10 Things You Should Be Doing When Running TikTok Ads

TikTok is the primary sales channel for multiple businesses.

It offers massive potential for both fast-moving consumer goods and slightly expensive products/services. And if your target audience includes GenZ or Gen Alpha, this is the platform to put your ad budget to work.

Also, bringing success to your TikTok ad campaign is easy. All you need to do is keep up with trends and keep your users hooked into your saying.

However, running an ad campaign definitely requires you to consider multiple factors and know certain areas so you can maximize its benefits. Here are 10 things that you need to consider before you set up your campaign or make it live.

Let’s get straight into it.

What Are Top Considerations for Running TikTok Ads?

If you’re running an ad campaign on TikTok, here are the areas you need to consider and be aware of.

1. Start with TikTok Creative Center
2. Explore Different Ad Types
3. Figure Your Approach to Content
4. Check for TikTok Ad Credits
5. Set Up TikTok Pixel
6. Plan a Smart Campaign Strategy
7. Create a Strong Hook
8. Prioritize Ad Comments
9. Retarget for Better Conversions
10. Use Trending Audio

Going through this list isn’t enough.

Let’s get into details for these TikTok best practices for brands in varying niches.

1. Making the Most of TikTok’s Ad Tools

||   it helps you build & optimize TikTok ads with real impact.

TikTok offers a lot of tools to build or optimize an ad for your business.

These tools handle many functionalities, including ad creation, influencer collaboration, content optimization, analytics, and more. Using these tools, you can put together smartly created ad campaigns that are effective and tune in perfectly with your audience. Here are 4 TikTok’s ad tools that we suggest.

1. TikTok Creative Center
2. TikTok One
3. TikTok Symphony
4. TikTok Smart+ Creative Campaigns

# TikTok Creative Center

Many people looking to run ads on TikTok know about this tool but a lot of people don’t realize the capabilities it can bring in. If you’re new to TikTok ads this is the first place you need to head to.

First, to visit the platform, go to the TikTok Creative Center. Without login, it allows you basic access to explore.

The TikTok Creative Center helps you understand multiple aspects.

(1) First, it helps figure out if it’s worth running TikTok ads for your business.

(2) It showcases top-performing ads, trending products, and creative strategies for inspiration.

(3) Provides real-time competitor ad performance data, including CTR, engagement, and conversion rates, to set benchmarks.

(4) Comes with a tool named TikTok Symphony which provides video templates, editing tools, and a music library to enhance TikTok creatives.

(5) Suggests trending sounds, hashtags, creators, and videos to use in ads for better engagement.

(6) Helps generate personalized scripts for your TikTok ads.

(7) Provides optimization guidance from TikTok’s creative experts for both pre-launch and post-launch improvements.

These were a few benefits of using TikTok Creative Center.

You can see that it’s more than just a research tool that helps you develop a successful ad campaign by providing a good look over useful data. Make sure to use it before you plan and launch your campaign as it helps you create an Ad that resonates with the TikTok audience from day one.

So yes, taking away the trial and error phase almost.

# TikTok One

TikTok One (also known as TikTok Creator Marketplace) is the next tool you use for creating a UGC or partnering with an influencer for your ad.

It is a centralized platform that helps brands connect with creators, agencies, and partners to simplify collaboration. The tool comes in as a marketplace where you (as a business owner) can find influencers and creative professionals to partner for your ad campaign.

The main benefit of the tool is that it helps connect with influencers and provides insights on how well each creator contributed, including reach, engagement, and conversions from their content all in one place.

# TikTok Symphony

Another great tool you need to utilize for Ad creation is TikTok Symphony. This is an AI-powered creative tool that helps you make high-performing ads quickly and easily.

Either you want a script, an AI avatar, video dubbing in other languages, or a place to edit it, this tool does it all.

What we like most about this tool is that it helps create an entire ad video instantly with its own avatars. And they’ve really nice options and a variety of avatars available that can be used for multiple purposes of creating an engaging ad.

Moreover, it helps you generate a script for your ad campaign, which is amazing as it provides a reliable base to start with.

# TikTok Smart+ Performance Campaigns

You may not know but TikTok launched Smart+ performance campaigns where an AI model helps you automatically target your ideal audience, set bids, and create relevant creatives with an aim to improve conversions.

If you’re a store owner or an advertiser who wants to optimize campaigns with minimal manual effort, TikTok’s Smart Performance Campaign (SPC) offers a great approach for it.

Here’s an idea of what it brings.

