TikTok’s bidding algorithm can free up time, but a “set it and forget it” approach rarely leads to optimal results.
5. Ad Placement And Schedule Adjustments
TikTok gives you control over placement and scheduling – two levers you can use to ensure your ads reach the right audience at the right time.
By default, TikTok will set an ad group with Automatic Placements, meaning your ad will be available to be chosen in each available ad placement (depending on your ad type, bid strategy, etc.)
If you’re looking to harness more control at the beginning, you can turn that setting off. The following manual placements can be selected or de-selected:
TikTok: Allows for placement on TikTok based on your advertising objective.
Global App Bundle: An integrated traffic solution that places ads on other popular apps, like CapCut and Fizzo.
Pangle: The ad network of TikTok for business that allows you to reach users across top local publishers on the platform.
Below are a few tips for getting started with ad placement and schedule adjustments.
Review Placement Performance: Ads can show up in different TikTok placements. Start by examining how each is performing. If the “For You” feed drives better engagement than other placements, consider focusing your budget there.
Dayparting For Maximum Impact: Dayparting – scheduling ads to run at specific times – can improve efficiency. Look at when your target audience is most active and adjust your schedule to maximize impact during those hours.
These adjustments ensure your ads are not just “on” but active in ways that maximize visibility and relevance.
6. Retargeting And Sequencing For Engagement
As users engage with your brand on TikTok, retargeting allows you to keep them in the loop without starting from scratch.
Engagement-Based Retargeting: Use retargeting to reach users who have interacted with your brand but haven’t converted. Target viewers who’ve engaged with your videos or clicked but haven’t completed an action. This high-intent group is more likely to convert with the right nudge.
Sequencing Ads To Tell A Story: Ad sequencing is a powerful way to build a narrative across multiple videos. A sequential approach lets you nurture leads by gradually building brand familiarity and trust, guiding users down the conversion funnel naturally.
Considering 72% of TikTok users agree that a brand is memorable even three weeks after initial ad exposure, remarketing efforts on TikTok are a no-brainer.
These techniques can boost engagement and help guide audiences from mere interest to genuine investment in your brand.
7. Analyze And Optimize Landing Pages
If your landing page or app experience doesn’t align with your TikTok ad, you’ll likely see high bounce rates.
As with any ad, optimize those landing pages for a seamless transition from ad to action.
A/B Test Landing Pages: Experiment with different layouts, messaging, and calls to action on your landing pages. TikTok users prefer a smooth, distraction-free experience, so every element on your landing page should support your ad’s call to action.
Page Speed Matters: TikTok is a fast-paced platform, and users expect speed. Ensure your landing pages load quickly to reduce drop-off.
In short, your ad and landing page should feel like a cohesive journey that’s frictionless and aligned with your audience’s expectations.
8. Experiment With TikTok’s Advanced Features
As TikTok evolves, so do its advertising options.
Advanced features like Spark Ads, Dynamic Showcase Ads, and Catalog Sales provide unique ways to reach audiences.
Spark Ads For Organic Feel: Spark Ads allow brands to partner with influencers or use existing organic posts as ads. This format enhances trust and engagement as it appears less like a traditional ad and more like organic content.
Dynamic Showcase Ads And Catalog Sales: For ecommerce brands, these features let you showcase products dynamically, creating a more personalized ad experience. Optimize these ads by using high-quality visuals and up-to-date catalog information.
Taking advantage of these advanced features allows your brand to stay ahead of the curve and engage audiences in innovative ways.
Embrace Optimization With Continuous Testing
The TikTok landscape moves quickly, making continuous testing essential for ad performance. Every ad format, audience adjustment, and creative tweak contributes to your overall learning.
Setting up TikTok ads is just the first step in a larger optimization journey.
To unlock the full potential of TikTok, marketers need to embrace data-driven adjustments, experiment with new formats, and consistently align their content with TikTok’s fast-moving trends.
By refining targeting, leveraging creative testing, and optimizing placements, you can push your campaigns to perform at their best.
Let’s face it: TikTok is one of the most dynamic platforms today. With a bit of experimentation and a lot of flexibility, your ads can thrive here, bringing both visibility and results to your brand.
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Featured Image: Roman Samborskyi/Shutterstock