Blueprint Flashcards by Jenny Davis

a tiktok account with additional features such as performance metrics, audience insights, and creative tools

business account

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all features of a _____ account
- contact info - showcase business info (email, phone, address, app link) and drive traffic to website
- direct app download link - must have 1k followers or fill out business registration forms
-organic lead gen-collect leads with flexible forms on advertiser profile, videos, and live events
- post scheduling up to 10 days in advance
-Business Analytics - track growth, content performance, audience demos, and live engagement within the web business suite
-Business page - in-app profile tab for businesses
-Profile Coupon - interactive button on profile linked to custom coupon code. Coupon copies to clipboard automatically
-Business Creative center hub- content inspiration and industry trends in business suite
-Auto Message - auto greet users, suggest faqs, send predefined messages based on key words
-Business registration - signals that the account is run by the authentic business
-Video geo gate - allows business to show organic content to users in certain regions and countries

business account features

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features of a _____ and ____ account
-Account switch entrance - switch between account types
-Commercial Music Library - 1M+ songs cleared for commercial use
-Link in bio - website link in profile
-Business: 1K followers+ or completed business registrations
-Organic 18+ age gating - can self identify is content is not appropriate for people under the age of 18

business and organic account features

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features of a ____ account
- general music library

organic account features

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central hub for you to organize campaign assets and collaborate with both internal team members (employees) and external collaborators (media agencies).
- Add, remove, and manage user permissions across different accounts, ads manager accounts, and other assets running for the campaign

tiktok business center

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benefits of ______
-Collaboration - more than 1 person needs to manage marketing activities on tiktok. The agency manages the ad account and the finance team or media buyer needs financial access
-Centralization - more than one type of asset is housed (ad accounts, audiences, etc)
-Accountability - manage each team members access to assets and activities to collaborate transparently

benefits of business center

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a basic role for business center
-manage buisness center members and assets

FEATURES
-Members - add/remove
-Partners - invite/remove
-Ad account - Create, request access, transfer ad accounts on the bc interface, assign member, manage assets only to assigned ad accounts, share with partner
-Pixel - transfer from ad account to bc, link with ad account, assign member, share with partner, manage assets only to assigned pixels
-Catalog - create/remove catalogs, manage catalogs, assign members, and share with partners
-Audience - share across advertisers and check audience sharing history
-Asset Group - create, assign member, be assigned, and manage assets
-TikTok account - assign members, request account access, be assigned and manage assets

admin

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an advance role in the business center
-optional level and exists on top of basic roles giving member access to manage finances

FEATURES
-Payment - manage payment methods, update balance and credit allocation, check bc ad account history, and edit billing groups
-Billing - view, download and pay invoice
Manage bc verification
-Turn on/off 2 step verification
-Reporting - view data and filter data across accounts
-Transaction log - view and manage bc account balance, ad account balances, view/download invoices, and apply the credit line
-Billing group- can view edit and create billing group
-Invoice - view, edit, and pay invoices

finance manager

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a basic role for business center
-only work in ad accounts they are assigned to
-Can only manage pixels, catalogs, and asset groups you have been assigned to

standard

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an advance role in the business center
-optional level and exists on top of basic roles giving member access to view finances

FEATURES
Payment - can check bc/ad account history
Billing - view and download invoices
Reporting - view data and filter data across accounts
Transaction log - view history and view/download transaction records and invoices
Billing group, invoice, and rebate- can view and download

finance analyst

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platform where you can create advertising campaigns, manage ad creatives, and analyze campaign performance. Also can see insights and suggestions on how to improve campaign performance

tiktok ads manager

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roles for a platform where you can create advertising campaigns, manage ad creatives and analyze campaign performance

-Admin- View ad performance, access reports, create and edit ads, manage audiences, manage finances, manage ad account settings
-Operator -View ad performance, access reports, create and edit ads, and manage audiences
-Analyst -View ad performance and access reports

tiktok ads manager roles

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features for a platform where you can create advertising campaigns, manage ad creatives and analyze campaign performance

-Dashboard - review campaigns with summarized data in one place. View active campaigns, budget spend, and ad performance
-Campaign- View active and non active campaigns, ad groups, and ads to bulk manage
-Tools- Store and manage various ad resources, such as audience, creative, auto rules, catalogs, events, leads, recos, and ad account settings. Set up and manage data connections, build audiences, and edit videos to help optimize delivery
-Analytics- Create ad reports and review campaign insights using a custom report or a tiktok template

tiktok ads manager features

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hub of creative resources globally where you can get inspired and explore trend tracker, ad examples and inspiration, creative guidance, creative tools and royalty free music. Assist in creating high quality and effective tiktok ads

