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TikTok Campaign Objectives

Published on: December 7 2022 by Paid Media Pros

TikTok Campaign Objectives

TikTok Campaign Objectives

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00:00:00 00:00:04 unless this is your first digital
00:00:02 00:00:06 advertising campaign you're probably
00:00:04 00:00:08 familiar with campaign objectives
00:00:06 00:00:11 because most of the platforms have them
00:00:08 00:00:14 basically when you create a new campaign
00:00:11 00:00:16 you opt into a campaign objective that
00:00:14 00:00:17 tries to tell the platform what you're
00:00:16 00:00:19 trying to achieve with that campaign
00:00:17 00:00:21 some of them could be around brand
00:00:19 00:00:24 awareness they could be around traffic
00:00:21 00:00:26 to your website or conversions there's a
00:00:24 00:00:28 lot of different ones to choose from and
00:00:26 00:00:30 tiktok is no different so with this
00:00:28 00:00:32 video i want to walk through the handful
00:00:30 00:00:35 of campaign objectives available on the
00:00:32 00:00:36 tiktok ads platform as of january
00:00:35 00:00:38 2022.
00:00:36 00:00:40 in the tiktok ads manager when you go
00:00:38 00:00:42 to create a new campaign the first thing
00:00:40 00:00:44 you're going to do is choose your
00:00:42 00:00:47 advertising objective and here at the
00:00:44 00:00:48 top we can see the different categories
00:00:47 00:00:50 of objectives that we'll end up going
00:00:48 00:00:52 through today we're going to go in order
00:00:50 00:00:55 from left to right so we're going to
00:00:52 00:00:56 start with the awareness campaign
00:00:55 00:00:59 objective which is reach and then there
00:00:56 00:01:01 are five different campaign objectives
00:00:59 00:01:04 for the consideration stage and then
00:01:01 00:01:06 there's one for conversion so let's go
00:01:04 00:01:07 ahead and start off with the reach
00:01:06 00:01:09 campaign objective
00:01:07 00:01:11 effectively what we're trying to do with
00:01:09 00:01:14 this campaign objective is to show your
00:01:11 00:01:16 ad to the maximum number of people that
00:01:14 00:01:18 we can on the tiktok ads platform
00:01:16 00:01:20 once we've selected that campaign
00:01:18 00:01:23 objective we can scroll down and adjust
00:01:20 00:01:24 any of the campaign settings down below
00:01:23 00:01:27 here we can adjust our campaign name
00:01:24 00:01:29 you'll see that it defaulted to reach
00:01:27 00:01:31 and then a bunch of numbers you can
00:01:29 00:01:33 create a split test with this campaign
00:01:31 00:01:36 and you can also set up a budget limit
00:01:33 00:01:38 or no limit if you would like to do that
00:01:36 00:01:40 overall the campaign settings are pretty
00:01:38 00:01:42 limited for a reach campaign as we go
00:01:40 00:01:43 through future campaign objectives
00:01:42 00:01:45 you'll notike there's the option for
00:01:43 00:01:47 campaign budget optimization where you
00:01:45 00:01:50 provide a campaign level budget and tik
00:01:47 00:01:52 tok will determine which ad group gets
00:01:50 00:01:54 the budget based on performance on any
00:01:52 00:01:56 given day trying to maximize the
00:01:54 00:01:59 objective that you're reaching for reach
00:01:56 00:02:01 campaigns are one of two campaign
00:01:59 00:02:03 objectives that do not have campaign
00:02:01 00:02:05 budget optimization available the other
00:02:03 00:02:06 is going to be video views as we go
00:02:05 00:02:08 through the other objectives i'll tok
00:02:06 00:02:10 about this a little bit but i did want
00:02:08 00:02:12 to give a heads up that reach does not
00:02:10 00:02:13 have the ability for campaign budget
00:02:12 00:02:15 optimization let's go ahead and click
00:02:13 00:02:17 continue and get to the ad group
00:02:15 00:02:19 settings the first option we have is to
00:02:17 00:02:21 choose the placement that we want our
00:02:19 00:02:23 ads to show up on tiktok has a number of
00:02:21 00:02:26 different placements available but reach
00:02:23 00:02:29 campaigns are only eligible for
00:02:26 00:02:31 tik-tok on the main app in a later
00:02:29 00:02:33 campaign objective that has the full
00:02:31 00:02:35 rundown of all of the placements i will
00:02:33 00:02:37 give more insight on placement targeting
00:02:35 00:02:39 and refer you to another video where we
00:02:37 00:02:41 give even more detail on how to choose
