How to create an ad in TikTok Ads Manager

Creating an ad on TikTok Ads Manager is a detailed process that requires careful consideration of several factors to ensure your ad effectively reaches your target audience. TikTok structures ads into three levels: campaigns, ad groups, and individual ads. After setting up a campaign and an ad group, you can proceed to create your ad. Here's a step-by-step guide on how to do it.

Before You Begin

It's important to note that your selections for the advertising objective and ad group will influence the available options during the ad creation process. Additionally, TikTok imposes a limit of 50 ads per ad group, so keep this in mind as you plan your campaign strategy.

Step 1: Log In and Start Creating Your Ad

First, log into your TikTok Ads Manager account. From there, navigate to the campaign or ad group where you want to place your ad and click on the "Create" button to start the ad creation process.

Step 2: Configure Initial Settings

On the ad creation page, you can choose to toggle the Smart Creative ads feature on or off. This feature can automatically optimize your creative assets, making them more effective based on TikTok's algorithms. Next, you’ll need to enter a name for your ad. This name is for internal reference only and won’t be visible to users. TikTok allows ad names to be up to 512 characters long, so you have plenty of room to create a detailed and descriptive name if necessary.

You’ll also need to decide whether to toggle the "Identity" option on or off. This feature relates to how your brand identity is displayed within the ad, which is an important consideration depending on the goals of your campaign.

Step 3: Select Your Ad Format

TikTok Ads Manager offers a few different ad formats to choose from, depending on the type of content you want to display. These include:

• Single Video: The most common format, ideal for engaging visual content.
• Carousel: This format allows you to display multiple images within a single ad.
• Collection Ads: A format that supports both images and videos, ideal for showcasing a variety of products.

Depending on your campaign needs, choose the format that will best showcase your content and resonate with your audience.

Step 4: Add Media to Your Ad

Now it’s time to add the media for your ad. You have several options for doing this:

• Upload from your computer: If you’ve already created your ad content, you can upload it directly.
• Choose from your media library: If you’ve previously uploaded assets to TikTok Ads Manager, you can select from these.
• Create a new video: TikTok Ads Manager has built-in tools for creating video content. You can use the Video Template or Generate Video features to craft a new video directly within the platform. These tools are particularly useful if you want to quickly create a video ad that aligns with TikTok’s style and trends.

After adding your media, you’ll need to select a thumbnail for your video. You can either upload a custom cover photo or choose from pre-selected images from your video. The thumbnail is the first thing users see, so make sure it’s eye-catching and relevant to your ad content.

Step 5: Set Up Text and Links

Next, you’ll need to configure the text and link elements that will appear alongside your ad. This includes:

• Display Name: This should match the name of your brand, product, or company.
• Text: Enter the main message you want to convey to your audience. This text will appear with your ad and should clearly communicate what you’re promoting.
• Call to Action (CTA): TikTok offers a range of dynamic and standard CTAs that guide users on what to do next. Examples include "Shop Now," "Learn More," or "Download." The CTA is a crucial part of your ad, as it directly impacts user engagement and conversion rates.
• Profile Image: This is your brand's logo or another representative image that users will associate with your ad. It serves as the avatar that users can click on to visit your business profile.

Step 6: Input URL and Tracking Parameters

You’ll then need to input the URL of the website you want to drive traffic to. If you’re using tracking tools like TikTok Pixel or third-party analytics, you can add relevant tracking URLs at this stage. TikTok Ads Manager also allows you to build and preview URL parameters, such as UTM codes, to help track the performance of your ad and see where your traffic is coming from. This is especially useful for measuring the effectiveness of different ads and campaigns.

Step 7: Preview and Submit Your Ad

Before finalizing your ad, take advantage of the preview feature to see how it will look in different placements across TikTok. This helps ensure your ad appears as intended, regardless of the device or network conditions.

Once everything looks good, click "Submit" to create your ad. TikTok will review your ad to ensure it complies with their guidelines before it goes live. You can monitor the status of your ad directly in TikTok Ads Manager.

Additional Tips and Considerations

TikTok provides various disclaimer options for certain types of ads. For instance, ads featuring AI-generated content or manipulated media must include a disclaimer indicating that fact. You can choose from standard disclaimers, clickable disclaimers, or AI-generated content disclaimers depending on your needs. These disclaimers help maintain transparency and trust with your audience.

For more detailed guidance on creating ads on TikTok, including advanced features and customization options, you can check out the full TikTok Ads Manager guide. This resource is regularly updated to reflect the latest features and best practices for TikTok advertising.

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