It's hard to believe that TikTok is just a few years old. The short-form video content platform burst onto the scene in 2016 but it's growth really took off in early 2020, as the world was staring a global pandemic in the face. As people were forced indoors and isolated from friends and family, TikTok was ready, willing, and able to not only offer entertainment but to also offer a way for us to combat our sudden forced loneliness with connection.
It's fair to say that the platform has grown up quite a bit over the past couple of years. And in more ways than one. For starters, what started out as a largely Gen Z app has gained more and more popularity among Millennials, Boomers, and the oft-forgotten (some would say voluntarily) Generation X. You'll even occasionally see stories from the Silent Generation (those born between 1928 and 1945) on the platform.
Along with the app's seemingly ever-increasing usage, TikTok also started TikTok for Business in June 2020. Finally, businesses could harness the explosive power of TikTok to advertise to itsmore than 689 million users。
But just because you can advertise on the platform doesn't mean you should. If your target market hits that 50+ age (older Gen X-ers, Boomers, and beyond), TikTok usage drops dramatically with only 11% of the platform's users falling into the 50+ age range. WithGen Z and younger Millennialsmaking up 47.4% of the platform's user base (Statista, April 2021), you'll probably want to pay attention to the platform. Even brands whose target market is older Millennials and Gen X will likely do well advertising on TikTok.
TikTok Ad Management:
How Much Does It Cost to Advertise on TikTok?
tiktok广告can get pricey. It's probably the best option for large brands like Disney, Nike, and Amazon Prime — smaller businesses probably aren't going to have the budget to compete.Tiktok广告的起价为$ 10 CPMand the platform requires a minimum budget of $500 for campaigns ($20 minimum for ad groups). Large campaigns might hit the $25,000 to $150,000 price point.
The Complete Guide to TikTok Ad Management
If your target market is on TikTok and the cost of advertising hasn't scared you away, advertising on the platform can help you reach the people who mean the most to your business. And, with TikTok's self-serve marketing platform, getting started is really easy.
TikTok Ad Management Step by Step
TikTok’s self-serve Ads Manager provides easy-to-use tools that will help you create and manage ads on the platform. If you've created Instagram orFacebook广告already, you're ahead of the game. Here's how to do it:
Step 1: Choose a Goal for Your Ad
要创建一个Tiktok广告，您将首先选择目标。这回答了“为什么我首先运行此广告”的问题，通常会属于三个类别之一：
- Awareness
- 考虑
- Conversion
让我们仔细看看这些categories.
Awareness
If you want toincrease brand awarenessand really get the word out about your new brand or new product, you're probably going to want to set a goal of awareness. With this goal, your ad will be shown to as many people as possible. Reach is pretty much the only objective here.
Reach
Awareness ads are all about reach. These ads will show your ads to a large number of your target market and a frequency that you choose so you can manage your messaging and budget. The recommended bidding method for reach ads is CPM (the price you're willing to pay per one thousand impressions).
考虑
The next type of goal you can set for your TikTok ads is for consideration. These are the ads that will get yourtarget audience开始思考你的业务解决方案to their problem and to seek out more information. There are four TikTok ad types that work for consideration goals:
- 交通
- 应用程序安装
- Video views
- Lead generation
这些目标是非常不言自明的，但让我们看一下它们。
交通
The traffic objective is intended to send people to a specific destination — your website or app. There are a couple of things to consider here. First, where do you want traffic to go? Second, who do you want to target? You might choose to target people who have previously installed your app or people who have visited your site before, etc.
应用程序安装
The app installs objective is intended to encourage people to install your app by sending them directly to your app store page. You can optimize your campaign for app installs or other in-app events when adding your app to the Event Manager. It's also encouraged that you use a third-party tracking service to track your app installs.
