How to Run TikTok Ads: A Comprehensive Guide to TikTok Advertising

TikTok is more than just a platform for viral dances and trendy challenges. With over 1 billion users, it’s a goldmine for businesses looking to advertise, grow their audience, and boost ROI through targeted campaigns.

But here’s the thing – TikTok is competitive. Standing out and making sure your ads reach the right audience at the right time takes strategy.

If you want to make the most of your TikTok advertising budget, you need to know what works and how to execute winning campaigns.

In this guide, we’ll walk you through everything you need to know about running TikTok ads, so you can start driving results in no time.

 

What Are TikTok Ads?

Let’s talk about TikTok ads. You’ve probably seen them before – those videos that pop up on your For You Page and feel just like another TikTok.

But then, you notice the little “Sponsored” label or a Learn More button. Yep, that’s a TikTok ad!

Here’s the cool part: TikTok ads are designed to blend right in. They’re crafted to feel like they belong on your feed, which makes them less intrusive and more engaging.

But don’t be fooled – they’re packed with custom options. Brands and creators can choose between videos or carousels, branded content or user-generated clips, and even tweak their bidding strategies.

TikTok ads give you the tools to get creative, target the right people, and actually connect with your audience.

 

Is Advertising on TikTok Worth It?

Let’s get straight to it – TikTok ads require a budget, but are they worth the spend? The answer lies in two key questions:

• Are your target customers active on TikTok?
• Does TikTok align with your overall social media strategy and budget?

Here are some facts to help you decide:

• TikTok is a magnet for Gen Z and younger audiences, but older users are joining in droves too.
• Over half of U.S. TikTok users (56%) have already purchased something they discovered on TikTok. And another 36% are open to the idea – huge potential for brands looking to sell.
• TikTok thrives on fun, visual, and interactive content. If your product looks great on camera or tells a story, this platform can be your playground.

So, is it worth it? If you can create ads that are visually engaging, tell a story, and feel natural to TikTok’s style, the answer is a resounding yes.

With the right approach, TikTok ads can transform viewers into loyal customers. If that sounds like your vibe, it’s time to jump in!

 

6 Things to Know Before Running TikTok Ads

1.    You Need a TikTok Business Account

Before you can plunge into TikTok advertising, there’s one important step – you need a TikTok Business Account.

This is your gateway to TikTok’s Ads Manager, the platform where all your ad magic happens. Without it, you can’t create or run ads.

But don’t worry – setting up a TikTok business account is quite easy. Here’s how to convert your personal TikTok account into a business account:

1. Log in to your account and head to your profile.
2. Tap on Settings (you’ll find it under the three lines in the top-right corner).
3. Toggle the switch for Business Account to turn it on.
4. Select your business category, like clothing, beauty, or whatever best fits your brand.

Done! You’re now officially a business account user with full access to TikTok’s business tools.

With a TikTok Business Account, you’ll unlock features like analytics, ad tools, and the ability to connect directly with your target audience.

It’s a small step that sets the stage for big opportunities, so get this done before you start planning your ad campaigns!

 

2. There Are Different Types of TikTok Ads

One of the best things about advertising on TikTok is the variety of ad types available. Whether you want to grab attention the moment someone opens the app or create interactive experiences, TikTok has you covered.

Each type is defined by where it’s placed within the app, and here’s a breakdown of the options:

• TopView Ads

These are the showstoppers. TopView ads appear the moment someone opens their TikTok app. It’s prime real estate for creating high-impact impressions since your ad is the very first thing users see.

• Top Feed Ads

Want to own the first ad that appears in someone’s For You Page scroll? That’s a Top Feed ad. These ads are exclusive to TikTok’s Reach & Frequency campaigns and guarantee you’ll be front and center when your target audience starts scrolling.

• Standard Feed Ads

Unlike Top Feed ads, Standard Feed ads can appear anywhere within a user’s feed. They blend seamlessly into the TikTok experience, making them feel more organic while still reaching your audience effectively.

• Spark Ads

Spark ads let you give a boost to your organic content – or even someone else’s. Whether it’s your top-performing TikTok or user-generated content (UGC) from a creator, Spark ads let you capitalize on already popular videos and increase their reach.

