How to Master TikTok Ads Manager: A Beginner’s Guide
 In Social Media, Tech Trends

If you’ve been wanting to set up a business account on TikTok and run ad campaigns, here’s a breakdown of all you need to know!

Setting Up a Business Account

  1. To create a business account, you need to have a regular TikTok account first. 
  2. Once you have a regular TikTok account, you can convert it to a business account by following these steps:
    • Go to your profile page by tapping the “Me” icon in the app.
    • Tap the three dots (or lines) in the upper-right corner to access Settings and Privacy.
    • Select Account and then tap Switch to Business Account.
    • Choose the most relevant business category (e.g., retail, health, education, etc.) to help TikTok recommend the best features for your account.
  3. While TikTok doesn’t require a formal verification process for business accounts, having a complete profile is crucial. Make sure you:
    • Add a profile picture that represents your brand.
    • Write a bio that clearly explains your business.
    • Include a link to your website, online store, or other relevant pages (once you meet TikTok’s eligibility to add a website link – see below).
  4. Business accounts provide access to TikTok’s analytics tools, allowing you to monitor your account’s performance. This includes insights into audience demographics, video views, and engagement rates.
  5. All business accounts are subject to TikTok’s Community Guidelines and Advertising Policies. Your content and ads must adhere to these standards to avoid suspension or account restrictions.

Adding a Link to Your Business Profile

TikTok allows users to add a clickable website link in their bio, but there are certain eligibility criteria that you need to meet:

  1. To add a website link to your TikTok bio, you must have a business account. If you’re running a local small business or any kind of brand, converting to a business account is the first step.
  2. Some TikTok accounts, particularly newer accounts, may be required to reach a specific follower threshold (usually around 1,000 followers) before gaining access to certain features, including adding a clickable link in the bio. This rule, however, can vary by region, and some accounts might get the link feature sooner.
  3. TikTok occasionally rolls out features based on the user’s region. If your account is based in a location where the “add website link” feature hasn’t been fully released yet, you might not have the option, regardless of follower count. However, this is becoming less common as TikTok expands its business tools globally.
  4. Although not explicitly stated by TikTok, it helps to stay active on the platform by posting regularly and engaging with your audience. Active accounts that are more engaged and consistently produce content tend to get new features faster. 
  5. Ensure that your TikTok app is updated to the latest version. Features like adding links may not be available on outdated versions of the app.

How to Check and Add the Link:

Once eligible, you can add a website link to your TikTok bio by following these steps:

  1. Open the TikTok app and go to your profile.
  2. Tap Edit Profile.
  3. If eligible, you’ll see a section called Website where you can paste your link.
  4. Save the changes, and the clickable link will appear in your profile’s bio.

If you don’t yet see the website option after meeting the follower count and switching to a business account, try to stay patient. TikTok can take a few days to update these features after account changes.

Creating Ads on TikTok

Switching to a business account gives you access to TikTok’s Ads Manager, which allows businesses to run paid ads, create campaigns, and target specific audiences. Creating ads on TikTok can be a highly effective way to reach your target audience and boost your brand visibility. TikTok offers a variety of ad formats and tools specifically designed to help businesses of all sizes promote their products or services. Here’s a step-by-step guide on how to create ads on TikTok for business accounts:

