How to use TikTok ad formats

In our previous article, we explained the basics of TikTok ads. I hope you took the time to check out TikTok, and maybe even learn a dance or two. ?? ??

This week, we will focus on the more profound options in TikTok ads. With this fairly new channel, we want to showcase all the possibilities as fast as possible, so let's not waste any more time and do it!

Ad creative

As we know, a picture speaks a thousand words, so let’s apply that to our ad creative. A TikTok ad consists of several elements that we do need to create before publishing it:

• Do: choose a visual element of the ad (we would recommend video over image) ?

Multiple uploads are allowed after selecting Automated Creative Optimisation at the Ad group level

There are three main options to choose from: uploading a new video/image (+Upload), uploading a previously created video/image from the library (+From library) or creating new content (+Create). The last option has several interesting features to choose from, which you can discover here.

• Do: create ad text copy ?

Only available after selecting Automated Creative Optimisation at the Ad group level

TikTok ads allow you to create up to five versions of copy which TikTok will automatically shuffle to test which copy produces the best results so that you can optimize your ads.

• Do: add destination page ?

You can either direct users to an actual website (HTTPS) OR you can create a TikTok Instant Page which is a TikTok-hosted landing page that you can quickly create from scratch, in a similar way that you can create TikTok videos (using available template layouts and graphics).

• Do: choose call to action(s) ?

Only available after selecting Automated Creative Optimisation at the Ad group level

Similarly to the Ad text, you can choose several CTA options to show to your audience. There are two options for the CTA:

1. Dynamic: TikTok uses a pre-defined list of CTAs based on your industry, that you can further customize.
2. Standard: You have full control over the number of CTAs, even if they don’t seem to be relevant to your industry, like ‘Download app’ for an NGO website.

The most common ad formats

• Lead generation ??. Select Lead Generation as your Advertising objective. Proceed as usual, but keep in mind you can also choose to optimize your bidding for a certain Cost per Lead (max. bid allowed to generate a lead) or to maximize the number of results at the lowest possible (undefined) cost. There are two options for forms, the classic and the advanced.

1. Do you want to use classic forms? Then you’ll be able to create lead-gen forms with many pre-defined settings and questions in a quick and easy manner.
2. Do you want to use advanced forms? Then you can add extra layers to configure, such as the background image for the welcome and thank you pages or a promotional slogan.

• Reach ads ??. ?These are essentially brand awareness ads, focused on making sure that people recognize your brand rather than take immediate action on your site. The Reach ads have unique parameters to set up at the bottom of the Ad group level called the Frequency Cap, which allows more effective use of the budget through limiting the number of impressions per user per day. It’s also possible to set a target CPM for Reach ads (max. budget for 1,000 impressions) right below the Frequency Cap settings.
• Video views ads ??. ?The idea behind these ads is to build a ‘story’ around your brand to create interest. Any type of video can result in website visitors, yet the main goal is to generate a bigger following. You can optimize video view ad groups based on the length of the video
• Spark ads ?. ?This is a native ad format that enables you to leverage organic TikTok posts and their features in your advertising. This unique format lets you publish ads:

1. Using your own TikTok account's posts.
2. Using organic posts made by other creators – with their authorization.

Unlike “Non-Spark Ads” (those previously mentioned), Spark Ads use posts from real TikTok accounts, which ensures that all views, comments, shares, likes, and follows that are gained from boosting the video during the promotion are attributed to your organic posts.

That’s all of it (for now ??)! We’re aware that this is a lot of information to process but it’s much simpler in practice. What you could do, is simply save this article and refer to it when you’re making your first batch of TikTok ads. Let’s do it! ????

PS: Don't forget to check out our new TikTok account. Last week, we shared some quite interesting videos...