Business owners and marketers in order to reap TikTok\u2019s benefits to its maximum, need to follow some effective practices and strategies that will potentially save them time and money.<\/p>\n\n\n\n
In the following guide we\u2019re going to cover:<\/p>\n\n\n\n
- \n
- What are TikTok ads?<\/a><\/li>\n\n\n\n
- What are the different types of ads?<\/a><\/li>\n\n\n\n
- How much do TikTok ads cost?<\/a><\/li>\n\n\n\n
- What are the main TikTok bidding methods?<\/a><\/li>\n\n\n\n
- How to set up a TikTok ad campaign?<\/a><\/li>\n\n\n\n
- 5 B2B TikTok Ads Best Practices to Follow<\/a><\/li>\n\n\n\n
- How to Level Up Your TikTok Ads Strategy in 2023<\/a><\/li>\n<\/ul>\n\n\n\n
Let\u2019s get started.<\/p>\n\n\n\n
What are TikTok Ads?<\/strong><\/h2>\n\n\n\n
TikTok ads<\/strong> are promoted content that brands and marketers can utilize to target viewers based on demographics, interests, and behaviors.<\/p>\n\n\n\n
B2B marketers and brands can create ads in the form of video, or hashtag challenges and they usually aim to spread brand awareness or sell a product or service.<\/p>\n\n\n\n
After they are successfully created, TikTok ads are then shown to the target audience as sponsored videos, ads in the For You feed, hashtag challenges, or promoted trends.<\/p>\n\n\n\n
What are the Different Types of TikTok Ads?<\/strong><\/h2>\n\n\n\n
There are 7 different types of TikTok ads<\/strong> that come with distinct features that each brand can utilize based on their needs.<\/p>\n\n\n\n
Let\u2019s take a more detailed look.<\/p>\n\n\n\n
Ad Type #1: In-feed Ads<\/strong><\/h3>\n\n\n\n
In-feed ads<\/strong> are TikTok video ads that emerge in between user videos as a user scrolls through their FYP (For You page).<\/p>\n\n\n\n
In-Feed ads length can be up to 60 seconds<\/strong>.<\/p>\n\n\n\n
For better and more engaging results try aiming for 9 to 15 seconds<\/strong>.<\/p>\n\n\n\n
Due to their native-like content interface, they seem more natural as if they were organic posts.<\/p>\n\n\n\n
That is why they can help brands expand their brand awareness and drive traffic with the inclusion of a call-to-action button that links to a landing page.<\/p>\n\n\n\n
For example, Vodafone, a multinational telecommunications company, in order to showcase how simple it is to sign up to a new contract and ultimately increase conversions, set up a number of In-Feed Ads on TikTok Ads Manager.<\/p>\n\n\n\n
The campaign results were quite impressive, as Vodafone surpassed its objective, with the campaign bringing in an 18x ROAS (Return on Ad Spend) for client registrations, and a 14% conversion rate.<\/p>\n\n\n\n
<\/figure>\n\n\n\n
Ad Type #2: Spark Ads<\/strong><\/h3>\n\n\n\n
Spark ads<\/strong> are another native ad format that gives brands the opportunity to create campaigns that leverage posts not only from their own TikTok accounts but also posts made by other creators, always with their permission.<\/p>\n\n\n\n
Spark ads are great since they can enhance brands\u2019 presence even if they don\u2019t create the content themselves.<\/p>\n\n\n\n
Afterall, as a marketer or brand, user-generated content<\/strong> is ultimately key to engage and forge strong bonds with your audience.<\/p>\n\n\n\n
According to TikTok, Spark ads have a 142% higher engagement rate<\/a> compared to Non-Spark ads.<\/p>\n\n\n\n
<\/figure>\n\n\n\n
Ad Type #3: TopView<\/strong><\/h3>\n\n\n\n
TopView ads<\/strong> appear in users\u2019 For You Page, after opening the app in a full screen form.<\/p>\n\n\n\n
They can last for 5 to 60 seconds, with auto-play and sound.<\/p>\n\n\n\n
TopView ads can contribute to a growing number of views as they capture users’ attention.<\/p>\n\n\n\n
As part of its campaign, AIB, one of Ireland\u2019s leading banks, in order to promote its fast and easy mobile current account application service, launched a TopView to expand its reach to its target market, young people and students.<\/p>\n\n\n\n
A \u201cLearn More\u201d CTA featured at the bottom of the ad, which then directed users to AIB\u2019s landing page.<\/p>\n\n\n\n
<\/figure>\n\n\n\n
Ad Type #4: Video Shopping Ads<\/strong><\/h3>\n\n\n\n
Video shopping ads<\/strong> are videos that can offer a seamless and effective shopping experience for users.<\/p>\n\n\n\n
