1. Ad Types:
• In-Feed Ads: These appear as users scroll through their "For You" feed. They can be
skippable, and the format allows for a variety of media like video, images, and call-toaction buttons.
• Top View Ads: These are similar to In-Feed Ads, but they appear when users first open
the TikTok app, giving them more visibility.
• Branded Hashtag Challenges: Brands can create custom challenges and encourage
TikTok users to participate by making their own videos with the brand's hashtag.
• Branded Effects: Brands can design special effects, filters, and AR tools for users to
integrate into their videos.
• Spark Ads: Allow brands to boost organic content from creators and influencers, turning
them into paid ads.

2. Targeting Options:
• Demographic targeting: Age, gender, language, location, etc.
• Interest targeting: Based on user behavior, such as what content they engage with most
often.
• Behavioral targeting: Targeting users based on their actions, like video interactions and
app usage.
• Custom Audiences: Allows you to target users who have previously interacted with your
brand.
• Lookalike Audiences: Target people who resemble your existing customers based on
shared characteristics.

3. Campaign Objectives:
• Awareness: Ideal for reaching a broad audience and increasing brand visibility.
• Consideration: Encourages people to learn more about your product, such as through
website visits or app installs.
• Conversions: Focused on driving actions, such as purchases or sign-ups, from users.

4. Ad Creation Tools:
• TikTok Ads Manager: The main platform for creating, managing, and analyzing TikTok
ads.
• TikTok Creative Studio: A tool for creating and editing video ads with templates and
features designed for TikTok's format.
• TikTok Business Center: Provides a suite of tools for managing multiple accounts,
running campaigns, and analyzing performance.

5. Cost and Budgeting:
• Bidding System: TikTok Ads uses a bidding system, where advertisers can choose to bid
based on Cost Per Thousand Impressions (CPM), Cost Per Click (CPC), or Cost Per
Acquisition (CPA).
• Minimum Spend Requirements: There are minimum daily budgets for campaigns
(usually $50) and minimum spend for ads depending on the ad type.
• Cost Per Click (CPC) and Cost Per Impression (CPM) are typical metrics, and advertisers
can optimize for the metric that suits their goals.

6. Analytics:
• TikTok provides detailed analytics on ad performance, including engagement rates, view
counts, click-through rates (CTR), and conversions.
• You can track metrics across multiple campaigns and adjust targeting or content based
on results.

7. Creative Best Practices:
• Focus on short, engaging, and authentic content.
• Utilize trends, music, and popular challenges to increase engagement.
• Make sure your branding is clear but subtle, as TikTok users typically dislike overly
promotional content.
• Incorporate strong calls to action (CTAs) to drive conversions or engagement.