About TikTok Campaigns and Ad Groups
Updated
TikTok has an ad structure comprising campaigns, ad groups, and ads. Campaigns can include one or more ad groups. Once you have created your campaign with a defined ad objective, you will need to set up ad groups where you can set placements, target audience, budget and scheduling, bidding method, and delivery type.
Ad Objectives
For more information on how to choose the right objective, see Advertising Objectives.
Goals | Objectives | Description |
Awareness | Reach | Show your ads to the maximum number of people possible. For more information, visit |
Consideration | Traffic | Send more people to a destination on your website or app. For more information, visit |
App Installs | Get more people to install your app. For more information, visit | |
Video Views | Maximize plays of your video ads from audiences most likely to watch them. For more information, visit | |
Community Interactions | Get more people to engage with your TikTok account by driving followers or increasing traffic to your profile page. | |
Lead Generation | Collect leads for your business with a fast-loading, customizable instant form in the TikTok app. | |
Conversion | Conversions | Drive valuable actions on your website. For more information, visit |
Targeting
Targeting in TikTok Ads offers numerous options such as demographic and device options for you to narrow your audience, including age, gender, interest, operating system, and carrier targeting.
Targeting | Types | Description |
Audience | Include or exclude custom audiences or lookalike audiences. | |
Demographics | Gender | Male, Female |
Age | 13-17, 18-24, 25-34, 35-44, 45-54, 55+ | |
Location | Deliver to users based on their location: Country/Region, State/Province, City and DMA (US only). | |
Language | Delivery to users based on app language. | |
Household Income | Deliver to users based on an income category to send ads to the U.S high-end market. | |
Interests and Behaviors | Interests | Deliver to users based their higher interaction with certain Interests. e.g. "Gaming" |
Purchase Intent | Deliver to audiences 'in-market' who are users actively researching or purchasing one specific category of product or service. e.g. Travel Intent | |
Behaviors | Deliver ads based on user's recent in-app Behavior's such as interactions with videos or creators. Video behaviors include watching, liking, commenting and sharing videos by category. e.g. "Food", "Fashion". Creator interactions include following or viewing creator profiles by category. e.g. "Travel", "Sports" | |
Hashtags | Deliver ads to people who have engaged with hashtags over the past 7 days. | |
Device | Connection Type | WIFI, 2G, 3G, 4G, 5G |
Operation System | iOS & Android | |
OS Version | Deliver ads to users based on software version. e.g. iOS 10.0 or above, Android 4.0 or above. | |
Device Model | Delivery ads to users based on user's device model. | |
Device Price | Deliver ads to users based on device pricing, ranging from no limit to $1000+. | |
Carrier | Deliver ads to users based on mobile phone carriers. | |
Smart Targeting | Targeting Expansion | Expands your targeting settings when the system predicts it will be hard to deliver ads based on your initial targeting selections to reach a larger audience who are more likely to convert, thus extending your delivery cycle. |
Automatic Targeting | Dynamically allow TikTok to optimize targeting audiences to potentially get lower CPA or more conversions during ad delivery. Available only for Traffic, App, Lead Gen, Community Interaction, Conversion objectives. | |
Targeting Recommendations | TikTok will recommend Interests and Behaviors to leverage in your campaign based on Industry and account performance while you are creating your ad group. |
Ad Placements
You can create an ad group and manually choose where you want your ads to appear. By default, automatic placements will be selected to optimize delivery across all placements under TikTok Ads.
Placement Type | Ad Placement |
TikTok | In-feed Ads on the For You page of TikTok. Learn more |
TikTok Search | Show ads when users search for your buisness on TikTok. |
Global App Bundle | A series of apps covering a wide variety of consumer interests and industries. Learn more |
Pangle | Premium global publisher network, available in some regions. |
For more information on supported placements based on the country of delivery, see Placements and Available Locations.
Ad Details
You will be required to fill in the details related to what you want to promote.
Ad Details | Description |
Promotion Type | Depending on your campaign objective, you can choose from two promotional types, app install, and website. Some campaign objectives set this by default. |
User Comment | If it is turned off, your audience will not be able to comment on your ads on TikTok. |
Video Download | Users can only download Spark Ad posts if this setting has been turned on in both Ads Manager and TikTok. |
Video Sharing | Turn on the toggle so users can share your video on TikTok. If the toggle is off, users won't be able to share your video via Instagram, direct message, SMS, Facebook, Twitter, email, or by copying the link. Other sharing options will still be available. |
Pangle Block List | To ensure brand safety, undesired media placements on Pangle can be added to block list to help prevent your ads from appearing. However, this will decrease the reach of your ads. Learn more |
Budgeting & Scheduling
You can select the timing and budget for your TikTok Ads.
Budget: Whether you set a Daily Budget (no less than $20) or a Lifetime Budget (no less than $20), your ad spend for the ad group will not exceed the budget.
Schedule: You can choose a date range to run your ad or continuously run your ad after the start date.
Dayparting: This allows you to select certain time periods within the day. The selected time period ranges from half an hour to 24 hours.
Bidding & Optimizations
Bidding is an important part of the overall ad creation process. You can select your bidding process and optimization options for your TikTok Ads.
Currently, TikTok provides the following optimization goals and bidding methods:
Goal | Types |
Optimizations |
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Bidding Methods |
For more information, see Bidding Methods. |
Third-Party Tracking |
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