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TikTok, a media giant among social platforms, has become an essential tool in digital marketing. Short videos allow brands to creatively showcase their products and services, while various advertising tools — from in-app ads to influencer collaborations — offer extensive opportunities for targeting and audience engagement.
In this article, we will explore the main advertising placements on TikTok and share a successful case from the healthcare industry.
In this article, we will explore the main advertising placements on TikTok and share a successful case from the healthcare industry.
TIKTOK AS A BUSINESS ADVERTISING PLATFORM
TikTok has become not only a popular platform for entertainment content, but also a powerful tool for web and app advertisers due to its extensive targeting capabilities and diverse audience.
Why TikTok?
The platform's primary affluent audience consists of individuals between the ages of 24 and 55. These users have high spending power, making them attractive to businesses. What's the benefit?
1. User Base: In 2023, TikTok reached 1.5 billion monthly active users and is expected to grow to 1.8 billion by the end of 2024.
2. Time Spent: The average user spends approximately 95 minutes per day on the platform.
3. Downloads: The app has been downloaded over 4.1 billion times worldwide, including the Chinese version, Douyin.
4. Advertising Reach: TikTok has the potential to reach 1.218 billion users aged 18+ with its advertising. This represents approximately 23% of the world's internet users.
5. Engagement: 53% of TikTok users prefer entertainment content and 41% trust brands more after seeing ads on the platform.
6. Revenue: In 2023, TikTok generated approximately $16.1 billion in revenue, a 67% increase compared to the previous year.
1. User Base: In 2023, TikTok reached 1.5 billion monthly active users and is expected to grow to 1.8 billion by the end of 2024.
2. Time Spent: The average user spends approximately 95 minutes per day on the platform.
3. Downloads: The app has been downloaded over 4.1 billion times worldwide, including the Chinese version, Douyin.
4. Advertising Reach: TikTok has the potential to reach 1.218 billion users aged 18+ with its advertising. This represents approximately 23% of the world's internet users.
5. Engagement: 53% of TikTok users prefer entertainment content and 41% trust brands more after seeing ads on the platform.
6. Revenue: In 2023, TikTok generated approximately $16.1 billion in revenue, a 67% increase compared to the previous year.
"The platform offers extensive targeting capabilities: geo, age, language, interests, behavior, and hashtags. Personal TikTok accounts can be connected.
The quality of traffic is greatly influenced by the quality and relevance of the creative, as the platform's algorithm prioritizes entertaining content, thereby lowering the cost.
The most common verticals are education (including info-business), e-commerce, healthcare, finance, and tourism," said Olga Kilimistaya, Social Growth Manager at AdSkill.
The quality of traffic is greatly influenced by the quality and relevance of the creative, as the platform's algorithm prioritizes entertaining content, thereby lowering the cost.
The most common verticals are education (including info-business), e-commerce, healthcare, finance, and tourism," said Olga Kilimistaya, Social Growth Manager at AdSkill.
EFFECTIVE AD PLACEMENTS ON TIKTOK
Advertisers have a variety of options for promoting their businesses. Among the most popular and effective tools are the platform itself, Pangle, and Global App Bundle. Let's examine them in more detail.
TikTok
TikTok placements support the following advertising objectives — Shop Purchases, Product Sales, Video Views, Reach, Traffic, Lead Generation, App Installs, and Conversion.
Ads may appear in the For You Feed, Following Feed, Profile Feed, search results, and new onsite Shopping Ads placements on TikTok, TikTok for Web and TikTok Lite.
Ads may appear in the For You Feed, Following Feed, Profile Feed, search results, and new onsite Shopping Ads placements on TikTok, TikTok for Web and TikTok Lite.
Pangle
Pangle is TikTok for Business’s ad network that allows reaching users across more than 100,000 apps worldwide directly from the TikTok Ads Manager.
It offers various ad formats, including native ads, banners, videos, and interactive elements.
It offers various ad formats, including native ads, banners, videos, and interactive elements.
Global App Bundle
Global App Bundle is an integrated traffic management solution that places ads in popular ByteDance apps, such as CapCut and Fizzo. It provides advertisers with access to additional audiences beyond TikTok and ensures that ads are shown only in high-quality apps and premium ad slots.
For advertisers, Global App Bundle offers additional benefits, such as:
For advertisers, Global App Bundle offers additional benefits, such as:
- Access to a broader range of potential customers across various apps.
- Support for multiple TikTok Ads Manager targeting, bidding, and optimization features, making integration with existing ad groups and campaigns seamless.
