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Getting requests with the help of ads in TikTok. How much does it cost and how to set it up?

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How to get applications to your business with targeted ads in TikTok?

In this article, I want to introduce you to the TikTok advertising cabinet. We will talk about the possibilities of TikTok ADS, the tools that the platform provides, the features and advantages of this social network for business.

I’ll tell you right away that it is possible to receive requests in TikTok in large quantities and at the price you need. For those who work with the Facebook advertising cabinet, this will be quite an easy task, because in terms of its design and interface logic, TikTok is very similar to FB.

We’ll also break down an example of running ads for lead generation using TikTok. If you don’t like reading longreads, – no problem, I recorded a video for you. Watch it and go about your business.

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Let’s start with the basics. What do running ads in TikTok and Facebook have in common? First of all, very similar elements of the account, analogous goals, there is also a pixel, analog of event manager, optimization for events, conversion goal, and even three stages of ad setup: goal, ad groups, creativity.

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(this is what a TikTok advertising office looks like)

It should also be noted that TikTok also has a business and ADS manager, which means that even a novice targetologist will not find it difficult to understand.

What are the differences? There are fewer, but they are present. Let’s start with the negative. To run targeted advertising in TikTok you need to replenish your account balance beforehand, and if you get banned after the launch, you won’t be able to withdraw this money, so be aware of that. Read the rules carefully before running ads in TikTok.

The next thing to pay attention to is the number of interests available for targeting. Facebook has a lot more of them, while TikTok has only a few. In addition, there are no such concepts as behavioral factors or demographic data, only an analog of interests and some other filters that work on the basis of user interaction with specific account topics.

Geography, age, gender, device – on site.

Placement is present. Essentially, it’s a choice between display ads on TikTok, Pangle, and several affiliate news apps.

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( TikTok placements )

To run targeted advertising in TikTok I recommend using the goal “Conversion”, here everything is the same as in Facebook. Do you want quality leads? We work through the pixel. The algorithm for setting up the events, for example, to send a request on the website, is somewhat similar to another social network we already know.

Go to the “Active” section, create a pixel, put it on the website, insert it into the corresponding field of the cabinet and select the names of the event for the required action.

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(Setting up events in TikTok)

Further, when running targeted ads in TikTok, at the stage of the ad group we select the desired event, and the display of ads will be optimized for this event. In the video above, I show how to do this in more detail.

It’s worth noting that as an analog of conversion for getting leads in TikTok, you can use the Leadforms goal. It works on a similar principle as with FB. We set up a few questions, the user leaves contact information and they are uploaded to the office itself, the main thing here is not to forget to download them in time.

But let’s look at a real example of getting leads using targeted advertising in TikTok. We use quizzes for this purpose, I give you a link to sign up. What is this service?

This is a service that allows you to get customer contacts with the help of a small survey. At the same time the process of taking the survey is quite interesting and interactive for the user: you can add hints, photos, emoji and other elements. Practice shows that people are very willing to take such surveys, the main thing on the quiz page and advertising creative to make it clear that this survey is needed for a more accurate selection of services / products. Otherwise you will get a lot of irrelevant requests.

Let’s look at an example of running a targeted ad for TikTok.

We have a company that deals with gymnastics. Recruitment in the group of children from one year old and older, classes can be group and individual. For this project we collect applications in the same way as in Facebook/Instagram and also through a quiz.

What do we do? In the advertising cabinet of TikTok ADS start the goal “Conversion”. In the quiz itself, in the integration section put a TikTok pixel, then through the “Active” section in the TikTok ADS cabinet assign any event to the data sending, for which we will further optimize advertising.

Please remember that in TikTok, running ads is possible only on video creative. Get it ready in advance. There is no sense to think much about the text, because the number of characters is limited and usually people do not read it.

The above-described TikTok sales funnel allowed us to bring +30% of leads from the main quantity. If we compare the quality, we didn’t notice much difference, the price was almost the same, as well as their quality. But thanks to this approach, we were able to scale the number of incoming leads without increasing the price per request.

We hope a similar type of sales funnel was interesting for you as well.

Once again, here is a link to the quiz service. We have already written an article on quizzes in our blog. And as always, if you still have questions or want to work with us, leave a request on the website or e-mail us.

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