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3 Fundamentals for Creating TikTok Ads

By Shannon Correia on 4 September 2023

TikTok is an exciting platform for advertisers, quickly becoming the go-to for social media marketers. In this article, we’ll be sharing the 3 fundamentals you need to know to unlock the full potential of TikTok with high performing ads. 

TikTok has become immensely popular around the world in the last few years. It’s no wonder marketers are investing in sharing ads via the platform to connect with audiences. With that comes the goal of maximising your returns. Let’s dive straight into the 3-part framework you need to achieve reliable and consistent results on your TikTok ads.

1. Begin with the basics

Begin with the basics – the fuel that gets things going. By fuel, we mean content, of course! What you put in has a direct correlation on what you can expect to get out. Driving success is dependent on creativity and data connections. 

According to TikTok, “A safe, reliable data connection is the most important factor for driving success and efficiency. These inputs allow our ad system to more accurately determine which ads to serve to which people, and maximise the chance of a conversion.” Data connection refers to the signals your app or your ad campaign sends to TikTok. Once that has been established, we can look at creativity. 

Creative variety is a valuable variable in which ad groups are configured with a variety of creatives. This approach provides two key benefits: extending the lifespan of content, and creating more opportunities to succeed. There should be 3-5 creatives per ad group.

2. Build

Start simple with your account and campaign structure. By keeping things simple at first, you will be able to learn and optimise more easily later on. That also means starting with a wide audience. One of TikTok’s strengths is its reach – if you limit your audience, you may miss out on results. Make sure you set enough budget for your campaign for it to clock enough conversions so that it can optimise effectively.  

3. Ready, set, automate!

Automation is a way to ensure that your campaigns work both smarter and harder. Automation tools maximise efficiency by reducing the number of manual processes involved in driving high performance.

Let’s take a look at some of the primary automation tools you can use when creating TikTok ads:

  • Smart Performance Campaign: Make running campaigns easier and more optimal by leveraging TikTok’s semi-automation capabilities, such as auto-targeting, auto-bidding, and auto-creative. 
  • Campaign Budget Optimisation: An automation tool that allocates your campaign budget across ad groups to allow TikTok’s ad system to drive the best overall campaign performance.
  • Smart Creative: Combining multiple assets (such as video, text, and the CTA) to create high quality ads that are continuously tested and optimised.

As always, measuring, learning and scaling are the steps to follow once your ad is live. 

Beginning with basics, starting simple and automating ads are the three keys to successful advertising on TikTok. With this approach, you can create an effective strategy that meets all the fundamental requirements for an effective outcome. 

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