Understanding the Basics of TikTok Advertising

Basics Of TikTok Advertising

TikTok Ads Manager is a powerful and user-friendly platform that allows businesses and marketers to tap into this massive community and effectively promote their products or services.

In this comprehensive guide, we'll delve into the fundamentals of TikTok advertising, from ad formats and targeting to cost management and placements, helping you harness the full potential of TikTok Ads Manager for your marketing success.

Effective Reach and Engagement

TikTok's widespread popularity placed it among the world's most downloaded apps in 2020. With audiences spanning over 150 countries, advertising on TikTok grants you access to a diverse user base, enabling you to reach more potential customers and drive significant traffic to your business.

Diverse Apps for All Marketing Goals

TikTok Ads Manager opens the door to a family of apps, each catering to multiple verticals, including entertainment, news, and content discovery.

This versatility empowers you to find the most suitable users for your products, aligning with your specific marketing objectives.

  • TikTok: The flagship app for sharing short-form videos.
  • Pangle: Pangle is a high-performing video advertising platform that helps businesses reach a global audience.
  • Other Partner Apps

For detailed insights into the available ad types on each app, refer to TikTok Ads Placement.

Creative Ad Formats and Tools

Engaging your audience is paramount, and TikTok Ads Manager offers a diverse range of creative ad formats to achieve precisely that.

From horizontal and vertical, to square videos and images, you can select formats that best align with your campaign goals.

But it doesn't stop there. TikTok Ads Manager equips you with unique tools to excel in ad creation and optimization, regardless of the scale of your campaign:

  • Video Creation Kit: A user-friendly tool providing a variety of video templates, enabling you to create compelling videos using your existing images without the need for professional editing skills.
  • Automated Creative Optimization: Streamline ad management through automated processes for creating, delivering, and optimizing your ads.
  • Precise Audience Targeting: Reaching potential customers with precision has never been easier. TikTok Ads Manager empowers you to target your audience based on demographics, interests, locations, age, and other unique variables.

For advanced users seeking to elevate their advertising efforts, creating Custom Audiences and Lookalike Audiences enables you to expand your reach to users who resemble your existing customers.

Transparent Measurement & Trusted Data Partners

TikTok Ads Manager offers robust measurement tools, enabling you to monitor your ad performance with detailed data and custom reports.

Utilize the TikTok Pixel to track ad performance and measure marketing results by monitoring users' behaviors on your website.

TikTok has partnered with numerous third-party tracking companies to ensure transparency and accuracy in tracking ad conversions, users' in-app actions, impressions, and click attribution data.

Where Do TikTok Ads Appear?

TikTok Ads Manager allows you to choose from various app placements for delivering your ads. These placements determine the specific location and format of how your ad is displayed to users.

Depending on your selections, your ads may appear in four key placements:

  • In-Feed: Seamlessly integrated ads within users' feeds as they scroll through content.
  • Detail Page: Ads displayed on the detail page of specific content, offering targeted visibility.
  • Post-roll: Advertisements shown after a user finishes watching a video.
  • Story: Your ads become part of the immersive storytelling experience on TikTok, captivating users with engaging narratives.

For a more in-depth understanding, refer to TikTok Ads Placement.

What Do TikTok Ads Look Like?

TikTok Ads Format

TikTok Ads Manager currently supports two major ad formats across all placements: image and video. Depending on your advertising objectives and chosen placements, your ads may appear in different styles.

While some apps, like TikTok, exclusively support video ads, others accommodate images and videos.

How Much Do TikTok Ads Cost?

TikTok Ads Manager offers two budgeting options: daily or lifetime. You can adjust your budget anytime during your campaign, ensuring the system never exceeds the limit you set.

To ensure your ads have an adequate budget, the minimum budget at the campaign level is $50, and the minimum budget at the ad group level is $20.

Your bid determines the amount you're willing to pay for specific user actions after they view your ads. TikTok Ads Manager provides various bidding methods for you to choose from. 

Setting up Your TikTok Ads Manager Account

Setting Up TikTok Ads

TikTok Ads Manager is a user-friendly and cost-effective platform that empowers advertisers to create, manage, and optimize ad campaigns tailored to their unique goals.

With its array of features and targeting capabilities, it provides businesses with the tools to reach their target audience, increase brand visibility, and drive conversions.

Now, let's dive into the process of setting up your TikTok Ads Manager account.

Step 1: Access TikTok Ads Manager

To begin the journey of TikTok advertising, head to the TikTok Ads Manager website. If you already have a TikTok account, you can log in using your existing credentials.

For those new to TikTok, click the "Sign Up" button to create a new account.

