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TikTok Ads Strategy 2024: Your Key to Marketing Success

TikTok isn’t just a platform; it’s a phenomenon with the potential to revolutionize your advertising efforts. Whether you aim to boost brand recognition, foster online communities, provide exceptional customer service, or increase sales and app installations, TikTok has it all. But to harness this potential, you need a clear and effective TikTok ads strategy. In this comprehensive guide, we’ll walk you through the intricacies of crafting a TikTok ads strategy that aligns perfectly with your marketing goals and helps you tap into TikTok’s massive user base.

Why TikTok ads strategy is important?

TikTok ads strategy is a detailed plan that guides you in persuading your target audience to choose your product or service over your competitors’ using TikTok ads. In simple terms, it means creating and running ads on TikTok with specific goals in mind. A TikTok ads strategy will include your target audience, campaign objectives, ad formats, budget, and metrics for success.

Having a good ad strategy is very important when advertising on TikTok. It can make a big difference in how well your marketing campaign performs and whether you get value for your money. Here’s why! 


TikTok has over 1 billion users, and that number keeps growing. So, it’s a fantastic place to advertise. But to make the most of it, you need a clear ad strategy to reach the right people.

If the people you want to reach match up with the TikTok user base, your marketing campaign will work well. But remember, there’s no one-size-fits-all strategy. Each marketing campaign is unique, so you have to create a strategy that fits your specific goals. You can figure out what works best by testing different ads and strategies.

In a nutshell, the right TikTok ads strategy will help you tap into its massive user base and run campaigns that really connect with your audience and convert to sales. This not only boosts your chances of success but also ensures you’re spending your marketing budget wisely.

How to create an effective TikTok ads strategy?

TikTok offers a unique opportunity for businesses to connect with a highly engaged audience and achieve their marketing goals. Whether you’re a seasoned advertiser or just starting out, this comprehensive guide provides expert insights and detailed instructions to help you create an effective TikTok ads strategy.

how to create tiktok ad strategy

#1 Understand Your Target Audience

Your TikTok ads’ success hinges on a deep understanding of your target audience. Here’s how you can comprehensively understand and engage with your audience:

  • Demographics: Start by defining the basic demographics of your audience: age, gender, location and more. Dig deeper to uncover their interests, hobbies, and preferences. Understanding what resonates with them is crucial.
  • Behavior: Study your potential customers’ behavior on TikTok. Understand what content they engage with and when they are most active on the platform. Gain insights into their purchase behaviors and patterns. This will help shape your ad strategy.
  • TikTok trends: Stay informed about the latest TikTok trends and challenges. This knowledge allows you to align your content with what’s currently trending. Incorporating these trends in your ad campaigns can significantly boost engagement and relevance.

#2 Set Clear Objectives

Setting clear and SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives is crucial for your TikTok ads campaign. Here’s how to set your goals:

  • Brand Awareness: If your goal is to increase brand visibility, focus on metrics like impressions, reach, and video views. Monitoring brand awareness metrics provides insights into how many people are becoming familiar with your brand through TikTok ads.
  • Engagement: To encourage audience interaction with your content, consider metrics like likes, shares, and comments. Engaging your audience is a crucial step toward building a community of loyal followers and potential customers.
  • Conversions: If your aim is to drive sales or lead generation, track metrics like clicks, app installations, and website visits. Monitoring these metrics helps you understand how effectively your TikTok ads are driving desired actions from your audience.

>>>> Learn more: Elevate Your TikTok Ad Conversion Rate with Top Strategies

#3  Budget and Bidding Strategy

Budget and bidding strategy play a pivotal role in the success of your TikTok ads campaign. Consider the following factors:

  • Budget Allocation: Determine the total budget you will allocate to your TikTok ads campaign. Allocate your budget strategically, considering the campaign’s duration and your defined objectives.
  • Bidding Strategy: TikTok offers various bidding options, such as CPM (Cost Per Mille) and CPV (Cost Per View). The choice depends on your alignment with your objectives. Competitive bidding is crucial. Consider your competition and set bids that ensure your ads receive the visibility they deserve.