  1. Set Up TikTok Ads Manager Account: To create ads, you’ll need access to TikTok’s Ads Manager platform. Here’s how to get started:
    • Go to TikTok Ads Manager: Visit TikTok Ads Manager and sign up for an account.
    • Create an Account: If you already have a TikTok business account, you can use the same login credentials to sign up for Ads Manager. Otherwise, you’ll need to register a new account.
    • Enter Your Business Information: You’ll be prompted to provide details such as your business name, industry, and location.
    • Set Up Payment Information: TikTok will ask you to input billing details for ad payments.
  2. Create an Ad Campaign: Once inside TikTok Ads Manager, follow these steps to create an ad campaign:
    • Choose a Campaign Objective: TikTok Ads Manager allows you to choose an objective that aligns with your business goals. Some common objectives include:
      • Traffic: Drive traffic to your website or app.
      • Conversions: Get users to take specific actions like purchasing or signing up.
      • App Installations: Promote app downloads.
      • Video Views: Increase the number of views on your TikTok videos.
      • Lead Generation: Collect information from potential customers.
    • Set Your Campaign Budget: Next, set your budget. You have two main options:
      • Daily Budget: The amount you are willing to spend per day.
      • Total Budget: The overall amount you are willing to spend for the entire campaign duration. TikTok has a minimum budget requirement (e.g., $50 for a campaign budget), which can vary depending on your region.
  3. Create an Ad Group: After setting up the campaign, you’ll need to create an Ad Group within it. This step allows you to define specific details such as audience targeting, ad placements, and bidding strategy.
    • Select Placements: You can choose where your ads will appear on TikTok and its partner platforms (like Pangle or Helo). TikTok offers automatic placements (TikTok determines the best placement for your ad) or manual placements (you choose where you want the ads to show).
    • Targeting Your Audience: TikTok offers detailed targeting options to help you reach your ideal audience:
      • Demographics: Target users based on age, gender, language, and location.
      • Interests and Behaviors: Reach users based on their interests (e.g., fashion, fitness, or food) and in-app behavior.
      • Custom Audiences: You can upload your customer lists or retarget users who have previously interacted with your business.
      • Lookalike Audiences: Target users who are similar to your current customers.
    • Set Your Ad Budget and Schedule: You’ll now set the budget and duration for this ad group. You can select a daily or total budget for the ad group and set a start and end date. TikTok also lets you run ads continuously without a set end date.
    • Choose Bidding Strategy: TikTok uses a bidding system to determine how much you’ll pay for ads. There are three main options:
      • Cost per Click (CPC): You pay when someone clicks on your ad.
      • Cost per Thousand Impressions (CPM): You pay for every 1,000 times your ad is shown.
      • Cost per View (CPV): You pay based on how many people view your video for a set amount of time.
  4. Create Your Ad Creative: Now that your campaign and ad group are set, it’s time to create the actual ad.
    • Select Ad Format TikTok offers a variety of ad formats, including:
      • In-Feed Ads: These are short video ads that appear in users’ “For You” feed as they scroll through TikTok.
      • TopView Ads: These ads appear at the top of the app when users first open TikTok.
      • Branded Hashtag Challenges: Encourage users to participate in a branded hashtag challenge, which boosts engagement.
      • Branded Effects: Use custom filters, effects, or stickers that users can apply in their videos.
    • Design Your Ad: The creative part is key to a successful TikTok ad. Here are some tips:
      • Keep it Short and Engaging: TikTok ads should be between 9-15 seconds, and you need to grab attention within the first few seconds.
      • Be Authentic: Users on TikTok respond best to authentic, fun, and less-polished content, as opposed to highly commercialized ads.
      • Use Music or Sound: Music and sound are integral to TikTok’s culture. Use trending or catchy sounds to enhance your ad’s appeal. You can upload your pre-designed video or use TikTok’s Video Creation Kit, which offers templates, music, and effects to design your ad quickly.
  5. Preview and Submit Your Ad: Once you’ve designed your ad, preview it to make sure everything looks good. Double-check your targeting, budget, and bidding settings before submitting. TikTok will review your ad before it goes live to ensure it complies with their advertising policies.
  6. Monitor and Optimize Your Ads: Once your ad is live, you can track its performance in the TikTok Ads Manager. Some key metrics to monitor include:
    • Impressions: How many times your ad was viewed.
    • Clicks: The number of users who clicked on your ad.
    • Conversions: The number of users who took the desired action (e.g., purchases, sign-ups).
    • Cost per Result: How much you’re paying for each desired action.

You can adjust your targeting, bidding, or creative based on the performance data to optimize your campaign for better results.

Final Thoughts

By following these steps, you can create, launch, and manage successful ad campaigns on TikTok to help grow your business. TikTok’s ad platform offers a blend of creativity and audience targeting, making it an excellent choice for businesses looking to reach a younger, engaged audience.

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