Step 2: Choose Your Account Type

Once you have logged in or signed up, TikTok will prompt you to select your account type. There are two options available:

  • Business Account: Suitable for businesses and brands looking to advertise on TikTok directly.
  • Creator Account: Designed for individual content creators who want to promote their own content.

For this guide, we will focus on setting up a Business Account, as it provides access to TikTok Ads Manager's full suite of advertising tools.

Step 3: Provide Business Information

After choosing the Business Account option, you'll need to provide some basic information about your business.

This includes your business name, industry, contact information, and time zone. Ensure the information is accurate, as it will be used for verification and billing purposes.

Step 4: Verify Your Account

TikTok will require account verification to ensure the legitimacy of your business. The verification process typically involves receiving a code via email or phone, which you will need to enter on the platform. Verification is essential for account approval and gaining access to TikTok Ads Manager.

Step 5: Set Up Billing

With your account verified, it's time to set up billing information. TikTok Ads Manager provides various payment methods, including credit/debit cards and PayPal, depending on your location. Choose the option that suits your preferences and enter the necessary billing details.

Step 6: Navigate TikTok Ads Manager

Congratulations! Your TikTok Ads Manager account is now set up and ready for action. Take some time to familiarize yourself with the platform's interface, tools, and resources.

From the dashboard, you can access campaign creation, audience targeting, ad creative, and performance analytics.

Step 7: Comply with TikTok's Advertising Policies

Before you embark on creating your first ad campaign, it's crucial to familiarize yourself with TikTok's advertising policies.

Adhering to these guidelines ensures that your ads are compliant and have a higher chance of approval. Violations of TikTok's policies can lead to ad disapproval or account suspension.

Step 8: Build Your First Campaign

Now comes the exciting part - creating your first TikTok ad campaign. TikTok Ads Manager offers two modes for campaign creation: Simplified Mode and Custom Mode.

  • Simplified Mode - For beginners or those looking for a straightforward approach, Simplified Mode is an excellent choice. It provides easy-to-follow steps for setting campaign objectives, defining target audiences, and creating ad creatives.
  • Custom Mode - Custom Mode is perfect for advertisers seeking more granular control over their campaigns. It offers advanced options for ad placements, bidding, and detailed targeting settings.

Step 9: Monitor and Optimize

Once your campaign is live, closely monitor its performance through TikTok Ads Manager. Keep an eye on key metrics such as impressions, click-through rates (CTR), and conversions.

Use the insights gained to optimize your campaign and make data-driven decisions to improve results.


Can I Advertise on TikTok if I Don’t Have a Business Account?

No, you need to have a Business Account on TikTok to access the advertising platform, TikTok Ads Manager.

How Can I Choose the Right Ad Format for My Campaign?

To choose the right ad format, consider your campaign goals and the preferences of your target audience. Video ads are more engaging and popular on TikTok, but image ads can also be effective for certain objectives.

What Is the Minimum Budget for Running a TikTok Ad Campaign?

The minimum budget at the campaign level is $50, and at the ad group level, it's $20. You can adjust your budget during the campaign to stay within your spending limits.

How Can I Target My Audience Effectively on TikTok?

TikTok Ads Manager allows precise audience targeting based on demographics, interests, locations, age, and other variables. You can also create Custom Audiences and Lookalike Audiences to expand your reach.

What Kind of Ad Placements Can I Choose From on TikTok?

You can choose from four key ad placements on TikTok: In-Feed, Detail Page, Post-roll, and Story. Each placement offers different ways to display your ads to users.

How Can I Track the Performance of My TikTok Ads?

You can use the TikTok Pixel to track ad performance and measure marketing results by monitoring users' behaviors on your website. TikTok also partners with third-party tracking companies for more transparent measurement.

What Are the Available Payment Methods for TikTok Ads Manager?

TikTok Ads Manager offers various payment methods, including credit/debit cards and PayPal, depending on your location and preferences.

Can I Run Ads on Multiple TikTok Apps Through TikTok Ads Manager?

Yes, TikTok Ads Manager allows you to advertise on different TikTok apps, such as TikTok, Pangle, and other partner apps, to reach a diverse user base.

Can I Edit My Ad Campaign After It Has Started Running?

Yes, you can make changes to your ad campaign while it's live, including budget adjustments, ad creative changes, and audience targeting modifications.

Are There Any Restrictions or Guidelines I Need to Follow for TikTok Ads?

Yes, TikTok has advertising policies that you must adhere to. Familiarize yourself with these guidelines to ensure your ads comply and are approved.

Saeed Shaik
Saeed Shaik

Skilled in Ecommerce Strategy, TikTok Ads, Search Engine Marketing (SEM), Facebook Ads, Social Media Marketing and DoubleClick. A strategic leader who built high performance teams grounds up generating multi-million dollar revenue streams in several startups.

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