You advertise on TikTok through TikTok Ads Manager. The platform works differently from Facebook or Google: people watch an endless stream of short videos in the For You feed, and an ad appears in between. If your ad doesn't work as a TikTok video, people scroll on within a second.
This page is about paid advertising. For organic content and how the algorithm works, read TikTok marketing. For selling in the app: TikTok Shop in the Netherlands.
Campaign structure
TikTok Ads Manager has the same three layers as most platforms:
- Campaign — the objective, such as reach, traffic, video views, community interaction, leads, app promotion or website conversions and sales.
- Ad group — budget, schedule, audience, placements and optimisation goal.
- Ad — the video, text, call-to-action and landing page.
TikTok sets minimum budgets per campaign and per ad group. Check the current amounts in Ads Manager before splitting your budget; too many ad groups at the minimum produce little data each.
Smart+ is TikTok's automated campaign type, comparable to Meta's Advantage+: the system largely decides targeting, bids and creative combinations.
Ad formats
| Format | What it is |
|---|---|
| In-Feed ads | Video in the For You feed; the standard format |
| Spark Ads | An existing organic video (yours or a creator's) promoted, including likes and comments |
| TopView | First video when the app opens; bought by reservation, large reach |
| Carousel ads | Several images in one ad |
| Lead generation | Form within TikTok |
| Shop ads / GMV Max | Ads for products in TikTok Shop |
Spark Ads are often the best start: you promote content that already proved itself, and the ad keeps the profile and engagement of the original video. For creators' videos you need their authorisation code.
Creative: the biggest variable
- Hook in the first two seconds. A question, a problem, a surprising image or a face that starts talking immediately.
- Vertical, with sound. TikTok is mostly watched with sound; music and voice matter. Add captions too.
- People rather than brand films. Someone showing or explaining the product usually beats polished advertising.
- Lots of variety, refreshed quickly. Ad fatigue sets in faster on TikTok than on other platforms.
- Work with creators. Via TikTok One (the creator hub) or directly you can hire makers who understand the platform.
Measurement
Install the TikTok Pixel and, where possible, the Events API for server-side signals. TikTok campaigns often have delayed and indirect effects too: someone sees a video and later searches Google for your brand. So also watch branded searches and direct visits, not only the conversions TikTok reports.
Audiences and rules
TikTok is especially popular with younger users, but the age mix is broadening. Use the estimates in Ads Manager to check whether your audience is there in sufficient numbers. In the EU, ads based on profiling may not be shown to minors. Some sectors (such as financial products, health and alcohol) have extra restrictions in the ad policy.
When TikTok fits
TikTok suits products and brands that show well in short video: consumer products, food, beauty, fashion, apps, events, education and employer brands for younger candidates. For B2B with a narrow audience, LinkedIn is usually more efficient.
Frequently asked questions about TikTok advertising
What does TikTok advertising cost?
You set your own budget, with minimums per campaign and ad group. Cost per result depends heavily on your creative and audience. Check the current minimum budgets in TikTok Ads Manager.
What is a Spark Ad?
An ad that promotes an existing organic TikTok video, including likes, comments and shares. It feels more credible than a standalone ad. For other people's videos you need their permission via an authorisation code.
Do I need a TikTok account to advertise?
Not strictly for regular In-Feed ads, but you do for Spark Ads and a credible presence. An active business account also helps because people often check your profile after seeing an ad.
Does TikTok advertising work for B2B?
Sometimes, mainly for employer branding, awareness and products with a broad audience. For targeting by job title or company, LinkedIn is more precise.
What is the difference between TikTok Ads and TikTok Shop?
TikTok Ads sends people to your website, app or form. TikTok Shop lets people buy within the app; Shop ads promote those products.
Should I install the TikTok Pixel?
For conversion campaigns, yes. Without the Pixel or Events API, TikTok doesn't know who bought or enquired and only optimises on clicks or views.
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