FEATURES
-Top ads dashboard - collection of high performing creatives that can be filtered by region, industry, campaign objective, and more
-Top ads spotlight - standout ads chosen by tt creative experts
-Keyword insights - tool that highlights top keywords and phrases to inspire copy and messaging which can be filtered by region, industry, and more
-Creative Patterns - successful advertisers use to drive performance
-Top Products - highlight trending products featured in tiktok ads to help you identify which products to showcase in your creatives
-Trends - popular tiktok content from your to serve as inspo (hashtags, songs, creators, and videos)

tiktok creative center

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______ tools for the hub of creative resources

-Video editor - video editing tool to stylize to tiktok that includes music, fonts, colors, and other creative
-Video Templates - various ad templates that create new creative out of existing photos, text, and videos
-Script generator - uses smart tech to generate script based on industry, product, and description
-Commercial music library - audio cleared for commercial use. Filter by theme, genre, mood, and duration

creative center tools

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____ for the hub of creative resources
-Creative Tips Finder - hub for tiktok creative best practices. Tiktok creative codes with the 6 creative principles to help make effective ads
-Creative strategies - knowledge hub that contains creative playbooks by vertical and tips
-Creative Expert courses - on demand e learning vidoes that help you become more proficient in tiktok creative video development

education for creative center

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virtual assistant to help support with creative needs in the creative center

creative assitant

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global qualified 3rd party partners with specialized knowledge and resources. Allowed a category specific badge for expertise area.

-Agency - performance marketing agencies excelling in both media buying and creative for client
-Creative - support end to end tiktok process and collaborating with clients to ideate and produce impactful ad creatives
-Campaign Management - help advertisers launch, scale, and optimize campaigns at scale
-Measurement - measure impact on and offline
-Commerce - easier for merchants to advertise on tiktok and set up data connections

tiktok marketing partners

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a best practices for dynamic, full screen, sound on videos to a highly engaged user base
-should entertain, educate and empower

1) TikTok First - lean into tiktok first creatives taking cue from the for you page and co-creating within community guidelines.
-74% find them more captivating than non tailored creative
-83% higher engagement
-25% higher completion
-3.3x more user actions (likes, clicks, and shares)
-3.7x more likely to trust content compared to other platforms

2 ) Connect with Trends - leveraging trends help craft content that resonates with audiences and is an easy template. Take a Unique spin on popular trend

3) Be production principled - full screen video, vertical content in hd (720p or higher). Ensure it stays within the designated safe zone to avoid overlap with user interface

4) Stick to a Structure - great hook within the first few seconds and follow up with informative story to convey the message and conclude with a strong cta.

5) Hold attention to stimulation - use techniques such as transitions, movement, text overlays, and subtitles to make ad creatives more engaging by capturing attention and adding personality to the content

6) Build with sound - lean into the sound on platform with music and soundbites. Can only use commercial music library.
-Incorporate voiceover and narratives to help enhance story telling

creative best practices

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ways to____ creatives to make them dynamic, full screen, sound on videos for a highly engaged user base. these should educate, entertain and empower

1) Use creative tools
-In app video editor - shoot directly in app, use existing clips, put music and text overlays to then post to your account
-web video editor- similar features but on desktop
-Capcut - work in 3rd party apps and publish directly to tiktok
-Smart creative - auto select top performing creatives. Input 30 videos/images, 5 text overlays, and 3 ctas from which smart creative will mix and match. Available in traffic, app promotion, website conversion, and lead generation

2) Work with a creator - leverage tiktok creator marketplace and marketing partners to help find and hire creators

3)Work with an agency - can be found through the creative exchange or tiktok marketing partners program which feature directories of partner

produce creatives

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creative ____
-9x16 ratio
-video - 5-60s but reco 9-15s
-40 character max for brand name
-100 character max for description
-No emojis, special characters

creative specs

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benefits of _____ ads

1) Authentic and unique brand experiences - links to your tiktok profile creating a direct connection for users

2)More features compared to other formats
- music clickability, use brand sound to make other videos
-Duet and stitch are available to help maximize reach

3)Utilize both paid and organic together - views, comments, likes, shares, and followers will accumulate on the organic post

4)Build long lasting connections and sustain customer loyalty to impact future lead gen and conversion
Use creators to expand audience

spark ad benefits

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Turn organic content into ads while retaining the quality of the original video.
-Can _____ from your own account or creator account with permission
-Delivered to both paid ads traffic and organic traffic
-Can turn on ads only mode to stop showing _____ in organic feed
-available in topview or standard ifv