(1) Automated Targeting

SPC’s machine learning technology helps you with audience selection, ensuring ads reach the most relevant users while allowing exclusions based on age, language, and location. So, no more trial and error in finding the right audience.

(2) Creative Testing

TikTok advertising campaigns traditionally require a manual setup process to test several ads per ad set to find the most effective creative assets. However, when you choose to get ahead with Smart+ Campaigns, you get to streamline where SPC will automatically create multiple versions of creatives and test them on the audience to find the optimal version that drives results.

(3) Improved Campaign Management & Budget Optimization

This campaign type will help you adjust bids in real time so you can allocate your budget smartly and get the most out of your ad spending while efficiently targeting multiple audience segments.

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That was an overview of how TikTok tools can help you improve the efficiency of your campaign. So, make healthy use of it to avoid complex processes and ease your advertising journey.

2. Explore Different Ad Types

||   from in-feed to spark ads, see what works better for your audience.

The ad format you choose will have a purpose and will matter a lot for audience engagement.

So, instead of sticking to just one ad format, test multiple ad types and figure out the one that resonates with your audience. This is because all the ad types serve different purposes. While some ads seamlessly blend into the For You page, others appear the moment users open TikTok, taking up the full screen for instant visibility.

And each of them has their benefits to consider.

Let’s dive into a few of the most popular and widely used TikTok ad formats

(1) In-Feed Ads:

In-feed ads appear on the For You page where TikTok users scroll.

Since they autoplay as users scroll, they feel less intrusive than traditional ads (more organic content) which increases the likelihood of engagement. Also, it allows users to like, comment, share, follow, and even click the call-to-action button for immediate action.

Here are a few pros & cons you need to consider for In-feed Ads.

	Pros		Cons
✔	Feels like a regular TikTok video, making it less likely to be ignored.	✘	If the first few seconds aren’t engaging, users will scroll past.
✔	Users can engage with the ad just like any other post (likes, comments, shares).	✘	Once a user scrolls past, the ad doesn’t reappear.
✔	Drive clicks to websites, product pages, or app downloads.

(2) Spark Ads:

Spark Ads is simply promoting your existing organic posts.

With this Ad type, the real TikTok account (either your own or a creator’s) will be used, so, it does not look like paid promotion. And that’s good for building better trust with the audience and engagement.

These ads allow brands to leverage influencer content, customer testimonials, or their own viral posts and push them to a larger audience. Unlike In-Feed Ads, Spark Ads also lets users visit the original post and profile, encouraging long-term organic growth.

Here are a few pros & cons you need to consider for Spark Ads.

	Pros		Cons
✔	Since it’s a real post, it’s more trustworthy than traditional ads.	✘	less control over the messaging and call to action because you are promoting pre-existing content.
✔	Users can follow the profile, like, comment, and share. So, long-term engagement.	✘	Not all organic posts work as ads, you may need to test and find the best ones.
✔	Helps you push content that’s already doing well—no guessing what works.	✘	If the first few seconds aren’t engaging, users will scroll past.
✔	Perfect for influencer marketing, where you boost their UGC about your offerings for better reach.

(3) TopView Ads:

TopView Ads come with an attention-grabbing format as they appear immediately when users open the app, taking over the full screen for up to 60 seconds with an option to skip after 3 seconds. Unlike other ad formats, these ads are unmissable. You can prefer them for product launches, brand awareness campaigns, or high-impact storytelling.

Due to guaranteed visibility, they’re great for businesses looking to make a big impression rather than just blend in with organic content.

	Pros		Cons
✔	it’s the first thing users see.	✘	Since users don’t actively choose to watch, some may find it disruptive.
✔	Non-skippable in the first few seconds, ensuring initial attention

So, make sure you explore these ad types better and figure out the one that helps you connect with your audience more effectively, and optimize ad performance based on what works best for your offerings.

3. Figure Your Approach To Content

||   doing it in-house, hiring a creator, or using AI ?

What makes a good TikTok Ad is is the type of content you use. That’s one of TikTok creative codes.

You need to know that people prefer TikTok as a platform as it is authentic, engaging, and trends-driven. And your Ad content needs to follow those rules.

There are three main ways to create content for your TikTok ads:

1. Do It In-house (DIY)
2. Hire a Creator (UGC)
3. Use AI

Each approach has its strengths and works best depending on your budget, brand identity, and goals.

Let’s break them down.