00:02:39 00:02:44 those but for now just know that reach
00:02:41 00:02:45 campaigns can only be shown on tiktok
00:02:44 00:02:47 which likely is what your goal was
00:02:45 00:02:50 anyway so as we scroll down now we can
00:02:47 00:02:52 start to get into the creative type
00:02:50 00:02:54 which we have the option to have
00:02:52 00:02:56 automated creative optimization this is
00:02:54 00:02:58 going to be a setting that is across all
00:02:56 00:03:00 of the different campaign objectives so
00:02:58 00:03:02 i'm not going to go into that similarly
00:03:00 00:03:04 i'm not going to tok about all the
00:03:02 00:03:06 targeting available for each of these
00:03:04 00:03:08 different campaign objectives they are
00:03:06 00:03:10 all the same you can add in your
00:03:08 00:03:12 audiences based on the lists that you've
00:03:10 00:03:16 created you can adjust the demographics
00:03:12 00:03:18 based on country gender age languages
00:03:16 00:03:20 and then you can layer in any interests
00:03:18 00:03:22 and behaviors to your heart's content
00:03:20 00:03:25 based on how they interact with certain
00:03:22 00:03:26 videos creators all that good stuff as
00:03:25 00:03:28 well as different devices what i'm going
00:03:26 00:03:31 to focus on for this video instead is
00:03:28 00:03:33 going to be the specific differences
00:03:31 00:03:35 between the campaign objectives i've
00:03:33 00:03:37 stopped on budget and schedule but
00:03:35 00:03:39 mostly that was just to catch my breath
00:03:37 00:03:40 because all of this is going to be the
00:03:39 00:03:42 same for all the different campaign
00:03:40 00:03:44 objectives as well you'll be able to
00:03:42 00:03:46 choose your budget schedule and any sort
00:03:44 00:03:47 of day parting for all of the different
00:03:46 00:03:49 campaign objectives that we have
00:03:47 00:03:51 available the section that i do want to
00:03:49 00:03:52 discuss is this bidding and optimization
00:03:51 00:03:54 portion because this will be different
00:03:52 00:03:57 based on the different campaign types
00:03:54 00:03:59 that you use on a reach campaign the
00:03:57 00:04:01 optimization goal is you guessed it
00:03:59 00:04:04 reach which again is trying to show your
00:04:01 00:04:06 ad to the maximum number of people and
00:04:04 00:04:08 the next setting we have available is to
00:04:06 00:04:10 try and curb any of the worries that
00:04:08 00:04:12 people have about trying to serve your
00:04:10 00:04:14 ad to the maximum number of people
00:04:12 00:04:17 that's a frequency cap reach campaigns
00:04:14 00:04:18 are the only campaign objective on tik
00:04:17 00:04:21 tok with a frequency cap and we have
00:04:18 00:04:23 three different options you can show ads
00:04:21 00:04:25 no more than three times every seven
00:04:23 00:04:27 days effectively three times a week or
00:04:25 00:04:29 if you're going to look at a frequency
00:04:27 00:04:32 number on facebook let's say that number
00:04:29 00:04:33 would be no more than three anytime you
00:04:32 00:04:35 look at the last seven days worth of
00:04:33 00:04:38 data you can also choose to show your
00:04:35 00:04:40 ads no more than once a day which again
00:04:38 00:04:42 will mean that a frequency on any last
00:04:40 00:04:44 seven days would be up to seven or you
00:04:42 00:04:46 can set a custom frequency cap which
00:04:44 00:04:48 allows you to choose the amount of
00:04:46 00:04:51 impressions that you would like per day
00:04:48 00:04:52 per user on the tiktok platform so
00:04:51 00:04:54 depending on what your goals are here
00:04:52 00:04:55 make sure that you set your frequency
00:04:54 00:04:57 cap accordingly for now i'm going to
00:04:55 00:04:58 revert it back to the default so that i
00:04:57 00:05:00 don't have any errors and then the
00:04:58 00:05:03 bidding strategy again will be a section
00:05:00 00:05:05 that i skip over for all of the campaign
00:05:03 00:05:06 objectives because it is always going to
00:05:05 00:05:09 be the same if there's any interest for
00:05:06 00:05:10 more detail on this bid strategy section
00:05:09 00:05:12 let us know and we can try to put
00:05:10 00:05:14 together a video for you but for now i'm
00:05:12 00:05:16 going to skip to the next section where
00:05:14 00:05:18 we put together the ad creative for
00:05:16 00:05:20 reach campaigns on tiktok the ad
00:05:18 00:05:22 format that you can use is single video
00:05:20 00:05:24 that's the only option you have