METHODS
1)____an existing video from your business account
Account must be linked to tiktok ads manager
2) existing video from a creator- get code from content owner and apply code in tiktok ads manager
3) ____a creative in your ad account and post it organically- Create a new video and upload to ads manager
4) linking logic -single tiktok account can only manage one business account while Business center manages multiple tiktok accounts

spark ads

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Comply with laws, rules, and regulations to ensure the creation and promotion of honest, safe, and respectful ads
-Comply with terms of service, community guidelines, ad policies, and other general policies

CLASSIFICATION
-prohibited
-restricted
-allowed

ad policy

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an ad policy classification where it is not allowed in any country or region -Animals, animal parts, animal products -Adult sex products, services, and ent -Casinos and gambling games -Cigarettes and tobacco products -Counterfeiting and piracy -Drugs and paraphernalia -Police/military gear/ equipment -Political Ads -Unsuitable businesses, products, or services -Unacceptable business practices -Weaponry and weapon parts -Covid 19 ads North america additions -Alcohol -Financial services -Bingo, poker, or gambling -Weight loss/management fasting products -Invasive cosmetic procedures -Infidelity and child brides

prohibited

an ad policy classification where it's allowed in some countries or regions on a limited basis (certification, age, targeting, etc) NA -Minor safety (toys and clothing), must be 18+ -Financial services, must be 18+ -Pharmaceuticals, healthcare, medicines -Dating apps, must be 18+ -Media and ent - profanity, sexually suggestive language graphic violence, shocking content or drug use -Legal products or services, must be 18+ -Shopping rewards, 18+ -Fantasy Sports, special permission -Sportsbooks and lotteries

restricted

an ad policy classification where allowed in some countries/regions (still needs to go through review) -review process takes up to 24 hours -if rejected will be notified for resubmission -checked at ad group level REVIEW AREAS -Landing page - valid info, mobile friendly, no prohibited products on the page, cannot contain sensitive information -Ad messaging - products featured match the landing page, text is consistent with what is shown, display name is consistent with brand -Ad language - all countries selecte in a targeting, ad text/copy, spoken words, subtitles, etc. share at least one acceptable language CHECKLIST -Ensure language matches target location -Remove any symbols, incorrect spelling, or gimmicky spelling in copy, display name and creative Ex: s@le, s.a.l.e -Avoid deceiving users with false actions in copy or creative Ex: 100% natural herbal cream cures all diseases Ex: shows product a but has product b on website -Meet spec requirements Ex: low res blurry videos -Ad name is consistent with landing page -Avoid elements in your ads that require permission like brand, hashtags, copyrighted media, imitations, and replicas Ex: features a tiktok logo -Ensure audio is clear and coherent

allowed

what you do if your ad is rejected -tab in ads manager -normally takes 24 hours -will be emailed the result

appeals

creator content that promotes a 3rd party brand, product or service in exchange for payment or other incentive -Gifted product or service from brand to creator -Creator is paid to post about brand, product or service -A product or service where the creator will receive commission -Business relationship between brand and creator such as brand ambassaador REQUIREMENTS Enable the commercial content disclosure toggle that is indicated at the bottom of a video -Promotional content – promoting your own brand or business -Paid Partnership - posting on behalf of another business Ensure product or service is explicitly mentioned via clear visuals or text Avoid any false, deceptive or misleading claims

branded content

brand focused campaigns aimed to drive awareness for your business. Mostly done through managed service PRODUCTS -view the feed pulsing standard auction mission -Top View -Top Feed -Pulse -Standard Feed Ads -Brand Auction -Branded Mission Plus Add Ons OBJECTIVES - all of which can be bought with a bid strategy of cost cap or max delivery -Reach bought on cpm -video views on cpv -community interaction (profile visits) on cpc -community interaction (follower growth) on ocpm

brand ad

first ad seen upon opening the tiktok app Reach objective, managed service, r&f buy, bought on a cpm + surcharge for targeting FEATURES -Full screen, 5-60s video -After the first 3 seconds transitions to the fyp -Purchase up to 225 days in advance ensuring delivery against target age, gender, and interest BENEFITS -Obtain premium position immediately grabbing attention -Guaranteed delivery of ad maximizing reach against target -Strengthen brand awareness - 1.5x more likely to recall a brand from top view than other ad types -Place your ad adjacent to high quality content

top view

first in feed ad 4th video down -Reach objective, tiktok ads manager allow listed, r&f buy, bought on a cpm -Shows up early in feed so it ensures a broad exposure to maximize awareness BENEFITS Provides broad reach r&f is predictable to optimize reach and custom freq

