TikTok ads provide access to a vast, engaged, and predominantly young audience, making it ideal for ecommerce businesses looking to expand their reach. These ads leverage the platform's unique, trend-driven content style, allowing for creative and interactive campaigns that drive high engagement and brand visibility.

Let's explore the various options to elevate your campaign's impact.

Video ads

TikTok video ads are incredibly effective for capturing user attention and driving engagement. Here's how to make the most of them: 

• Captivating content: Ensure your video ad delivers an engaging message within the first few seconds to capture viewers' attention.

• Optimal length: Aim for a duration of 9-15 seconds to keep the content short and impactful without losing viewer interest.

• Clear CTA: Include a compelling call to action to guide users through what to do next, whether visiting a website or buying a product.

In-feed ads

In-feed ads are one of TikTok's most commonly used ad formats. They appear seamlessly within a user’s "For You" feed. They are:

• Cost-effective: In-feed ads are typically more affordable than other ad formats, making them a great starting point for new campaigns.

• Engagement-focused: These ads can include elements like clickable links, call-to-action buttons, and hashtags to drive user interaction.

• Seamless integration: Designed to blend in with user-generated content, ensuring a less intrusive and more enjoyable experience for viewers.

TopView ads

TopView ads are a premium type of ad format on TikTok that guarantees your content gets seen. Here's how:

• High visibility: As the first thing users encounter, TopView ads offer unparalleled visibility.

• Extended ad duration: These ads can last up to 60 seconds, giving you ample time to convey your message.

• Full-screen experience: TopView ads take over the entire screen, ensuring an immersive user experience.

Branded hashtag challenges

Branded hashtag challenges are one of TikTok’s most engaging ad formats, turning passive viewers into active participants. Here's how:

• High engagement: These challenges encourage user-generated content, creating a personal connection between the brand and its audience.

• Viral potential: When a branded hashtag challenge takes off, it can reach millions of users organically, amplifying your campaign's impact.

• Creative freedom: Users can customize the challenge, enhancing creativity and making the content more relatable and shareable.

Branded effects

Branded effects on TikTok allow brands to create custom AR effects, filters, and stickers that users can incorporate into their videos. Here's how:

• Customizability: Brands can design effects that reflect their unique identity, making it easier to stand out.

• User engagement: Interactive elements encourage users to participate and create their content using your branded effect.

• Viral potential: Engaging effects can quickly go viral as more users see and utilize them in their videos.

Spark ads

A spark ad offers a unique advantage by leveraging existing organic content from your profile or other creators. Here's how:

• Higher engagement rates: Spark ads boast a 142% higher engagement rate than standard in-feed ads, making them highly effective.

• Authenticity: Utilizing user-generated content helps create a more genuine and relatable brand presence.

• Flexibility: These ads allow flexible aspect ratios and video specifications, including minimum resolution and duration.

Image ads

Image ads on TikTok are a great way to make an immediate visual impact without the complexities of video production. Here's how:

• High-resolution images: Ensure your images are of the highest quality to immediately capture the viewer's attention.

• Compelling captions: Use engaging and concise text to complement your image and encourage user interaction.

• Strategic placement: Design your image ads to fit seamlessly within the app's feed to avoid disruption and maximize engagement.

Carousel ads

Carousel ads on TikTok are a versatile ad format that allows you to showcase multiple images within a single ad unit. Here's how:

• Multiple images: You can include up to 10 images in one carousel ad, giving you ample space to showcase different products or aspects.

• Clickable cards: Each image can have its own unique link, guiding your audience to specific landing pages relevant to the product being shown.

• Customizable texts: Add overlays to each image to highlight key features, benefits, or offers, making your message clear and compelling.

Playable ads

Playable ads are an interactive and engaging format that allows users to experience a snippet of your app or game before downloading. Here's how:

• Interactive experience: Users can play a small demo of your game or app, which can intrigue and engage them before they install it.

• High engagement: These ads require user participation, leading to better engagement than traditional video ads.

• Improved targeting: Playable ads often attract more serious users genuinely interested in the product, increasing the likelihood of conversions.

