Does TikTok work to promote a website

TikTok Advertising: A Guide to Getting Started

You don't know TikTok yet? No reason to panic. TikTok is a social media video network that might also be interesting for your business. In this guide, we will show you step by step what exactly TikTok is and how you can best reach your target group with advertisements on TikTok - as quickly and easily as possible.

What is TikTok anyway?

TikTok is an app with which users can create and share short videos. These short clips are at least 3 and a maximum of 15 or 60 seconds long (looping videos) and can be edited directly with the app or provided with filters or effects. The app is based on the popular karaoke app So-called lip-sync videos are particularly popular: users can record themselves singing chart hits when they are virtually with stars like Shawn Mendes or Ed Sheeran whose hits performed in a duet. The owner is the Chinese company ByteDancethat the Playback app launched in August 2018 take over. In the home market, the app does not operate under TikTokbut under Douyin.

Some celebrate it, others warn:
Can you use TikTok without much concern?

According to the company, TikTok is the world's leading platform for short videos on smartphones. In the past, however, there have been incidents that put TikTok in a negative light. After it became known that pornographic content and other offensive videos were freely available to teenagers, an Indian court ordered a ban in early April 2019. TikTok was then blocked in the Apple App Store and the Android Play Store because it was not sure whether the app was safe for young users.

As with Snapchat, direct communication and interaction with other members is possible. Therefore, sex offenders could also have contacted young users via the app. TikTok then removed over 6 million pieces of content that violated the guidelines. The BBC also reported on it.

Since then, a lot has been done for the security and positive user experience on TikTok. In order to better protect young users, certain functions can only be used to a limited extent or not at all for young people. For example, according to TikTok's privacy policy, users under the age of 13 cannot communicate with other users directly by message. Their profile is also not visible to other users. You can only watch videos.

In India, the app is now available again through official channels. However, since such platforms live on user-generated content, it can always happen that offensive content is not recognized by the automated content filters of the networks and is thus seen by the target group, which is very young.

A global transparency report was recently published in which TikTok provides insights into the platform and cooperation with local authorities. For example, in the first 6 months, TikTok answered 298 government inquiries from over 28 different countries.

Even several days after the announcement, no report could be seen. Screenshot: TikTok /

According to a TikTok press release dated December 30, 2019, the transparency report can be found at During our research for this guide, it was unfortunately not possible for us to access this report because no information about it appears on the page.

Who uses TikTok in Germany?

As already mentioned, TikTok is extremely popular with Generation Z. In Germany, over 5 million young adults use the app at least once a month. Compared to January 2019, the number has increased by almost a million. The age is between 12-27 years. However, the app is hardly or not at all known to people who are over 30 years old. According to its own information, however, TikTok has over 800 million monthly active users worldwide. The majority, 500 million, comes from the home market in China.

TikTok Ads: self-service platform

Since June 2020 it has been possible in some countries to TikTok To place advertisements. As a company, the TikTok Ads self-service platform create a campaign on the TikTok network. Brands and companies can use TikTok to reach the consumers “of tomorrow” and achieve enormous reach.

In the summer of 2020, the self-booking platform was also officially launched in Germany. If you want to place advertising, you can register for an advertising account on the official TikTok website with just a few clicks. Previously, you had to submit an application for the program to gain access. Only after activating TikTok was it possible to book ads on TikTok. TikTok is only slowly rolling out the self-booking platform. The tool is now available to companies in Germany, the USA, Japan and India.

You can register for access via TikTok Ads. Screenshot: TikTok /

The user interface & campaign management

The structure of the tool is very clear and is very reminiscent of the structure of the Facebook ad manager. The structure is exactly like that of the competitor from Palo Alto. A campaign consists of at least one ad group, which in turn contains at least one ad. If you as a company want to book an advertising campaign on TikTok, you have to create a new campaign at the beginning.

The screenshot shows the screen for creating a campaign. First you have to define a suitable campaign goal. Screenshot: TikTok /

Choose the right campaign goal

There are currently three different goals available, which can be found in Consideration and Conversion subdivide. With the aim of traffic you can generate access to a website or an app. If you want to encourage new app installations, it is best to choose the target App Install out. If you want purchases or leads, use it Conversions. In order for these to be measurable, however, as almost everywhere, a separate tracking pixel is required. Advertisers must integrate this on the respective landing page or in the app.

The goals in a nutshell:

  • traffic
  • App Install
  • Conversion

Where are TikTok Ads displayed everywhere?

When creating a campaign, there are various options for delivering the advertisement. Apps such as TopBuzz, BuzzVideo, NewsRepublic, BaBe, Vigo, Helo and TikTok are available here. However, not every placement and every location is available in every country, as can be seen in the TikTok help section.

Overview of the available TikTok placements for TikTok Ads. Screenshot: TikTok /

As a user, you can either set the placement manually or leave the selection to TikTok. With automatic placement, the algorithm controls the campaigns on the channels preferred by TikTok.

Manual or automatic placement selection when creating a campaign. Screenshot: TikTok /

What is the best budget for TikTok Ads?