The user journey starts from the “For You” page, ending at the checkout.<\/p>\n\n\n\n
This is a great solution designed for businesses to drive sales, as it combines automation features to maximize performance and conversions.<\/p>\n\n\n\n
It is available for testing globally.<\/p>\n\n\n\n
<\/figure>\n\n\n\n
Ad Type #5: Brand Takeover<\/strong><\/h3>\n\n\n\n
A brand takeover<\/strong> is a full-screen ad which appears when users first open the Tik Tok app.<\/p>\n\n\n\n
They are created for mass awareness and reach.<\/p>\n\n\n\n
The brand takeover ad can be linked to a brand\u2019s landing page or a hashtag challenge within the TikTok app.<\/p>\n\n\n\n
Since the entire screen is clickable, it is really helpful guiding potential customers to both internal and external landing pages.<\/p>\n\n\n\n
They usually last between 3-5 seconds, and the day they are featured, users won\u2019t see any other Brand Takeover on that specific day.<\/p>\n\n\n\n
This premium feature is more pricey, and thus is often taken advantage of by bigger brands.<\/p>\n\n\n\n
Ad Type #6: Branded Hashtag Challenge Ads<\/strong><\/h3>\n\n\n\n
Branded hashtag challenge<\/strong> ads <\/strong>can help businesses cultivate awareness, initiating trends and challenges by crafting distinctive branded hashtags.<\/p>\n\n\n\n
This type of ads can generate full-funnel impact and encourage brand followers to create their very own content based on them.<\/p>\n\n\n\n
Thus, it can be effectively combined with UGC and boost engagement.<\/p>\n\n\n\n
According to TikTok, branded hashtags can amplify your brand voice as they have a median engagement rate of 17.5%<\/a>.<\/p>\n\n\n\n
As we can see from the example below, there is a hashtag challenge by the company HP:<\/p>\n\n\n\n
By creating the hashtag #HPRadicalReuse<\/em>, HP encouraged creators to interact and co-create through a Branded Hashtag Challenge, making a difference around the globe, promoting sustainability.<\/p>\n\n\n\n
The results were impressive, as this Hashtag Challenge delivered a unique reach of over 68 million in the US and over 1.4 billion video views of the hashtag during the campaign.<\/p>\n\n\n\n
<\/figure>\n\n\n\n
Ad Type #7: Branded Effects Ads<\/strong><\/h3>\n\n\n\n
Branded effects<\/strong> are a great way to combine creativity with brand awareness.<\/p>\n\n\n\n
Creating branded stickers, filters, and special effects, brands can urge their audiences to interact with them in a meaningful way, as we can see from the following example by the famous beauty company, Mac.<\/p>\n\n\n\n
<\/figure>\n\n\n\n
What\u2019s more, branded effects can be also implemented into a branded hashtag challenge for better results.<\/p>\n\n\n\n
How Much Do TikTok Ads Cost?<\/strong><\/h2>\n\n\n\n
Just like other social media channels, TikTok uses an auction and bidding model regarding ads.<\/p>\n\n\n\n
Simply put, brands decide how much they are willing to pay per video view, click, or impression.<\/p>\n\n\n\n
However, it is crucial to keep in mind that there is a minimum spend on both campaigns and ad groups.<\/p>\n\n\n\n
According to TikTok<\/a>, the minimum campaign-level budget is $50 per day.<\/p>\n\n\n\n
That means that for every day that your campaign is running, you will spend at a minimum of $50.<\/p>\n\n\n\n
Moreover, the minimum ad group-level budget is set to $20 per day.<\/p>\n\n\n\n
Practically, this means that for every day that your ad group is running, you will spend at least $20.<\/p>\n\n\n\n
Furthermore, TikTok requires a $500 minimum ad spend for short native video ads, while hashtag challenges, for instance, have a flat fee of $150,000 for one week.<\/p>\n\n\n\n
TikTok uses a metric known as CPM (cost-per-mile), meaning the ad cost per 1,000 views, to charge for in-feed ads.<\/p>\n\n\n\n
TikTok ads prices start at $0.50 CPM and $0.02 cost per click.<\/p>\n\n\n\n\n\n
What are the Main TikTok Bidding Methods?<\/strong><\/h2>\n\n\n\n
- What are the different types of ads?<\/a><\/li>\n\n\n\n
![\"\"](\"https:\/\/lh6.googleusercontent.com\/dV9o5PQnF0NgZLj8bqpeOR_bLy9Pc-yLm4-RjSgJokU3J1OjJJcpPQ9xQRl1hMsZfRhkhDeJL6rWTlQZUwc23Ixypp4BiegVg9URzg5wS0DJ4KckogIT-XulcEIw2gUczYmJ-xCIFGFM\")
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