• Playable Ads

These ads are all about interaction. Playable ads are mini-games or interactive videos that let users swipe and tap for a more engaging experience. They’re perfect if you want to immerse your audience and leave a lasting impression.

• Carousel Ads

Carousel ads let you include 2 to 35 images in one ad. This makes them ideal for telling a story, featuring multiple products, or giving your audience a broader view of what your brand offers.

 

3. There Are TikTok Ad Specs

Another important thing you need to know is ad specs. TikTok has specific technical requirements for ads, and following them ensures your content displays perfectly and meets the platform’s standards.

Ad Specs for Image Ads

• File type: JPG, JPEG, or PNG
• Resolution: 720 × 1280
• File size: Must be under 100MB

Ad Specs for Video Ads

• File type: .mp4, .mov, .mpeg, or .avi
• Aspect ratio: 9:16
• Resolution: 720 × 1280
• Duration: Up to 30 seconds
• File size: Must be under 500MB

4. There Are Different Bidding Methods

TikTok’s bidding methods give you control over how your advertising budget is spent. This will allow you to focus on what matters most – whether it’s reach, clicks, or conversions.

Each method is tailored to a different goal, so choosing the right one depends on what you want to achieve with your campaign. Let’s break them down:

• CPM (Cost Per Thousand Impressions)

With CPM, you’re charged based on the number of impressions your ad receives. This method is all about maximizing reach. If your goal is to get as many eyes on your ad as possible and boost brand awareness, CPM is your go-to strategy.

• oCPM (Optimized Cost Per Thousand Impressions)

oCPM takes CPM to the next level. Instead of just showing your ad to a large audience, TikTok targets people who are more likely to take action. This could be making a purchase, signing up, or downloading your app.

• CPC (Cost Per Click)

If driving specific actions is your goal, CPC is the way to go. With this method, you’re charged each time someone clicks on your ad.

• CPV (Cost Per View)

Want to pay only when people genuinely engage with your ad? CPV charges you when a viewer watches your ad for at least six seconds or interacts with it within those first six seconds. It’s a great choice for ensuring your ad dollars go toward real engagement.

 

5. You Will Need TikTok Pixel

If you’re serious about TikTok advertising, setting up TikTok Pixel is non-negotiable. This handy snippet of code, available in your TikTok Ads Manager, is your secret weapon for tracking the performance of your ads.

Here’s how it works: once you place TikTok Pixel on your website, it acts like a tracker, helping you measure the impact of your ads.

You’ll get detailed insights about your visitors – where they’re coming from, what devices they’re using, and even their locations.

How to Set Up TikTok Pixel:

1. Log in to your TikTok Ads Manager account.  Under the “Tools” menu, locate and click on “Event”.
2. Select “Data Sources” and then click “Connect Data Source.”
3. Choose “Web” to generate your TikTok Pixel code.

6. Understand TikTok Ads Cost

Before diving into TikTok advertising, it’s important to know how much you’ll need to budget. TikTok sets some minimum spending requirements:

• $20 per ad group within your campaign.
• $50 minimum budget at the campaign level.

If your budget doesn’t meet these thresholds, it’s better to hold off on TikTok ads until you can allocate the funds.

Beyond these minimums, there’s no upper limit to how much you can spend. However, the actual cost of your ads will vary based on several factors, like your campaign goals, the ad types you choose, your targeting options, and your bidding strategy.

Here’s a pro tip: start small. Test the waters with a modest budget to gauge your ad performance.

Once you see what works and start getting results, you can gradually increase your spending. It’s a smart way to maximize ROI while minimizing risk.

 

How to Run TikTok Ads – Step by Step

Step 1: Create Your TikTok Ads Account

First things first – you need a TikTok Ads Manager account. Head over to TikTok’s Advertising Sign-Up Page to get started. The process is very simple:

1. Enter your email address and create a password. Or, sign up with your phone number.
2. TikTok will send you a verification code. Enter it to confirm your email or phone number.
3. Agree to the terms and conditions, then hit “Sign Up.”

Once you’re in, TikTok will ask for details about your business – things like your country, industry, business name, time zone, and billing information.

Fill these out carefully. After TikTok approves your account, you’ll have access to the Ads Manager dashboard.