>>> Learn more: TikTok Bidding Strategy: The Key to Winning The Auction

#4 Choose Suitable Ad Types

Selecting the right ad type is essential to ensure your content aligns with your goals and resonates with your target audience. TikTok offers a variety of ad formats, including:

TikTok Branding solution adsTikTok Performance ads
TopView ads
Branded Hashtag Challenge
Branded Effects
Reach & Frequency
Top Feed ads
In-Feed ads
Collection ads
Dynamic Showcase/Product ads
TikTok Shopping ads
Lead Generation ads

>>> Learn more: Explore 11 TikTok Ad Types for growing rocket with your campaigns 

#5 Prepare for Special Occasions

TikTok is known for its rapid emergence of trends and viral challenges. Be prepared for special occasions and events that can be leveraged for your TikTok ads strategy.

Stay vigilant and monitor trending hashtags and challenges relevant to your brand or product. Be ready to create content that aligns with these trends in real time, ensuring your brand remains current and engaging.

#6 Create Engaging Content

Engaging content is the cornerstone of your TikTok ads strategy. Consider these expert tips to make your content stand out:

  • The First 3 Seconds: The opening moments of your video are critical. Capture the viewer’s attention within the first 3 seconds to prevent them from scrolling past your ad. Consider starting with an attention-grabbing visual or an intriguing question.
  • User-Generated Content (UGC): Encourage users to create content related to your brand or products. UGC adds authenticity and trust to your campaign. Run contests or challenges that motivate users to participate and generate content featuring your brand.
  • Storytelling: Storytelling is a powerful tool. Weave a compelling narrative into your TikTok ads that resonate with your audience. Create a storyline that makes viewers emotionally invested

#7 Test and Scale Up

Your TikTok ads strategy should be dynamic and open to improvements. Regularly test different elements of your campaigns, such as ad creatives, audience segments, and bidding strategies.

  • Conduct A/B testing to compare different approaches and determine what works best for your goals.
  • Analyze the results diligently and scale up what delivers the best results. Don’t be afraid to reallocate your budget to what’s performing best.

>>> Learn more: Optimize TikTok Ads with TikTok ABO, CBO and VBO – Agency Guide

9 Practical TikTok Ads Best Practices for 2024

As we step into 2024, TikTok advertising stands as a vital strategy in the world of marketing. To navigate this dynamic platform, it’s important to be well-versed in the latest advertising techniques. 

TikTok is constantly evolving with new trends, from catchy dances to trending challenges. It’s essential to actively participate in these trends when they align with your brand. This engagement, whether through a branded hashtag challenge or a trending dance, can significantly boost the visibility and engagement of your ad campaign.



Explore and GO! I love adding @Pokémon GO into my daily routine! How do you play?! #andGO #pokemon #sponsored

♬ Game On – BEGINNERS with Yez Yez

#andGO is an example of a TikTok Branded Hashtag Challenge that connects the Pokémon GO mobile game with the real world. The campaign encourages players to get out and explore their surroundings in order to catch Pokémon and complete challenges. 

This strategy is to encourage users to create content about their experiences playing the game in the real world. By doing so, they are able to promote their game and connect with their players on a more personal level. Once the video is created, players need to post it to TikTok with the hashtag #andGO. Players can also tag the official Pokémon GO TikTok account (@pokemongoapp) in their video.

Every week, Pokémon GO will select a number of #andGO videos to feature on the official Pokémon GO TikTok account and social media channels. Featured videos will also be awarded with in-game rewards, such as Poké Balls and Potions.

Make Use of TikTok Audio

Music and sound are the heart and soul of TikTok. Incorporating trending sounds into your ads allows you to leverage viral audio trends. Additionally, creating your unique sound trend can amplify your brand’s awareness and campaign engagement.


