tiktok ads manager

TikTok Ads Manager – Start advertising on TikTok

TikTok Ads Manager Intro. Since it was launched in September 2016 in China, TikTok has grown into one of the most popular social media apps worldwide, being actually the most popular app in 2019 and 2020.

Some key statistics you should know about TikTok are:

  • TikTok is expected to reach almost 2 billion monthly active users by the end of 2022.


tiktok quarterly users
Source: App Annie



  • TikTok has reached a 142% year-on-year growth rate in 2021.
  • Most TikTok users are aged under 30, being Gen Z the largest and most engaged demographic.
  • TikTok is used by more women (57%) than men.
  • TikTok users vs other social media apps:


tiktok vs social app
Source: internal data


TikTok Ads Manager Step-by-step Guide

TikTok Ads Manager allows advertisers to easily create and manage their ad strategy not only on TikTok but also other apps in a few steps:

Step 1 – Set up your TikTok Ads Manager account


Set up your TikTok Ads Manager account


You’ll be asked for a country, industry, business name, time zone, phone and currency. Then, TikTok takes around one business day to approve your TikTok Ads Manager account. 


TikTok Ads Manager account


After receiving your verification code and completing your business and billing information, you’ll be ready to go.

Step 2 – Choose your goal

The TikTok Ads Manager allows you to choose the goal that better fits your business. For instance, if you sell an app you should choose App Installs, or if you’re selling products online you’ll probably go for conversions. If you’re looking to increase your brand awareness other goals like reach or traffic are the ones you should go for. 


configuring your TikTok Pixel

Take into consideration that you’ll need to set up conversion tracking by configuring your TikTok Pixel. This way you’ll be able to measure the impact of your TikTok Ads campaigns as well as having better insights for optimizing your TikTok Ads campaigns. 

Configuring your TikTok Pixel will also help you create custom audiences through your website data, for retargeting users that have interacted one way or another with your site.  

For instance, you can configure TIkTok Ads campaigns for users that have visited specific landing pages from your site, or left items in the cart without buying them. These audiences constitute high quality leads that could easily finish their purchase with the right ad strategy. 

Step 3 – Design your TikTok Ad

Feature your own generated content. TikTok mostly works through full-screen vertical videos that need little to no copy at all. The only fields you’ll need to fill are:

  • Display Name (Ex. your business brand name)
  • Ad Copy (optional) – This could be anything you’d like to communicate up to 48 characters. Slogans, product descriptions, call to actions…
  • URL – Your landing page URL where you want leads to land. We recommend you use UTM parameters to distinguish the traffic that comes specifically from this ad or campaign later on.

And that ‘s it! In the end the most important are the videos you create. You can have them created on TikTok or uploaded to your assets library. TikTok has a video editor where you can customize and edit your creatives for building your ad campaigns.


TikTok ads video editor


Step 4 – Set your audience

Before we mentioned custom audiences. The only way to use custom audiences in TikTok is by uploading customer files (not email lists or phone numbers), this way you can have your retargeting groups created and ready to use in your campaigns configuration. You can also create lookalike audiences using your custom audiences as well, so you can attract leads with similar interests and behavior.


tiktok lookalike audience


You can also use specific placements for your ads to be displayed, and segment by location, gender, ages and other demographic factors. 

There are two other ways to target your audience in the TikTok Ads Manager: through interests (type of content users engage with) and behavior (actions users take involving specific profiles or videos).


TikTok Ads Manager user behavior opt


Step 5 – Set your budget

TikTok Ads requires a minimum daily budget of $20, however it’s recommended that you set at least around  $100-200 a day initially to get through the learning phase.

Then you can choose clicks or conversions as an optimization goal. When you don’t have many conversions yet, it’s usually best to start with clicks as your optimization goal so you get enough volume until you have enough data to go on and move to conversions.


tiktok ads budget


When you’re done with all this set up, your campaigns will go through a final review and will be submitted if everything’s ok. Don’t worry if TikTok finds problems with your ads, you’ll have the chance to go through an ad review checklist and a detailed explainer on the common reasons why ads fail review

Managing your TikTok Ads with Clever Ads –

For easily managing and monitoring your TikTok Ads strategy you can download Clever Ads Manager and:

  • Connect and manage all your TikTok Ads accounts in one place, together with the rest of your ad strategy (connect your Google, Facebook, Microsoft and Twitter Ads accounts as well).
  • View your metrics in real time and receive personalized tips on how you can improve your TikTok ad results easily. 
  • Setup and receive alerts so you’re warned every time a specific thing happens in your campaigns (Ex. if your conversions decreased lower than a specific number, if you stop receiving traffic, if the cost per click increases, etc., it’s up to you!). 
  • Configure manual and SMART reports.

Be in control of your TikTok ad strategy wherever you are from your phone.

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