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Marla Lei Eudela

Tiktok Ads Guide: Recommendations for better performance this 2024

TikTok has solidified its position as a leading platform for brands and businesses to engage with their target audience in innovative ways. With its rapidly expanding user base and diverse range of advertising options, TikTok offers opportunities for advertisers to drive brand awareness, increase engagement, and boost sales.

Whether you’re new to advertising on TikTok or looking to refine your existing strategies, we’ll help you equip with the knowledge and insights needed to succeed in the dynamic landscape of TikTok advertising. Here’s what you need to know to make the most of TikTok Ads and achieve your marketing goals in 2024.

What Are TikTok Ads?

TikTok Ads refer to the various advertising options and formats available to businesses and brands on the TikTok platform. TikTok Ads has three levels of organization that can help advertisers effectively manage their advertising campaigns, optimize targeting and bidding strategies, and track the performance of their ads to achieve their marketing objectives on the platform. These are:

Tiktok Ad – The specific creative asset (image or video) will be shown to the users.

TikTok Ad Group – A sub-level within a campaign that allows you to group related ads together based on specific targeting criteria.

TikTok campaign – The highest level of organization in TikTok ads that represents your overall advertising objective. Within a campaign, you define the purpose of your ads, such as brand awareness, app installs, or website traffic.
You can create one or more ad groups within a campaign.

To summarize, Campaigns define your overall objective, Ad groups organize related ads, and the Ads are the actual creative content displayed on Tiktok. Understanding this structure helps you optimize your targeting, budget allocation, and creative design for effective advertising on the platform!

Types of Tiktok Ads

1. In-feed Ads

TikTok In-feed ads, also known as native ads or feed ads, are a type of advertising format that seamlessly integrates into the user’s “For You” feed, where they see content from accounts they may not follow but that TikTok’s algorithm believes will be of interest to them. These ads appear as sponsored content and are displayed alongside organic videos as users scroll through their feeds. 

2. TopView Ads

TikTok TopView Ads is a premium advertising format on the TikTok platform that gives brands prominent visibility and exposure to users when they open the TikTok app. These ads are displayed as the first video users see when they launch the app, ensuring maximum reach and impact. TopView Ads offers advertisers an effective way to capture users’ attention and create a memorable brand experience right from the moment they start using TikTok.

With their premium placement, full-screen experience, and customizable content, TopView Ads enable brands to make a strong and lasting impression on TikTok users when they open the app.

3. Brand takeover

TikTok Brand Takeover ads are a highly impactful format that allows brands to dominate users’ attention as soon as they open the TikTok app. Unlike TopView Ads, which appear as the first video users see in their feed, Brand Takeover ads offer even more immediate and exclusive visibility by displaying a full-screen ad or branded image upon app launch. These ads are designed to capture users’ attention instantly and create a memorable brand experience right from the start.

4. Branded Effects

TikTok Branded Effects Ads, also known as Branded AR Effects or Branded Filters, are a type of advertising format that allows brands to create custom augmented reality (AR) effects or filters that users can apply to their videos. These branded effects enhance users’ content creation experience on TikTok while promoting the sponsoring brand’s products, services, or campaigns.

5. Spark Ads

Spark Ads are a native ad format that allows you to use organic TikTok posts as your ad creatives. Spark Ads appear alongside organic content, making them more likely to be viewed and interacted with by the users. Users can click on the CTA buttons, the profile photo, the nickname, the sound, and the artist’s name of the Spark Ads.

6. Playable Ads

TikTok Playable Ads is an interactive format that allows advertisers to engage with users by offering them a playable mini-game or interactive experience within the TikTok app. These ads are designed to provide users with a hands-on preview of a mobile game or app, allowing them to interact with the content before deciding to download or engage further.

7. Shopping Ads

TikTok shopping ads are an e-commerce ad solution that allows you to use shoppable videos to promote your products on Tiktok. Users can browse and buy your products directly from the For You page by tapping your ad’s product anchor link or card.

8. Carousel Ads

TikTok Carousel Ads allow advertisers to upload 2-35 images per ad unit. Like carousel ads on other platforms like Facebook and Instagram, TikTok Carousel Ads enable advertisers to tell a more comprehensive story, highlight different products or features, or guide users through images or videos.

