How to Run Successful TikTok Ads With Performance Marketing Software
Like other digital marketing channels, TikTok has specific ad policies. These guidelines aim to foster a safe and inclusive environment for all users.
To grab viewers’ attention, opt for video ads with clear CTAs that are direct and enticing. Skip expensive productions and stick with smartphone-shot vertical videos to capture authentic visuals that feel native on the platform.
1. Optimize your ad copy
Creating an effective TikTok ad requires a clear call to action and a concise message that resonates with audiences. It also requires clean editing that emphasizes what matters most and avoids distraction.
Advertisers can optimize their campaigns at the ad group level by choosing an advertising objective and campaign goal. The objective is the desired result of the campaign – such as app installation, reach, or conversions.
The campaign goal is the broader setting for the overall campaign, such as the daily budget or lifetime budget. Then, advertisers choose a placement target that tells TikTok where and to whom they want their ad to appear. Advertisers can use custom targeting, retargeting, or lookalike audiences to ensure that their ad reaches the right people. This maximizes engagement and boosts ROI. It also helps to minimize waste and improve compliance. For example, TikTok strictly prohibits certain industries (like adult products or weight loss) and restricts others (like supplements). Advertisers should double-check to make sure they are following the platform’s ad policies.
2. Target the right audience
When running TikTok ads, it’s essential to target the right audience. This will help you drive more clicks and conversions, while also maximizing the return on your advertising spend (ROAS).
To improve results, consider layering multiple parameters to reach the right audience. For example, if you’re promoting skincare products, you might want to target age (18-24), gender, and language (English) targeting.
Additionally, it’s a good idea to use retargeting capabilities to reengage users who have interacted with your brand before—such as visitors to your website or app users who haven’t converted yet.
However, remember that even perfect targeting can fail if your creative doesn’t resonate with your audience. Make sure that your ad creative is relevant to their interests, and refresh your audience lists regularly to avoid oversegmentation and ad fatigue. To maximize ROI, you should also optimize your bid strategies to match your desired outcome—such as using cost cap bidding for lower-funnel ads. Lastly, you should track key campaign metrics to see how your ads are performing and what needs to be improved.
3. Boost your ROAS
When it comes to boosting ROAS on TikTok, the secret is in leveraging the right tactics. For example, it’s marketing automation compliance tools important to prioritize a creative direction that reflects your brand voice and values. Be sure to keep an eye on pop culture trends and experiment with new concepts frequently.
Another crucial step is choosing the right objective for your campaign. The available options include app install, reach, video views and traffic. It’s also recommended to select the “accelerate delivery” option, which helps ensure your ad spend is spent quickly during the peak times of the day.
Once you’ve selected the proper objective and budget, it’s time to optimize your campaign. Start by reviewing the bid specification and ad format to make sure they are in line with your objectives. You can also use third-party tracking to monitor your performance. For instance, LeadsBridge allows you to track campaign conversions at the ad level to get a full-funnel picture of your ROI.
4. Measure your results
Having the right data can help agencies transform raw TikTok ad metrics into real-world insights for their clients. They can then use those insights to improve campaigns and drive measurable results.
One essential metric to track is impressions, which measures how many times an ad has been displayed on TikTok. A high impression count shows that the ad is visible to a wide audience and can help boost engagement.
Another important metric is cost per action (CPA), which measures the total amount of money spent on an ad when the goal is for people to take an intended action, such as making a purchase or filling out a contact form. A low CPA means that the ad is effective at driving conversions without spending too much money.
To further optimize ad performance, marketers should consider running A/B tests. This involves systematically comparing variations of ad creatives, messaging, or targeting strategies. A/B testing helps reduce guesswork and ensures that every dollar invested in an ad is maximized for the best results.