top feed

ads placed next to trending and brand suitable content -Reach objective, managed service or tiktok ads manager allow listed, r&f buy, bought on a cpm PRODUCTS - max out the category seasonal premiere -Max Pulse - alongside top 4% of trending content based on pulse score across all categories -Category Lineups - alongside top 4% of trending content based on pulse score across 12 categories – beauty, sports, recreation, etc. -Seasonal Lineups- adjacent to top 4% of trending tiktok content based on seasonal moments such as thanksgiving, winter holidays, etc. -Pulse Premiere - appear directly after videos from top publishers in lifestyle & education, sports, and ent categories Ex: disney, buzzfeed, conde nast, etc BENEFITS -appear next to attention grabbing content -users spend 33% more time watching ads adjacent to their fav content -high level of brand suitability because it is screened by our inventory filter before placement

pulse

in-feed ad shown in the rest of the available inventory in the fyp -bought in ______on a reach objective via self service tiktok ads manager on a cpm -predictable reach, controlled freq at fixed pricing -ideal for broad launches and branding campaigns

standard feed ads r&f

standard in-feed ads bought in the self service ui -bought in _____ on any objective -offers flexibility and cost efficiency -consistent brand exposure at a lower price

brand auction

brand ad product that crowd sources authentic content from creators and transforms them into ads to drive media impressions. -bought on a reach objective, as a managed service r&f buy, bought on a cpm + associated add on costs -create a mission brief on the mission center page and creators will be notified on multiple channels (tiktok creator marketplace or inbox) -once submissions are received, you will select videos to boost as standard in-feed ads BENEFITS -Guaranteed delivery by selecting top performing creators -Crowdsource creativity by calling on their unique style Earn organic traffic and paid impressions at the same time ADD ON FEATURES -Branded Effect - custom effect that users can leverage in their videos to drive deeper engagement. Can be standalone Benefits -Showcase brand in a unique way driving engagement and prompt action from audience -Available in the effect panel providing added vis

branded mission

objectives for _____ ads - reach a focused community 1) Reach - optimizes ad toward reaching the most amount of people in your target audience at the most efficient price -bought on a cpm 2)Focused View - optimizes your ads for engagement in the form of video views and interactions. Bought on cpv -views ad for more than 6s -engages within the first 6s (shares, clicks, hashtag clicks, music clicks, add on clicks) 3)Community Interaction - optimizes your ad toward follower growth or profile visits. Bought on cpm for follower growth or cpc for profile visit -tiktok business account page (default) -playlist page (allowlist) -music page (allowlist) -hashtag page (allowlist)

brand ad objective

_____ add ons - download the display to vote on the countdown for the gift 1) Download card - clickable element (rating, review count, industry) that direct users to app download store. -only for traffic and app promotion objective 2) Display card - cards within ads that highlight important messages, exclusive offers, and drive traffic to website or app -r&f, brand auction focused view, traffic, app promotion, web conversion and lead gen -no top view and brand auction community interaction 3) voting sticker - pick between 2 options to engage users and collect info -r&f, brand auction focused view, brand auction community interaction, traffic, app promotion, web conversion -no top view and lead gen 4) countdown sticker - timer to your video catch audience attention and create a feeling of urgency -r&f, brand auction focused view, traffic, app promotion, web conversion -no top view, brand auction community interaction, and lead gen 5)gift code sticker - ad exclusive promotional code to ad -r&f, brand auction focused view, traffic, app promotion, web conversion -no top view, brand auction community interaction, and lead gen

standard add ons

_____ add ons - pop the gesture like a selection surprise 1)pop out showcase - delivery key message in memorable fashion with a surprise pop out to drive deeper engagement. Clickable and can drive to landng page -only r&f and brand auction reach and focused view 2)gesture - invite users to tap or swipe in order to unveil rewards or more info -only r&f and brand auction reach and focused view 3)super like - visual element after liking a video -only r&f, brand auction reach and focused view, and top view 4)story selection - encourage users to choose their own adventure with a personalized outcome -only r&f and brand auction reach and focused view 5)shake surprise - upload a sticker that triggers a surprise effect when users can shake their phone. -Only for top view

premium add ons

conversion ads are designed to drive conversion to your website, prompting actions like making a purchase or adding to cart. Managed in tiktok ads manager TYPES 1)Website Conversion 2) Video Shopping Ads OPTIMIZATION all of which can be bought on cost cap or max delivery -traffic bought on a cpc -conversion bought on ocpm or cpc with a vbo bid strategy of highest value or min roas. must set up proper connection or have 20 unique completed payment events within the last 7 days -product sales bought on ocpm with highest value or min roas vbo strategy. must set up proper connection or have 20 unique completed payment events within the last 7 days

web conversion ads

type of web conversion ad direct user to business website or tiktok instant page. -Optimize delivery based on link clicks, conversions, or value. -Depending on where conversion happens, set up data connection accordingly

