What are TikTok ads?

TikTok ads are paid videos that businesses use to reach their target audience on TikTok. They usually appear as full-screen videos between user-generated content. You can customize these ads based on your advertising goals, audience preferences, and budget.

TikTok ads are organized into three levels: individual ads, ad groups, and campaigns. For instance, if you’re launching a new sneaker line, you might have one video ad for a specific sneaker. This could be part of an ad group for different sneaker styles, which would then fit into a larger campaign about your new collection.

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Most TikTok ads use an auction system, where you bid for placements and set a daily spending limit. Once you’ve set this up, you’re ready to launch your first campaign and reach your target audience.

What type of ads does TikTok offer?

TikTok offers various ad formats to help you start advertising effectively. Choose the right type to reach your target audience and get your message across. Here are the different types of ads available on the TikTok platform:

1. Video ads

These ads look like regular TikToks but include a direct link or call-to-action (CTA). They appear in users’ feeds and blend seamlessly with other content. You can use them to drive traffic to your website or promote a product.

2. TopView ads

TopView ads appear when users open TikTok, taking over the entire screen with sound on. These ads are perfect for making a strong first impression and capturing attention immediately

3. In-feed ads

In-feed video ads appear in the For You page feed. They integrate naturally into the browsing experience—similar to regular TikTok content.

4. Spark ads

Spark ds let you boost existing TikTok posts, either your own or ads from other creators (with permission). These ads enhance the reach of organic content while retaining all engagement metrics like views and likes. They’re great for leveraging content that already resonates with your audience.

5. Image ads

Image ads are still images featuring your brand or product. They’re shown through the Global App Bundle and Pangle placements and work well in specific regions.

6. Video shopping ads

Video shopping ads integrate product tiles that users can click on to view a shoppable gallery page without leaving TikTok. Perfect for promoting catalogs of products or live shopping events, they keep the shopping experience smooth and engaging.

7. Playable ads

Playable ads let users interact directly with your game within the ad. These ads are perfect for gaming companies because they give potential players a chance to try the game before downloading. This hands-on experience can boost download rates and engagement.

8. Carousel ads

Have you ever seen TikTok ads containing multiple images in one frame? Those are carousel ads. These ads work well for showcasing different products or highlighting various features of one item.

9. Branded effects

Branded effects allow TikTok users to add special filters and effects to their videos. These interactive elements get users engaging with your brand in creative and fun ways.

10. Sponsored influencer ads

Sponsored influencer content involves paying influential TikTok creators to promote your product or service. This approach leverages their followers and trust signals to boost your brand’s reach and credibility.

11. Branded hashtag challenge

A branded hashtag challenge runs for three to six days and encourages users to create videos based on a branded theme. User-generated content appears on a dedicated hashtag challenge page, driving engagement and brand awareness through widespread participation.

What are promoted TikToks?

If you’ve been creating TikTok videos for a while, you might have come across the option to promote your content. This feature isn’t the same as running ads, but it has some similarities.

To start promoting your TikTok videos natively on the app, head to the three-dot symbol on your own video, then click the Promote button. You’ll be able to select a campaign goal (like driving traffic to your website), define your target audience, and set a daily or lifetime budget for your TikTok promotion campaign.

If you’re using an iPhone, you can use “coins” (the same currency users use to give gifts to their favorite TikTok creators) to pay for promotion, making it the cheapest way to get your content seen on TikTok. The most affordable option is a one-day campaign of 200 coins—about $2. Android users will pay with their local currency.

Promoted TikTok video vs. TikTok ad campaign 

Using a promoted TikTok video can be a good way to start exploring the TikTok platform, but it doesn’t offer the advanced features of the TikTok Ads Manager. The Ads Manager allows you to create new videos specifically for ads and provides advanced tools for targeting your audience more precisely.