00:05:22 00:05:27 available there are a couple other ad
00:05:24 00:05:29 formats that we'll get into in later
00:05:27 00:05:31 campaign objectives but for reach you
00:05:29 00:05:33 can only put together a single video
00:05:31 00:05:34 just like some of the other topics in
00:05:33 00:05:35 this video i'm sure you're getting sick
00:05:34 00:05:37 of this but we're not going to tok
00:05:35 00:05:39 about this too much because we're going
00:05:37 00:05:41 to have a video coming out on tiktok
00:05:39 00:05:43 ad formats in the next few months so
00:05:41 00:05:45 we'll save all those findings for that
00:05:43 00:05:48 so with that let's hop back up to the
00:05:45 00:05:50 campaign section and get to our next
00:05:48 00:05:51 campaign objective
00:05:50 00:05:53 now we're going to shift into the
00:05:51 00:05:55 consideration stage of the different
00:05:53 00:05:57 campaign objectives we'll start off with
00:05:55 00:05:59 traffic which means that we want to send
00:05:57 00:06:01 more people to a destination page on our
00:05:59 00:06:03 website or within our app now let's
00:06:01 00:06:05 scroll down to the campaign settings and
00:06:03 00:06:07 here you'll see that we do have the
00:06:05 00:06:10 option for campaign budget optimization
00:06:07 00:06:12 like i referred to in the reach campaign
00:06:10 00:06:14 objective otherwise you're still able to
00:06:12 00:06:16 create a split test and you can still
00:06:14 00:06:19 adjust the budget to have a limit or no
00:06:16 00:06:20 limit moving into the ad group settings
00:06:19 00:06:22 here you'll see that we need to choose
00:06:20 00:06:24 our promotion type before we choose
00:06:22 00:06:27 placements and we can determine whether
00:06:24 00:06:29 we want to send users to a website or an
00:06:27 00:06:32 app since this is a traffic campaign
00:06:29 00:06:34 objective if you choose to try and send
00:06:32 00:06:36 traffic to your app what this means is
00:06:34 00:06:39 that you're going to be trying to get
00:06:36 00:06:41 users just to simply engage in the app
00:06:39 00:06:43 if you're looking for app installs or if
00:06:41 00:06:45 you're looking for any type of other app
00:06:43 00:06:47 optimization events this is not the
00:06:45 00:06:49 campaign objective that you would want
00:06:47 00:06:52 to use but for now let's leave it as the
00:06:49 00:06:54 probably most often used website
00:06:52 00:06:56 campaign objective ideally you will have
00:06:54 00:06:58 the tiktok pixel set up and applied
00:06:56 00:07:00 to your website so you would want to use
00:06:58 00:07:01 that to track your website but just for
00:07:00 00:07:03 the sake of moving along in this video
00:07:01 00:07:04 i'm going to leave that box unchecked
00:07:03 00:07:07 and now we'll scroll down to the
00:07:04 00:07:09 placements option and as i mentioned in
00:07:07 00:07:12 the reach campaign objective section
00:07:09 00:07:13 there are campaign objectives with more
00:07:12 00:07:16 options available for placements to
00:07:13 00:07:18 target and traffic has the widest range
00:07:16 00:07:19 coverage on all of them if you leave the
00:07:18 00:07:21 default setup you're going to be on
00:07:19 00:07:24 automatik placement which means that
00:07:21 00:07:26 you'll target ads across all supported
00:07:24 00:07:27 placements but if you choose to manually
00:07:26 00:07:30 select them you'll see that you can
00:07:27 00:07:32 choose tiktok the news feed app series
00:07:30 00:07:34 or pango which i'm assuming is how you
00:07:32 00:07:36 pronounce that if you want to learn more
00:07:34 00:07:38 about the placement targeting options on
00:07:36 00:07:40 tiktok you can check out the video at
00:07:38 00:07:42 the top of the screen right now where we
00:07:40 00:07:44 go through all of the targeting options
00:07:42 00:07:46 on tiktok including some of the insights
00:07:44 00:07:47 on placements for now i'm going to leave
00:07:46 00:07:49 it as automatik placement and then
00:07:47 00:07:52 continue scrolling down so we can get
00:07:49 00:07:54 into the different settings for the
00:07:52 00:07:56 traffic campaign again all of the
00:07:54 00:07:57 different targeting options and
00:07:56 00:07:59 everything like that is going to be the
00:07:57 00:08:01 same same with budget and schedule so
00:07:59 00:08:03 now we're going down to the bidding and
00:08:01 00:08:05 optimization section for a traffic
00:08:03 00:08:07 campaign the only optimization goal you