web conversion

type of web conversion ad - tailored to driving sales conversions. -Integrate seamlessly with your product catalog, allow feature products to be directly within your video ad on tiktok BENEFITS - tailor the product shown - ensuring the right items reach the right shoppers. Retarget those who viewed your content and added an item to cart but haven’t made a purchase -auto select best landing page for a user such as product listing page, product detail page on tt, or on product detail page on your website -reduces creative production costs and showcases products prominently in video ads through product card at the bottom or catalog carouse as the ad creative

video shopping ads

a type of ad that drives installs or specific in app actions 1) drive new users app installs - tiktok will send them to app download page -clicks - click ad’s cta button -install only - install app from app or play store -in app event - perform specific action in app -install with in-app event -value - prioritize targeting users of high value who are likely to spend 2) reengage existing app users to take specific actions by driving them to perform in app actions or target likely to commit high value actions such as purchasing gaming coins in app -in app event - perform specific action in app -install with in-app event -value - prioritize targeting users of high value who are likely to spend

app promotion ads

a type of ad that collect leads for your business. Can submit on website or in-appp on tiktok instant form 1)Benefits of _____ that drive to website - ideal for verticals with stricter privacy standards -supports complex questionnaire logic than tiktok instant form -greater flexibility in type of info collected 2)Benefits of ______ that drive to tiktok instant form -seamless experience - never leave the app -reduce bounce rates -requires fewer connections and can access all the info in the tiktok lead center -improve lead quality - using high intent form type which adds a review layer and captcha puzzle for submitting OPTIMIZATION -ocpm -cost cap or max delivery

lead gen ads

Correct ________ allow you to analyze campaign performance more accurate and learn from consumer actions on your website or app. Help to improve performance and vary based on ad product and existing tech setup Wed ads Data Connections - tiktok recommended set up is to have both Pixel and Events API. In order to do this you can either turn on the data connection via 3rd party partner you already work with and has an integration with tikotk or set up data connections directly with tiktok 1) Turn on 3rd party data connection with tiktok- offers direct integration with 3rd party partners such as shopify Commerce platforms -Pixel - base, bigcommerce, ecwid, loja integrada, opencart, prestashop, salesforce commerce cloud, shopify, shopline, tray, vtex, woocommerce -Events api - cafe24, ecwid, opencart, prestashop, salesforce commerce cloud, shopify, woo commerce Data platforms with TikTok integrations -Pixel- blotout, datahash, elevar, google tag manager, grivy, rudderstack, segment, tealium -Events api-adobe, blotout, datahash, elevar, gamesight, google tag manager, grivy, rudderstack, mparticle, segment, signalsight, tealium 2) work with tiktok directly to set up data connection-set up directly with pixel or events api. Recommended is to use both -pixel -events api

data connections

piece of code added to your website to share event info and optimization data with tiktok -recommend setting up 3 or more events that reflect the customer journey such as view product details, add to cart, and making a purchase -can be set up in events manager section of tiktok ads manager

pixel

server to server integration that shares web visitor event with tiktok - provides a reliable connection between tiktok and your website marketing data and allows you to customize the info you share with tiktok

events api

refer to actions that people take on your website predefined name supported across all integrations, are ideal for reporting, conversion optimization, and building audiences -View content - visits for product or service page -Search - search product or category -Add to cart - adding a product to an online cart -Intiate Checkout - when a visitor is ready to make a purchase -Place an Order - when a product is purchased -Completed Payment - when a payment is confirmed -Subscribe - for tracking customers who sign up for your subscription product or service

standard events

refer to actions that people take on your website -defined by tiktok partners and can be set up via events manager or reported directly through the tiktok pixel or web events ai. -You can use them for reporting and conversion but not for optimization

custom events

contextual info that enables advanced features. You must include some parameters like value and currency to enable optimization such as value based optimization content _name- product or service name Content type - product or service type Content id - product or service identifier Contents - multiple product or service identifiers Value - price of product or service Quantity - number of products or services Currency - currency of transaction

key parameters

tracking _____ ads that are driving to website form with pixel or events api Similar to web ads you can track different events such as click button, submit form, and contact

tracking lead gen ads

optimize tiktok campaign by attributing more events and expanding reach. By enabling, youare able to send hashed details to better match website events with people on tiktok BENEFITS - measure more conversions -boost campaign optimization - improve campaign efficiency by showing ads to people who are more likely to convert or take desired action -expand your reach - more matches between customers and people on tiktok unlocks bigger custom audiences 2 WAYS TO ENABLE- you can use both at the same to utilize full performance 1)manual - passing of customer info to tiktok from your website. Enable manual advanced matching in the data sharing setting of the partner platform. Have flexibility to configure info and for which events you want to pass to tiktok 2)auto - tiktok will auto identify form fields on pages where pixel is installed and collected hashed phone numbers and emails for measurement, optimization, and targeting

