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The TikTok Advertising Guide

09 June 2023

TikTok is one of the most popular social platforms, however, do you know how TikTok advertising works? This blog will give you an overview of TikTok ads, and how to create them for yourself in order to get the most out of them.


With currently over 1 billion users, TikTok is an extremely popular social media platform giving you a huge audience to reach and connect with. In fact, 30% of TikTok users find products through ads on their For You Page, and these customers spend 14% more when TikTok is part of the process. TikTok is a great advertising tool that you don’t want to miss out on.

 The Cost

The cost of TikTok ads is unsurprisingly varied and depends on the campaign goals, and how long you want to run your ad. However, you can choose exactly how much or how little you want to spend, so there are never any hidden costs or surprises. 

How To Set Up TikTok Ads 
  1. Create the campaign

You can do this on the ads manager platform, here you’ll pick your objectives, the campaign’s name, and your budget and choose your ad groups. 

  1. Pick your objectives

Once the campaign is set up, you’ll need to further define the ad’s objectives. Each one of these might be different depending on the outcome you desire. TikTok has 3 categories; awareness, consideration and conversion. Your campaign goal should be fairly general and be something that you can reach long-term. Your objectives will then become the smaller steps and short-term aspirations that will help you reach the goal.

  1. The campaign name

Your campaign can have a name that is up to a massive 512 characters, and this part won’t be visible to your audience. The purpose of this name is to give you information so you know exactly what the ad is about, you need to be able to pick it out from others!

  1. Choose a budget

In terms of budget, you can choose a no-limit, daily or lifetime budget based on your needs, this can be defined to suit exactly what you want. You can even set separate budgets for each ad group too if you wish to be even more specific. 

  1. Make the ad groups

When creating ad groups there’s a list of steps you should follow for success. Firstly you should choose your ad placements, pick your target audience and fill out the ad’s information. After that, you should choose your budget and the ad’s schedule, along with your optimisation goal and bidding strategy. Once these steps have been completed you’ll be able to create your TikTok ad and it’s the call to action, the final step is to set the ad live, and wait for the results to happen.

Top Tips
  • Choose a good call to action, one that is clear and direct.
  • Come to the point asap, your key message should not be at the end of the ad.
  • Use audio to your advantage! Make it part of your strategy and watch the ad’s popularity rise.
  • Mix it up, TikTok is the perfect opportunity to try different methods and techniques of getting your message across; entertainment is key!
  • Be authentic and honest. Why not try an ad on some user-generated content?

Has this guide been helpful? We hope this has given you the confidence to go and try TikTok ads. For more social media tips and advice, click here to head to our blog.