Tiktok Ads not delivering or spending [TikTok Agency Guide]

Have you ever gotten the problem of TikTok ads not delivering after doing every single step correctly? Don’t worry, this is a typical case with many advertisers even when they’re so familiar with TikTok. So, why does this issue keep happening? And what can we do to fix it? In general, 4 main criteria can lead to the issue of TikTok Ads not delivering or spending:  

  • Account Assessment
  • Ad Budget
  • Campaign set-ups
  • Ad Creatives

Let’s dig into the details and find out how to resolve these problems.

Why are your TikTok Ads not delivering or spending?

1. Account Assessment

Before your account is issued, TikTok will review it to ensure compliance with Advertising Policies. So, what can happen during this time?

StatusMeaning
In reviewAd account is being reviewed after creating or modifying information.
Not approvedAd account has failed the reviewing process.
PenalizedAd account is disabled due to violations of the ads policy.
Account assessment status

Account reviews can take up to 24 hours. Campaigns and ads will not be delivered during this time. Ads will also be paused while in the review queue. Ads must be approved if they are new or if a part of the ad has been changed.

What you should do:

Your account is in the reviewing session and cannot create an ad campaign at this time. As a result, advertisers should wait until it passes TikTok’s evaluation before adding ad creatives. 

If your account is denied, TikTok will show you what criteria you are missing or violating to be approved. However, there is only one solution for the penalized account: create a new one and avoid violating advertising policies.

2. Ad Budget

TikTok Ad not delivering issue - Currency
Source: TikTok

Currency Mismatch

If you are running TikTok advertisements and are not seeing the desired results, it may be because your currency does not correspond to the target nation. For example, if you advertise in German, your product price must be in EURO, while Yen is for Japan. 

What you should do:

TikTok currency setting
Source: TikTok Ads Manager

In this situation, ensure that the currency on your ad account is set correctly. You can do this by going to the Currency part in your ad settings. 

Please change it to the currency of the nation you’re targeting. If you have set it to something else, then save your modifications.

However, Mega Digital suggests you target one ad for one specific location for Ads Manager or use a TikTok agency account to target multiple areas.

Out of budget or insufficient adgroup

This is a common problem that has occurred for many TikTok advertisers. The campaign minimum on TikTok is $50, with ad groups starting at $20. This bare minimum allows you to see results and ensure the effectiveness of your advertisements. As a result, if your budget is less than $50, it will lead to your TikTok Ads not delivering.

What you should do:

  • The ads manager operates on Pacific Time (PT), so keep this in mind when changing your daily budgets.
  • If you want to reduce your daily budget after it has been spent for the day, you must do so after 00:00 PT or before it is completely spent.
  • Mega Digital advises leaving extra room for algorithms to “learn” and find the ideal customer for your ad. So, if your projected bid for add-to-cart conversion is $20, your budget should be at least 10 times that amount. This way, the algorithm will have enough funds to find and target the right potential customers. 

3. Campaign set-ups

Incorrect Targeting
Source: TikTok

Outside of schedule

After you schedule an ad, it will have a red dot next to it that says “out of schedule” until the ads are approved and spent.

So, if you schedule them for midnight, they will turn green and begin spending your budget. Alternatively, if you schedule the ads to begin immediately, they will be “out of schedule” until they are approved.

What you should do:

Patiently wait for the approval state and the scheduled time to work in your favor. Of course, TikTok will take its time to assess your video. Therefore, you need to set your time for 2-3 hours in advance.

Incorrect Targeting

  • Overlapping targeting

Using too many targeting criteria will affect the TikTok ads distribution algorithm. This will make TikTok difficult to allocate your advertisements to the right audiences. Thus, your TikTok ads will not be delivered.

What you should do:

Select the criteria and characteristics of the target ad group. Avoid choosing features that are too specific, or you will make the mistake of targeting too deeply.

  • Too in-depth targeting

Too in-depth targeting is also a problem. TikTok will narrow the pools of users accessing your ads. Therefore, if your ads target too specific user groups, it will lead to poor visibility, less interaction, and less spending.

What you should do:

Expand the targeted audience range, including potential customers or Lookalike Audiences in the Ad Manager setting.

  • Too large targeting

This problem is the opposite of in-depth targeting. In-depth targeting does not apply to this issue. TikTok will eventually show your ads to all users, including those who have never used the goods or services you’re advertising. Users who find your ads offensive may also report you, affecting ad delivery.

What you should do: 

Re-optimize the target customer. You should combine information about gender, age, interests, and topics they often watch on TikTok. However, only choose some of the most specific characteristics of the target audience to avoid the overlapping issue. Then, let’s TikTok algorithm do its job to optimize audiences accordingly.

Low Bidding Strategy

Source: TikTok

Bidding strategy is one of the most influential factors determining your ads. Therefore, your bidding price needs to be balanced with the market. 

TikTok bidding methods allow users to bid for ad placements which means the higher you bid, the better ad placement you can get. As a result, if your bidding is too low, your ad will place under your competitors. So, who will scroll long enough to see your advertisements? Therefore, it is essential to consider using your competitors’ bidding prices to ensure your plan stays following the market.

What you should do:

Adjust bids according to bidding methods and relative competitors. If you are new to running ads on TikTok, you can use Smart Optimization to optimize bids automatically.

4. Ad creatives

Ad creatives
Source: TikTok

Unsuitable Content

There are two most common issues that many advertisers can make within ad content on TikTok: reposting content from other platforms or using outdated content to advertise

These types of content often fail to attract users because TikTok’s distribution algorithm focuses on users’ experiences. If a video is not optimized according to TikTok’s standard format or conveys unhelpful content, it is understandable that advertising cannot deliver to users or not spend.

What you should do:

Ads on TikTok are all about embracing the community’s spontaneity, creativity, and fun. Therefore, Mega Digital usually proposes 3 keynotes to make ads that suit the TikTok platform:

  • Adapt to UGC (user-generated content) to create ads related to viewers.
  • Include KOL, KOC, and influencers in the ads to attract users.
  • Keep up with the trends, including soundtracks, filters, or hashtags.

Let’s take some of the best TikTok ad examples from big brands and utilize them to make yours.

Inaccurate Ads size

Running into the issue of incorrect ad sizes can result in a variety of problems that may impact the assessment, such as:

  • Low resolution or blurry video/image.
  • Covered video/image with the caption or TikTok logo.
  • Incomplete text in videos.

What you should do: 

Remember that TikTok video dimensions are 1080×1920 and must follow the aspect ratio:

  • Vertical (9:16)
  • ​Square (1:1)
  • Horizontal (16:9)

If you want to use a background, avoid using black or white.

Using an Ad Agency Account is the optimal solution!

Use Agency account
Source: TikTok

Tiktok treats agency accounts and personal accounts differently. Every Personal account advertisement will often have a longer approval time, a higher chance of being suspended or lacking advertising function, etc. 

Besides optimizing your ad campaign and accessing a whole pack of ad formats, using a TikTok Agency account will fix all the issues while targeting audiences and reducing the competitive budget compared to a personal account. It will be a miss if you don’t upgrade your TikTok to agency accounts now. 

It would be best if you started using a TikTok agency account to avoid issues related to ads not delivering or spending. However, this type of account is only available for TikTok partners. You can access it by renting their services or try using our account for free by clicking the button below.

Final Word

TikTok has clear Ad review checklists you can consult before creating and running ad campaigns. To avoid the issue of having your ad account suspended or TikTok ads not delivering, make sure to follow and adhere to all of TikTok’s!