TikTok Paid Advertising Tips

01.03.23
Tiktok ads are vital in modern era of digital marketing.

In 2022, we don’t think it’s necessary to talk about how much the TikTok platform has grown at a phenomenal rate and has 1 billion monthly active users.

This is already common knowledge for anyone with even the slightest interest in digital media. Instead, we would like to tell you how you can grow your brand through this massive platform.

What are TikTok Ads?

Although TikTok’s user base is primarily Generation Z, it is also very popular among the older segments of the world’s population.

Users can access billions of short and different videos through TikTok and TikTok has become a medium that sets world trends. If your target audience is a young audience, it is now a must to start advertising on TikTok.

Why Should We Advertise on TikTok?

TikTok Marketing is the most suitable platform today to reach a large and action-oriented audience. Because

According to a survey by a statistics company called Global Web Index, 2 out of every 3 TikTok users want to interact with the ads they see on the app and buy the products there, so GWI describes TikTok users as “hungry to buy”. Which is a great ratio for advertisers.

TikTok has been taken over by Generation Z. The main audience of the app is users between the ages of 18 and 34.  This age group has a purchasing power of approximately 140 billion dollars (globally).

Young adults spend more time on TikTok than on any other social media platform. This regular audience spends an average of 80 minutes a day on TikTok.

TikTok offers us many ad formats. These formats create various variations for businesses to interact with users.

TikTok Ad Formats

We have read how useful it can be to advertise on TikTok, now let’s examine TikTok ad formats. At the same time, when advertising on TikTok or any other medium, launching an ad campaign that suits our goal is an issue that requires being meticulous and careful with the fast return of the fee we pay.

In Feed Ads

It’s the most common ad on TikTok, you could even say it’s the standard ad format. You’ll come across these ads when scrolling through videos in your TikTok stream, and they look like organic posts because they have an interface just like organic content.

You can upload videos up to 60 seconds long, but we recommend that the videos you use in the ads should be no longer than 15 seconds. Design these ads to run vertically and make sure they are not blocked by elements in the TikTok interface.

Remember, the more engaging your ad entry is, the longer it will hold the viewer’s attention.

TopView Ads

Imagine a busy street, the center of TikTok, where millions of people pass by every day. In the most prominent place on this street, there would be a billboard. This billboard would be in the TopView ad space. These are the ads that appear when you open TikTok, sort of at the top of the page in your feed.

Videos can be up to 60 seconds long, and because there is no competition, the TopView space is unique in terms of “brand awareness” because you can target an extraordinarily large audience and increase the number of views of your ads in direct proportion.

Because it is more expensive to advertise in this space and because it is an intersection of many different target audiences, our advice to brands is to advertise on videos that you believe will be truly effective and memorable.

Brand Takeover Ads

Brand Takeover ads are full-screen ads consisting of an image or a maximum 5-second video that appears when TikTok is first opened. After this ad, users will be directed to the products, services or a different image of the same brand that they want you to see.

The biggest plus is that they are the first ads a user sees when entering TikTok. The difference from TopView ads is that the videos are shorter and images can also be used.

Brand Takeover ads have a 100% Expression Share rate, which means that whichever Brand Takeover ad a user has seen that day, they will only see that ad that day and no other Brand Takeover ads. This elite ad space is one of the most expensive spaces among TikTok ads with the advantage of long-term exposure.

Branded Effect Ads

Branded Effects ads allow users to embrace the fun side of brands by creating shareable branded stickers, filters, and effects that they can use in their own video content.

These effects can be used in standalone campaigns or integrated into Branded Hashtag campaigns for an even richer ad experience.

TikTok allows you to use custom AR effects in these ads, and users can also use these effects in their own posts.

Branded Hashtag Ads

With these ads, which are designed to be integrated into content created by organic users on TikTok, the hashtags (tags) you use can be used by users, and a trend can be created with a successful campaign.

Brands can usually market this advertising strategy through a challenge and encourage users to participate in these challenges, and with a successful campaign, a worldwide trend can be created.

There are 3 areas where these ads are placed on TikTok:

First, hashtags on videos that appear on your page. Secondly, sponsored posts on the discover page can direct you to the third step, that is, to the main page of the hashtag trend.

Influencer Collaborations

As in all other social media channels, it is possible to collaborate with influencers on TikTok and deliver your brand to large and accurate audiences with influencers.

Using the undeniable power of influencers with millions of followers to highlight your brand can be very effective, especially in a medium like TikTok where the opinions of influencers are highly valued.

TikTok Ads Fees

The cost of TikTok ads varies depending on many factors such as the brand’s marketing budget, which campaign strategy it uses, and which type of ad is used. TikTok ads may be a little more expensive than ads on other social media platforms, but you usually pay 100 TL for CPM (Cost Per Thousand Impressions).

7 Steps to Succeed on TikTok

1. Create TikTok Advertising Account

The first step will be to create a TikTok Business Account on the TikTok advertising platform. You can create an account immediately by visiting the TikTok Business Account page.

2. Set Campaign Objective

The second and most important step to creating a successful campaign is the campaign objective. Choose the objective you want to achieve as a result of the advertisement you are placing. This could be to drive traffic to your website, sell a product, increase your brand awareness, etc.

3. Choose Ad Group Name and Placement Area

In this area, you can give a name to your ad group and manage which placements your ads will appear in TikTok. You can also direct ads to the App.

4. Targeting

There is little point in paying to show ads to users outside your target audience for your TikTok ad campaigns. TikTok allows you to target users based on their demographics, location, interests, device, and behavior within TikTok. Just like Facebook.

5. Set a Budget

As a budget, you can set a daily budget or a total budget.

6. Choose a Bidding Strategy

When choosing an appropriate bidding strategy, users decide when to pay. This can be per impression, per view, or they can also pay with a cost per thousand views strategy, which we call CPM.

7. Create and Publish Your Ad

After you create an ad that will not violate TikTok principles and publish it, it will be evaluated. As a result of this evaluation, if your ad is found legitimate, it will be published.

Feel free to contact us for more info about paid advertising and digital marketing. Digipeak team of experts is always ready to help.

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Ufuk Yalvaç
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