Famed for its short-form vertical videos, TikTok recently launched TikTok Ads Manager, which has turned TikTok into a marketplace for marketers and businesses rather than just an app for sharing entertaining videos.

With more than 1 billion active users, TikTok, launched in 2016, is currently ranked in the 4th spot, just below Instagram, which boasts over 1.4 billion active users. Making it the go-to choice for businesses looking to expand clientele and generate soaring returns.

Without a shred of doubt TikTok’s popularity is phenomenal, but how do you turn those scrolling thumbs into loyal clients?

Well, you can gain traction on TikTok for free by being authentic on this platform, producing entertaining and engaging short videos and employing trending hashtags.

But TikTok is such a big ocean that mere organic marketing might produce some ripples but no waves. Plus, it takes time to achieve a sizable following this way. Thankfully TikTok through its ads manager offers paid advertising option just like Facebook to enhance your brand’s visibility, reach, and lead count. You can operate it to cut to the chase and target your audience precisely.

Our team of digital marketing experts have prepared this comprehensive step-by-step guide on how to set-up, create, and launch a campaign on TikTok Ads Manager.

What is TikTok Ads Manager?

TikTok Ads Manager is a built-in advertising platform within the main app. Think of it like a command center to effectively run targeted ads on TikTok. It gives you control over the following and more:

• Target the right kind of crowd for your product
• Craft short and engaging video ads to grab that crowd.
• Choose your ad spending and target.
• Track your ads performance in real-time

TikTok ads are basically paid marketing campaigns that help businesses reach specific audiences on the platform. They can be customized based on specific advertising goals, audience demographics, budgets, and timelines. These ads appear among organic, user-generated content and have a “sponsored” tag and call-to-action button that viewers click to take the ad to the landing page.

What type of Brands Should Use TikTok Advertising Manager?

So here is the truth: not every product is suitable for this platform.

TikTok is a visual platform that thrives on short storytelling and viral video content. It feeds on fun, engagement, and authenticity.

If your product falls into the “show, don’t tell” box, then it is perfect for this platform. Most simple B2C products belong to this category. Think of makeup transformations, fashion showcasing, short Tech reviews and mouth-watering food montages.

However, for brands selling serious products, TikTok is not a natural trough. But serious brands can still inform and capture their target audience here with ‘out-of-the-box’ stuff. Think of explainers with humor, behind-the-curtain videos, and short stories to highlight the company’s values.

HubSpot is an example of a B2B brand with a solid presence on TikTok. This marketing and sales software giant, HubSpot, uses its TikTok Ads Account to run and share educational campaigns. It offers practical tips, industry insights, and even career advice in a digestible format. This approach not only builds brand awareness but also positions HubSpot as a thought leader in the marketing arena.

So, you can start small and see how your campaign pans out. Even if your brand is not ideally suited to TikTok, it is worth a try!

How to Set up a TikTok Ads Manager Account?

You can easily set up your TikTok Ads Account following this simple nine-step guide:

Step 1: Sign up with Basic Information

Head over to the TikTok Ads Manager website  https://ads.tiktok.com/i18n/signup/ and sign yourself up. There are two options here: either sign up by email or by phone. You must verify the received code on your number or in your email.

Source: https://ads.tiktok.com/

Finally, you will be asked to agree to the terms and conditions. Click on the checkbox below, then click on Sign-up. This will effectively complete the first step.

Step 2: Fill in Relevant Business Information 

Now that you have signed up for TikTok Ads Manager, it’s time to establish your brand’s identity. Think of it as creating your business profile. This is a crucial step, and the information provided here can have legal implications.

Source: https://ads.tiktok.com/

Here is what you will be asked to fill in:

• Location: Select your Country/Region. This will also help in your ad targeting.
• Time Zone: Select your time-zone carefully; it cannot be changed later. Time-zone will have an impact in smoothly scheduling your posts.
• Billing Currency: Choose the currency you prefer for payment purposes later on.
• Name of Business: Enter your official or legal business name. Why?  A mismatch here can jeopardize your account later or cause limitations.

After entering all this business information, review it once or twice. If you are certain, click “Register”. Your TikTok Ads Manager account has been created. Now you are on to the next step!