advance matching

the way app ads connect data -3rd party partner capable of attributing, collecting and organzing app data to offer a comprehensive overview of app performance -Comprehensive tracking across the entire customer journey for a holistic understanding of the campaign performance -tracks clicks, app installs, engagement, revenue, and other in app events -both app sdk and events api are in beta

mobile measurement partner

top level of campaign set up can look at buying type, advertising objective, split test, cbo, and budget OBJECTIVES - reaching traffic video communities on the apps lead to conversion products -Reach - maximize number of people who see your ad -Traffic - drive users to your site -Video Views - maximize views and engagement with video ads -Community Interaction - drive follower growth or profile visits to your account -App Promo- drive app install or retarget existing users to perform actions in-app -Lead Gen - generate leads from website or tiktok instant form -Website Conversions - drive conversions on your website -Product Sales - video shopping ads to drive sales of products BUDGET - set overall budget -If no limit is set, will be set based on ad group level -Daily budget caps spend per day while lifetime spend over the full flight

campaign

second level of campaign set up can look at placement, audience targeting, budget, bidding optimization -Define your ad placement -Choose your target audience, apply brand safety pre-bid controls, set your budget, decide on a bid and optimization strategy

ad group

final level of campaign set up -can look at spark ad delivery, ad details, and creative -The level where you can upload and manage creatives -Can have 20 ads per ad group -Can also select interactive add ons, ctas, destination pages, and manage spark ads PLACEMENTS - Display can appear on tiktok, global app bundle, and/or pangle when setting up your campaign 1) Global app bundle - integrated traffic solution that displays your ads on other emerging apps providing access to additional audiences beyond tiktok A) Capcut - video editor with templates that can be published direct to tiktok. Reach, creative, and tech savvy audiences beyond tiktok B) Fizzo- mobile reading app featured a variety of novels and stories. Particular popular in indonesia. Help reach female, family purchasing decision makers 2)Pangle - mobile ad network allowing you to publish top local publishers over 100k global apps. Available in select countries and runs video, image, and interstitial ad formatsad

experimental process in the early days of ad delivery. -System is looking for a suitable audience than uses that data to optimize future delivery and improve performance 1)cpa may fluctuate as it stabalizes -Good indicator that it is out of this phase is if the cpa is lower than the bid cap 2) cpm stabalizes after 50 conversions -if an ad group is seeing less than 10 conversions a day, should be concerned about cpa -don’t make any budget adjustments more than 20%, delete creative, or change targeting -if it doesn’t pass, you will need to update creative, broaden target, or increase bid

learning phase

aka a/b testing - tool at the campaign level that allows yout test 2 versions of ads to determine which one performs better -keep other settings the same run both ads in 2 separate ad groups and use the result to determine the most effective version and shift budget. -reco’ed for conversion objective -variables that can be tested - targeting, bidding and optimization, and creative BENEFITS -easy tool to create identical campaign settings and test one factor -designed to perform at 90% confidence rate -seamless experience for advertisers BEST PRACTICES -determine a hypothesis - decide on a variable to test to help inform strategy -set up test groups with large differences in variables - this is to avoid similar results -allocate adequate testing duration - min of 7 days and max of 30. -allocate 14 days for ad groups that require a learning phase (conversions, leads, app installs) -ensure high estimate power value - the likelihood of detecting potential differences in your ad group, which determines your chances of finding a winning results. - Recommended above 80% -avoid making mid test changes - as it could impact results

split testing

function where you can duplicate campaign or ad group automatically -helps with campaign testing with minor adjustments -can copy ad groups across campaigns

copy function

function where you can bulk import and export allowing advertisers to download multiple campaigns, ad groups, and ads into excel or csv make adjustments than reupload. -creates efficiency for large volume of campaigns

bulk edit

rules based tasks to auto check and manage campaigns, ad groups and ads RULES 1) turn on/off 2) change bid/budget 3)send notifications a) monitor costs of ad groups or campaigns→sending email b) monitor cost per action → send email c)control costs → turn off ad groups or decrease budget by 10% d) turn on potential ad groups → select certain ad groups to turn on e) turn on inactive ad groups→ select ad group with no spend to turn on f) increase budgets that convert wello → select campaigns and increase budget by 10%