(1) Doing It In-House:

If you have the resources, you can create your TikTok ad content in-house and keep your brand voice and visuals consistent. It might be a great option if you have a dedicated marketing team, an understanding of TikTok trends, and the ability to produce engaging videos.

(2) Hire a Creator:

Next, a very effective approach to content can be hiring a TikTok creator to talk about your offerings. User-generated content often outperforms traditional brand ads. So, when you partner with a creator your ads will feel more authentic, relatable, and trustworthy, helping you fetch customers out of their engaged audience.

(3) Use AI:

If the first two options don’t work for you, AI can help. You can use tools to create smart videos, generate scripts, and add voiceovers. It helps you make trend-driven content without a big team or budget.

See, there are benefits for each of these, you can experiment and find the one that works for your products and audience. And yes, you can mix match, and grab benefits from each of these content types as well.

4. Check for TikTok Ad Credits

||   new advertisers get ad credits, so, don’t miss out on your free budget.

One of the best ways to try out this platform for ads for your business is to use the TikTok free ad credits.

This allows you to understand if the platform works for your campaign.

And if you’re running a TikTok ad campaign for the very first time you definitely want to grab these credits. Because why pass on such a great opportunity?

If we get in more detail about Ad Credit, TikTok provides two types of it.

Welcome Credits & Match Credits.

1. Welcome credits come in as a fixed amount for first-time advertisers, typically ranging from $50 to $300 depending on the promotion.
2. Match credits are where TikTok tries to match your ad spend up to a certain amount (for example: spend $500, get $200 in ad credits.)

The exact offers vary based on region, promotions, and time, so it’s always good to check what’s available.

At this time, they’re running a limited-time offer where you can achieve the same amount as your ad spend as ad credits. And it’s the best offer available so far.

Learn More

Now, why is it necessary to claim them?

Well, these credits will effectively double your ad budget. And with Ad credits in hand, you can experiment with different ad types, audiences, and creatives without committing to a larger budget.

How You Claim TikTok Ad Credits?

1. Use the correct link for your country. Visit TikTok For Business, it will direct you to the appropriate portal based on your region.
2. Spend the qualifying amount within 10-30 days
3. After that, you can see your ad credits roll in

Any eligible ad credits will appear in your billing section.

If you qualify, you’ll get an option to apply them, and once activated, they’ll automatically be used toward your ad spend. Just make sure to check the expiration date as most TikTok ad credits come with a time limit.

So, use them before they expire.

5. Set Up TikTok Pixel

||   the better you track, the better you optimize, and the better you scale.

If you’re spending money on TikTok ads, you need to know what’s working and what’s not.

So, before making your ad live, it’s highly necessary to set up TikTok Tracking Pixel on your website. Because without it, you’re flying blind.

The TikTok Pixel will help you track every important action your users are taking after clicking on your ad. Whether it’s about browsing through your catalog, adding to your cart, or making a purchase. And is highly necessary for you to keep track of these data as you need to know how many people are actually taking action. Without tracking, you’ll never know if your ads are profitable or just burning money.

Also, when you add pixels to your website, TikTok’s algorithm learns from user behavior and shows your ads to people more likely to convert. The more data the Pixel collects, the cheaper and more effective your ads become.

Lastly, the tracking pixel will help you fetch out interested audience and retarget them later.

How You Install TikTok into your Website?

1. Go to TikTok Ads Manager and create a pixel.
2. Copy & paste the Pixel code into your website.
3. Or, connect TikTok Pixel via Shopify, WooCommerce, or other supported platforms.
4. Set up tracking events.
5. Verify with TikTok Pixel Helper.

And that’s all.

If you’re making your ad live within a few days or after a few months. Keep your pixel installed so you know which ads are working. This will help you put more budget into winners and avoid wasting money.

6. Plan a Smart Campaign Strategy

||   one campaign but multiple angles. cast wide, then zoom in on what converts.

Running TikTok ads without a clear strategy is like shooting your shot in the darkest dark.

You might hit a certain chunk of success but chances are you’ll waste your time and money.

So, make sure you plan on a smart campaign strategy that ensures your ads reach the right audience, deliver the right message, and drive real business results. Without a strategy, you could end up targeting the wrong people, using ineffective creatives, or spending your budget inefficiently.

Additionally, TikTok has a very fast-moving audience. What worked yesterday might not work tomorrow.

By a smart campaign strategy, I also mean having more than one strategy.

Instead of running a single ad to a single audience, you can structure your campaign in a way that targets different audience groups differently.