Step 3: Establish Your Brand Presence

Now that you have created your TikTok Ads Manager account! You have reclaimed your Ads Dashboard.

Source: https://ads.tiktok.com/

Now you have to further personalize your account by providing more information about your brand, such as:

• Your website: Provide your website URL in the format https://www.tiktok.com/. This will help TikTok Ads Manager to understand your brand better.
• Your Industry: Select the industry for your brand, such as Tech or Fashion. This will help in ads targeting.
• Optional Verification: If you want to benefit from additional features later, you will provide your full business address here. These extra features include TikTok Creator Marketplace and ad credit programs.

You are now well on your way to launching successful ad campaigns with TikTok.

Step 4: Add Your Preferred Payment Method and Billion Information 

Before launching your ad campaign, you need to fuel it. Therefore, you must add a payment method or opt for the Manual Payment or Automatic Payment option. However, the automatic payment option is currently unavailable.

Source: https://ads.tiktok.com/

To add a payment method and billing information on your TikTok Business Manager account, follow these simple steps:

1. Go to the ‘Billing’ or ‘Payment’ section in your Dashboard.
2. Click on ‘Add Payment Method’.
3. Choose between two payment types: Manual or automatic.
4. Select your payment method: Credit/debit card, PayPal, etc.
5. Set it as the primary method because you can add multiple payment methods.
6. Enter payment details such as card number, expiration date, CVV, and billing address.
7. Save and confirm your information. Submit!
8. It’s done!

Now, account approval is subject to TikTok’s review. Usually, it takes less than 24 hours.

Step 5: Configure Tracking and Analytics in TikTok Ads Manager

After your payment method and billing information are approved, you can kick off the ads campaign. But first, configure tracking and analytics in your TikTok Ads Manager to be able to measure your campaign’s success and optimize performance later.

Source: https://ads.tiktok.com/

Here are the necessary steps to follow to configure tracking and analytics on your TikTok Ads Account:

1. Install the TikTok Pixel to your website. Pixel, a code snippet, will observe and record site events triggered by your TikTok ads (e.g., website visits, purchases, sign-ups). Locate and click on ‘Assets’ in your TikTok Ads Manager dashboard. Select Pixel and choose one of two ways to create and install Pixel: Standard (common) and Developer (advanced). Click on ‘Set up Pixel’ and follow the instructions to copy and paste this code to your website’s header.
2. Define your conversion events. They are the actions you want users to take after seeing your ad. Go to the “Events” tab within the Pixel settings to create custom events. This step lets you track and analyze these actions within your TikTok Ads Manager.
3. Verify the Pixel Install. TikTok provides a testing tool for Pixel Installation. Review and test your Pixel to ensure it is tracking conversion events accurately.
4. Monitor and optimize your ad campaigns regularly once they are live. You can do this in the “Analytics” section of TikTok Ads Manager.

You are now all set to create your TikTok ads campaign.

Step 6: Create your New Campaign

Now that you’ve laid the groundwork, it’s time to create your first ad campaign on TikTok Business Manager. The ‘Campaign’ tab is where you create an ad campaign.

Source: https://ads.tiktok.com/

Next, you will take care of two things:

• Define your campaign’s objective. Specify your mission; is it to drive website traffic, app installs or conversions (sign-ups, purchases) on your website?
• Choose your budget strategy. TikTok offers two ways to manage your campaign budget: Lifetime and Daily budgets. Choose the Lifetime budget to spend a specific total amount on brand awareness. Choose the Daily budget option if you would like to gradually reach targeted conversions. Choose wisely between the two options; after all, your budget fuels your campaign.

Step 7: Build an Ad Group by Choosing Your Target Audience

After defining your objective and minimum budget, you will fine-tune your options, choose ad placement and delivery style and, most importantly, your target audience. In other words, you will build and refine your ad group.

Source: https://ads.tiktok.com/

So here is what you are doing now in order:

• Pick your campaign objective and Ad Type. Your objective should be based on your goals, such as boosting App Installs or website traffic.
• Choose your target audience based on different factors, such as geographical location, demographics (age, gender, language), and interests. You can also prioritize past interactions to find the right audience.

