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What can your brand achieve with TikTok Ads?

Simon Lebrun
May 22, 2023
Last modified on
June 2, 2023
how to reach your advertising goals on TikTok as a brand with TikTok Ads Manager

The TikTok social network offers a variety of advertising options for advertisers targeting the younger generation.

In TikTok Ads Manager, brands can choose from a wide range of advertising objectives to best match their marketing strategy. Before creating an ad or optimizing your budget, it's essential to clearly define your expectations.

Ask yourself this question: what action do you want your audience to take when they see your content?

In this article, we'll take a closer look at the three goal categories available in the TikTok ad manager: Awareness, Consideration and Conversion . In addition, we'll look at the seven specific goal types they contain: Reach, Traffic, App Installs, Video Views, Engagement, Lead Generation and Conversions . The aim is to understand how these objectives can contribute to the realization of your brand's marketing ambitions.

The different advertising objectives on TikTok

Each objective defined in TikTok Ads Manager is of fundamental importance to brands and the results they aspire to achieve, as these objectives enable further refinement of the marketing strategy. So how can your brand use these objective categories? And what's the point of the 7 sub-objectives for your ads?

Let's delve into the details of each one!

Source : TikTok For Business


The "Reach" objective on TikTok Ads is designed to maximize brand awareness.

For an awareness campaign, use the Reach category.

This advertising objective is the ideal option if your main aim is to make your brand or a specific product known to a large audience in your target area, at an optimized cost. It helps increase brand awareness, recognition and credibility. For these types of campaigns, the bidding method is based on CPM, i.e. you'll be billed per 1,000 impressions.


In the "Consideration" category, you encourage users to take action, generate audience interest and encourage interaction with your ads, whether by inviting them to visit your site, install your app or buy your products.

This category has 5 objectives:

1. Traffic‍

The "Traffic" objective is ideal for companies wishing to increase the number of visitors to their website or application. It allows you to deliver your ad to a wider audience and direct them to your website or landing page. There can be confusion about the choice between Reach and Traffic objectives, as their goals are similar. However, the most effective solution is to split-test them.

If you use the Traffic objective, here are a few key points to consider:

  • Define the traffic destination, whether it's your website or your application.
  • If you want to target users who have already downloaded your application, this option is available in the Audience section when you create your ad group.

2. Application installation

The purpose of the "Application Installations" objective on TikTok is to introduce users to your application and direct them to the application store. There, they'll have the opportunity to view your app's description and information, and have the chance to download it. In doing so, the aim is to boost the number of downloads of your app, while expanding your user base. Your app's appeal, usefulness and ease of download are key factors in encouraging users to take action.

3. Video views

The video views objective is designed to maximize the playback of your video ads. By optimizing the targeting of the audience most likely to watch your ads, you'll increase the number of views of your videos on the platform.

Here are a few factors to take into account when creating a campaign with a video views objective:

  • What is your marketing objective? Longer video views enable you to effectively position your product or service with your audience.
  • How much are you willing to pay for a video view? When you're running campaigns with a video views objective, the bidding method is CPV, which is the price you're willing to pay for a thousand video views of 6 seconds or 2 seconds.
  • What is your video view optimization objective? Depending on your objective, you have the option of delivering your ads to get maximum video views for 2 or 6 continuous seconds.

4. Lead generation

The Lead Generation advertising objective on TikTok creates opportunities and engages leads. When a user clicks on an ad's CTA button, an instant form opens where they can learn more about your company, leave their contact details and express interest in your product or service.

Lead Generation isn't just about collecting information via a form. It can also increase conversions, personalize your messages, generate web traffic and automate your next actions.

This objective is very versatile and can be used to develop any segment of your marketing tunnel. Whether you want to promote a new product or attract new customers, Lead Generation can help you gather relevant information from users interested in your business.

5. Commitment :

With the Engagement objective you increase user interaction with your TikTok content by attracting subscribers to your profile or multiplying visits to your TikTok profile.

Two optimizations are currently available with the Community Engagement objective:

  1. Subscriber optimization: Stimulating subscriber growth
  2. Optimize profile visits: Increase traffic to the account profile

In short, all these sub-objectives are designed to pique the audience's interest and encourage them to interact with your content, whether by visiting your website, downloading your app or watching your videos.

What's more, each of them proves particularly effective in guiding your TikTok prospects through your sales tunnel, right up to the final stage: conversion!


