Paid advertising on TikTok is a fairly new tool for marketers, but it offers especially important and significant advantages since TikTok has become one of the apps installed on quite a few mobile devices. With accurate targeting to our relevant audience, we can find new potential customers and expose our business to an additional avenue, rather than relying on one or two platforms. Potential customers come with a desire to watch videos – of all kinds. This gives us advertisers a great advantage using proper and quality content to get conversions for our business in almost any field, which is why you must make sure you are there.
Exactly for this reason, we’ve gathered several advanced TikTok advertising tools that will help you improve your campaign performance. But before you start, it’s important that you learn how to publish your first TikTok campaign and also how to segment audiences on TikTok.
Advanced TikTok Advertising Tools
1. Custom Audience
Custom Audiences is an ad targeting option that allows you to find people who have already interacted with our ads or performed various actions on the website.
Types of Custom Audiences:
Lists – We can upload existing lists of people who know us, leads, mailing lists, and anything you possess that contains details of your audience such as email, phone, name, etc. A very, very powerful and effective tool for highly accurate targeting of customer lists in our possession. We will upload the file in CSV or TXT format.
Website Visitors – We can create custom audiences based on website events such as add to cart, view content, initiate checkout, added to wishlist, signed up for newsletter, searched for a product, and more. We will need to create unique events for each conversion.
Behavior-based audiences, as we gave in the examples here, are audiences with much higher purchase intent who performed specific actions on your site, essentially allowing you to reach a “warmer” audience.
* Note: in order to build audiences who visited the site, we will need to create a TikTok Pixel and implement it on your website through Events Manager
For a guide on how to implement the TikTok Pixel click here
2. Lead Form
Lead generation on TikTok is an advertising objective type that allows your customers to share their contact details with you directly on the platform. When you choose Lead Generation as your advertising objective, you can publish an in-feed video ad connected to an Instant Form that opens immediately.
Advantages of a Lead Form on TikTok:
- Mobile-optimized
- Form customization, customize the questions you want
- Instant access to leads – ability to connect directly from the TikTok system to the CRM
3. App Install Ads
You can build an App Install campaign and thus increase the number of people using your app. You can also optimize for other in-app events.
4. Lookalike
An audience similar to the audience we created. It is recommended to use this audience properly, and not in every situation.
For example, an audience that purchased from us on the website, it is likely that a lookalike audience will be much more effective for us than a lookalike audience that viewed content. Again, it is all trial and error, but remember, a lookalike audience is a cold audience.
The model will use algorithms to learn the attributes of the audience we created. For example, TikTok will analyze user attributes such as demographics, location, operating system, interests, etc. Afterwards, the algorithm will look for other users and groups who share similar attributes.
To ensure that the model operates effectively, the system recommends a size of 10,000 people for the source audience. It is very important to ensure that the list and the attributes you provide are as accurate and precise as possible.
5. Engagement Audience
Anyone who actually had engagement with one of the sponsored ads we created – meaning that only when we create an ad group for an existing campaign on TikTok, we will actually be able to target whoever engaged with the ad.
A minimum audience size of 1,000 is required to target custom audiences in an ad group.
6. Remarketing to App Users
Showing ads to people who have already installed your app on their mobile device. This is an excellent way to re-engage your existing customers, improve their lifetime value (LTV), and increase your return on ad spend.
7. Catalog Sales
Catalog Sales is a campaign type that allows you to show ads featuring specific products to users who have expressed interest in your website. Dynamic ads from the catalog are an excellent solution for anyone who has a large number of products and wants to show personalized ads to their potential customers.
Just like what we are familiar with, here too we will want to generate a catalog from the website, upload it to our TikTok account, set up the events, and get started. TikTok will generate dynamic ads that display a headline, price, and description to those people who have interests or have already visited your website from one source or another. Personalized for each customer who saw the product they are interested in, a very, very powerful tool for sales promotions.
Summary
TikTok is currently taking big steps toward becoming a super popular advertising platform, mainly because of the huge variety and amount of exposure that can be obtained there at reasonable prices. Take advantage of this, and try to develop new advertising avenues for yourselves, using the tools we presented to you. Anyone who does not use TikTok’s tools to improve their digital campaigns, including serious use of their catalog capabilities, is hurting their campaigns and missing out on another advertising platform that can deliver very good results.
About the Author
Ben Knaani, 26 years old, lives in central Tel Aviv, works in digital campaign management
across a variety of different channels. Sports is a way of life for me, and I’m crazy about mom’s food.
