There are many factors needed to create a successful TikTok Ads campaign, and one of them is the technique of targeting the right audience. Targeting on TikTok Ads helps you determine who will see your ads. If the targeting is accurate, the ad message will be delivered to the right audience, increasing engagement and conversion rates, and boosting sales. In this article, Optimal Agency will share with you how to target TikTok advertising audiences.
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Benefits of targeting TikTok advertising audiences?
Targeting TikTok advertising audiences is a feature that allows advertisers to identify and select their target audience based on various criteria, including demographics, interests, behaviors,… By using this feature, you can ensure that your ads are shown to the right audience, thereby increasing engagement and conversions. The benefits of targeting the right audience are:
Improving user experience
By accurately targeting your TikTok ads, the ads are tailored to the interests and needs of the right audience. This enhances the user experience, increases engagement with the ads, and encourages desired actions. When your ad content provides useful information and the user experience is improved, it builds trust with customers and enhances brand credibility.
Enhancing campaign effectiveness
The Lookalike Audience targeting feature allows you to reach users who share similar characteristics with your current customers, thereby expanding your reach. This increases the likelihood of reaching and attracting more target customers, as the ads are shown to people who are more likely to be interested in your products or services. This helps to improve the effectiveness of your TikTok Ads campaign by focusing on audiences that are most likely to generate high profits, while also maximizing click-through and conversion rates, ultimately boosting revenue.
Optimizing ad costs
When ads are shown to people who are genuinely interested in your business’s products or services, conversion rates increase, and TikTok Ads cost are saved by not targeting irrelevant audiences. By tracking the effectiveness of each target audience group, you can adjust your budget accordingly.
Easily measuring campaign effectiveness
Targeting by audience allows advertisers to easily and thoroughly track campaign effectiveness. Based on the analysis of data from each target audience group, you can identify which group is the most effective and which one needs adjustment. Then, you can make improvements to your ad campaign based on the collected data.
How to target TikTok advertising audiences?
Accessing TikTok advertising audience targeting options
To access the audience targeting feature, you need to create a TikTok ads account and log in. For full support of advertising features, you should choose a TikTok Agency account. Once you have an account, log in to access the TikTok Ads Manager. Then, click on the “Campaign” tab at the top of the page and click “Create New” to start creating an ad campaign.
During the campaign setup, choose an appropriate objective for the campaign. After that, name the campaign and click “Continue.” TikTok will then display the ad group, where you should click on “Targeting” and select the custom targeting mode. For those new to running ads, it is advisable to choose automatic distribution to let TikTok determine the target audience. In the long run, however, it is beneficial to learn how to target TikTok ads effectively to optimize costs and increase profits.
Targeting TikTok audience by demographics
Targeting based on demographics is the most basic form of audience targeting. You need to create a profile of your target customers using criteria such as location, language, gender, age, and income.
Targeting TikTok advertising audience by location
You need to choose the country where you want your ads to reach. TikTok will automatically display the corresponding provinces and allow you to add or remove locations depending on the campaign’s goals. To target by location, click on the “Please select target location” box in the “Location” section of the “Targeting” tab.
TikTok will now display two options: targeting by country or by province within the selected country. Then, click on the country where you want your ads to be displayed, and TikTok will automatically display the corresponding provinces. By default, TikTok will select all available provinces, so be sure to uncheck the locations you do not want.
Targeting TikTok audience by age/gender/language/income
For language, you can choose the languages spoken in the locations you selected under “Location.” Next, customize the audience based on the customers you want to target.
In the gender targeting option, you can choose either Male or Female, or leave it as “Unlimited” if you wish to target both genders.
TikTok allows targeting specific age groups: 13–17, 18–24, 25–34, 35–44, 45–54, or 55+. You can select multiple age groups at once when targeting your audience.
Additionally, you can target users based on their income level. You can choose “Unlimited” if you don’t want the potential customer base to be restricted by income level.
Targeting TikTok advertising audience by interests and behaviors
This targeting method allows you to reach the right customers for the products being advertised. On first access, TikTok lets you choose preferred topics to suggest relevant content. Simply click on the box in the “Categories” section, and TikTok will display all the user interests being targeted. You can then click on the interest you want to target or select multiple options at once.
TikTok has fewer options compared to Facebook, including targeting people interested in clothing & accessories, device-related interests, app enthusiasts,… Additionally, you can target users based on how they interacted with TikTok videos in the last 7 or 15 days. You can also target users who have engaged with specific hashtags on TikTok.
Targeting TikTok advertising audience by device
In addition to demographic targeting, TikTok also allows you to target by device type, such as smartphones, tablets, or personal computers. Specific targeting options include:
- Operating system: You can specifically target Android or iOS users. If you want your ads to be shown on both types of devices, choose “Unlimited.”