00:08:05 00:08:09 can have is for a click there's no
00:08:07 00:08:11 customization you can have here but
00:08:09 00:08:13 you'll see that it does change from the
00:08:11 00:08:15 reach optimization goal that we had for
00:08:13 00:08:16 the reach campaign objective and then
00:08:15 00:08:18 your bidding strategy can either be bid
00:08:16 00:08:20 cap or lowest cost just like any other
00:08:18 00:08:22 campaign lastly let's look at the ad
00:08:20 00:08:24 formats for a traffic campaign and with
00:08:22 00:08:26 this campaign objective we have a lot
00:08:24 00:08:29 more options we can use so we can
00:08:26 00:08:32 utilize a single video single image or
00:08:29 00:08:34 collection ad with a traffic campaign on
00:08:32 00:08:36 tiktok so depending on the types of
00:08:34 00:08:39 creatives you have whether they're
00:08:36 00:08:41 videos images or if you do have a
00:08:39 00:08:43 collection of products that you want to
00:08:41 00:08:44 sell choose the ad format that makes the
00:08:43 00:08:46 most sense for you
00:08:44 00:08:48 okay heading to the next campaign
00:08:46 00:08:50 objective now we're going to move to app
00:08:48 00:08:53 installs trying to get more people to
00:08:50 00:08:55 install your app again if you're just
00:08:53 00:08:57 trying to get volume and users into the
00:08:55 00:08:58 app a traffic campaign is going to be a
00:08:57 00:09:00 better option here but if you want to
00:08:58 00:09:02 get people to install the app this
00:09:00 00:09:04 campaign objective is the right way to
00:09:02 00:09:06 go for campaign settings we still have
00:09:04 00:09:08 the ability to create a split test use
00:09:06 00:09:10 campaign budget optimization all the
00:09:08 00:09:12 same stuff as the traffic campaign so
00:09:10 00:09:14 now let's go into the ad group settings
00:09:12 00:09:16 again this should feel pretty similar to
00:09:14 00:09:19 the traffic campaign objective if we had
00:09:16 00:09:21 chosen an app for the destination of our
00:09:19 00:09:23 traffic unfortunately for this video we
00:09:21 00:09:25 don't actually have an app to promote i
00:09:23 00:09:27 don't have any accounts that have an app
00:09:25 00:09:29 on it so we can't really go too much
00:09:27 00:09:31 further with that but if you do have an
00:09:29 00:09:33 app the first thing you would do is
00:09:31 00:09:35 select said app from your drop down here
00:09:33 00:09:38 and then you can look to customize the
00:09:35 00:09:40 settings you do have an option for the
00:09:38 00:09:42 majority of the placements across app
00:09:40 00:09:45 install campaigns so again very similar
00:09:42 00:09:46 to a traffic campaign and as we scroll
00:09:45 00:09:49 down we still have the option for the
00:09:46 00:09:50 automated creative optimization we have
00:09:49 00:09:53 all the targeting options available and
00:09:50 00:09:55 then we head all the way down to the
00:09:53 00:09:57 bidding and optimization section this
00:09:55 00:09:59 will optimize for a click very similar
00:09:57 00:10:01 to the traffic campaign objective and
00:09:59 00:10:03 since we don't have an app eligible on
00:10:01 00:10:06 the tiktok platform i actually can't
00:10:03 00:10:08 move forward to the ad format section
00:10:06 00:10:09 but based on context clues and knowing
00:10:08 00:10:11 that we can utilize all the different
00:10:09 00:10:13 placements and that we have the same
00:10:11 00:10:16 optimization goal as the traffic
00:10:13 00:10:18 campaign my guess is that we'll probably
00:10:16 00:10:21 still have the option to put together
00:10:18 00:10:22 either a video or an image ad format
00:10:21 00:10:24 probably not collection ads since you're
00:10:22 00:10:27 trying to promote your app instead of a
00:10:24 00:10:29 specific set of products but odds are
00:10:27 00:10:31 you can use at least a video ad if not
00:10:29 00:10:33 also an image ad to promote your app
00:10:31 00:10:34 let's keep moving down the list and find
00:10:33 00:10:36 the next consideration campaign
00:10:34 00:10:38 objective which is going to be video
00:10:36 00:10:41 views and this is where we get more
00:10:38 00:10:43 people to view our video content on the
00:10:41 00:10:45 tiktok platform remember earlier in
00:10:43 00:10:48 the reach section i mentioned that video
00:10:45 00:10:50 views is the second and only other
00:10:48 00:10:52 campaign objective that does not allow
00:10:50 00:10:55 for campaign budget optimization so