From here, you can complete the setup and start exploring the tools TikTok offers.

 

Step 2: Create and Install the TikTok Pixel

Next up is setting up the TikTok Pixel. This little snippet of code is your best friend for tracking ad performance. It gathers data about site events, like how visitors found your site, what devices they’re using, and where they’re located.

Here’s how to create your TikTok Pixel:

1. Open TikTok Ads Manager and go to Tools > Event.
2. Under Web Events, click Manage and select Set Up Web Events.
3. Choose TikTok Pixel as your connection method, then hit Next.
4. Name your Pixel and set up the events you want to track (like purchases, clicks, or sign-ups).

To install the Pixel:

• Add the code snippet to your website’s HTML header.
• Using Shopify, WooCommerce, or Google Tag Manager? They’ve got plugins to make the process a breeze.

Once it’s installed, your Pixel will start collecting valuable data to help you optimize your campaigns and track success.

 

Step 3: Create a New Campaign

Once your TikTok Ads Manager account is ready, it’s time to create your first campaign. Head to the Campaigns tab and click the Create button to get started.

TikTok offers two setup modes: Basic and Advanced.

Basic Mode is perfect if you’re new to TikTok ads. It simplifies the process into four steps:

1. Set an advertising goal (like increasing traffic or boosting engagement).
2. Select your target audience.
3. Set your budget.
4. Create your ad.

Advanced Mode gives you more customization options. You’ll need to:

• Define your advertising objective.
• Name your campaign.
• Select a special ad category (if applicable).
• Set a budget.
• Decide whether to use split testing or campaign budget optimization.

Once you’ve made your choices, your campaign framework is ready, and it’s time to set up your ad groups.

 

Step 4: Set Up Your First Ad Group

Now, it’s time to create your first ad group, which is where you define the specifics of your ads. Here’s what you’ll need to set up:

1. Ad Group Name
   Give your ad group a unique name to keep things organized and make reporting easier.
2. Optimization Location
   Decide where you want TikTok users to go when they click on your ad. Options include your website or your app.
3. Ad Placement

• Choose Automatic Placement to let TikTok decide the best places for your ad.
• Select Manual Placement to have full control over where your ads appear, such as TikTok itself or partner platforms like Global App Bundle and Pangle.

4. Target Audience

TikTok Ads Manager offers powerful targeting options:

• Demographics: Choose gender, age, location, language, and spending power.
• Interests and Behaviors: Target users based on their interests or in-app activities, like engaging with similar creators.
• Device: Narrow down your audience by device type, operating system, or carrier (e.g., iOS 17+).

 

You can even save your audience settings for future campaigns, saving you time when targeting the same group again.

 

Step 5: Decide Your Ad Schedule

Timing is everything, and TikTok gives you the flexibility to decide exactly when your ads go live. Here’s what you need to do:

• Set a start and end date for your campaign. If you only set a start date, your ads will continue running until your budget is spent.
• Take advantage of dayparting, a feature that allows you to run your ads only during specific times of the day. This is especially useful if your target audience is most active at certain hours.

 

Step 6: Create Your Ad and Submit

Now it’s time to bring your campaign to life! This step is all about creating your ad, fine-tuning the details, and submitting it for approval.

Here’s how to do it:

Smart Creative Ads (Optional):

• Turn on the Smart Creative Ads toggle if you want TikTok to remix your ad creatives automatically. This feature combines different ad elements (like visuals and CTAs) to create variations and test which performs best.
• TikTok also pauses underperforming ads and replaces them with better-performing alternatives – ideal for both beginners and pros.

Ad Name and Identity:

• Choose a unique ad name to keep track of it within your ad group.
• If you’re running Spark Ads, turn the toggle on. Otherwise, upload a custom identity with a brand logo or profile image to enhance brand recall.

Ad Format and Creative:

• Select your ad format: Video Ads or Carousel Images.
• Upload your ad creative and add details like your ad description, call to action, and any interactive add-ons.

Preview Options:

• By default, your ad will appear as an in-feed ad. Use the “Search Result” toggle to preview how it will look in search results.

Call-to-Action Destination:

• Decide where you want users to land when they click your ad. Options include directing them to a website, custom landing page, or app.