- Operating system version: For Android, TikTok allows you to target users running versions from 4.0 to 12.0. For iOS, the available versions are from 8.0 to 15.6 and above.
- Device model: This option allows you to target users based on the type of device they are using.
- Connection type: TikTok provides targeting options based on whether users are using Wifi/2G/3G/4G to view videos.
- Mobile carrier: You can target users based on their mobile carriers, such as Vinaphone, Mobiphone, Viettel, or Vietnamobile.
- Device price: You can input the price range of the smart device your target audience is using in USD.
How to target TikTok ads with Custom Audiences?
For custom audience targeting, you can select and target more specific audiences based on data collected from your website, app store, or customer data.
How to create a custom audience?
To create a custom audience, go to the “Targeting” tab, then scroll down and select “Audience” under the “Targeting” section. Next, click on “Create New,” which will redirect you to the Custom Audience creation page. On the TikTok Audience page, click the “Create Audience” button. Then, choose “Create Custom Audience” with options such as customer files, engagement, in-app activities, or website traffic.
How to target TikTok audience based on customer files?
First, you need to create a file containing customer names, emails, or phone numbers and upload it to TikTok. The platform will scan the data in the file to identify accounts registered with those emails and phone numbers and display ads to those accounts.
In the Custom Audience creation section, select “Customer File.” Use Excel or Google Sheets to create a file with three columns: Customer Name, Phone Number, and Email. Save the file in .csv format or create a file using NotePad and save it as a TXT file.
Now, return to the Custom Audience creation page for TikTok Ads and upload the file. Next, name your custom audience and click “Confirm” to let TikTok begin scanning. Once the scan is complete, TikTok will save the data in a separate file that you can use to target your ads.
How to target ads to those who engaged with your video?
In the Custom Audience creation tab, click on “Engagement” to create a list of users who have viewed, interacted with, or clicked on your video. In the “Define Audience” section, choose to include or exclude certain audiences to determine who will see the ads. Under “Include,” enter the ad group ID and ad type.
Depending on the audience you want the ad to reach, select the action: click, view, or watch the video for 2 seconds. Set the time for the action from 7 to 180 days prior. Now, name the audience and select “Confirm” to let TikTok start scanning.
Targeting TikTok ads to those who have been active in the app
This method of targeting is only applicable to users of apps from the App Store or Google Play. You can run ads targeting those who have installed the app, added payment information, viewed app content, etc. To track conversion actions, install a Pixel on TikTok to collect data.
In the Custom Audience creation section, select “In-App Activity.” Next, choose the action that users have taken, such as installing the app, adding payment information, adding to cart,… Then, select the time frame within which users acted, from 7, 14, 30, or 60 days prior. After that, select the app you’ve linked to TikTok, name the audience, and click “Confirm.”
Targeting TikTok ads based on website traffic
You can target a group of users who visit your website and perform actions on the site as follows:
In the Custom Audience creation section, select “Website Traffic.” Next, choose the actions users took on your website, such as viewing a page, signing up, downloading,…, within a time frame of 30 to 180 days. Then, select the Pixel linked to TikTok, name the audience, and click “Confirm” to let the platform scan.
Targeting TikTok ads with lookalike audiences
When you upload a customer data file to TikTok and use the Lookalike Audience feature, the platform will automatically search for and save users with similar characteristics to those in the data file. You can then set up TikTok ads as usual and target the Lookalike Audience file.
To create a Lookalike Audience, go to “Audience” in the “Targeting” tab and select “Create New.” You will be redirected to the TikTok Audience creation page, where you should choose “Create Audience” and then select “Create Lookalike Audience.” Next, choose a source Custom Audience to find similar audiences.
In the “Keep Source” section, select “Remove,” and in the “System” section, it is recommended to keep the default setting “All.” Additionally, you can limit the geographic location of the audience if desired. In the “Audience Size” section, choose “Expand,” then name the audience and click “Confirm” to let TikTok start scanning the data.
The process of targeting the audience for TikTok ads requires monitoring and data analysis after a period of campaign implementation. By applying the TikTok ad targeting methods we have shared, you can successfully target your ideal customer audience. This, in turn, will help improve the effectiveness of your TikTok Ads campaign, increase engagement, and maximize conversions into sales.
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FAQ
You can target TikTok ads based on various criteria, including demographic factors, interests and behaviors, devices, custom audience files, Lookalike audiences,… Each targeting method allows you to reach distinct audience groups that match different advertising goals.
To use TikTok audience targeting lists effectively, you need to clearly define your target audience. Then, combine multiple targeting methods and leverage the Lookalike Audience feature to create targeting lists based on similar audiences to your existing ones. It is essential to regularly test, monitor, and measure the effectiveness of your ad campaigns to select the most suitable target audience.