• Choose where to place ads. TikTok can place your ads on TikTok itself or its partner news feed platforms. If you’re unsure, opting for “Automatic placement” to give TikTok a free hand is best. Otherwise, you can choose the “Manual placement” option to control ad placement.
• Let TikTok test your creative variations to optimize engagement. The feature to turn on for this is “Automated Creative Optimization.” However, you can turn this feature off at any time.
• Suit yourself to a delivery type. There are two options: standard and accelerated. Standard delivery ensures your ad will appear with an evenly spread budget during high-traffic times. At the same time, Accelerated delivery prioritizes gaining views for your ad as quickly as possible. However, it burns the budget fast.

Step 8: Create and Launch a New Ad 

With your ad group carefully crafted, it is time to launch your first Ad. But wait, where is the ad? You have to create it first. The good news is that TikTok is very helpful with streamlined steps and recommendations.

Source: https://ads.tiktok.com/

Here are some simple steps that you can follow to create a new ad campaign using TikTok Business Manager:

• Choose an eye-catching video or image as an ad creative. The shorter the video, the better it performs.
• Follow TikTok’s recommended ad specs for flawless display across platforms and devices.
• Upload the ad.
• Perfect your ad before launch by using TikTok’s Preview option. Refine details.
• Name your ad descriptively to distinguish it from other variations in the ad group. It simplifies campaign management.
• Write a compelling ad copy to go along. It should be clear and concise.
• Use TikTok’s predefined call-to-action buttons (“Sign Up,” “Download Now,” etc.).
• Hit “Submit” to officially launch your ad!

Step 9: Monitor Ad Performance and Make Adjustments

Your ad campaign is live! But the journey doesn’t end here. The key to success lies in monitoring your ad performance and being open to adjustments.

Source: https://ads.tiktok.com/

Follow the steps below to monitor and track the performance of your campaign on TikTok Business Manager:

• Leverage TikTok’s robust Analytics. This native feature shows you how your ad is performing—how many impressions, clicks, and conversions it is garnering. TikTok also informs you about additional metrics like reach, frequency, views, etc.
• Use A/B testing to compare different ad variations. Compare engagement rates to opt for the best ad variation or creative.
• Embrace continuous learning and stay informed in the dynamic world of TikTok advertising.

Remember, audiences shift with time; what works today may not work tomorrow. So keep monitoring everything to optimize your campaigns and make adjustments along the way.

Best Practices to Maximize Performance of TikTok Ad Campaigns

For further value addition, here are some best practices and tips to unlock the full potential of TikTok:

• Be authentic and concise. TikTok rewards authenticity and brevity, so you should stay true to your brand voice and keep videos short (21-34 seconds) for optimal engagement and results.
• Use the vertical format for your videos. Remember that most TikTok users view content on their phones, so go with the 9:16 video dimensions to ensure the best viewing experience for them.
• Employ relevant hashtags. Look for trending and popular hashtags related to your brand and use them to help the right audience find your video.
• Partner with TikTok Influencers to promote your brand: Popular creators who embody your brand values or are regarded well among your target audiences.

Final Words 

TikTok is a platform that rewards authenticity and real connection. If you remain true to the voice of your brand while creating content that is engaging then the sky’s the limit for you. Whether your aim is awareness for your brand, driving traffic to your website, or winning conversions, TikTok Ads Manager can help you cut to the chase.

Although setting up a TikTok account is easy, running, moderating, and tracking a TikTok ads campaign on a TikTok business manager can be quite challenging. Therefore, to curate a winning and revenue-generating TikTok ads campaign, it is best to hire a professional social media marketing company that can not just help you set up your TikTok ads manager account. But they can help create, run, track, and generate sustainable returns on your TikTok ads campaign.

FAQs (Frequently Asked Questions)

Q. How do I set up a TikTok ads manager account?

This blog post provides a step-by-step guide for setting up a TikTok ads manager account. To be specific, read the first four steps together.

Q. How do I open a TikTok Business manager?

There is no separate TikTok business manager. TikTok ads manager handles all tasks related to ads management.

Q. How do I create a TikTok business account?

To create a TikTok Business account, download the app, sign up, switch to a business account in settings, provide details, and start creating content.