Once everything looks good, hit submit! TikTok will review your ad before it goes live. With these final touches, your campaign is ready to grab attention and deliver results.

 

Step 7: Measure Your Campaign Performance and Improve

Your job doesn’t end when the ad goes live – it’s just getting started.

The TikTok Ads Manager Dashboard is your best friend when it comes to tracking performance and spotting opportunities for improvement.

To get an in-depth view, go to the Campaigns tab for a detailed breakdown of your performance. Customize the columns to focus on the metrics that matter most to your goals, like impressions, clicks, or conversions.

Pay close attention to which ad formats, budgets, and creative approaches are delivering the best results. This insight helps you double down on what’s working and tweak areas that need improvement.

 

TikTok Advertising Best Practices for Success

Embrace the TikTok Vibe

TikTok is its own world, and ads that feel too polished or overly corporate can fall flat. Instead, create content that matches the platform’s fun, casual, and authentic style.

Think short, snappy videos that blend seamlessly into the For You Page. Keep it real, relatable, and, most importantly, TikTok-first.

 

Nail the Hook in Seconds

TikTok users scroll fast – so your hook has to grab their attention immediately. Whether it’s a surprising visual, a bold statement, or a question, make the first few seconds count. A strong opening ensures viewers stay to watch your message unfold.

Keep Creatives Fresh

Using the same ad creatives for too long can lead to audience fatigue. Regularly refresh your visuals, messaging, and concepts to keep things exciting.

Experiment with new formats, trends, and angles to see what resonates most with your audience.

Promote When Your Audience Is Active

Timing matters! Use TikTok’s analytics tools to identify when your target audience is most active and schedule your ads to run during those peak engagement times.

Reaching users at the right moment can significantly boost your results.

Don’t Box Yourself In

Avoid creating an audience that’s too narrow. While it’s tempting to hyper-target, it can limit your ad’s reach.

Instead, strike a balance – define your audience enough to ensure relevance but leave room to discover new potential customers.

Make It Visually Irresistible

TikTok is a sensory playground, so lean into sound, text, and editing techniques that grab attention. Use trending sounds, bold on-screen text, and creative transitions to make your ad stand out.

Hashtags with a Purpose

Hashtags on TikTok are more than just trends – they’re a discovery tool.

Use a mix of trending, niche, and branded hashtags to make your content more searchable and expand your reach. Just don’t overdo it – 3 to 5 relevant hashtags per post are usually enough.

Partner with Influencers for a Bigger Impact

Collaborating with TikTok influencers can make a world of difference.

Influencers know their audience and can create authentic, engaging content that drives results. However, choose partners whose followers overlap with your target audience for maximum impact.

 

Final Thoughts

TikTok advertising goes beyond just creating ads. It’s about connecting with your audience in a way that feels authentic and engaging.

We have shown you how you can create TikTok ads that help your brand stand out and achieve a great ROI. So, start leveraging the steps and best practices right away.

Remember, TikTok is a platform built on creativity and spontaneity, so don’t be afraid to experiment, analyze, and improve.

Now’s the time to put your strategies into action and turn those endless scrolls into meaningful success!

 

 

FAQs

How much does TikTok advertising cost?

TikTok advertising requires a minimum spend of $20 per ad group and $50 per campaign. However, the overall cost depends on factors like your campaign goals, targeting options, and bidding strategy.

You can start with a modest budget to test performance and scale up as you see results.

What kind of business should use TikTok advertising?

TikTok advertising works best for businesses that thrive on visual, creative, and engaging content.

It’s ideal for brands targeting Gen Z and Millennials, but with its growing user base, businesses across industries – from fashion to tech – can benefit.

What makes a good TikTok ad?

A great TikTok ad is relatable, creative, and visually engaging. It grabs attention within the first few seconds and feels native to the platform. Incorporating trending sounds, hashtags, and engaging visuals can make your ad more appealing.

Can I schedule TikTok ads?

Yes, TikTok Ads Manager allows you to schedule your ads. You can set a start and end date for your campaign or use dayparting to run ads at specific times of the day when your audience is most active. Scheduling your ads ensures they appear at the perfect moment for maximum impact.