TikTok Campaign Objectives
Published on: December 7 2022 by Paid Media Pros
TikTok Campaign Objectives
Table of Contents
TikTok Campaign Objectives
| startTime | durationTime | text |
| 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 |
