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TikTok Ads for E-commerce (Step-by-Step) in 2022
Introduction
In this article, you will learn how to set up a TikTok ads campaign to drive conversions for your e-commerce store, whether you are running your store or doing drop shipping. TikTok advertising has become crucial, especially now that Facebook and Instagram ads have become more expensive and less effective due to the iOS 14 changes.
With over $ 75 million invested in paid social ads, thousands of campaigns, and experience working with global Fortune 500 brands and large advertising agencies, I have the expertise to guide you through the TikTok Ads Manager and build a conversion campaign. I will also provide you with tips and best practices to maximize effectiveness. Make sure to watch from start to finish as even a single wrong setting can cost you thousands.
Let's get started by visiting the TikTok Ads Manager (ads.tiktok.com). Before creating a campaign, you need to create an ad account, set up a pixel on your site, and configure a billing method.
Setting Up the TikTok Ads Manager
Familiarizing with the Ads Manager
The main tab where you'll spend most of your time is "Campaign." Here, you can view all campaigns you've built. TikTok Ads Manager is structured similarly to Facebook Ads Manager with three levels: campaign, ad group, and ad.
Under the "Assets" tab, you can manage creatives and audiences similar to Facebook. You can customize columns to track important metrics like cost per conversion.
Creating a Campaign
Hit the "Create" button. Choose "Conversion Campaign" as this will be relevant for most e-commerce advertisers. Name your campaign (e.g., "Test Campaign").
Special Ad Categories
If your ad falls under regulated categories like housing, employment, or credit, ensure you check the appropriate box.
Campaign Budget Optimization (CBO)
Using CBO is highly recommended. It saves time and allocates budget flexibly across audiences. Set a sensible daily budget based on your average cost per conversion. Aim for at least 50 conversions per week per audience.
Bid Strategy
Start with "Lowest Cost" to get the highest number of leads or sales for the least amount of money.
Ad Group Level Setup
Naming and Settings
Name your ad group based on its targeting and audience (e.g., "Interest_Skin_Cream_All_Ages_Females").
Website and Pixel
Choose your website and configure the TikTok pixel. Select the active event related to conversions like "Purchase."
Placements and User Interactions
Manually select placements for better targeting. Allow user comments for better performance but restrict video downloads to control misuse.
Targeting
Do custom targeting to refine audience better. Aim for 3 to 5 million minimum audience size for prospecting campaigns.
Interests and Behaviors
Use interests and behaviors to refine targeting. Avoid using hyper-targeted or very broad audiences. For instance, choose interests like "Face Lotion and Moisturizers" for a skincare product, aiming for a balanced audience size (e.g., 15-30 million).
Budget and Schedule
Set a daily budget and let the campaign run continuously. Monitor and optimize weekly but refrain from making changes for at least three days at a time.
Day Parting
Mostly unnecessary for e-commerce. Choose "All Day" and allow the algorithm to optimize delivery times.
Ad Level Setup and Best Practices
Identity and Ad Formats
Select your TikTok handle or create a custom identity. Use single video ads initially and later explore collection ads.
Ad Details
Enter engaging text and a relevant call to action (e.g., "Shop Now"). Ensure your video complies with TikTok's format.
Creative Tips
- Refresh creatives every 2-3 weeks.
- Include people using your product in videos.
- Work with content creators for authentic-looking ads.
When all settings are done, you can successfully launch your ad campaign.
Additional Resources
If you're looking for more insight into successful Facebook ad strategies post-iOS 14, consider the Hyper Growth Ads program at the Market and Hustle site.
Keywords
- TikTok Ads
- E-commerce Conversions
- TikTok Ads Manager
- Campaign Budget Optimization
- Custom Targeting
- Creative Tips
FAQ
Q: What is essential before setting up a TikTok ads campaign? A: You need to create an ad account, set up a pixel on your site, and configure a billing method.
Q: How do you structure campaigns in TikTok Ads Manager? A: Similar to Facebook, TikTok campaigns are structured into three levels: campaign, ad group, and ad.
Q: What is Campaign Budget Optimization (CBO)? A: CBO automatically allocates your budget across different audiences to maximize conversions.
Q: How important is the budget for each campaign? A: Your budget should aim at least for 50 conversions per week per audience, calculated based on your average cost per conversion.
Q: Should we allow user comments on TikTok ads? A: Yes, allowing comments typically enhances ad performance due to increased user interactions.
Q: What are the best practices for targeting on TikTok? A: Avoid automatic targeting; aim for custom targeting with a minimum audience size of 3 to 5 million for prospecting.
Q: How often should ad creatives be refreshed? A: Refresh your ad creatives every 2-3 weeks as TikTok quickly burns through creatives.
Q: Is there a way to test multiple ad versions in TikTok? A: Yes, using TikTok's automated creative optimization allows you to test permutations of multiple assets.
Feel free to revisit this guide or ask detailed questions in the comment section. Happy advertising!