TikTok is the fastest and fastest-growing social network in the world.
Far from being just a place for dances for a younger audience. Its algorithm and exponential impact capacity make it a dissemination channel for all industries.
The application has already exceeded one billion users and it is estimated that its audience exceeds 825 million people, over 18 years of age worldwide.
Almost half of the users (43%) are between 18 and 24 years old. And women in this age range represent a quarter of the platform's advertising audience (24.7%).
Thanks to the attention being paid to this social network. And that the target audience is there, it is increasingly important to know how to create good ads on this platform.
So. Welcome! 
In this Blog, we explain the fundamentals of Tik Tok Ads and how you can position your brand on the network that marked the new consumption habits.
Empezemos…
Why activate TikTok Ads?
Digital marketing is marked by new challenges for those of us who do it. Every quarter we have a new practice or trend. TikTok Ads are proof of this.
And it is precise any company that wants to activate dissemination strategies and digital growth must be very aware that it must adapt to the way of communicating with consumers.
So all the time you must be aware of the new platforms and methods to reach your buyer persona.
So what's the point of getting activated on TikTok Ads?
There is only one answer to it.
Early adopters of Tik Tok ads will have a huge competitive advantage over the competition, who will enter a market with gained knowledge (a learning path) and saturated users.
How do TikTok Ads work?
TikTok ads are built on the same social network, only they are created through an Ad Manager.
As in other advertising platforms, ads can be made with images and videos in different commercial formats.
TikTok allows you ads of between 5 seconds and 1 minute, requesting an initial investment per campaign of an average of $50 per day.
Let's talk a little about the videos...
TikTok videos have an aspect ratio of 9:16, 1:1, or 16:9, but 9:16 (vertical) videos work best.
The minimum resolution is 540x960px, but videos with a resolution of 720px have the best results. Also, the accepted formats are mp4, .mov, .mpeg, .3pg and .avi.
As I mentioned above, the duration is currently from 5 seconds to 1 minute. But TikTok recommends that businesses stay between 21 and 34 seconds, for best results.
The profile image must be square and cannot exceed 50 KB, while the video must have a maximum weight of 500 MB.
How much does advertising cost on TikTok?
Right now, TikTok ads work under the same Google Ads model: auction.
Budget management can be controlled (as in Facebook or Meta Ads), by setting a daily expense or a total limit.
As we were talking about a moment ago, you can make a minimum investment of $50 a day or during the lifetime of a campaign.
Of course, keep in mind that the ad groups will need a minimum of $20 per day to start and the maximum duration will be calculated based on the number of days that it must be active.
For now, TikTok is not talking about the costs of individual ads, but instead gives you 3 essential tips to start and get your ad campaigns running:
1. If you're using auction limit or cost, choose your campaign budget as unlimited and your daily group budget as 20x your desired cost per action (CPA);
2. For App Event Optimization, choose a starting budget of at least $100 or 20 times your goal (CPA), (whichever is higher);
3. For conversion campaigns using the lowest cost, choose a starting budget of at least $100 or 20 times your goal (CPA), (whichever is higher).
Types of ads on TikTok
So let's move on to the types of ads on Tik Tok.
There are several ways to start advertising on TikTok and its “family of apps”. However, you should keep in mind that not all options are available for all countries.
Let's review the main and universal formats:
TikTok feed ads
This type of ad can be created from TikTok Admin. It is the basic one on the platform and you can add an image so that it appears in the News Feed (BuzzVideo, TopBuzz, and Babe).
Include the logo of the brand or name of the account and the text of the ad.
video ads
Another model, perhaps the most used, is that of video ads.
It consists of videos from 5 seconds to 1 minute that is played in full screen for the users of the feed, via the option: “For You (For you)”.
Each of these ads includes a video, a cover image to display the ad, the name of the brand or account, and an accompanying bottom copy.
Spark Ads on TikTok
These allow you to push an account's organic content to more users.
Some TikTok research indicates that these types of ads have up to 24% more conversions and 142% more engagement than regular feed ads.
Other ad formats are available.
Since we're talking about the main types of ads, let's take this moment to talk about some special formats.
Brands that have a TikTok sales representative can use more ad formats. Additional ad types are:
- TopView Ads: 5-second to 1-minute video ad that appears as soon as users open the app.
- Brand Hashtag Challenge: 3-6 day advertising campaign in a format that encourages participation. The idea is that the user's content appears on the hashtags page as a challenge.
- Brand effects: they are special effects (stickers, filters, and other forms of video editing), for users to use, interact and have a brand recall.
How to create ads on TikTok
We come to how to! Let's get "hands-on."
For you to create a solid strategy in TikTok Ads and start promoting your brand on the social network of short viral videos par excellence, follow the following steps depending on your case:
Case No. 1: «How to create an ad manager». Check out!:
The first step before creating an ad is to create an account in Ads Manager.
2. Open your account
Fill out the fields with basic information about your business, including the country or region where you are located, your time zone, and your billing currency.
You must also enter your company's name, using the same legal name or as close as possible to that of your brand.
After that, just check that the information is correct, especially the time zone since it will not be possible to change it later. Then click “Sign up” to open your account.
3. Add your company information
When you log in for the first time, a form will appear in the pop-up window asking you for more information about your company and billing information. Including address, state, and zip code.
Another important piece of information is your website. You must have the URL in the
format: https://www.suaempresa.com.co/ or https://www.suaempresa.com.mx/ or https://www.suaempresa.com/
To go through the review phase, all the information must be correct, that the site works well and that it has all the necessary information for potential customers.
