TikTok Ads: tutorial of an advertising platform to explore
Miguel Nicolás
19/05/2022
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At this point no one has to convince us of TikTok's potential, so let's explore its advertising platform. Do more with TikTok Ads.
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You may have read earlier in this blog about TikTok's spectacular takeoff. In 2020, when the whole world was starting to be hit by COVID, this network was gaining thousands of users every day.What was once Musical.ly, a social media portal for teens, has long since begun to find maturity under its new brand.
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TikTok: from critical mass to monetization
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This is the path we have seen in all networks so far. The initial priority is to get a community of users of a relevant size and, in addition, to build up their loyalty so that they become recurrent throughout the month.This phase has been covered by far for several months now. In September 2021, TikTok surpassed 1 billion monthly active users. Statista's forecast, which you can see in the screenshot below, is that they will continue to increase in the coming years. They have not yet reached their peak:
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With the community consolidated and a sufficient audience, now was the time to start a return on the investment made (remember that they even became sponsors of the last European Football Championship).
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Introducing: TikTok Ads Manager
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The truth is that they have not been very groundbreaking in this area either. Little by little they have been opening a self-managed platform to create ads, something very similar to Facebook Ads, but that is still growing and expanding to different countries.In this backend we can create the different campaigns by ourselves, without the help of a manager and in a relatively simple way for anyone used to creating digital campaigns in other social platforms, although it has some "trick". Let's take a look at it.
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How to sign up for TikTok Ads Manager
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Obviously, the first thing you must have is a TikTok account, which can be your own or you can manage it as a manager as agencies usually do.Then, go to this address and complete the registration form by entering the data and verifications requested. It is not much, but later you can add more information, such as payment methods and billing information.Honestly: registering with TikTok Ads Manager should not take you more than a few minutes.
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How to create advertising campaigns in TikTok
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Once registration is done, you will access a dashboard. Here, when you start creating campaigns in TikTok, the main campaign metrics are collected:
- Trend graphs according to: cost, impressions, clicks and conversions.
- Summary of active campaigns
- Segmentation by gender
- Locations
- Operating system used by visitors
- Scheduling by day of the week and time (to know when the most impact has been made).
To create them you simply have to go to the corresponding option in the menu. But we will not do that yet. The first thing is to install the pixel to create audiences and record events such as conversions.For that, go to Assets > Events > Web Events in the menu. Select "manual" creation and follow the steps. It is simple, but you will need to install it in your store and maybe some help there. -
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Now we are able to register the activity as advertisers. Now it is time to create the campaigns. Go to the corresponding section of the menu.You can choose between simplified mode and advanced mode. At the moment, I recommend that you start with the basic one, because the result is the same and you will have time to polish the creation when you become familiar with the tool.
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You will see that you have 3 different options:
- Community interaction: get more followers, comments or profile visits.
- Get traffic to your website.
- Generate leads or potential customers.
To give you a small example, we will select the web traffic option, which is surely one of those you might be most interested in.Segmentation is simple, we only have to choose:- Location: it is not hyperlocal, but it allows you to select autonomous communities or provinces and some cities.
- Personalized or automatic audience. At first it is better to use the first one. You will have more control.
- Gender.
- Age in various ranges.
- Languages to which we target the campaigns.
- Segmentation by interests. You will find more than you might think here; for example, you can target animal lovers interested in pet travel accessories.
- You can also incorporate interaction with your content, showing your ads only to those who have watched your videos all the way through, commented or shared.
- By default, your ads will be shown only on TikTok, but they can also be published on Pangle (a network of premium publishers) and a collection of apps with which the platform collaborates.
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We then define the daily or total budget and the duration of the campaign. They usually ask for a minimum of €5 per day.
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We select one of the videos from our profile or, if we prefer, we can upload one ad hoc for the campaign.
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Now, we only need to set the ad text and the URL, and with that we are ready to publish and start advertising on TikTok. As you can see, it is very easy.
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So far our tutorial to get the most out of the TikTok advertising platform. Are you going to try it out? Let us know how you get on with it and if you have any doubts, we are here to show you the way.
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Images| Unsplash, TikTok.