00:10:52 00:10:57 you'll always have to set ad group level
00:10:55 00:10:58 budgets within tiktok on video views
00:10:57 00:11:00 campaigns as well i'm going to go ahead
00:10:58 00:11:02 and click no limit so that there aren't
00:11:00 00:11:04 any errors as i move forward and now
00:11:02 00:11:06 let's go into the ad group settings for
00:11:04 00:11:09 video views campaigns we are again
00:11:06 00:11:12 restricted to only the tik-tok ad
00:11:09 00:11:14 placement so we can't be on any of those
00:11:12 00:11:16 extended networks that we saw for some
00:11:14 00:11:18 of the previous campaign objectives
00:11:16 00:11:21 video views however has one of the more
00:11:18 00:11:23 customizable set of bidding and
00:11:21 00:11:25 optimization sections down here where we
00:11:23 00:11:28 can choose an optimization goal based on
00:11:25 00:11:30 the length of video view that we want to
00:11:28 00:11:33 optimize for the default is going to be
00:11:30 00:11:35 a six second video view but you can also
00:11:33 00:11:38 choose to use a two second video view if
00:11:35 00:11:41 you want to if you have a jam packed
00:11:38 00:11:43 brand message and introduction in the
00:11:41 00:11:45 first two seconds of your video a two
00:11:43 00:11:47 second video might make sense for you or
00:11:45 00:11:49 if you're literally just trying to get
00:11:47 00:11:51 as many views as you possibly can on a
00:11:49 00:11:54 video that would be the best way to go
00:11:51 00:11:56 but the marketer in me tells me that two
00:11:54 00:11:58 seconds is not a lot of time and
00:11:56 00:12:00 optimizing for that goal might not be in
00:11:58 00:12:01 your best interest if you're trying to
00:12:00 00:12:04 make any amount of money on your
00:12:01 00:12:05 advertising which i'm guessing we all
00:12:04 00:12:08 are for the most part i think it's best
00:12:05 00:12:10 to stik with the six second video view
00:12:08 00:12:12 optimization goal unless you have some
00:12:10 00:12:14 very distinct points as to why to move
00:12:12 00:12:16 away from it so with that i'll leave it
00:12:14 00:12:19 as the default and then we'll move into
00:12:16 00:12:21 the add creation portion the only ad
00:12:19 00:12:23 format we have available for video views
00:12:21 00:12:26 campaign is you guessed it a single
00:12:23 00:12:29 video ad if you're looking for any of
00:12:26 00:12:30 the recommended video specs or some of
00:12:29 00:12:32 the other format requirements you can
00:12:30 00:12:35 find those pieces here but otherwise we
00:12:32 00:12:37 only have a single video image ad
00:12:35 00:12:39 available for a video views campaign the
00:12:37 00:12:41 next campaign objective is going to be
00:12:39 00:12:43 one step down from video views and
00:12:41 00:12:45 that's lead generation as you can tell
00:12:43 00:12:48 from the previous objectives i've gone
00:12:45 00:12:50 through i'm trying to focus only on the
00:12:48 00:12:52 pieces that are unique to each campaign
00:12:50 00:12:54 objective to make this video as focused
00:12:52 00:12:56 as possible and not tok about all the
00:12:54 00:12:59 things that are the same that said lead
00:12:56 00:13:01 generation is a newer campaign objective
00:12:59 00:13:03 not the newest but relatively new and
00:13:01 00:13:06 when it came out we put together an
00:13:03 00:13:08 entire run through start to finish of
00:13:06 00:13:10 how to create a lead generation campaign
00:13:08 00:13:11 on tiktok so if you're interested in
00:13:10 00:13:13 that you can check out the video at the
00:13:11 00:13:14 top of the screen right now but for this
00:13:13 00:13:16 video i'm going to continue to tok
00:13:14 00:13:19 about only the pieces that make it
00:13:16 00:13:20 unique compared to the other objectives
00:13:19 00:13:22 as we scroll down we can see that we
00:13:20 00:13:24 have a more robust set of campaign
00:13:22 00:13:26 settings where we can do a split test
00:13:24 00:13:28 campaign budget optimization all that
00:13:26 00:13:30 good stuff so now let's get into the ad
00:13:28 00:13:32 group settings since lead generation
00:13:30 00:13:35 forms are hosted entirely on the
00:13:32 00:13:37 advertising platform the only placement
00:13:35 00:13:39 we have available is tik-tok because
00:13:37 00:13:41 they own that platform they're able to
00:13:39 00:13:43 control the form track the information
00:13:41 00:13:45 submitted all that good stuff in one