Video shopping ads

Video shopping ads on TikTok blend engagement with functionality, allowing users to shop directly from engaging video content. Here's how:

• Interactive and immersive: Video shopping ads provide a seamless way for users to interact with products directly within the TikTok app.

• Enhanced user experience: Integrating shopping features within videos makes the shopping process intuitive and convenient.

• Increased conversion rates: Video shopping ads can boost conversion rates by eliminating the need for users to leave the TikTok platform.

Pangle ads

Pangle ads are a great way to extend your TikTok ad reach beyond the platform. Here’s what you need to know about Pangle ads: 

• Extended audience reach: Pangle ads allow you to tap into a broader audience by displaying your ads across different apps within the TikTok network.

• High engagement: These ads are designed to capture user attention in engaging and interactive formats, ensuring higher engagement rates.

• Advanced targeting options: Benefit from TikTok’s sophisticated targeting tools to ensure your ads reach the most relevant audiences.

The cost of TikTok ads can vary significantly depending on various factors, including ad type, targeting options, and campaign goals. TikTok uses an auction-based system so that costs can fluctuate. On average, you might expect to pay around $9.50 per thousand impressions (CPM). 

However, TikTok offers self-serve in-feed ads with a daily minimum budget of $5 for those just starting out. Learn more about TikTok ad costs here.

Each method offers distinct advantages, helping you optimize for clicks, impressions, views, or conversions based on your unique marketing goals. Let's explore.

Cost Per Click (CPC)

The CPC model ensures you only pay for actual interactions, making it a cost-effective option for performance-based campaigns. 

• Ideal use case: Suitable for campaigns focused on conversions, such as signing up for a newsletter or making a purchase. It is best for businesses that boost website visits or drive specific user actions.

• Key advantages: Cost control, as you only pay when someone clicks on your ad, ensuring budget efficiency. It is advantageous for driving traffic to your website or landing page and is ideal when your goal is to generate engagement or direct user actions.

Cost Per Thousand Impressions (CPM)

Cost Per Thousand Impressions (CPM) is a popular bidding method on TikTok that charges advertisers based on every thousand impressions their ad receives.

• Ideal use case: CPM is best utilized when the primary goal is to increase brand exposure. It is suitable for launching new products, brand awareness campaigns, and reaching a large audience quickly.

• Key advantages: It ensures your ad is seen by many users, making it ideal for widespread brand engagement. It clearly explains budget allocation for every thousand impressions, aiding in more precise budget planning. Frequent ad displays to a broad audience enhance brand recognition and recall.

Optimized Cost Per Thousand Impressions (oCPM)

Optimized Cost Per Thousand Impressions (oCPM) is a bidding method on TikTok that optimizes your ad delivery to reach users most likely to take the desired action, such as clicking a link or making a purchase. 

• Ideal use case: This method is perfect for campaigns focused on conversions. If your goal is to drive specific actions like website visits or app installs, oCPM ensures that your budget is spent on users who are more likely to complete these actions.

• Key advantages: The main advantage of oCPM is its efficiency. By targeting users most likely to convert, you can achieve higher conversion rates and better overall campaign performance without wasting impressions on uninterested users.

Cost Per View (CPV)

This option is particularly effective for campaigns that maximize engagement and brand awareness, as it ensures your budget is directly tied to audience interaction with your content. 

• Ideal use case: CPV bidding is perfect for campaigns that drive video views and enhance user interaction, especially for video-centric content.

• Key advantages: You can effectively control your budget by setting a maximum cost you're willing to pay per view, making optimizing visibility and engagement easier.

Ensuring your ads meet the technical requirements can help you maintain high-quality visuals and sound, enhancing the overall effectiveness of your campaign.

 Here are the TikTok ad specifications that you need to follow:

• Video dimensions/aspect ratio: Acceptable aspect ratios are 9:16 (vertical), 1:1 (square), and 16:9 (landscape).

• Video resolution: The minimum resolution for vertical videos is 540 x 960 pixels; for square videos, 640 x 640 pixels; and for landscape videos, 960 x 540 pixels.

• File formats: Supported formats include .mp4, .mov, .mpeg, .3gp, and .avi.

