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TikTok Ads: Guide to TikTok advertising

Simon Lebrun
October 25, 2022
Last modified on
June 9, 2023
Read the guide to advertising on TikTok, TikTok Ads book

TikTok has recently decided to make available a tool to allow everyone to advertise on their social network. This tool is called TikTok Ads Manager, and it already looks like a must-have for launching advertising campaigns on TikTok.

For businesses large and small, advertising on TikTok Ads represents an incredible opportunity to reach and engage with Generation Z. And it might even tell you more about your targets!

To allow your brand to take advantage of this great opportunity to get known and boost its sales, we have compiled in a single guide everything you need to know to launch successful TikTok Ads campaigns on the social network .

All you need to know to create a TikTok Ads campaign

The advantages of ads on TikTok Ads

Advertising on social networks has been widely democratized with Instagram. It has since become an almost indispensable lever for brands wishing to communicate on the networks, especially via ad campaigns.

TikTok has invested several billions to attract content creators on its application, then users/consumers. The goal, of course, is to allow brands to launch ad formats to boost their visibility among them. 

Today, the application offers a management tool for your TikTok Ads campaigns: the TikTok Ads Manager. It allows you to target specific audiences, which is not really possible to do with organic content, or at least not with the same level of precision.

In addition to targeting your audiences, you can also choose to use the TikTok Pixel. This feature allows you to track users' activities on your site, to better analyze and understand their buying behavior. 

In addition, TikTok Ads Manager includes a bidding system that will allow you to better manage your advertising budget throughout a campaign. 

Despite all these advantages, many brands make mistakes when they advertise on the platform. To avoid them, don't hesitate to read our article on the most common mistakes when launching an advertising campaign on TikTok.

The different types of TikTok ads

When you set up an ad campaign on TikTok, you can choose from a variety of ad formats.

Do you want to identify the best format for your niche and your audience to ensure optimal performance?

Here are the most popular ad formats to use when advertising on TikTok. 

Top View Ads

Top View Ads are videos of up to 60 seconds that launch in full screen as soon as the user opens TikTok. You are therefore assured that your ad will be viewed. The challenge of your campaign will be to have the best WatchTime possible.

Brand Takeover

This format also opens in full screen when the application is opened. However, it only lasts a few seconds, often between 3 and 5. Therefore, it has a very high chance of being viewed in full by your target.

Branded Effects

This ad format is used on many social networks. The objective is to offer a filter or an effect related to your brand, in order to engage your audience by encouraging them to use it.

Hashtag challenge

Hashtag challenges last on average 6 days. It's a great way to engage your audience by inviting them to complete a challenge under a hashtag.

In-feed native Video

In-Feed ads are video formats that appear in the users' For You page, just like organic content. Only the small "Advertisement" label indicates that it is not a regular video.

Spark Ads

Spark Ads are a hybrid format between ads and organic content. The goal is for a content creator to produce a video that he posts on his account, just like a classic collaboration. You can then boost his content as an ad format by generating a boost code.

Finally, the application has launched a new integration for e-commerce called "Shopping Ads": three new ad formats dedicated to the sale of products.

How to set up a successful TikTok advertising campaign?

To create an effective advertising campaign on TikTok, it is essential to follow 4 steps.

  1. First of all, it is important to define your objectives .
  2. Next, you need to choose the type of content you want to leverage for ads and be as creative as possible. 
  3. Finally, a budget must be defined .
  4. Once your advertising campaign is complete, you will need to measure its impact with key performance indicators.

1- Reach your audience with TikTok advertising

The first step to launch a TikTok Ads campaign is to define its objective. This objective should be related to your business objectives .

  • You can choose between : 
  • Awareness. This objective allows you to make yourself known and boost your notoriety on TikTok. It is a very interesting bet to anchor yourself in the minds of your audience, and this over time. It is also an opportunity to communicate on your values and what makes your brand unique.
  • Consideration. This objective allows you to generate traffic, on your site or your application. So it's a good way to showcase your brand and what you sell.
  • Conversion. The goal is to convert your audience to take an action on your site. For example, you can choose to send them to a specific page, such as a product page, to convert to purchase more easily.

Regardless of the type of ad you choose, it's essential to make sure your content engages your target audience.