00:13:43 00:13:48 place there's no way to extend the reach
00:13:45 00:13:50 of a lead gen campaign beyond tiktok
00:13:48 00:13:51 itself and again all of the other
00:13:50 00:13:53 options are the same aside from the
00:13:51 00:13:55 bidding and optimization portion down at
00:13:53 00:13:57 the bottom where the optimization goal
00:13:55 00:13:59 will be for leads just like many of the
00:13:57 00:14:01 other campaigns that we've gone through
00:13:59 00:14:03 already there is no adjusting this
00:14:01 00:14:05 optimization goal tik-tok is going to
00:14:03 00:14:06 focus on these leads and that's what
00:14:05 00:14:08 it's going to try to get you the highest
00:14:06 00:14:10 point of customization for a legion
00:14:08 00:14:13 campaign is going to come from the ads
00:14:10 00:14:17 themselves for a lead gen campaign we
00:14:13 00:14:19 can only use a single video ad format
00:14:17 00:14:21 where all of the specs and requirements
00:14:19 00:14:23 are going to be the same as they are for
00:14:21 00:14:24 all the other campaign objectives the
00:14:23 00:14:26 biggest thing that's going to be
00:14:24 00:14:28 different is down here at the bottom
00:14:26 00:14:31 where we utilize the instant forms
00:14:28 00:14:33 within the lead generation form campaign
00:14:31 00:14:35 i'll refer you back to the other video
00:14:33 00:14:37 where we tok about a lead generation
00:14:35 00:14:39 campaign setup from start to finish
00:14:37 00:14:41 because i do give examples on how to set
00:14:39 00:14:43 up these forms but if you're familiar
00:14:41 00:14:46 with lead generation forms tiktok has a
00:14:43 00:14:48 very similar setup flow to most other
00:14:46 00:14:50 platforms like facebook and linkedin
00:14:48 00:14:51 you'll be able to customize what the
00:14:50 00:14:54 form looks like as you can see here
00:14:51 00:14:56 we've got some of the channel logos and
00:14:54 00:14:57 then some of the paid media pros colors
00:14:56 00:14:59 on it there's some of the language that
00:14:57 00:15:01 we have here and then you can customize
00:14:59 00:15:02 the questions themselves to make sure
00:15:01 00:15:04 that the leads that you generate has the
00:15:02 00:15:06 information you need to follow up on
00:15:04 00:15:09 them and hopefully make those users into
00:15:06 00:15:11 customers there's one more campaign
00:15:09 00:15:13 objective within the consideration stage
00:15:11 00:15:15 and that is the newest campaign
00:15:13 00:15:17 objective available on the platform and
00:15:15 00:15:19 if i scroll down a little bit we can see
00:15:17 00:15:22 that that is community interaction we're
00:15:19 00:15:24 trying to get more page follows or
00:15:22 00:15:26 profile visits on tiktok when it comes
00:15:24 00:15:28 to campaign settings we do have the
00:15:26 00:15:30 ability to do the campaign budget
00:15:28 00:15:32 optimization everything else is going to
00:15:30 00:15:34 be the same and if we shift into the ad
00:15:32 00:15:36 group settings you'll see here that
00:15:34 00:15:38 similar to a lead generation campaign
00:15:36 00:15:41 where we're trying to get the page likes
00:15:38 00:15:43 or profile follows on tiktok the only
00:15:41 00:15:45 placement we can use is tiktok again
00:15:43 00:15:47 makes sense all of the other targeting
00:15:45 00:15:49 budget and schedule sections are going
00:15:47 00:15:51 to be the same so then we can shift down
00:15:49 00:15:53 to the bidding and optimization and
00:15:51 00:15:55 here's where we get to utilize this
00:15:53 00:15:57 campaign very similar to a facebook
00:15:55 00:15:59 engagement campaign objective if you're
00:15:57 00:16:01 interested in learning about facebook
00:15:59 00:16:02 campaign objectives we've got a video
00:16:01 00:16:04 that we put together already so you can
00:16:02 00:16:06 check that out if you want to on tik
00:16:04 00:16:09 tok we have only two options available
00:16:06 00:16:10 though we have profile visit and follow
00:16:09 00:16:12 so depending on if you want people to
00:16:10 00:16:14 visit your profile or actually follow
00:16:12 00:16:16 that profile choose the optimization
00:16:14 00:16:18 goal that makes the most sense for you
00:16:16 00:16:20 lastly if we shift into the ad creative
00:16:18 00:16:22 you'll notike that the setup section
00:16:20 00:16:25 looks a little bit different we have to
00:16:22 00:16:27 choose our identity and link our account
