What does TikTok advertising look like?
The platform is evolving rapidly. Here’s what you need to know:
TikTok is a self-serve ad
TikTok entered the biddable ad space in 2019, however, it was initially a managed service and required reps to run the ads. The lack of control was a cause for concern for many advertisers, however, self-serve ads are now available, along with Business Accounts, Pixels, and most of the key features you’d expect from a paid social platform.
Targeting
TikTok’s advertising targeting options are getting more complex as the service grows. The targeting filters allow you to include/exclude by age, gender, location and interests, creator interactions, and hashtag interactions – as well as build and target lookalike audiences.
You can also leverage your own first-party data for targeting, such as your email database.
The TikTok pixel is available to build an audience of website visitors, and monitor post-click website interactions like purchases.
TikTok advertising
TikTok hasn’t disclosed CPMs outwardly – advertiser costs will be influenced by the type of ad run and targeting options. In our experience, TikTok CPMs can be very competitive, and CPCs are attractively low if you get the content and campaign selection right. But, as with all platforms, your mileage may vary – and the more targeted or revenue-optimised your campaign is, the higher the costs are likely to be.
