TikTok plays a crucial role in any online advertising strategy. It was downloaded more than one million times last year. 

TikTok users aren’t just using the app to send memes and dance moves, but they use it to shop for products. One in four TikTok users has searched for or bought a product from TikTok. 

TikTok can be a smart place to take your ads if you want to reach a large, engaged audience, especially members of Gen Z.

This guide will show you how to set up your first TikTok advertising campaign. Parade has also shared great advice with us.

Table Of Contents

•  TikTok Marketing 101
•  What is the best way to create your first TikTok advertisement?
• Case study: Parade lingerie 
•  Get started with your TikTok advertisement campaign

TikTok advertising 101

Let’s start with a quick overview of all the advertising options TikTok offers and some technical details you will need before creating your own.

What kind of ads can TikTok let you place?

TikTok’s Infeed ads are its bread and butter. These ads look like someone scrolling through the app for videos.

In-feed ads seamlessly integrate with TikTok’s experience. You can choose to Shop Now or Learn More. The call-to-action is determined by the creator of the ad.

Users can swipe past Infeed ads immediately. However, those that reflect the culture and style of Tik Tok will get views, comments, and shares just like any other TikTok.

TikTok’s Advertising Manager makes it easy to create and launch Infeed ads. Let’s get to it.

TikTok offers managed accounts more premium advertising options including:

• TopView ads. These video ads are displayed at the top and bottom of the user’s screen when they open the app.     

• TikTok challenges you with a branded hashtag. This campaign allows brands to create their hashtags, and then promote them.

• Branded effects. An advertiser can create a branded effect in partnership with TikTok’s extensive library of video effects. A brand effect is similar to a hashtag challenge encouraging users to interact with your branding.

While all three options can result in high engagement, they are not affordable for most brands. This means that there is more technical expertise and a higher price.

How is Tik Tok promoted?

If you’ve spent some time creating TikTox, you may have noticed that there is an option to promote TikTox. 

TikTok may also be promoted natively on the app by tapping on the three dots symbol on your TikTok, then tapping on the Promote button with a flame shape. Once you have chosen a goal (e.g. redirecting users to your website), you can define your target audience

The system uses “coins”, which are the same currency users use to purchase gifts for their favorite creators. A 1-day campaign with 200 coins costs $2.

Promoted TikTok is a great way to try the app, but it has limited options. Although promoted TikTok can be used to test the app’s waters, its options are limited.

How much do TikTok ads cost?   

TikTok allows you to set your daily budget at $5 per person. 

For experienced marketers, many more options include bids. You don’t need to be worried if you’re new to advertising on TikTok.

The marketing budget and platforms that your company targets will determine your budget.

TikTok Ad specs

Let’s get down to the technical details. These are just a few highlights.

• Aspect Ratio: 9, 16, 1:1, or 16 :9
• Video resolution: must not exceed >=540×960 pixels, >=640×640 pixels or >=960×540 pixels.
• File type .mp4, .mpeg or.avi
• Length up to 60 seconds TikTok recommends 9-15 seconds.

How do you create your first TikTok ad?

There are two versions of the TikTok ads manager. The simplified version is designed for experienced marketers. This version is suitable for small to medium-sized businesses.

This tutorial will be using the simplified version.

Step 1: Create a business account

To access TikTok’s ads manager, you will need to have a business account. 

Go to Settings and Privacy within the app and select Manage Account. Next, click Switch to Business Account. You will have access to analytics that can help you determine the best time to post to your app. You also have access to additional features, such as a hyperlink within your bio.

Step 2: Enable TikTok integration in your Shopify store

Download the TikTok app to manage Shopify shops. If you’re in certain countries, you can also open a TikTok shopping tab.

Step 3: Open TikTok Ads Manager

The TikTok app is optimized for mobile use, but you’ll want to use it on your computer. Log in to your TikTok account

Step 4: Establish your goal

Click Create an ad to be presented with three options for setting a campaign goal.

• Connect with customers. This is a great choice if you want to increase your TikTok presence.

• Increase website visits. This is an excellent way to get people into your store and become potential customers.

• Get customer leads. This can be used to retarget existing customers and nurture them.

Step 5: Select your audience

Next, you will be able to choose which audience will see your advertisement. TikTok will then decide. You can also set parameters.

You have the option to choose your audience by gender, language, or age.

You have the option to drill down into specific areas like pets, clothing, and cooking. You also can target users who have had a history of using TikTok content, such as liking or commenting.

Step 6: Establish your budget, schedule

Next, you will need to determine your daily budget. This should be at a minimum of $5 per day. You can then stop the campaign at any point it feels has completed its task.

Step 7: Create your ad

Now, the fun part. 

A caption and call to action button can be added to your ad.

These tips will help you to create your ad.

• To view vertical video, please refer to the technical guidelines by TikTok

• Text that isn’t covered by the caption should be removed from the video.

• TikTok is all about authenticity. Your advertisement should be in line with the look and style of other TikTok.    

Spend some time on TikTok to get to know the culture, and trends, and to create an ad that is a natural fit. 

More information:

• TikTok Marketing Strategies for 2022
• TikTok: 8 Tips to Launch Your Small Business

Step 8: Submit

Your ad was submitted successfully! The ad will now be reviewed before it goes live.

Track your ads to improve your next campaign.

Delivery is more important than the following count.

Darya aimed her campaign at finding smaller influencers to promote Parade’s ads.

She said, “It doesn’t matter how many followers you have. But it is important for me that the creator feels authentic about their brand.” “

The ads look exactly like fashion TikToks and blend seamlessly with the scrolling experience.

Darya says that TikTok’s success lies in making the content as natural to the platform as possible.

Parade provided each celebrity with a brief description of the music and styles that they wanted to model. The stars could then create their ads.

Learn from your errors

Darya acknowledges that there were mistakes. They tried to be more serious and calm with their music. It didn’t work.

Darya says that they didn’t scale as well with trending fun sounds. These sound more in line with Gen Z’s needs.

“Signs with words are more effective than sounds without words because people are less likely to scroll past them. “

Authenticity is key to success

Darya believes creating ads will make them successful. You can’t just bring over an advertisement for another platform. 

She advises, “Do not make ads that sound like advertisements.” Instead, make something that you would enjoy viewing on TikTok. Then, add the message to that advertisement.

Start your first TikTok advertising campaign

Now you have the basics of how to create an advertisement campaign on TikTok. Parade also has some great advice. Each marketing strategy will take some trial and error. Start small and evaluate your metrics.