Do you feel that it's a big mistake to leave TikTok out of the marketing mix as a social platform? Although the number of TikTok users is growing rapidly, TikTok advertising is still a dark spot for many decision makers and strategists. We will unburden you and show how to advertise on the fastest growing social platform. Trust us, by the end of this article, you'll see the potential clearly!
TikTok advertising: the PPC tool that pays
When I say TikTok, you say video content production. Indeed, the platform was created for entertainment, and they are trying to keep it that way.
However, you don't have to be a TikTok expert to get your company a high-quality and effective presence on the increasingly popular platform.
Did you know that you don't even need to have a TikTok profile to create a TikTok advertising account?
TikTok is in the ramp-up phase of its social platform journey. This means that the average age of users is increasing and the number of users is growing exponentially. This also means that the demand for content is currently much higher than the supply, which is why the ads are also running at a high rate of return at a lower price per click than on other platforms, like Facebook.
Why should you create TikTok ads too?
- reach audiences on this platform who are not reached elsewhere, thanks to lively, entertaining content
- favourable CPC (cost per click), high reach
- low marketing noise for the time being
- unlike TikTok's native content and TikTok profile, you have the option to place a landing page link, so if you are looking to make sales, you can drive traffic directly to your website with ads
TikTok advertising structure
The structure of the ads and the interface of the ad account is similar to what we have seen on other social platforms.
The name of the ad account is TikTok Ads Manager, where you can manage and analyse all your campaigns and store the elements you need for your ads: videos, sounds, audiences.
A TikTok campaign aggregates ad groups, and within these groups, multiple ads can be created. Different settings are possible at the campaign and ad group level. For example, you can set the main target at the campaign level and the target audience at the ad group level.
If you've ever delved into the depths of Facebook ads, you'll be familiar with bidding strategies, conversion measurement settings, audience creation and campaign goals.
If you manage multiple ad accounts, you can create your own TikTok Business Center account from which you can manage them centrally.
TikTok ad types
One of the key points of TikTok marketing is to match the ad creative to the native content. As tempting as it may be to create a perfectly staged and shot clip of your product or service, it will unfortunately not be effective. If you take a look at TikTok's "For You" feed, you'll see that it's full of simple, "real life" videos shot on a phone. And our goal is to make our ads like these, easy to understand and almost unnoticeable.
As the platform is evolving quickly, make sure to keep an eye on new ad formats that are being released in your country. In this article, we are discussing two types of TikTok ads that could be game-changers in your marketing mix:
● video ads
● spark advertisements
Video TikTok ad
The ad, created with a video as visual content, will appear in the "For You" feed. The format is very similar to native clips, but with a CTA button to navigate to the landing page.
In addition to the video creative, the ad also includes
● a display image that can be customised for each ad (e.g. company logo)
● the brand or app name
● short description
The video can be between 5 and 60 seconds in length, but we recommend you keep it between 9 to 15 seconds, which is a length that seems to perform best on TikTok.
Spark TikTok advertisement
These are the ads that have a native clip as a visual. In fact, you can use not only your own content, but also someone else's - if they give you permission.
Benefits:
● organic outreach facilitates rapid spread
● has a strong branding effect
● stickers and effects used when posting the clip can have a positive effect
However, this ad type can only be used by those with a business profile.
Source: TikTok
TikTok ad rates and returns
TikTok requires a minimum budget for each ad, so you should expect to spend around $50 per day. However, the cost per click can be less than $0,5, which is the lowest among all social media platforms.
Ads with the right creative content can have a high reach in a short time due to low marketing noise.
Summary
At first glance, TikTok's advertising system is similar to other social platforms. However, if we look deeper, we can see that it has greater potential. The content is entertaining, and users fleeing from the information overload find it easier to consume ads in the form of an entertaining clip. Make your brand seen on this young but promising platform with PPC ads!
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