The Beginner’s Guide to TikTok Advertising: Strategies, Tips and Best Practices [2024]

What are TikTok ads?

TikTok ads are a form of paid advertising on the popular social media platform TikTok. They allow businesses to create and share promotional content with the app’s user base.

TikTok is not only for younger audiences

While TikTok is often associated with a younger demographic, the platform actually has a wide range of users, making it a valuable advertising platform for businesses targeting diverse audiences.

Types of TikTok Ads

TopView ads

TopView ads are full-screen video ads that appear when a user first opens the TikTok app. They are a great way to grab the attention of users right from the start.

In-feed ads

In-feed ads are native ads that appear in users’ “For You” page feed. They blend seamlessly with organic content, making them less intrusive and more engaging.

Branded Hashtag Challenge

Branded Hashtag Challenges are a unique way for businesses to engage with TikTok users. They encourage users to create and share content around a specific hashtag, creating a viral marketing effect.

Branded Lense

Branded Lenses are AR (augmented reality) effects that users can use in their videos. They allow businesses to create custom filters and effects that users can interact with, promoting brand engagement.

Spark ads

Spark ads are immersive and interactive ad formats that encourage user engagement. They are a great way to capture users’ attention and drive interaction with the content.

Pangle ads

Pangle ads are video ads that appear between user-generated content. They offer a non-intrusive way to reach users and can be an effective way to increase brand visibility.

Video ads

Video ads are short, engaging video clips that appear in users’ feeds. They are a versatile ad format that allows businesses to showcase their products or services in a visually compelling way.

TikTok Ads Structure

The structure of TikTok ads is designed to help businesses create engaging and effective ad campaigns that resonate with users.

How to set up a TikTok ad campaign

Create a TikTok business account

Before creating ads, businesses need to set up a TikTok business account. This allows them to access the ad platform and create and manage their ad campaigns.

Create an ad account

Once the business account is set up, creating an ad account is the next step. This is where businesses can manage their ad campaigns, set budgets, and track performance.

Implement pixel tracking

Pixle tracking allows businesses to track user interactions with their ads, helping them better understand user behavior and optimize their ad campaigns for better performance.

Setup a campaign

Setting up a campaign involves defining the campaign objective, budget, and schedule. Businesses can choose from a range of objectives, such as brand awareness, traffic, or conversions.

Setup your ad group

Ad groups allow businesses to organize their ads and target specific audiences. They can set targeting options, such as demographics, interests, and behaviors.

Choose your ad placement options

Businesses can choose where their ads will appear, whether in-feed, in stories, or in other ad placements. This allows them to reach users in the most relevant and effective way.

Import ad creatives

Importing ad creatives involves uploading the images, videos, and other content that will be used in the ad. Businesses can use eye-catching visuals and compelling copy to capture user attention.

Set your audience targeting

Targeting the right audience is crucial for the success of an ad campaign. Businesses can define their target audience based on factors such as age, gender, location, interests, and more.

Choose your budget

Setting a budget involves defining how much a business is willing to spend on the ad campaign. This can be set as a daily budget or a total campaign budget.

Choose your bidding and optimization goal

Businesses can choose how they want to bid for ad placements, as well as the optimization goal for their ad campaign. This helps them maximize the effectiveness of their ads.

Set up the creative

Setting up the creative involves customizing the visual and textual elements of the ad to make it as engaging and compelling as possible.

Submit your ad

Once everything is set up, businesses can submit their ad for review. Once approved, it will start running according to the defined schedule and budget.

TikTok advertising best practices

Use the right format

Choosing the right ad format is crucial for the success of a TikTok ad campaign. Businesses should consider the nature of their products or services and the preferences of their target audience.

Show your personality

TikTok is a platform known for its fun and engaging content. Businesses should infuse their ads with personality and creativity to resonate with TikTok users.

Be authentic

Authenticity is key to building trust with the TikTok audience. Businesses should strive to create ads that feel genuine and relatable, rather than overly promotional.

Work with content creators

Collaborating with TikTok influencers and content creators can be a powerful way to reach a wider audience and leverage their influence to promote products or services.

Launch Branded Missions

Branded Missions can encourage user-generated content and engagement, allowing businesses to create a buzz around their brand and products.

TikTok ads strategies

1. Content should be in the TikTok style

Ads that align with the style and tone of organic TikTok content tend to perform better. Businesses should create ads that blend in seamlessly with the user-generated content on the platform.

2. Use the right music and sounds

Music and sounds play a significant role in TikTok content. Businesses should carefully choose music and sounds that resonate with their target audience and enhance the overall ad experience.

3. Optimize the video length

Short and punchy videos tend to perform better on TikTok. Businesses should optimize the length of their videos to keep users engaged and deliver their message effectively.

4. Use compelling CTAs

Clear and compelling calls-to-action can guide users to take the desired action after seeing the ad. Businesses should use CTAs that prompt users to engage with the ad or make a purchase.

5. Use a TikTok landing page

Creating a custom landing page specifically for TikTok users can help businesses provide a seamless and engaging experience for users who click on their ads.


Advertising on TikTok offers businesses a unique opportunity to reach and engage with a diverse and active audience. By understanding the different types of TikTok ads, setting up effective ad campaigns, and implementing best practices and strategies, businesses can create compelling and successful TikTok ad campaigns that drive results.