00:16:25 00:16:30 before we can utilize the community
00:16:27 00:16:32 engagement campaign objective if you're
00:16:30 00:16:34 trying to drive profile visits or page
00:16:32 00:16:37 follows you probably have to tell tik
00:16:34 00:16:39 tok which account you want to have
00:16:37 00:16:41 those profile visits or page follows too
00:16:39 00:16:43 so the first step is that you'll need to
00:16:41 00:16:46 link your account or use another
00:16:43 00:16:47 authorized account or post to try and
00:16:46 00:16:49 drive that engagement so there are a
00:16:47 00:16:51 couple different ways you can do it but
00:16:49 00:16:53 effectively this section just means to
00:16:51 00:16:56 choose the profile that you want to
00:16:53 00:16:58 drive that in-app engagement for lastly
00:16:56 00:17:01 when you come down to the ad format you
00:16:58 00:17:03 can only use a single video ad and
00:17:01 00:17:06 you'll notike that there is no option to
00:17:03 00:17:08 have a destination page on any of these
00:17:06 00:17:10 different pieces because we're trying to
00:17:08 00:17:11 drive engagement on the platform so it
00:17:10 00:17:13 doesn't make sense to provide a
00:17:11 00:17:15 destination page that would take people
00:17:13 00:17:17 out of the tiktok app okay we're in
00:17:15 00:17:19 the home stretch one last campaign
00:17:17 00:17:22 objective and that's going to be all the
00:17:19 00:17:24 way over in the conversion stage and
00:17:22 00:17:26 it's going to be called conversions
00:17:24 00:17:28 where we try to drive valuable actions
00:17:26 00:17:30 on your website just like with most of
00:17:28 00:17:32 the other campaign objectives we have
00:17:30 00:17:33 the ability to create a split test or
00:17:32 00:17:35 set up any sort of campaign budget
00:17:33 00:17:36 optimization and then at the ad group
00:17:35 00:17:38 level
00:17:36 00:17:40 you'll see that the only promotion type
00:17:38 00:17:42 we have available is website and since
00:17:40 00:17:44 tiktok is trying to optimize for a
00:17:42 00:17:47 specific conversion action you need to
00:17:44 00:17:49 not only link your pixel but you need to
00:17:47 00:17:52 choose the optimization event that you
00:17:49 00:17:55 want to optimize for unfortunately just
00:17:52 00:17:57 like with the app install campaign we do
00:17:55 00:17:59 not have a pixel that has events set up
00:17:57 00:18:01 on it so i don't have the opportunity to
00:17:59 00:18:03 show you what that would look like but
00:18:01 00:18:05 needless to say it looks very similar to
00:18:03 00:18:07 what it would look like for facebook
00:18:05 00:18:09 where you have your pixel tied to the
00:18:07 00:18:11 account and then you choose the
00:18:09 00:18:14 optimization event whether it be
00:18:11 00:18:17 a page visit an add to cart a purchase
00:18:14 00:18:19 any of those on website events that you
00:18:17 00:18:21 have firing in your pixel odds are this
00:18:19 00:18:23 internal website option is going to be
00:18:21 00:18:26 the one that most people use but tik
00:18:23 00:18:28 tok does have a new option down here
00:18:26 00:18:30 that it came out with in september
00:18:28 00:18:32 called an instant page and this is where
00:18:30 00:18:33 they will generate a pixel for your
00:18:32 00:18:36 instant page which will allow you to
00:18:33 00:18:39 optimize for related conversion events
00:18:36 00:18:41 think of a tik-tok instant page as an
00:18:39 00:18:43 instant experience on facebook if you're
00:18:41 00:18:44 not familiar with what those are you can
00:18:43 00:18:46 check out the video at the top of the
00:18:44 00:18:49 screen right now basically tiktok
00:18:46 00:18:52 will create a small quick loading
00:18:49 00:18:55 website within tiktok that hosts all
00:18:52 00:18:57 your website information and optimizes
00:18:55 00:18:59 toward a specific event since we don't
00:18:57 00:19:01 have one of these set up the only option
00:18:59 00:19:03 we have available here is going to be to
00:19:01 00:19:05 click a button so i'll go ahead and
00:19:03 00:19:06 choose that so we can keep moving on but
00:19:05 00:19:08 effectively what we're trying to get
00:19:06 00:19:11 here is people to engage and click on
00:19:08 00:19:13 the buttons within the tiktok instant
00:19:11 00:19:15 page that they've created for us as i
00:19:13 00:19:18 mentioned earlier we don't have a
00:19:15 00:19:20 website that has a pixel setup and an
00:19:18 00:19:22 optimization event so i'm going to
