Pick out your target audience

Social media platforms can make sure your ads get shown to the right people. You can create your custom audience, and choose between demographics based on age, gender, location, language, behaviors, device details, and interests.

Decide your ad group’s budget, then schedule it

You set your campaign’s budget earlier, but now you need to set budgets for your ad groups, and when they’ll run. If you want the ads to run at a specific time, you can sort this out with the ‘Dayparting’ feature – don’t forget to base it on your intended audience’s time zone, though, rather than yours! It’s an easy mistake to make.


Solidify your bidding strategy and goal

If you choose TikTok for example. Your ad group’s optimization goal will be based on clicks, reach, or conversion. This may have already been chosen for you, depending on what you selected for your overall campaign goal. Next, confirm your bidding strategy:

  • Bid Cap: Settle on the maximum cost per click (CPC,) per view (CPV,) or per 1,000 impressions (CPM.)
  • Cost Cap: This sets an average cost per result for your optimized CPM. It usually goes up and down, but should average out around the set bid.
  • Lowest Cost: TikTok Ad Manager uses the ad group’s budget to project the highest number of results possible at the lowest cost per result.
  • Delivery Type: You can choose between standard or accelerated. The former spreads your ad group’s budget over a set number of days within the campaign timeline. If you go for the latter, it burns through your budget for the selected TikTok ad group as fast as possible.

Create your ads

Finally! You can include up to 20 ads in one TikTok ad group, which should be named clearly like everything else. Next, choose what kind of ad you’re creating: Image, Video, or Spark.

Add your images or videos, or create a video within the Ad Manager. Then choose a thumbnail – or create your own – and enter your ad text and link. Watch the preview on the right-hand side of the screen, ensure no links are broken or missing, then click Submit. It’s sent for review and ready to run!

How do I optimize an ad for TikTok ads?

Like any social media platform, TikTok has specific format and file preferences. These are the specifications you should follow when creating content for TikTok ads:

  • An aspect ratio of 9:16, 1:1, or 16:9. Given TikTok is a vertical video platform, 9:16 tends to perform best. Spark ads allow any aspect ratio.
  • A minimum resolution of 540 x 960 px or 640 x 640 px. However, videos with 720 px often perform best. Spark ads have no minimum resolution.
  • MP4, MOV, MPEG, 3GP, or AVI files, with a maximum size of 500MB. Spark ads have no maximum file size.
  • Video length between five seconds and one minute. TikTok themselves have said that anything between 21 and 34 seconds is the sweet spot. This doesn’t apply to Spark ads.
  • An ad description between one and 100 characters, with no emojis unless they’re Spark ads.
  • A square profile image smaller than 50KB.
  • An app name between four and 40 characters, or brand name between two and 20 characters.


How much do TikTok ads cost?

The cost of TikTok ads isn’t public knowledge. The daily and lifetime campaign budgets are set to a minimum of $50 per day. When you get down to the cost of TikTok ad groups, you’re looking at a minimum daily budget of $20. The lifetime budget for ad groups can be calculated by multiplying the daily budget by the number of days the ad group is scheduled to run for.

However, the platform has dished out some advice about setting budgets and limits for advertising on TikTok.

  • If you choose Cost Cap or Bid Cap as your bidding strategy, select ‘No Limit’ for your campaign budget, and ramp up the daily budget for your ad groups to at least 20 times your CPA.
  • If you’re running a Conversion campaign using the Lowest Cost bid strategy, use a budget of either a minimum of $100, or 20 times your CTA. If you’re unsure, go with whichever number is highest.

And there you have it. How to use TikTok Ads in 2022. It’s a competitive, fast-paced space, but if you want to get your brand in front of the right people, the TikTok Ad Manager can help.

If you’re stuck for music to use in your video ads, check us out. Our music is available on TikTok, and you can use our catalog across Twitch, Instagram, YouTube, and Facebook.

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