For example, let’s say you have one campaign, but within it, you separate your audience into two categories:

1. Interested Audience – People who have already engaged with similar content or products.
2. Broad Audience – A larger, more general group that TikTok’s algorithm will explore for potential buyers.

Each of these audiences gets multiple ad variations, allowing you to see which creatives perform best for each group. This way, you’re not putting all your budget into one approach and instead, you’re testing and optimizing as you go.

Again, this TikTok ad strategy would require you to be proactive and reactive so make a better strategy and then go live.

So, consider working well on more such TikTok creative best practices before finalizing.

7. Create a Strong Hook

||   if you don’t grab attention in 3 seconds, you’ve already lost.

Paying for ads is only worthwhile when your ad content has the capacity to make your audience watch for more.

Or else, they have a mere 3 seconds of attention.

Once they swipe or skip, your ad money is wasted. That’s how fast-paced the platform is. Users are constantly swiping, and only the most engaging content makes them stop.

When your content has a strong hook you get to convey your ad message before the audience loses interest.

A hook can either be visuals, a bold statement, a relatable question, or something unexpected that brings curiosity.

The goal is simple — make them pause and watch.

And yes, a good hook isn’t only about grabbing their attention. It should set a flow for coming ad content.

If I share ideas on best hooks, It’s just that they instantly communicate value or spark curiosity that triggers an emotional response to keep viewers engaged. Here are a few examples of the best TikTok Hooks you can use.

Moreover, you can go to Gumroad and find some of the best TikTok hooks from experts creators who share their insights.

Here are a few viral video hooks from a few creators that we recommend.

• 100+ Viral Hooks For Short Videos by Jose Rosado – Free
• TikTok Viral Hook Library (350+ Viral Hooks) by Timo Mason – Free
• Viral Hook Templates (30) – Free
• 30 Viral Hook Templates for Artists – Free

You can inspiration on what might work. So, make sure your ad starts with something that demands attention.

Because if you lose them in the first three seconds, you’ve lost them for good.

8. Prioritize Ad Comments

||   always consider an opportunity to engage with your audience and pull them into the sales funnel.

Yes, you need to respond to every user comment under your ads.

Not because you want to act nice but to engage with them meaningfully.

Also, you don’t need to answer them all manually, one after another. The Comment Management tool in TikTok Ads Manager helps you handle comments on your ads easily.

You can view, reply, like, block, hide, filter, and even export comments; either one by one or in bulk.

This tool also allows you to create a Blocked Word list to automatically hide comments with specific words or phrases.

When you prioritize ad comments, you turn a one-way promotion into a two-way conversation, which is really necessary to be in the good books of your audience. It shows that your brand cares about their doubts, and concerns, or simply wants to connect.

The comment section gives you direct access to what your audience thinks and wants, allowing you to refine your marketing strategy, improve your product, or enhance your ad content.

And yes, comments will be a mix of both positive and negative feedback. While negative comments are unavoidable, they are crucial to answer — even before responding to positive ones. By responding thoughtfully and addressing concerns, you show that your brand values its user issues.

Another major advantage is word of mouth.

When you engage with your audience, they are more likely to talk about your brand and share their experiences. This kind of organic engagement helps your brand stand out in a crowded industry.

So, make sure to engage, respond, and make your audience feel heard.

9. Retarget for Better Conversions

||   re-engage with users who showed interest, they’re the easiest sales to close.

Not every potential customer converts the first time they see your ad.

Some get distracted, some need more time, and some just aren’t ready to make a decision yet.

But that doesn’t mean they’re a lost cause. In fact, these are the people you should focus on the most. This is because they’ve already shown interest.

When you retarget these users and remind them of what they liked about your product, it becomes easy to nudge them toward a purchase. Maybe they watched your ad but didn’t click, visited your site but didn’t buy, or even added something to their cart but didn’t check out.

And it’s not a random say. Retargeting campaigns often have higher conversion rates than regular ads.

And it’s obvious too. These users are already familiar with your brand, so convincing them is easier compared to someone seeing you for the first time.

10. Use Trending Audio

||   viral audios help people find more relevancy in your ad content.

TikTok runs on trends, and audio is one of its biggest impacts.

From a viral song to a popular sound effect, when you choose the right audio can instantly make your ad feel more native, engaging, and relevant to your audience. That’s because when people hear a familiar sound, they instinctively connect with your ad content. And, you achieve your ultimate goal of making them watch, engage, and remember your brand.

You can find trending audio in your region through the TikTok Creative Center. It allows you to check if a song is appropriate for business use, view analytics on its virality, and access more details all in one place.