9. Branded Hashtag Challenges

Branded Hashtag Ads enables brands to create and promote their own unique hashtag challenges on the platform. These ads leverage the viral nature of TikTok’s community and encourage users to participate in a challenge associated with the sponsoring brand, thereby increasing brand visibility, engagement, and user-generated content.

Why Advertise on Tiktok?

1. High Engagement Rate

TikTok boasts a remarkably high engagement rate compared to other social media platforms. The platform’s short-form video format, combined with its algorithmically curated “For You” feed, captivates users and keeps them scrolling for extended periods. Users spend significant time on TikTok, engaging with entertaining or informative content. This high level of engagement presents a prime opportunity for advertisers to connect with their target audience and effectively communicate their brand message.

2. Versatile Ad Formats

TikTok offers various advertising formats to suit various marketing objectives and preferences. Advertisers can choose the format that best aligns with their campaign goals and creative vision, from traditional in-feed ads and branded hashtag challenges to more interactive options like branded effects and playable ads. This versatility allows brands to experiment with different ad formats and optimize their strategies for maximum effectiveness and impact.

3. Reach International Audience

TikTok has a massive and diverse user base that spans across the globe. With users from virtually every country and demographic, advertising on TikTok allows brands to reach an international audience and expand their market reach beyond traditional boundaries. Whether targeting specific regions or aiming for a global presence, TikTok allows advertisers to connect with users from diverse backgrounds and cultures, making it an ideal platform for brands with international aspirations.

4. Expanded Reach of Video Content

Video content reigns supreme on TikTok, with users consuming and engaging with various videos daily. By advertising on TikTok, brands can leverage the platform’s popularity and the virality of video content to expand the reach of their marketing messages. TikTok’s vast audience amplifies the visibility of its video content, driving brand awareness, engagement, and, ultimately, conversions.

Now that we have discussed the different types of TikTok ads and their advantages, what can we do to make the best out of TikTok ads this 2024 and beyond? Let’s explore some key recommendations to maximize the performance of your Tiktok ad campaign.

1. Understand Your Audience

Before diving into creating TikTok Ads, it’s crucial to have a deep understanding of your target audience. Utilize TikTok’s analytics tools to gather insights into your audience’s demographics, interests, and behaviors. By understanding what resonates with them, you can tailor your ad content to effectively capture their attention and drive engagement.

2. Utilize TikTok’s Creative Tools

TikTok is all about creativity and authenticity. Take advantage of TikTok’s array of creative tools, such as filters, effects, stickers, and music, to make your ads stand out. Experiment with different formats, including in-feed ads, branded hashtags, and branded challenges, to create engaging and memorable content that aligns with your brand identity.

3. Keep it Short and Snappy

Attention spans are short on TikTok, so aim to deliver your message quickly but effectively. Create ads that are concise, visually appealing, and instantly captivating. Focus on delivering your key message within the first few seconds to grab the viewer’s attention and encourage them to engage with your content further.

4. Embrace TikTok Trends

Trends and viral content drive TikTok. Stay up to date with the latest TikTok trends and memes within your niche and incorporate them into your ad campaigns when relevant. By tapping into existing trends, you can increase the discoverability and shareability of your ads, amplifying their reach and impact.

5. Test and Optimize Continuously

The key to success with TikTok Ads is constant testing and optimization. Experiment with ad creatives, targeting options, and bidding strategies to identify what works best for your brand. Continuously monitor the performance of your ads and make data-driven adjustments to optimize their effectiveness and ROI.

6. Engage with User-Generated Content

User-generated content (UGC) plays a significant role on TikTok, with users actively participating in challenges and sharing their own creations. Incorporate UGC into your ad campaigns to foster authenticity and community engagement. Encourage users to create and share content related to your brand, and use that content in your ads to build trust and credibility with your audience.

7. Implement a Strong Call-to-Action (CTA)

Don’t forget to include a clear and compelling call to action in your TikTok ads. Whether it’s encouraging users to visit your website, download an app, or make a purchase, a strong CTA can prompt viewers to take the desired action and drive conversions. Experiment with different CTAs to see which ones resonate best with your audience.

 In conclusion

With over 1.5 Billion active users and Tiktok being the fastest-growing platform for product discovery, bringing your ads to this platform can boost your sales by up to 10% compared to other platforms. TikTok Ads present a valuable opportunity for businesses to connect with their target audience in a fun and engaging way. Embrace creativity, stay tuned to the latest trends, and continuously optimize your strategies to unlock the full potential of TikTok as a marketing platform.

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