The Ad Manager also offers in-depth analytics to track how well your campaign performs, including options for A/B testing different videos. Promoted TikTok videos can be used by anyone on the platform, not just business accounts, and must be from content already posted on your feed, whereas the Ads Manager lets you upload entirely new videos as ads.

TikTok ad specs 

On TikTok (and other social media platforms), there are some requirements you need to fulfill for posting a video as an ad. A complete list is available in TikTok’s help center, but here are some highlights: 

• Video resolution: Must be ≥ 540 x 960 px, 960 x 540 px, or 640 x 640 px
• Length: Up to 60 seconds (but TikTok’s recommendation is 9 to 15 seconds)
• File type: .mpeg, .mov, .mp4, .avi, or .3gp
• Aspect ratio: 9:16, 1:1, or 16:9

Creating a TikTok ad from scratch

You have two options for creating campaigns in the TikTok Ads Manager:

• A simple ad
• A custom ad

The custom version has more options, like using a bidding strategy or creating an ad group. But it’s meant for experienced marketers who are familiar with these settings. For a small business/startup, the simplified version is a better choice.

To create your first ad, head over to the TikTok Ads Manager and choose Simplified Mode when prompted.

Step 1: Get a business account 

Before you can use TikTok’s Ads Manager, you need to have a business account on the platform. The good news is that switching to a business account is free and easy. Open TikTok and tap Settings and Privacy > Manage Account > Switch to Business Account.

This will not only give you access to TikTok’s Ads Manager, but also to valuable analytics like the best time to post on TikTok.

Step 2: Integrate with Shopify

If you have a Shopify store, install the TikTok app to access automated ad creation options. If you’re in select countries, you’ll also be able to launch a shopping tab on your TikTok profile.

Step 3: Open Ads Manager

The TikTok app is designed for mobile use, but for managing ads, you’ll want to use the desktop Ads Manager. Simply go to ads.tiktok.com and log in with your TikTok ads manager account.

Step 4: Set your advertising goal

When you select Simplified Mode in the TikTok ads manager, you can choose one of four campaign goals:

• Traffic. Select this if you aim to bring people to your website. It’s ideal for turning visitors into potential customers by capturing their emails or other soft leads.
• Community interaction. Choose this if you want to grow your presence on TikTok and build trust with your audience. It’s great for engaging with followers and creating excitement ahead of a product launch.
• Lead generation. This option is designed to gather information from viewers through a contact form. It helps you target new customers and nurture existing ones, boosting potential for future sales.
• Website conversions. Opt for this to increase actions on your site, such as purchases. It’s perfect for driving more conversions and ultimately boosting sales on your webpage.

Step 5: Select your audience

The next step in your TikTok ads manager account allows you to choose who will see your TikTok ads. You can opt for Automatic Audience and let TikTok pick for you. If you prefer more control, go with Custom Audience and set your own criteria.

You can define your target audience by age, language, gender, and location. A slider on the top right will show the estimated size of your audience as you make your selections.

You can also get specific with interests, such as fashion, food, or pets. For example, if you’re selling coffee, you can target users interested in “coffee.” If you offer skin care products, choose “beauty” as an interest. You can even target users who interact with TikTok content by commenting or liking.

Finally, TikTok will ask if you want to display your ads only on TikTok or also include placements on Pangle, a global publisher network offered by the ads manager.

Step 6: Set your budget and schedule

Determine your daily ad budget, starting at $5 per day, and choose how long you want your campaign to run. You can also select “no end date” to run your campaign indefinitely.

Step 7: Choose bidding and optimization

When setting up your TikTok ads, decide if you want to optimize for clicks or views. If you choose clicks, you can set a maximum cost per click to control spending.

TikTok offers four bidding options. Cost per view (CPV) charges for every thousand views when users watch your ad for more than six seconds. Cost per mille (CPM) focuses on impressions, ideal for reaching more people.

Optimized CPM (oCPM) targets users likely to convert, making it great for gaining followers or app installs. Cost per click (CPC) works best for driving sales or app downloads.