The budget for a campaign depends on various factors. Therefore there are no standard recommendations. When determining the TikTok Ads budget, a distinction is made between two budget variants: the daily budget and the lifetime budget. The daily budget defines how much an advertiser would like to spend at most per day. The runtime budget is virtually identical for a specified period in which the campaign is active. The budget enables a kind of cost control. It is ensured that no more is output than has been defined.

Set the budget limit and minimum budget in the campaign settings. Screenshot: TikTok /

Is there a minimum budget for TikTok campaigns? Yes! In order for the campaign to consistently achieve the best possible results, at least 50 US dollars per day must be spent at the campaign level. This value applies to the daily budget and the runtime budget. One level lower on the ad group level, the minimum value is referenced to US $ 20.

Select target group: reduce wastage

Based on your own advertising goals, you can use "Ad Targeting" to specifically define the respective target group. This can reduce wastage and improve ad performance.
When creating a campaign, you can choose from the following pillars to narrow down the audience:

Determine the target group at TikTok: Audience, Demographics and Device. Screenshot: TikTok /

As with Facebook, the audience can be set in a variety of ways. You can upload a file with customer addresses, determine the audience based on existing engagement, or use app activity and website traffic as a source. At the same time, these filters can also be used to exclude certain audiences.

Four ways to create a custom audience in TikTok. Screenshot: TikTok /

In addition to classic demographic criteria such as gender or age, you can also target the target group based on their location, country or a province or region. The selected app language is also a targeting criterion. For example, advertisements can only be delivered to German-speaking users. TikTok classifies users into different interest categories based on their usage behavior. For example, anyone who likes to watch or interact with game videos will be recognized accordingly by the algorithm.
A selection of interest groups: games, travel, pets, sports, food & drink, beauty & body care, and much more. While you can determine the target group in great detail on Facebook (e.g. recent life events), TikTok is still a few steps behind. But: The better TikTok's user profile, the lower the wastage for advertisers on the platform.

Determination of the right target group based on demographic characteristics. Screenshot: TikTok /

With the device-specific options, there is the possibility that advertisers can only have their ads delivered to users who, for example, are connected to a WLAN or use a certain cellular provider. The price of the device or the operating system used (iOS / Android) can also be precisely defined. A luxury fashion label, for example, could only address people who use a smartphone, which cost at least 1000 euros.

Limitation via device-specific identifiers at TikTok Ads. Screenshot: TikTok /

Ad formats and advertising material at TikTok

The heart of every campaign is the creative. TikTok offers two ad formats here: image ads and video ads. These can be uploaded directly via the campaign booking tool. You don't have any advertising material or videos yet? No problem! Our online layout service will be happy to create the right creative for you - from just 39 euros.

Specification for image ads

In addition to a creative, an image ad also consists of the brand or app name and an ad description. The image ads can be used in the following placements: BuzzVideo in-feed ad; BuzzVideo details page; BuzzVideo video post-roll ad; BuzzVideo in-feed story; TopBuzz in-feed ad; TopBuzz details page; Babe in-feed ad; Babe details page; Vigo in-feed ad

  • File type: JPG, PNG
  • Resolution: 1200 * 628 px is recommended
  • Ratio: 1.91: 1
  • File size: no restrictions, ≤ 500KB is recommended by TikTok
  • Ad description: should be between 12-100 characters long

Specification for video ads

TikTok Video Ads can be used in the TikTok “In-Feed Ad” placement and, in addition to the video (creative), consist of a photo, the brand or app name and the ad text. In the News Feed App Series, video ads can be used in the following placements: BuzzVideo in-feed ads; BuzzVideo details page ads; BuzzVideo story ads; TopBuzz in-feed ad; TopBuzz details page ads; Babe in-feed ads; Babe details page ads. Videos can also be used as creative with Vigo and Helo.

  • File type: MP4, MOV, MPG, AVI, GIF
  • Ratio: 9: 16/1: 1/16: 9
  • File size: smaller than ≤ 500MB
  • Video length: recommended between 5 ~ 60 seconds, but can be longer
  • Video bit rate: must be at least 516kbps
  • Ad description: should be between 12-100 characters long

Free video ad creation tools

Although video can provide significantly better ad performance, very few users are still using video ads. One reason is the complex and expensive creation of videos. TikTok offers users one Video generator who creates a short video based on various templates. The Video creation kit is a free online tool from TikTok that allows you to create videos quickly and easily - right in your browser. The only thing you have to do in advance is upload the individual creatives (images, logo, text).

Create a video ad using a template in the Video Creation Kit. Screenshot: TikTok /

The Video Creation Kit is currently available 11 adjustable templates at. Eight are vertical templates and the remaining three are horizontal. There are also over 300 free background sounds for the video.

But there are many more tools for creative people. Another tool is the so-called "landing page to video tool". With this, 10+ videos can be generated in just 3 minutes. To do this, you simply have to enter the URL of the website / landing page and TikTok automatically recognizes high-resolution images, which are then used to create them. Of course, this assumes that the corresponding image material is also available on the target page. Although a lot is possible, TikTok cannot do magic either :)

With this tool, too, exclusive TikTok music can be stored again. In e-commerce in particular, this tool makes sense for product category pages or product detail pages, for example. In this way, creative assets for your own campaigns can be created in a matter of seconds.

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