Apart from blending in with your audience, it has a benefit that you need to know.

The benefit no 2 is that TikTok’s algorithm rewards videos that use trending songs. This keeps the trend going, making the song even more popular. And you must’ve seen that songs and audios that take off on TikTok often make their way into mainstream culture, playing in cars, at parties, and even topping music charts worldwide.

This shows that a catchy and viral tune on TikTok holds the power that might bring you massive success overnight.

So, instead of relying only on visuals and captions, let sound do some of the work too.

If there’s a viral audio that fits your brand, use it.

Because on TikTok, what people hear is just as important as what they see.

Additional TikTok Ad Best Practices

Here are two more TikTok ads best practices that you should follow. One is about TikTok Ad Specs & TikTok Shop.

# Make Sure Your Ad Creative Follows TikTok Ad Specifications

While you can advertise your business in any format, there are guidelines and specs for TikTok ads that need to be considered for your campaign’s success. 

It’s recommended to follow TikTok ad specs for placing key creative elements in your ad.

When your ad content is in the middle of the screen it prevents the chances of key information being covered by the caption, logo buttons, and more such elements on the screen. To avoid being cropped on the sides and fit in the screen perfectly, make sure you follow these guidelines suggested by TikTok itself.

Here’s a detailed breakdown of TikTok video ad specifications.

• Aspect Ratio – 9:16 (vertical, recommended), 1:1 (square), or 16:9 (horizontal).
• Video Resolution – Minimum of 540 x 960 pixels, 640 x 640 pixels, or 960 x 540 pixels.
• File Types – .mp4, .mov, .mpeg, .3gp, .avi.
• Video Length – 5-60 seconds; TikTok recommends 9-15 seconds for better engagement.
• Bitrate – Minimum of 516 kbps.
• File Size – Less than 500 MB.
• Audio – TikTok ads should be supported with a trending sound and/or music. 

The image shows different in-feed ad specifications according to screen elements and varying TikTok CTA options available for verticle in-feed ads.

When you follow these TikTok creative specifications, your ad creative will be balanced visually into the screen of TikTok.

# TikTok Shopping Ads

TikTok Shopping Ads are quickly becoming a must for eCommerce brands.

With TikTok’s massive user base and engaging content format, these ads offer a direct path to conversions. There are multiple reasons why you should invest in it.

• High Engagement & Purchase Intent
• Seamless Shopping Experience
• AI-Powered Targeting & Ad Placement
• Influencer & UGC Synergy
• Cost-effective with Strong ROI

Moreover, it will include a direct path to your product pages or in-app checkout, so, the path to purchase is even clear.

# Consider TikTok Ads Examples

Building a great TikTok ad starts with analyzing successful ads that are already performing well.

When you look at some of the best TikTok ads, you can see how they tell a story, spark curiosity, and encourage interaction through creative ad content. With the right TikTok ad creative, you can connect with your audience from the very first second.

Whether it’s the trending sounds, engaging visuals, or relatable moments, the goal is to make ads feel as natural and entertaining as possible. The key to getting the most out of TikTok Ads is following the right TikTok ad copy, visuals, targeting options, content structure, audience targeting, and bidding strategies.

For better engagement rates, it’s important to follow creative best practices, ensuring that your content feels native to the platform while still being brand-focused.

If you’re wondering what TikTok ads look like, they come in many forms, from in-feed videos to interactive experiences.

Moreover, TikTok video best practices suggest keeping content short, engaging, and aligned with platform trends. A branded hashtag challenge is another powerful way to encourage participation, turning users into brand advocates and amplifying reach through user-generated content.

By using these strategies, advertisers can make the most of TikTok’s unique ad formats and create campaigns that truly resonate.

… Lastly

That was all on what your top considerations should be as you choose to run TikTok ads for your brand.

And yes, you should follow each of these TikTok advertising best practices that we discussed above.

While they show you a way to success, your ad strategy needs to be impactful. So, make sure to experiment with multiple good ideas you might have and when you see one or two of them working in your favor, invest there more.

Make sure you keep track of ad analytics. & we hope the information helps you with Ad Optimization.

And it’s time for you to have a TikTok Ad Refresh.

Our PPC experts at Aureate Labs can help you advance your TikTok ad strategy by helping you set better campaign objectives, ad creatives, ad copy, and visuals, and create TikTok-first content.

We promise overall TikTok optimization for your brand.

So, let aside your creative fatigue. & Book a call with us today to get started.