For bidding strategies, you can use lowest cost, where TikTok maximizes conversions based on your total budget. Or, you can use cost cap or bid cap, which lets you set a specific bid price for better control over acquisition costs.

Step 8: Create your ad

Select an existing TikTok or upload a new one. Write a caption and create a call-to-action button, like Shop Now. Make sure your ad adheres to TikTok’s technical guidelines for vertical video ads and fits in with the look and feel of the platform.

Step 9: Submit

Hit Submit and your ad will go into review before it goes live. Monitor your results and optimize for your next campaign. 

How much do TikTok ads cost?

While TikTok ads have become increasingly popular among businesses, the cost of advertising on the platform varies depending on your content strategy and various factors.

According to multiple sources, the average starting price of a TikTok ad campaign is $10 per 1,000 views, with a minimum cap of $500 per campaign.

However, the actual CPM may vary based on the ad placement, bidding strategy, and target audience used for the campaigns.

TikTok advertising best practices

Creating effective TikTok ads can be tricky. Here are six best practices to maximize your campaigns:

1. Catch attention quickly

Make sure the beginning of your ad is compelling. With so many TikToks viewed daily, you need to grab viewers right away to stop them from scrolling past. Starting with a striking visual or unexpected element can keep them engaged longer and increase your reach.

2. Use captions for silent viewing

Include captions in your ads to ensure your message comes across clearly even without sound. Since many people watch videos silently, captions help maintain the impact of your content and keep viewers interested.

3. Tap into TikTok’s music collection

Incorporate music from TikTok’s commercial sound library. Using familiar tunes can make your ads more appealing and help convey your message effectively. Choose music that aligns with your ad’s tone to draw viewers in and keep them engaged.

4. Keep ads fresh

Update your ad creatives every week to avoid them becoming repetitive. Regularly refreshing your ads helps maintain audience interest and prevent them from tuning out. Experiment with different styles and formats to keep your content lively and engaging.

5. Collaborate with TikTok creators

Partner with popular TikTok creators who resonate with your brand. Creators have established trust with their followers and can present your products in a relatable way. This collaboration can significantly expand your reach and attract new customers.

6. Leverage TikTok features

Make full use of TikTok’s unique tools like voiceovers, popular challenges, and text overlays. Ads that incorporate these elements feel more integrated into the platform and connect better with users.

Finding your groove with TikTok ads

Given all the creativity on TikTok, the sky’s the limit when it comes to marketing. And because the best way to create TikTok ads still isn’t totally clear—especially for brands with smaller marketing budgets—there’s no better time to start experimenting and testing what works.

Above all else, TikTok users want clever and fun videos, so if you’re hitting those notes with the videos you’re creating, it should only be a matter of time before you grow a following. Don’t expect it to be instant though—while some users can go viral from just one video, for most it takes multiple attempts before it all comes together.

Are you using TikTok for business? Have you made a sale using TikTok ads? Tell us about it in the comments below.

TikTok ads FAQ

How do TikTok ads work?

TikTok ads target viewers based on behaviors, interests, and demographics. Advertisers can run image ads, video ads, or hashtag challenges on the platform. TikTok then shows the ad to the target audience in the form of ads in the For You feed, sponsored videos, promoted trends, or hashtag challenges. Additionally, TikTok lets advertisers track their performance and tweak their campaigns to improve performance.  

Are TikTok ads worth it?

It depends on what you want to achieve with them. For instance, TikTok ads are highly effective for reaching younger audiences, but it is important to research to determine if this is the right audience for your business. Moreover, it is important to align your TikTok ad campaigns with the goals of your business to ensure you get the most out of your ad spend.

Are TikTok ads successful?

Yes, but as part of a well-thought-out marketing strategy. In other words, you should create ads that intrigue and entertain, as well as target the right audience. Optimizing your profile, using relevant hashtags, and bonding with followers may also help boost your ad’s effectiveness.