Objective: Ranked Music aimed to boost artist recognition and connect with a wider music-loving audience on TikTok.

Solution: They used Spark Ads on TikTok to create authentic connections through music-centric content. Broad targeting reached the right audience efficiently, and music engagement encouraged user interaction.

Results: The campaign exceeded expectations with a 2.5X increase in engagement and a remarkable 91% growth in music clicks. The artist also gained a 105% increase in TikTok followers. Success hinged on authenticity and music-focused content.

>>> Learn more: Unlock the secret of how to find trending sounds on TikTok

Keep It Short and Engaging

TikTok’s swift pace demands short and captivating ad content. While videos can extend to 60 seconds, it’s more effective to keep the audience’s attention within a 21 to 34-second window, resulting in higher impressions. Focus on delivering your brand’s most compelling messages concisely.


Harness the Power of Influencers

Influencer marketing on TikTok remains potent. Users trust influencers for recommendations, making collaborations with influencers who resonate with your brand a valuable strategy. User-generated content from influencers not only lowers production costs but also connects with their existing followers while promoting your products authentically.



pastel suitcases from @Monos 🧁 the colours are inspired by Magnolia Bakery in NYC, im obsessed w/ the cheerful banana and lavender shades 🍌 use my code “RUBYRABBITS” for 5% off! #MonosTravelCompanion #monostravel #organize #packwithme #asmr

♬ original sound – Ruby (•ㅅ•)

Monos is a luggage company that is known for its sleek and functional designs. In 2023, Monos partnered with Magnolia Bakery, a popular cupcake bakery, to launch a limited edition collection of luggage and accessories.

To promote the collection, Monos partnered with a number of TikTok influencers to create videos featuring the new products. The influencers created videos that showed them using the luggage and accessories in their everyday lives. They also highlighted the features of the products and explained why they loved them.

The campaign was very successful, it helped to increase traffic to the Monos website and led to a significant increase in sales of the limited edition collection. Here is information about the top ad for this campaign.

power of influencers

Integrate Relevant Hashtags

Hashtags are the most important thing on TikTok, they assist in content discovery and categorization. Including relevant hashtags in your ad campaigns enhances your content’s discoverability and effectively targets specific audiences. Thoughtful TikTok hashtags use broadens the reach and impact of your ads.

Craft Engaging Captions and CTAs

While your videos typically serve as the first impression for users, your ad text provides a valuable opportunity to showcase your product’s benefits and prompt potential customers to take action.

You have the option to include both captions and on-screen text in your videos, so make the most of this creative space. It’s also crucial to include a clear Call To Action (CTA) in every ad. Guide users on their next steps, like “Learn More” or “Shop Now” to ensure a smooth user journey.

TikTok’s data demonstrates that videos that incorporate closed captions, on-screen text, and a CTA experience a significant 55.7% increase in impressions compared to those without these features.

Scaling Your Ad Creation

Creating ads at scale is all about building up a collection of high-quality TikTok ads that are ready to go whenever you need them. These ads can come from your creative team or from collaborations with content creators. So, why is this a great idea? Here’s the scoop:

  • Consistency: It makes it easy to post regularly. When you have a bunch of ads ready, you can keep up a steady posting schedule, even on days when you don’t have time to create new ads from scratch.
  • Planning: It helps you plan ahead. When you know what ads you’ll be posting, you can make sure they fit into your broader marketing goals and TikTok strategy.
  • Engagement: Having a variety of different ads keeps a wider range of your followers interested and engaged in your content.

>>> Learn more: Unfold the top 11 TikTok Video Ideas to captivate your audience

Establish Clear Performance Targets

To kick off a successful TikTok ads strategy, it’s essential to define specific and measurable performance goals. These goals can be found within your TikTok Ads Manager account and include objectives like directing traffic to a specific website, increasing ad exposure, or gathering potential customer information.

performance target

Besides the platform’s built-in performance goals, it’s important to measure how well your creative elements are performing. TikTok is a highly visual platform, so you should have the tools to understand which videos, filters, or sounds are most appealing to your audience.