- Potentially higher conversion rates due to the alternative set of apps, enhancing overall campaign effectiveness.
OUR CASE ON TIKTOK WITH A COMPLEX OFFER
One of our clients, an international private clinic, needed to launch an advertising campaign for a medical center. However, this offer was prohibited under TikTok's policy, requiring optimization to comply with the platform's regulations.
International private clinic
Product: Rehabilitation Center
Vertical: Healthcare
Placements: TikTok
GEO: Kazakhstan
Key Metrics: CPA, CTR, number of conversions, impressions
Before launching the main offer, the following preparatory steps were undertaken:
1. Domain Selection: A domain was selected to host another white offer from the client's consulting industry.
2. Account Creation: An account was opened using the selected domain, and campaigns were launched.
3. Creative Development: Creatives were meticulously crafted, paying attention to details such as the speakers' attire and background items. The focus was on presenting specialists and diagnostic tools without mentioning results.
4. Landing Page: The landing page underwent numerous revisions to meet moderation requirements, with significant attention to text and subheadings.
5. Campaign Launch: The campaign was launched after all preparatory steps, including uploading the necessary offer to the domain.
As a result of the advertising campaign, the account was not blocked, and the offer was successfully launched. Over two months, approximately $1200 was spent on advertising, yielding 406 targeted leads. Considering the product's complexity and the moderation challenges, these results are deemed successful.
Vertical: Healthcare
Placements: TikTok
GEO: Kazakhstan
Key Metrics: CPA, CTR, number of conversions, impressions
Before launching the main offer, the following preparatory steps were undertaken:
1. Domain Selection: A domain was selected to host another white offer from the client's consulting industry.
2. Account Creation: An account was opened using the selected domain, and campaigns were launched.
3. Creative Development: Creatives were meticulously crafted, paying attention to details such as the speakers' attire and background items. The focus was on presenting specialists and diagnostic tools without mentioning results.
4. Landing Page: The landing page underwent numerous revisions to meet moderation requirements, with significant attention to text and subheadings.
5. Campaign Launch: The campaign was launched after all preparatory steps, including uploading the necessary offer to the domain.
As a result of the advertising campaign, the account was not blocked, and the offer was successfully launched. Over two months, approximately $1200 was spent on advertising, yielding 406 targeted leads. Considering the product's complexity and the moderation challenges, these results are deemed successful.
Campaign results:
CPC
$0.13
$0.45
CPM
These achievements underscore the effectiveness of our strategy and demonstrate how well-optimized advertising campaigns can lead to significant results even within the constraints and stringent policies of the platform.
0.56
CTR
$2.39
CPA
TIKTOK POLICY UPDATE
Regarding the healthcare vertical, in May 2024, TikTok updated its policy to allow advertising for the following medical services:
Advertising in these categories is permitted for an audience aged 18+ with the appropriate licenses. However, it's important to note that despite the policy changes, account blocks may still occur.
- Dental services (including dental implants, cavity treatments, orthodontic services, etc.)
- Veterinary clinics.
- General hospitals.
- Medical services abroad.
- Eye hospitals.
- Maternal and child health medical institutions.
- Other medical institutions (emergency centers, school clinics, hospices, etc.)
Advertising in these categories is permitted for an audience aged 18+ with the appropriate licenses. However, it's important to note that despite the policy changes, account blocks may still occur.
TikTok is undoubtedly one of the most effective platforms for launching advertising campaigns. However, passing moderation can be challenging, with many intricacies involved. To successfully launch a campaign and avoid blocks, significant time must be spent understanding the rules and nuances, which are constantly evolving.
The simplest option is to consult the experts at AdSkill and launch your ads through an agency TikTok account. We have our own moderation department and a source team lead who will quickly and efficiently launch your campaign without blocks!
Using the TikTok agency account from AdSkill, you will also enjoy the following benefits:
The simplest option is to consult the experts at AdSkill and launch your ads through an agency TikTok account. We have our own moderation department and a source team lead who will quickly and efficiently launch your campaign without blocks!
Using the TikTok agency account from AdSkill, you will also enjoy the following benefits:
- Ability to unblock accounts and withdraw funds from blocked accounts.
- Account top-up within 30 minutes.
- No spending limits.
- Participation in platform beta tests (new GEOs/Verticals, etc.).
- Support from TikTok.
- Opportunity for campaign audits by TikTok.
- Whitelisting for direct advertisers and complex projects.
- Participation in TikTok's bonus programs.