When dealing with the TikTok Ads Manager, it quickly becomes clear that choosing the right campaign type is crucial for the success of your advertising efforts. In this tutorial, I will show you the different campaign objectives and their usage so that you can choose the most suitable options for your company.
Key Insights
- TikTok offers various campaign types aimed at different objectives.
- The main objectives are awareness, traffic, app installations, video views, lead generation, and conversions.
- To run effective campaigns, you should use the custom mode in the TikTok Ads Manager.
Step-by-Step Guide
Accessing the TikTok Ads Manager
Start in the TikTok Ads Manager and select "Campaign" from the top menu. You will get an overview of your campaigns, ad groups, and ads. To create a new campaign, click on the blue button "Create." This is the starting point for defining your advertising goals.
Choosing the Campaign Type
After clicking on "Create," a menu will open where you can see the different campaign types. It is important here to first select the right category to ensure that you achieve the desired reach within your budget. Use the filtering options to display only the relevant campaigns.
Categories of Campaign Types
You have the choice between three main categories: Awareness, Consideration, and Conversions.
Awareness: This category is ideal for increasing your brand's visibility. You want many people to see your brand message without immediate sales intentions.
Consideration: This category includes Traffic, App Installations, Video Views, and Lead Generation. The goal here is to direct potential customers to a specific action. For example, Traffic may aim to lead users to your website or an app.
Conversions: This category focuses on sales. If you want to offer products or services that can be purchased directly, this is the right choice. You optimize your budget so that every click on your ad is converted into a conversion.
Optimizing Awareness Campaigns
When you opt for an awareness campaign, the main purpose is to increase the visibility of your brand. This type of campaign works well for large brands that want to stay in the consumers' memory. It can be helpful to use engaging visual content that entices users to want to learn more about the brand.
Deliberate Use of Traffic Campaigns
For traffic campaigns, you want to direct users to specific websites or apps. But be cautious: On TikTok, these campaigns should mainly be linked to content that addresses a direct intention to purchase. Keep the content engaging and provide clear added value.
App Installations and Their Significance
If you have developed an app and want more users to install it, the app installation campaign is the right choice. Here, focus on attractive advertising messages that bring users closer to the benefits and features of your app.
Increasing Video Views
If you have a particularly creative TikTok video that should attract many viewers, the video views campaign can be useful. This campaign aims to increase the video's reach. Use relevant hashtags and other optimization strategies to increase visibility.
Conducting Lead Generation
Lead generation means attracting potential customers by collecting their contact information. This is done through targeted advertisements in conjunction with call-to-action elements that motivate users to enter their data. Make sure your offer is valuable to users.
Aiming for Conversions
Last but not least: If your goals involve direct sales, you should use the conversion campaign. Ensure that your ads clearly communicate what you offer and the benefits for the buyer. Keep an eye on the value for money – it must be consistent so that you do not incur losses.
Complexity of ad groups
Creating an ad group becomes a bit more complex. It is important to keep track of the various settings. In contrast to other platforms like Facebook or Google Ads, the TikTok Ads Manager requires special attention to the nuances of the settings.
Conclusion and Outlook
Once you achieve good results with a campaign, you can let it continue running as long as you are not incurring losses. In the next step, we will delve deeper into the individual points of the ad groups and their settings to be able to act even more targeted.
Summary
Understanding the campaign types and their specific objectives in the TikTok Ads Manager is the key to successfully using this platform. Use the steps described to create the campaign that suits you.
Frequently Asked Questions
How many campaign types are there in the TikTok Ads Manager?There are three main categories: Awareness, Consideration, and Conversions.
What is the best campaign for a new app?The App Install campaign is the best choice to get users to install your application.
Are awareness campaigns effective for new brands?Yes, they help increase the visibility and recall of a new brand.
How much does it cost to run a campaign on TikTok?Costs vary depending on the target audience, competition, and campaign objective, but typically involve a specific budget per click.
Are video view campaigns recommended?They can be effective if you have a creative video that achieves more reach, however organic methods often take precedence.