• File sizes: TikTok allows video files up to 500 MB in size.

• Video duration: Your video ad can be up to 60 seconds long, but the sweet spot for maximum engagement often lies between 9 and 15 seconds.Different types of ads have their own TikTok ad specs (specifications). Here's a closer look: 

• In-feed ads: Should be 60 seconds long, optimized for a 9:16 aspect ratio. 

• TopView ads: These should be 60 seconds long and focus on high resolution and a full-screen vertical format.

• Branded hashtag challenges: Initial promotional videos should adhere to the 9:16 vertical video format and other general specifications.

• Branded effects: Custom filters or effects designed for users to interact with typically adhere to similar resolutions and file types.

• Spark ads: Specifications remain consistent with standard video requirements.

This step-by-step guide will walk you through everything you need, from account setup to fine-tuning your budget and audience. 

Let's get started on crafting your impactful TikTok ads!

1. Set up a TikTok Ads Manager account

Follow these steps to get started: 

• Sign up: Create a TikTok Business Manager account.

• Fill in details: Enter account, contact, and business info.

• Verification: Wait for account approval and verify your business.

• Billing setup: Enter billing information to finalize the setup.

• Access Ads Manager: Choose Custom Mode in Ads Manager to begin.

2. Create a new campaign

Once you've set up your TikTok Ads Manager account, it's time to create a new campaign. Here's how:

• Navigate to the Campaign tab: Go to Campaign > Create.

• Select your objective: Use Awareness, Consideration, or Conversion based on your marketing goals.

• Set your budget: Define your campaign's total or daily budget to control spending.

3. Choose your campaign objective

Choosing the right campaign objective is pivotal in crafting a successful TikTok ad campaign. TikTok offers various objectives to meet distinct marketing aims: 

• Awareness: Boost your brand's presence and reach a wide audience.

• Consideration: Drive traffic, increase video views, or generate leads from interested users.

• Conversion: Optimize your campaigns towards specific actions like app installs, purchases, or other valuable conversions.

4. Name your campaign

Naming your campaign might seem trivial, but it's crucial for tracking and organization. Here are some tips: 

• Be descriptive: Clearly indicate the content or purpose of the campaign.

• Include dates: Mentioning the launch period helps you stay organized over time.

• Keep it short: Use concise, easy-to-recognize labels for quick identification.

5. Create and name your Ad Group

Creating and naming your Ad Group is pivotal in organizing your TikTok ad campaign. Here's how you can go about it:

• Choose a unique name: Select a name that clearly distinguishes this Ad Group from others in the campaign.

• Edit interaction settings: Decide how users interact with your ads and set specific interaction goals.

• Define targeting: To tailor your ad's reach, specify demographic details such as age, gender, and location.

6. Select your placement options

Choosing where your ads will appear is crucial for reaching your target audience effectively. TikTok offers you various placement options:

• Automatic placement: TikTok optimizes your ad placement to achieve the best performance and save you time.

• Manual placement: You can gain more control by selecting specific placements across TikTok and its partner platforms, such as CapCut and Fizzo.

• Platform selection: For broader coverage, you can display ads on TikTok alone or on both TikTok and its news feed apps.

7. Adjust user interaction settings

Adjusting user interaction settings ensures your ad aligns with your campaign goals and audience preferences. Here are key settings to consider: 

• User comments: Toggle this ON to allow viewers to leave comments, increasing engagement and fostering a sense of community.

• Video downloads: Enable this option to let users download and share your video, expanding your reach organically.

• Interactive add-ons: Utilize features like Gesture add-ons or Voting Sticker overlays to encourage active participation from your audience.

8. Define your Ad Group's target audience

Defining your Ad Group's target audience is crucial for ensuring your TikTok ad campaigns reach the right viewers. Here's how:

• Demographics: Select the gender, age group, and language that match your ideal customers.

• Interests: Choose interests and behaviors that resonate with your product or service.

• Location: Target specific locations to hone in on relevant geographic areas.

