Although it was born later than other social platforms, Tiktok is a potential land for businesses to exploit and develop business activities, and deploy advertising campaigns to reach target customers. However, not everyone understands TikTok ads and knows how to run effective ads. Those who are new to running Tiktok ads, often encounter the situation of ads not biting money. In today’s article, Optimal Agency will explain why TikTok ads do not pay off and how to solve each case.
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Signs to recognize Tiktok ads that don’t bite money
Tiktok ads that don’t bite money mean that the ad is not distributed or displayed to users even though you have set up and run the campaign. After a period of running ads, you check and see that there is a lot of budget left. In addition, you can recognize ads that don’t bite money and are slow to distribute through the number of impressions and interactions that are too low. The Tiktok system does not display any error messages related to your ad.
Many people often confuse the error of Tiktok ads not biting money with the error of ads not being displayed. If Tiktok ads do not bite money, it means that the ad does not use up the daily budget you set. As for Tiktok ads not being displayed, it means that the ad does not achieve the desired results or is not displayed on Tiktok, regardless of your budget and campaign. This makes you feel uncomfortable because the budget has been spent but the ad does not show views or interactions.
Why TikTok ads do not pay off?
There are many reasons why Tiktok ads do not bite money. Here is a common cause of this situation that you need to know:
Tiktok does not charge per impression
Unlike Facebook, Tiktok charges for advertising based on interactions on each advertising video. Most Tiktok users rarely click on advertising links on Tiktok and this is the main reason why ads have few clicks and do not bite money. At first, Tiktok ads are distributed as usual and then there are 2 cases: if the ad has good interaction, it will work normally and bite money well. On the contrary, the ad is displayed a lot but has little interaction and clicks. At that time, Tiktok will evaluate your ad as inappropriate and will limit the ability to display ads to viewers. This leads to ads not biting money or biting money very slowly.
Ads are reported
If your ad content is not suitable for viewers and the ad is repeated many times, making them uncomfortable. At that time, users will report your ad and if Tiktok receives many reports, it will impose restrictions on the ad. At this time, your advertising campaign will be limited in display and will not bite money when distributed on the platform.
Unattractive advertising content
Tiktok is a platform that prioritizes new, creative, unique, and attractive content. If your advertising content on Tiktok is not attractive and suitable for the target audience, the number of clicks and interactions with the ad will be low. Especially when advertisers often reuse old advertising content from other platforms such as YouTube, Facebook, and Instagram to save time. However, Tiktok has some strict requirements on display size, video quality, and copyrighted audio. If your advertising video does not meet these standards, the ad will be limited in distribution and will not bite money.
Use a personal advertising account
Unlike an Agency account, a personal advertising account has a low level of reputation and a low advertising budget. This is the reason why personal advertising accounts are limited in many features and if you use a personal account to run ads on Tiktok, you will be limited in your ability to bite money.
Target audience errors
Even if your ad content is really attractive, if it does not target the right audience, it will not receive any interactions from users. In particular, Tiktok ads that charge per click will lead to a situation where Tiktok ads do not bite money. The reason for this problem is that you target the wrong target audience:
The target is too broad
You target many audiences to expand your reach. This causes your ad to be shown to customers who are not in need or are not suitable. At that time, the ad will receive very little interaction and be rated poorly by Tiktok, so it will limit its visibility and the ad will not bite money.
Targeting too deeply
In contrast to the above targeting method, if you target too detailed characteristics of the target audience, the customer file will be limited. Therefore, if your ad targets a group of people too detailed, it will lead to poor ad visibility, low interaction, and slow monetization.
Overlapping Target
With this target error, you are targeting too many different audience groups or setting too many conditions for the ad. This makes it difficult for Tiktok to identify the target audience you want to reach. Then the situation of Tiktok ads being delivered slowly and not making money will occur
Setting the bid too low
This is one of the reasons why your Tiktok ads are not making money. Although your ad has good content and targets the right audience, the bid is set too low. This leads to your ad not being able to compete with other ads in terms of impressions and interactions.
How to thoroughly solve the problem of TikTok advertising not spending money
If you have clearly understood the reasons why TikTok advertising does not eat money, then explore the effective solutions that we share below:
Set up the cost per impression (CPM) method
To make TikTok advertising eat money, you should set up advertising goals using the purchase-per-impression (CPM) method. At that time, advertisers will have to accept a bid for each interaction that can be quite high. At the same time, when creating an advertising campaign, you should optimize the content and advertising images to increase the likelihood of users clicking on the ad.
Create quality advertising content
Take the time to research and improve the quality of advertising content that is suitable for the target audience while still ensuring attractiveness and appeal. Create new, unique content specifically for advertising campaigns on TikTok. Do not reuse content from other platforms. You should learn about new trends on Tiktok or cooperate with KOLs/KOCs to create suitable and attractive advertising content that attracts more views and interactions with the ad.
How to handle reported Tiktok ads
Tiktok ads being reported by users may be due to inappropriate content, harmful content, spam, or annoying content. In this case, you should change the advertising content to ensure compliance with Tiktok’s policies. At the same time, review the customer target and optimize the advertising content to suit their needs and interests. If you find that the reported ad is illegitimate due to a competitor’s foul play or the user accidentally clicked on it. You should send a review request to TikTok to request the ad to be reopened.
Adjust the appropriate bid
TikTok ad bidding strategy greatly affects the effectiveness of the advertising campaign. Therefore, you need to ensure that the bid is consistent with the advertising goal. Research the average bids of competitors in the industry and use the keyword research tool to estimate the appropriate bid.
If you are new to running ads on TikTok and do not have much experience, use the Smart Optimization feature to let the system automatically optimize bids effectively. You should regularly monitor the performance of your advertising campaign and adjust bids if necessary.
Target the right target audience
Not only do you need to create quality, attractive advertising content, but you also need to target the right target audience to boost conversion rates and optimize costs effectively. If your target is too broad, you need to consider optimizing your customer file, and adding more filters: gender, age, interests, … when targeting.
If you target too deeply, you should target the audience at a basic level and focus on the main characteristics of the customer audience, not too detailed. On the other hand, you should test advertising campaigns with different target audiences to find the most effective audience.
If you target overlapping audiences, you should reduce the conditions and prioritize the most important conditions. At the same time, expand the reach of the audience by changing some conditions. In addition, you can use Tiktok Studio to see who your target audience is to focus resources on it.
Use Tiktok Agency advertising account
Instead of using a personal Tiktok Ads account to run ads, you should rent and use an Agency account from official Tiktok partners. With this option, you can fully experience the features and advertising formats to deploy an effective Tiktok Ads campaign.
You have a detailed answer to the reason why TikTok ads do not pay off as well as know how to handle it if you encounter this situation successfully. With the useful information we have shared above, you can apply and deploy effective Tiktok Ads campaigns, increase sales, and maximize profits.
See more articles:
- How to make TikTok video viral become an online phenomenon
- How to read TikTok ad metrics most accurately
- Tiktok advertising policy in 2024 you must clearly understand
Frequently asked questions
The most obvious way to know if Tiktok ads are not costing money is that the number of impressions and interactions is very low or non-existent. Besides, you can check the advertising budget after running for a while and see if there is a lot left. The ad is not distributed or displayed to users even though the campaign is active.
The reason why Tiktok ads are not spending is because the ad has not passed the machine learning stage. In the initial ad distribution stage, the Tiktok algorithm will learn and search for the right audience for the ad. This stage is like a test, so Tiktok will not use the entire budget right away. In addition, if you have missed a payment or reached the spending limit on the card, the ad will not spend anymore.