If you prefer to complete this part later, you can go to your account settings and click on your account information to return to this step.
4. Select the payment method
You can choose between manual or automatic payment (if available in the region). However, once you have included it, it will no longer be possible to change this setting.
5. Submit your data for approval
Once you have filled in all the details, click "Submit" at the bottom of the page. The TikTok team will review your account within 24 hours.
After that, they will send the confirmation or rejection of the profile for ads.
Reasons why your administrator account may be rejected:
- The business name submitted does not match the name that appears on your website or official documents;
- Your site was submitted in a different format than the submitted examples;
- Your site does not clearly promote a product or does not have valid information on the Landing Page;
- The promotion of services or products may be prohibited in your country. For example, it is not possible to advertise cigarettes, flamethrowers, or elephant ivory on TikTok.
Case No. 2: «How to create an ad in the administrator»
Once you've created your TikTok Ads Manager account, start building your campaign.
If you just want to improve the content, we have a summary at the end of this guide, so keep reading to find out!
1. Choose your ad objective
There are three categories of ads on TikTok:
Awareness: Show the ad to as many people as possible;
Consideration :
- Traffic: direct to a specific page;
- Video Views: Maximize your ad views;
- Lead Generation: form ready to collect prospects;
Conversion:
- Conversion: traffic to a specific action on your site, such as buying or signing up for an email list;
- App downloads: targeted traffic to download your app;
2. Give the campaign a name and define a budget
Give the campaign a name of up to 512 characters, then set a budget limit for the ad group.
It is possible to set spending goals or leave a predefined daily consumption (similar to Facebook ads or Meta Ads).
Campaign budget optimization is also available for app installation and conversion goals using the lowest auction cost strategy.
TikTok is also developing a version of the optimized cost-per-click goal with a tool still in beta.
The important thing here is to know the minimum spend allowed by the app, what your total budget is, and how they will relate to your entire campaign.
3. Give your ad group a name and select where to post it
Each campaign can have from 1 to 999 ad groups, and each ad group can have a name of up to 512 characters.
You can choose different locations to serve each ad group, but keep in mind that not all of them will be available in your region. Some of the most common locations are:
- TikTok feed;
- BuzzVideo News Channel, TopBuzz, NewsRepublic, and Babe;
- TikTok Audience Ad Network
- Automatic delivery (allows automatic and optimized delivery of ads).
4. Choose whether or not to use automated creative optimization
When you upload your creatives to the individual ad creation phase, you can decide if you want TikTok to automatically create combinations of your images, videos, and text.
The ad system will only show the best-performing ones. The platform recommends that people without previous experience leave this option activated to guarantee better results.
5. Segment your audience
As in any of the advertising systems that exist, TikTok allows you to segment your audience to find the ideal audience.
You can use a lookalike audience or a custom audience based on: gender, age, location, language, interests, behaviors, and/or smartphone details.
6. Set your ad group budget and schedule the post
It may seem that we are repeating previous advice, but it is not true.
Once you've set the budget for the entire campaign, you need to set the budget for the ad group you're working on.
Obviously, if you only have one ad group, your entire budget will go to it. But with this option, it is possible to separate different parts of the same budget for various campaigns.
In addition, here it is also possible to select the start and end date of the ads, in addition to choosing, based on your time zone, the best times of the day to publish the ad.
7. Choose your auction and optimization strategy
First, select your optimization goal: conversion, clicks, or reach.
Your campaign objective can be determined automatically.
Below, you can check the types of auction strategies:
- Bid cap: maximum cost per click (CPC), per view (CPV), or per 1,000 impressions (CPM);
- Bid Cost: The average cost of CPM Optimized results, which will range above and below the bid, but should end up at the long-term average;
- Lowest cost: The ad system uses the ad group budget to generate the most results possible for the lowest cost per result.
Then all you have to do is choose your ad delivery type: standard or accelerated.
Standard delivery splits your budget evenly based on campaign dates, while rush delivery uses up your budget as quickly as possible.
8. Create your ad (finally!)
After so many configurations, the time has come to finally configure the creative of your ad.
Each ad group can have up to 20 ads, with names up to 512 characters for internal use (identification) only.
First, you choose your ad format: image, video, or Spark. If you want to focus exclusively on TikTok and not the other company apps, you should stick between video and Spark.
Add photos or videos and create a video with TikTok's built-in tool Ads Manager. Research from the platform itself shows that doing so reduces the cost per action by up to 46%.
Later, select a thumbnail or submit a custom option. Then fill it in with your ad text and link.
It may interest you to read: Trending Hashtags for TikTok: which ones to use.
Your ad will go through a review and approval process before it starts running.
To create a Spark, you'll need permission from the original creator of the content you want to use; It will send you an access code to enter in the administrator.
Promote existing content on TikTok
Just like Facebook and Instagram, Tik Tok Ads allows you to boost pre-existing content on your account, it has the same functionality. To do this, just:
- Enter the Tik Tok profile. Click on the three dots to open settings and select creator tools;
- Select Promote;
- Choose the video you want to promote;
- Define the purpose of the ad: more views, more site visits, or more followers;
- Determine your audience, budget, and duration;
- Fill in the payment information and start running the ad.
We have reached the end! 
... but we leave with the satisfaction of the "Blog fulfilled"
Now you have all the basic tools to get started with TikTok Ads.
… And speaking of tools… 
… To leave, I leave you this support material completely free:
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