The final category of objectives available for your ads on TikTok is the Conversion objective. Designed to encourage users to take a specific action on your site, such as adding items to their shopping cart, downloading your application, registering via a form or completing a purchase, it proves to be the ideal tool for transforming the engagement of your TikTok audience into tangible actions, and in particular sales.

There are two sub-objectives in this category of advertising on TikTok:

  • Application promotion: to encourage users to download your mobile application, or to re-engage people who are already using it (by encouraging them to perform certain actions); 
  • Web conversion: to direct users to your TikTok website or instant page to perform a specific action, such as making a purchase or adding an item to their shopping cart. At this stage, you can use other TikTok tools to measure your performance, such as TikTok Pixel, Events Web API and Advanced Matching to optimize adverts and track performance.

TikTok's unique shopping experience

In traditional marketing, we've often used the concept of the sales funnel, which is a linear process: awareness, consideration, purchase and, sometimes, loyalty. This model, while effective, sees the purchase as the ultimate goal and the end of the consumer's journey.

However, the social network TikTok, has redefined this dynamic by creating an infinite loop of interaction and engagement. This is often referred to as the "looped" user journey, or the "customer lifecycle".

Source: TikTok For Business - "The infinite loop

Why a loop? Because on TikTok, once a user has made a purchase (or any other desired action), they are not considered to have reached the "end" of their journey. On the contrary, the aim is to keep that user engaged, interested and invested in the brand or product. This can mean creating product-related content, participating in related challenges or trends, or simply continuing to interact with the brand on the platform.

This creates an infinite engagement loop: discovery, consideration, purchase, post-purchase engagement, then back to discovery. This not only stimulates repeat purchases, but also transforms consumers into brand ambassadors, creating content that can lead to new discoveries by other users.

In short, TikTok encourages continuous interaction and renewed engagement, making the consumer's journey more cyclical than linear, creating a "loop" rather than a "funnel".

Best practices for achieving your goals with TikTok Ads

Now that you're more familiar with the different advertising objectives available on TikTok, you'll be able to put in place an effective strategy to achieve them .

Start with :

1. Set realistic, measurable goals 

The success of an advertising campaign on TikTok depends on settingprecise, quantifiable performance objectives. Over and above the performance objectives pre-set in TikTok Ads, it's imperative to think about the results your brand aspires to achieve. For this, a clear understanding of your target audience on the app and its position in your sales tunnel is crucial.

If you're taking your first steps on TikTok and your brand doesn't yet have an established reputation with Generation Z, the Consideration objective will probably be the most appropriate. Indeed, as experts, we generally recommend that brands avoid the Reach objective, which tends to produce average results and low levels of engagement.

Traffic or Engagement objectives will be far more effective in increasing your visibility and stimulating the attraction of your content. The more interactions your content generates, the more its organic reach will naturally increase on the social platform, boosting your visibility.

2. Create and vary your creative ads on TikTok 

The key to the success of your advertising campaigns on TikTok undeniably lies in the creativity of your ads.

The use of a diverse range of staging and visual effects, including transitions and B-roll cuts, can increase your impressions by over 40%.

For your brand, this element of diversity in your creations is essential.

So consider making several videos, focusing particularly on the first three seconds, often called the "stop-scroller", as well as the final call to action.

Highlight various selling points - the quality of your products, their competitive price, or your company's values - and test them to determine which have the greatest impact with your audience.

Source : TikTok For Business

3. Define an advertising budget in line with your business objectives 

Another very important factor in optimizing your ads is to carefully define your advertising budget and your bidding strategy. The budget you need to devote to your campaign will depend on your advertising objectives. If you want to generate traffic and conversions, the recommended daily budget is 50 times your target CPA (Cost Per Action).

As for bidding, you can start with more conservative strategies. Then try out different tactics manually to determine which offer the best return on investment. This is both a safe and effective approach to maximizing your results on TikTok Ads.

4. Launch several campaigns to achieve several objectives

When advertising on TikTok, we recommend adopting an evolving strategy to optimize the effectiveness of your campaigns and achieve a variety of business objectives.

As your brand consolidates its presence on the platform, you'll be able to effectively guide your prospects through the customer journey.

In the beginning, give priority to campaigns that stimulate engagement. Later, when users have become familiar with your brand and interact regularly with your content, focus on the conversion objective for the final stage of the customer journey.

If you're looking for personalized advice from TikTok experts, don't hesitate to make an appointment with our team. We'll be delighted to guide you on how to ensure the success of your ads on the social network!

We'll support you in creating content and setting up effective campaigns on TikTok, ensuring that our actions are in line with your marketing objectives

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