auto rules

set of measures aimed to protect image and rep of brands from negative and damaging influence of questionable and inappropriate content when advertising online -tiktok is built on the foundation of safety, transparency, and accountability -employs combo of tech, policies, and partnerships to adress risks and uphold high standards of safety and suitability FOUR PILLARS - community guidelines account for partnerships 1) community guidelines - tech driven solutions allowing the detection and removal of content that violates comm guidelines or poses a risk to brand safety -done through algorithms and automated content moderation 2) guidelines and enforcement - robust policies used to promote a safe and positive environment for all users and advertisers 3) accountability - partnering with industry partners like garm, brand safety institute, 614 group, and tag, advertisers, and experts to continuously help enhance brand safety. 4) partnerships - work with partners such as ias, double verify, and zefr to uphold highest standards of integrity and trust

brand safety

1p solution which gives advertisers control of what ads they run next to -additional layer of control to brand suitability that is compliant with global alliance for responsible media (garm) brand safety and suitability guidelines -Every format is supported besides top view. -for post campaign measurement, inventory filter has partnered with integral ad science (ias), double verify, and zefr CONTROLS -full inventory - excludes content that doesn’t follow our community guidelines such as hateful behavior, sexually explicit content and more -standard inventory - excludes content that includes glamorization of mature themes such as alcohol, weapons, and copy right infringement -limited inventory - highest level of filtering. Excludes all content that includes mature themes in a glamorization, entertainment/fictional, or education setting.

inventory filter

tool where you can turn off comments all together but helps your monitor comments using the view, export, hide, filter, like, reply, and pin comment functions -can add blocked keywords or users to block list to prevent words or users being shown

comment management tool

ways you can promote your brand on tiktok 3 IDENTITIES -your business account - link out to your organic handle -authorized posts - spark ad authorized by the business. You can select creators handle when sparking -custom identity - create a profile picture and name when you don’t have an organic business account

identity

optimize your budgets at the campaign level instead of at the ad group level. Apply a single set of budget optimization to all ad groups -budget - daily v. lifetime -bid strategy - cost cap v. max delivery BEST PRACTICES 1)campaign budget -set actual target budget - app install - set ad group budget at least 50x targe cpa -app event optimization or conversions - set ad group budget that covers at least 20x target cpa 2)number of ad groups -3-5 unique active ad groups per campaigns -2-3 unique creatives 3)optimizations -wait at least a day or 50 conversions to make adjustments -each adjustment should be at least 30% of current daily budget -must all have same optimization goal 4)conduct manual split tests -create 2 campaigns with the copy function since cbo doesn’t support split test

campaign budget optimization

designed to run performance campaigns at scale with less steps. Tiktok will auto optimize based on data STEPS -create campaign with objective and budget -skip ad group -create ad with targeting and audience, schedule, setup tracking, and raw videos/texts -get reporting with key metrics by campaign, ad group and ad BEST PRACTICES -sufficent budget for exploration -50 conversions before making any adjustments (through the learning phase) -at least 3 creatives -check campaign regularly and add new videos to keep performance strong

smart performance campaign

targeting with a wide range of potential audiences by setting min number of targeting constraints on ad. Recommend targeting approach. -Audience estimator Fairly broad - 80% or more of country’s total users will be hit Balanced - put specific constraints BREAKDOWNS Demo- Gender, age, location, language, household income, and spending power Device-Connection type, operating system, device model, device price, carrier, internet provider Interest- Interest, purchase intent, hashtags Behavior - Video interactions, creator interactions, hashtag interactions

broad targeting

targeting with custom audiences which allow you to show ads to individuals who are already familiar with or previously interacted with your business. Retarget engaged users, exclude recent customers, or use the audience as a seed to create a lookalike audience for prospecting USE CASES -retarget group of customers or a more precise audience -optimize ad spend by only showing your ad to those who are in your customer cohort -reach prospective customers based on know characteristics with lookalikes EXAMPLE Lookalike audiences - target users with similar characteristics with your existing customers. Must be larger than 100 AUDIENCE TYPE -Broad - reach moderately similar people and increase reach (recommended) -Balanced - moderate reach potential with moderate similarity -Narrow - highest level of similarity between your seed audience SOURCES -engagement - based on user engagement with your organic tiktok videos, ad content, instant page, app profile page, or live content EX: video view time, engagement, or completion can be custom audiences -business account audience - based on action on business account such follow, profile visit, video view (2s, 6s, 100% view), and video engagement. Reach an organic audience interested in your brand -lead gen activity - who engaged with lead gen ads using instant form. Events like form view or form submission Ex: retarget someone who viewed but didn’t submit the form - website traffic - users who have taken a specific action on your website. Must use a pixel -customer file - upload list of existing customers or leads -file will be deleted once uploaded in 24-48 hours -identifiers are mobile advertiser id, phone number, and email -app activity - completed certain actions on app Ex: target people who have installed your app -must be partnered with mmp -offline activity - target users who do offline activies such as purchasing, filling out form,etc. -must create offline event in events manager -3 ways to send -events api -3p data partner like live ramp -upoloading it yourself -partner audience - trusted 3p customer data platform