You have the possibility to choose a specific audience with segmentation options such as :

  • Location; 
  • Language; 
  • Sex; 
  • Age range (13-17, 18-24, 25-34, 35-44, 45-54, 55+); 
  • Areas of interest; 
  • But also her propensity to interact with the content she views.
  • You can even select only Android or IOS users (if you are promoting an app, this can be very handy!)

2- Content

To launch an ad on TikTok, you obviously need to have a video to boost. You will have to think about it from a content point of view so that it is in line with the information you want to convey about your brand and its products. 

The goal is that the ad doesn't look like one. The more you manage to create a "native TikTok" format (i.e. one that respects the platform's codes), the more likely your ad will be viewed in its entirety. Logically, you will also convert more.

But you also need to think about the types of ads you want to use.

There are 5 types of advertising formats on TikTok: 

  • Top View & Brand Takeover. Both TikTok ads appear in full screen as soon as the application is opened. The difference between these two formats is their duration.
  • In-Feed Native Video. This format blends into the mass of organic content. So it goes unnoticed, except for the small label "advertising" which indicates that the format is not a TikTok arrived there by chance.
  • Hashtag challenge & Branded Lenses. These TikTok ads allow you to engage your audience by making them participate in hashtag or filter challenges!

Once you've launched your first TikTok ad campaign, all you have to do is : Try, test, repeat.

3 - The right ROI

If at the beginning, TikTok For Business was only accessible to large groups (with big budgets), now anyone can launch ads on the application

You can define a daily budget (which must be at least 20 euros) and of course, the duration of the activity of your ads.

Once you have defined your budget, you will need to decide how it will be spent. There are several options to choose from, including:

  • Lowest cost: which allows you to maximize your results with the given budget. It can increase if your budget increases.
  • Bidding cap: which keeps your average cost below your bid. This means you may not spend your entire budget.

4- Measure the impact of your TikTok advertising campaign

Depending on the type of ad format you choose, the metrics to consider will not necessarily be the same. Nevertheless, regardless of the format, an ad that engages your audience is a successful ad. 

To measure your engagement, you can go to the video analytics. It will give you valuable information about the category of people who are viewing your ad and the interactions they have with it. 

Don't forget that you should always remain in a Test & Learn perspective on TikTok. This will allow you to optimize your targeting and your objectives if the performance of your ad is not up to par.

Inspiring examples of TikTok ads campaigns


Bonduelle, the ready-to-eat vegetable brand, managed to launch a very effective campaign with our teams. By combining the use of TikToks Ads and qualified influencers, the campaign has accounted for : 

  • 16% commitment rate
  • 4.4 million views
  • 0,31 € cost per click

If Bonduelle has obtained such results, it is thanks to the content that was produced by 7 German influencers. The aim was to present the brand's new products, ready-made and practical lunch bowls to take with you everywhere. By collaborating with influencers, it managed to stage its products and demonstrated their practicality.

@simon.hirschmann Markiere einen Freund, der die Lunch Bowls unbedingt mal ausprobieren sollte 😊 #bonduelle #lunchbowls ♬ Pieces (Solo Piano Version) - Danilo Stankovic

Money Walkie

In another register, the company Money Walkie called on Sleeq to communicate around their contactless wallet on TikTok. Here again, we used the same winning combo: TikTok Ads and partnerships with well-targeted influencers. The campaign performed impressively:

  • 4.5 M views ; 
  • 18.5% commitment rate; 
  • 3,144 additions to the basket!

The aim was to show the convenience of the contactless wallet . But the objective of the advertising campaign was above all to allow Money Walkie's targets to visualize real-life situations with the product.

@adorfamilly This is really awesome @Money Walkie 💸 #moneywalkie ♬ its original - ❣A.d.o.rfamilly❣

If you want to see the contents of these campaigns in more detail, it's right here!

How to advertise on TikTok?

Generation Z is often more demanding of the brands they consume. A TikTok ad can therefore allow you to convey important messages and the values your brand embodies. The idea is tointegrate your ads in a more global marketing strategy to create a real relationship with your target audience.

To conclude, ads on TikTok can be very profitable when they are well executed. To do so, it is important to always remain "native TikTok", and to master well the features of the TikTok Ads Manager.

You can also surround yourself with professionals to make sure that your Ads are profitable! Contact our team if you want to discuss it.

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

TikTok Ads
Influence campaign
Content creation
Community Management

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