Target TikTok is targeted advertising focused on taking into account demographic characteristics, interest, gender and other characteristics of people when designing an advertising campaign. To start, go to tiktok.com/business/ru, create an account and complete the necessary settings. Below we will consider how to do the job correctly, what are the features, and what points should be taken into account..
How to connect
The first thing to do is create an ad account. The algorithm of actions is as follows:
- Go to ads.tiktok.com/i18n/signup/.
- Change the language to Russian at the top right.
- Fill in the fields of the registration form - enter your email or phone number.
- Specify the country, company name, phone number, business features, currency and time zone.
- Describe the business, specify the website, address, registration information.
- Replenish the balance in the amount of 100 rubles. Please note that a commission is charged from the amount, so you need 120 rubles to launch a target on TikTok.
- Select the Custom Mode manager to be able to do targeting.
After that, in the advertising account, the system directs you to the campaign creation page. For TikTok, ads with a target are added at the auction. In this case, the bidding strategy is selected in the settings. Next, it remains to choose awareness (to provide advertising to the maximum number of users), consideration (traffic, views, lead generation, app installs) and conversions. In the latter case, the smartphone must have a TikTok Pixel that allows you to control the effectiveness of the campaign.
How to setup
Designing ads involves many steps, but we will focus on how to target on TikTok. There are two targeting options available when you select:
- Narrow. Specifies the audience that will see the ad.
- Wide. TikTok takes into account its algorithms for choosing an audience.
The best option is to set up the TikTok target yourself, namely look-alike for the audience. To configure, expand the list and click on the "Create New" link. Next, select a custom audience. The following options are available here:
- client file - uploading certain data that will be used to set up ad targeting;
- actions in the application - a list of users;
- engagement - a list of people who interacted with the content;
- lead generation - downloading users interacting with the client;
- site visits - a database of people who visited the Internet resource and performed certain steps there.
The next step is to target TikTok by demographic. Here you need to specify the following data:
- Location. For example, if an online store plans to work in Tver and the Tver region, it is he who needs to be connected.
- Floor. Choose men or/and women.
- Age. Most often, adults act as buyers, so this parameter must be at least 18 years old.
- Language. Here you can set limits or leave them unchanged.
Behavior / Interests
Now you need to target TikTok by behavior / interests. The following options are available here:
- Interests. There may be one, two or more interests. Ads are shown to users who are interested in this particular topic.
- Behavior from the position of the roller. The video is shown to those people who are most likely to like, repost, comment, etc.
- Behavior from the position of the creators. The system shows the video to those people who are most likely to subscribe to the channel.
Often, the second target option is indicated from the position of behavior for TikTok. Here you need to specify how users will interact with the video, with what type of video, and how long the interaction will last..
The next step is setting the target in TikTok according to the type of device used. Here you need to choose the following points:
- operating system;
- phone model;
- connection type, etc.
At the bottom of the settings, turn on the "Targeting extension" option.
After setting the rule for the target in TikTok, it remains to decide on the budget, set the time and set the schedule of impressions..
You also need to set bids and optimization.
How to start
Now it remains to figure out how to launch targeting on TikTok with an ad or create a new one. In the latter case, do the following:
- Click "Create New".
- Choose how to download from PC / laptop, library, etc.
- Enter the brand name.
- Write the ad text.
- Set up a call to action.
- Launch a campaign.
It will take up to 10-15 minutes to set up a target on TikTok. At the same time, it is not necessary to delve into how to become a targetologist or undergo special training. In most cases, you need to understand the nature and potential needs of your audience.
Setting the target parameters in the social network TikTok allows you to "weed out" the extra audience. This is important, because in Russia the number of active users is more than 36 million people. At the same time, the majority of the audience (57%) is female. Most of the users are solvent. About 36% of people have an average income, and 30% - above average. The advantage is that it is easier for new accounts to get coverage on TikTok, and then get into the recommendations and, accordingly, promote the company.
In the comments, share if you managed to set up a target on TikTok, share your experience and tell us what difficulties you encountered while doing this.