视频视图
有了视频视图目标，您的广告将被构建，以最大程度地吸引观众的视频广告播放，这些广告最有可能观看它们。在设置视频观看活动时，您需要考虑自己的总体目标，愿意支付的目标以及优化目标。视频视图的计费方法是CPV。
领先一代
潜在客户生成广告非常适合从目标受众那里收集联系信息，因此您可以将来向他们推销。有了这个广告目标，您可以发布与领先一代form (Instant Form). When a viewer taps on the call-to-action from your ad, your Instant Form will come up. Here, interested people can share their contact info, answer your questions, or even schedule an appointment with you. These forms are fully customizable based on your business, marketing needs, and industry.
Conversion
The last goal we're going to cover in this guide for TikTok ad management is conversion. With conversion goals, the point is to get your target audience interested enough to buy or use what you're offering. This might mean asking users to register for an account, opt-in, or complete a purchase. Conversion goals require that you install the TikTok pixel on your site. This, like theFacebook pixel, gives TikTok's Ads Manager the data it needs to track your conversions and optimize your ads. Conversion ads drive valuable actions on your website. You can also set a catalog sales objective.
Catalog Sales
Only managed accounts in the United States and Indonesia can create campaigns with the catalog sales goal. With this campaign, you can show ads featuring your products to people who have already shown interest in those products on your website or app.
步骤2：定义您的目标受众
设定目标后，您需要定义目标受众。tiktok为您提供了创建自定义受众和观看观众的选项，因此您可以吸引与已经拥有的客户相似的人。另外，还有大量的目标选项，因此您可以微调您想要吸引的受众：
- Lookalike and custom audiences using your own customer list, app activity, website traffic, and engagement
- 观众排除
- Demographics like age, gender identity, location, and more
- Language
- Behavioral targeting based on videos users are interested in, how they've interacted with creators, and more
- Device and connection targeting to reach people using 2G, 3G, 4G, Wifi, iOS, Android, etc.
You can even get really into the details and target users based on device model, carrier, and even the cost of the device they're using to view your ads.
Step 3: Set Your Budget
Now that you've established a goal and dialed in your target audience, it's time to set your budget. TikTok Ads Manager lets you enter a daily or lifetime budget and you can make adjustments or pause your ad spend as needed. It's important to be realistic with your budget and not commit to spending more than you can afford. Here are some budgeting best practices to make setting your TikTok ad budget easier:
- Leave the campaign budget open
- 为您的广告组设定每日预算，而不是终身预算
- If you're using bid cap or cost cap bidding, your starting budget should be at least 20X your targeted CPA
- 对于转换活动，将最低成本作为您的出价策略，并将您的起始预算至少为20倍针对的CPA（不少于100美元）
- For app install campaigns, use AEO (App Event Optimization) with a starting budget of at least $100 and covering at least 20X targeted deep conversion CPA
- 在您的转换广告处于学习阶段时，请勿进行任何目标，预算或投标策略（并在两次更改之间等待两天）
- Once you're out of the learning phase, keep your budget within 50% of your prior budget and your bid within 20% of your prior bid
步骤4：设计广告
如果您遵循了这一点的步骤，那么您现在就可以设计Tiktok广告了。您可以上传自己的图像和视频，也可以使用Tiktok的智能视频创建工具创建新视频。该工具使用AI分析您的视频并帮助您为广告创建正确的视频。
您在整个过程中所做的选择将改变您在广告创建期间可用的字段。像Google广告，Facebook广告和其他广告平台一样，Tiktok将广告组织成广告188滚球地址系列，广告组和广告。首先，您将创建广告系列和广告组，然后再进入广告创建页面。Tiktok中的广告创作真的很容易。如我们提到的，您可以上传自己的图像和视频，并使用Tiktok的广告管理器工具来创建滚动广告。
Step 5: Launch Your Ad
After you've created the ad or ads you want, you can publish your ads. TikTok Ads Manager has a smart auction system that will ensure that your ad gets facetime with the right audience when they're most likely to engage.