Experiment with A/B Testing

A/B testing is your guiding star in the ever-evolving TikTok realm. Continuously experimenting with different strategies, ad formats, and audience targeting keeps your campaign at the forefront. Focus on critical performance metrics to fine-tune your strategy based on what works best.

TikTok Top Ads Examples 

Survival Games – In-feed ads

Survival Games, a global mobile game developer and studio established in 2019, has gained recognition for its premier title, Raft® Survival – Ocean Nomad, an immersive open-world survival simulator.


Survival Games aimed to combat creative fatigue and optimize ROAS on TikTok. Their primary goals:

  • Tackle Creative Fatigue: Find a solution to the need for constant creative development.
  • Boost User Acquisition: Scale new user acquisition while maximizing ROAS.


Survival Games adopted a holistic strategy, blending TikTok Creative Challenge (TTCC), Value Based Optimization (VBO), and App Profile Page. The key solutions:

  • TikTok Creative Challenge: Emphasized engaging gameplay, compelling video starts, and strong calls to action.
  • Value-Based Optimization: Enhanced ROAS and targeted valuable users.
  • App Profile Page: Offered real-time events for better auction optimization.
  • Diversified Geo-Targeting: Sorted countries into tiers for cost-effective, tailored delivery.


Survival Games’ approach delivered impressive results:

  • Achieved a 177% ROAS increase.
  • Expanded user acquisition by 59%.
  • Witnessed a 24% drop in cost per install, 28% higher click-through rates, and a remarkable 38% IPM boost.

These outcomes, compared to previous efforts, highlighted the strategy’s success and its potential for future projects and new IPs on TikTok.

Lipton Ice Tea – Spark Ads

With over 6 decades in the industry, Lipton Ice Tea has solidified its position as the leading global ice tea brand, leaving an indelible mark.


Good vibes are free! Pass the sunshine and positivi-tea #AD @liptonicetea #passthesunshine Create your own video to this sunshine anthem and you may be featured on the biggest billboard in AUS.

♬ Lipton Ice Tea – Pass the Sunshine – Matt Storer


  • Introduce Lipton Ice Tea to a new Australian audience.
  • Reach 100% of Aussies aged 18-35 on TikTok.
  • Become the most talked-about non-alcoholic beverage brand on TikTok.


  • Collaborated with Billion Dollar Boy for a creative campaign.
  • Created a customized “sunshine anthem” by Matt Storer.
  • Focused on generating video views and used Reach Objective.
  • Utilized Spark Ads to expand content reach.
  • Showcased TikTok influencers on Melbourne’s digital OOH screen.


  • Achieved a remarkable six-second View Through Rate.
  • Cost Per Mille was notably lower than industry standards.
  • Saw a 15% sales uplift during the campaign.
  • Successfully reached the target TikTok audience.

Final word

TikTok’s vast and growing user base offers immense advertising potential. However, there’s no universal approach to TikTok advertising. Your TikTok ads strategy must be tailored to your unique objectives and tested regularly to optimize results. A suitable TikTok ads strategy will be your roadmap to successful marketing on TikTok. 

And don’t forget, understanding how to optimize each TikTok ads campaign is crucial when crafting an effective TikTok ads strategy. It’s like having a diverse toolkit at your disposal to reach your marketing goals and engage with your target audience. Explore our comprehensive eBook, Maximizing ROI: Strategies to Optimize Your TikTok Adsto unlock the secrets of TikTok advertising success. We’ll delve into proven tactics for enhancing your Conversion Rate (CVR), engaging your audience effectively, and maximizing your ROI on TikTok. Your journey to TikTok advertising success starts here – get your eBook now and boost your CVR!

How to optimize TikTok ads
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Phuong Linh Linh
Phuong Linh Linh
TikTok Advertising Specialist


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