9. Define your budget and schedule

Setting a budget and schedule is crucial to ensure your TikTok ads reach your intended audience effectively without overspending. Here's how you can implement this:

• Daily budget: Start with a minimum of $5 per day for consistent ad delivery.

• Lifetime budget: Allocate at least $70 for the entire campaign duration.

• Set schedule: Choose specific dates for your campaign to run, ensuring it aligns with your marketing goals.

10. Decide on a bidding method and set your bid amount

Here's a quick guide to make the bidding process easier: 

• Cost Per Click (CPC): Ideal for driving traffic to your site. Set a bid amount you're willing to pay for each click.

• Cost Per Thousand Impressions (CPM): Best for brand exposure. Determine how much you want to pay per thousand impressions.

• Optimized Cost Per Thousand Impressions (oCPM): Focuses on conversions. Set your budget for better targeting.

• Cost Per View (CPV): Effective for video ads. Decide on the amount per view to maximize engagement.

11. Upload your ad creative

Now that you've set your campaign parameters, it's time to bring your vision to life by uploading your ad creative. Here's how:

• Enter ad name: Choose a unique and descriptive name for your ad.

• Choose ad format: Select an image or video according to your campaign strategy.

• Add ad details: Upload your creative media, ensuring it meets TikTok’s specifications.

12. Add your destination page

Adding your destination page is a crucial step that directs users to where you want them to complete a specific action. Here are the key considerations: 

• Specify your CTA and destination page URL: Use call-to-action buttons like "Shop Now" or "Learn More."

• Include tracking information: Since TikTok doesn’t have a built-in UTM creator, you must incorporate UTM tags manually to track performance.

• Select relevant page views: Target visitors to your website in the last seven days to boost engagement.

13. Set up event tracking

Setting up event tracking is crucial to gauge the effectiveness of your TikTok ad campaigns. Follow these steps to ensure accurate tracking: 

• Install TikTok Pixel: Add Pixel to your website or app to track conversions and optimize ad delivery.

• Define key events: Identify specific actions like purchases or sign-ups you want to monitor.

• Set up third-party tracking: Optionally, employ third-party tools for additional analytics on impressions and clicks.

14. Submit your ad for review

Once you've checked all elements of your TikTok ad campaign, it's time to submit it for review. Here's how:

• Final review: Review your campaign details, ensuring all specifications and formats align with TikTok’s requirements.

• Click submit: If everything checks out, click the 'Submit' button to send your ad for TikTok's approval process.

• Address issues: If there are any problems, revisit the specific step to make necessary adjustments before resubmission.

Creating impactful TikTok ads requires strategic planning and understanding. Here are some essential strategies to help you maximize your campaign's effectiveness: 

• Understand your audience: Invest time in researching TikTok’s user demographics and tailor your content to fit the interests and behaviors of your target group.

• Craft engaging content: Capture attention within the first three seconds, use compelling storytelling, and keep your message concise yet impactful.

• Utilize TikTok trends: Stay updated with trending challenges, music, and hashtags to make your ads more relatable and likely to go viral. Leverage TikTok’s discovery page to find current trends.

• Incorporate print on demand products: Enhance your ad campaigns by offering unique, customizable products. Services like Gelato allow you to seamlessly link your ad content to personalized product offerings, boosting engagement with tailored merchandise.

Creating impactful TikTok ads requires a blend of creativity, strategic planning, and an understanding of your target audience. By leveraging the power of short-form video content, brands can reach a vast and engaged user base, driving both awareness and conversions. 

To amplify your TikTok ad campaigns, consider integrating Gelato’s print on demand services to offer unique, branded merchandise that resonates with your audience.

Advantages of using Gelato:

• Global Reach: Produce and deliver products locally in 32 countries, reaching up to 5 billion potential consumers.

• Seamless Integrations: Effortlessly link your TikTok Shop with Gelato to design and sell a variety of non-personalized products directly to your TikTok fan base.

• Efficient Fulfillment: Enjoy automatic order management from TikTok Shops and real-time fulfillment updates, ensuring a smooth and efficient workflow.

Ready to take your TikTok advertising to the next level? Sign up for Gelato today and choose a subscription plan that suits your needs.