Step 6: Track, Measure, and Manage Your Ad
发布你的广告并不意味着你就完成了。Once your ads are live, you'll want to track and measure the performance of your ads so you can make adjustments as necessary to increase their effectiveness. To make it easy for you, TikTok Ads Manager offers up campaign analytics and reporting. The dashboard shows you information about your ad performance, spend, and the status of your campaigns. You can also see your TikTok ad performance based on specific demographics and behaviors.
除了仪表板之外，广告系列页面还将向您显示广告性能的详细信息。您可以过滤信息以仅显示您要查看的广告和标准，甚至更改设置，以便您始终能够查看对您重要的东西。
有很多信息可供您使用：
- Daily and hourly data
- 总成本
- Impressions
- 点击
- Conversions
- Click rate
- Conversion rate
- CPC
- CPM
- 转换成本
How to Create a TikTok Ad
现在，您已经了解了创建Tiktok广告活动的步骤，让我们介绍如何从一开始就创建Tiktok广告。
Create a TikTok Ads Manager Account
Start by creating a TikTok Ads Manage account by clickingGet Startedon theTikTok for Business page。填写您的详细信息，然后单击报名：
That's it! You're ready to start advertising. Easy, right?
Create a TikTok Ad Campaign
From the TikTok Ads Manager dashboard, click on活动in the top menu. Then, clickCreate：
Next, choose your objective (the goal of your TikTok ad campaign):
If you want to set a Campaign Name, create an A/B test, or change the budget for your campaign, just scroll down to see those options. Otherwise, clickContinue。
对于本教程，我们将坚持使用流量目标的默认选项。
Create a TikTok Ad Group
Next up, you need to create an ad group. Start by giving your ad group a name and choosing the promotion type. If this is your first time creating a TikTok ad, we recommend sticking with the automatic placement option.
选择安置后，您可以决定是否要使用Tiktok的AI进行创造性优化。如前所述，使用此选项，Tiktok使用您想要的视频，图像和广告副本为您构建广告。
Farther down the page, you'll see audience targeting options. You can create a custom audience based on网站流量, customer files, previous ad engagement, or app activity. Or, you can target specific audiences based on interests and demographics.
If you want to build a custom audience using your website traffic, you'll need to add the TikTok pixel to your website.
从那里开始，该设置预算并设置招标策略了：
After setting up your budget and bidding strategy, clickNext。
Create a TikTok Ad
Now it's time for the really fun part — building your ad creative! You can upload your own images and videos. If you upload images, TikTok will turn them into video. Once you've got your images and videos set, add your ad copy and acall-to-action。
When you're happy with your ad, click提交您的广告系列将被发送供审查。
Reach Your Audience With a Mix of Paid and Organic Content
TikTok ads can be a great way to reach your target audience in a fun, new way. But don't just post ads to the platform. These days, users want to get to know the brands they're buying from. We recommend using a mix of paid and organic TikTok content to keep users interested in what you post and less likely to cruise on past when your ads come up.
经常问的问题
什么是Tiktok？
Tiktok是一个简短的视频社交媒体平台，用户可以在15秒至三分钟内创建垂直视频。
How do I go viral with my TikTok ads?
当您找到一个确定的公式时，请告诉我们！您永远不会知道什么内容最终会流行。您所能做的就是创建各种有趣，娱乐性和引人入胜的内容，并准备在发生病毒性时利用。
Should I use hashtags in my TikTok ads? How many?
Hashtags aren't super useful in TikTok ads. For organic content, try including three to five TikTok hashtags.
我需要一个有影响力的tiktok广告吗？
您不需要一个，但不会受伤！有影响力的人之所以如此命名，是因为他们的影响力很大。他们中的许多人都有强大而敬业的追随者，可以信任他们。对于希望快速飞溅的品牌来说，这可能是一个巨大的福音。
我应该聘请一家Tiktok广告代理商吗？
如果您是Tiktok Ad Management刚开始的较小业务，则不是必需的。只需遵循本文概述的步骤，不要预算超出您的花费。当您能够适应快速增长时，雇用Tiktok广告代理商可能会非常有帮助！