00:19:20 00:19:25 continue through this conversion
00:19:22 00:19:26 campaign setup with the instant page but
00:19:25 00:19:28 all of the settings are going to be the
00:19:26 00:19:30 same that they would if you used an
00:19:28 00:19:32 external website if we scroll down the
00:19:30 00:19:34 placements we have available are going
00:19:32 00:19:36 to be the full range of the placements
00:19:34 00:19:39 available so we do get a little bit more
00:19:36 00:19:41 reach with a conversions campaign if we
00:19:39 00:19:42 then keep scrolling down we can see that
00:19:41 00:19:45 all the different targeting options
00:19:42 00:19:47 promotion type bidding and schedule all
00:19:45 00:19:48 that good stuff are going to be all the
00:19:47 00:19:50 same as they are for all the other
00:19:48 00:19:52 campaign objectives the only adjustment
00:19:50 00:19:54 we can make here is for optimization
00:19:52 00:19:57 goal we can optimize for the conversion
00:19:54 00:19:59 itself or we can optimize for the click
00:19:57 00:20:00 odds are if you're using a conversion
00:19:59 00:20:02 campaign you're trying to get people who
00:20:00 00:20:04 will actually carry out those
00:20:02 00:20:06 conversions but if you want to shift
00:20:04 00:20:08 back to click you can show your ads to
00:20:06 00:20:09 people who are most likely to click on
00:20:08 00:20:11 them this would be a good option if
00:20:09 00:20:13 you've started off with conversion as
00:20:11 00:20:15 your optimization goal but you're not
00:20:13 00:20:16 seeing as much volume come through as
00:20:15 00:20:19 you would like it might make sense to
00:20:16 00:20:21 shift over into the click section and
00:20:19 00:20:23 try and optimize toward that for a
00:20:21 00:20:25 little bit and then later revert back to
00:20:23 00:20:27 conversion once you've got more data to
00:20:25 00:20:29 go on for now i'm going to leave it as
00:20:27 00:20:31 the default conversion and shift over
00:20:29 00:20:33 into the ad section with conversion
00:20:31 00:20:35 campaigns we have two ad formats
00:20:33 00:20:38 available that's single video and
00:20:35 00:20:41 collection ads we do not have the option
00:20:38 00:20:43 for image ads on the website conversion
00:20:41 00:20:45 piece but my guess is that most of you
00:20:43 00:20:47 are running at least single video ads
00:20:45 00:20:49 anyway and as you can see here you can
00:20:47 00:20:51 create a video ad with multiple
00:20:49 00:20:53 different images so even if all you have
00:20:51 00:20:55 are images available you can still get
00:20:53 00:20:58 up and running with a single video ad
00:20:55 00:21:00 format overall tiktok is very similar
00:20:58 00:21:02 to all of the other online advertising
00:21:00 00:21:05 platforms and then it provides a
00:21:02 00:21:07 three-step user funnel from awareness
00:21:05 00:21:10 consideration to conversion and provides
00:21:07 00:21:12 different campaign objectives for each
00:21:10 00:21:13 of those different stages with multiple
00:21:12 00:21:15 different goals i'm sure there are some
00:21:13 00:21:17 folks out there that have goals that
00:21:15 00:21:20 don't fall under these different buckets
00:21:17 00:21:22 but there's probably very few of them my
00:21:20 00:21:24 guess is that most of you can find one
00:21:22 00:21:26 if not multiple of these campaign
00:21:24 00:21:28 objectives that can help you reach your
00:21:26 00:21:30 goals with your online advertising on
00:21:28 00:21:32 the tiktok platform hopefully these
00:21:30 00:21:34 rundowns have shown you what the
00:21:32 00:21:36 differences are between the campaign
00:21:34 00:21:38 objectives and giving you a better idea
00:21:36 00:21:39 of what might be the right fit for you
00:21:38 00:21:41 but if there's any other questions out
00:21:39 00:21:42 there or if you think there's any other
00:21:41 00:21:44 uses for these campaign objectives that
00:21:42 00:21:46 we didn't mention we would love to hear
00:21:44 00:21:47 about them in the comments below thanks
00:21:46 00:21:49 for watching our video if you thought it
00:21:47 00:21:51 was useful give us a thumbs up below we
00:21:49 00:21:52 release a new video at least once a week
00:21:51 00:21:54 so if you want to get notified of when a
00:21:52 00:21:58 new one comes out be sure to subscribe
00:21:54 00:21:58 to the paid media pros channel
00:22:04 00:22:06 you

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