advanced targeting

automated targeting solution for performance advertisers that broadens reach beyond designated interest or behavior group to improve ad performance. -Expands targeting audience by finding users based on your objectives to help reduce cpa and creative fatigue -Will start exact and overtime expand audience reach based on variables you specify -Only available in - web conversion, app installs, traffic, and lead gen

smart targeting

best practices for ______ Keep audiences broader Exclude specific audiences to prevent unnecessary spending Ex: exclude people who have downloaded app in the last 30 days Set up right data connection to allow for custom audiencews to retarget engaged users and create lookalikes to expand to similar users Min audience size for custom is 1k

targeting best practices

price you submit in ads manage to secure ads placement. Plays important role in optimizing campaign budget, managing costs, and achieving objectives -max delivery vs. cost cap

bidding strategy

spend based bidding sytem that spends entire budget and achieving most results in a given period -- aims to drive the highest number of results regardless of cost per result -product as many results possible based on advertisers desired outcome -only work daily budget campaigns -auto bids to spend full budget

max delivery

goal based bidding system that keep average cost per result around or lower than the bid regardless of the budget -control average cost per result so it will auto bid to achieve the objective at either a higher or lower price than preset bid amount -average cost generally aloigns with advertisers stated bid over time -default for vv and reach objectives -requires a bid price

cost cap

bid amount you submit is not final price. You pay 1 cent above the final price Ex: advertiser ad bids $8 cpa and b bids $8.50, advertiser a wins and pays $8.01

second price auction bidding model

ways a campaign can be _____ 1) cpm - cost per 1k impressions - total cost/total impression x 1000 -deliver ads to get most exposure and reach within budget 2) ocpm - cost per 1k impressions of people who are more likely to complete a conversion, become a prospect, or install app. -total cost/total optimized impressions x 1000 -default for web conversion, app promo, lead gen objectives 3)cpv - pay perf focused view (at least 6s or interacts with video, whichever comes first). Interactions are shares, clicks, hashtag clicks, music click, interactive add on clicks -total cost/focused view 4)cpc - cost per click -total cost/total clicks -deliver to people most likely to click

billing events

App ad optimization that optimizes for cost per install

mobile app install

App ad optimization that reachs people more likely to complete in app events. -helps to focus on lifetime value and roi provided by the user such as purchase, subscribe, achieve level, and more -Max delivery and cost cap are both available TYPES 1)AEO Once - optimizes and measures based on single purchase evnet per user -only first purchase counts -reco if they have a single event conversion goal 2)AEO every - optimizes and measures based on multi purchase per user -identifies user who will make more than one purchase -purchases are within 7 day lookback window from campaign -only available for android -recoed for repeat actions such as purchasing tokens in the app

app event optimization

optimizes ad delivery for app advertisers by targeting users likely to generate a higher return on ad spend -likely to purchase or higher value purchase event BIDDING STRATEGIES 1) highest value: system aims to spend the entire budget while maximizing the amount of value you get from purchases. -best if you want to spend your budget in full -default when vbo is selected 2)minimum roas - meet or surpass target roas by targeting higher value customers. -posibility of not spending full budget since system might not meet desire roas every time -best if you want to hit min roas value BEST PRACTICES -determine a reasonable min roas bid value - 80% of your accounts average roas from the last 7 days -set adequate budget for your vbo ad group - 10 x cpa is a good start -set reasonable target audience - try lookalike or smart targeting to extend ad life cycle if you have custom audiences -campaign length - 7 days min since results can fluctuate -avoid adjusting for the first 3 days to avoid messing with the learning phase

value based optimization for app

run a standard web ad optimizing for complete payment events, system targets people most likely to convert regardless of value per transaction -run _______ for campaign optimization, targets people who are likely to convert and make higher purchases -only on the conversion objective BEST PRACTICES 1)determine reasonable min roas - review roas from past 7 days with same optimization goal -set lower roas to help it pass the learning phase -if you are unsure of roas bid, try highest value 2)set an adequate budget: -daily budget: 10x cpa for complete payment -lifetime: 10x target cpa x campaign duration -if target cpa is too high, set same budget as non vbo ad groups -increase budget as roas reaches your expectations A)set reasonable target audience - try lookalike or smart targeting to extend ad life cycle if you have custom audiences B)campaign length - 7 days min since results can fluctuate -avoid adjusting campaigns before 20 conversions (3 days) -wait 1 day or 20 conversions after each adjustment -control budget range within 50% each time

value based optimization for web

an objective of app ads -bought on cpc or ocpm -cost cap or max delivery -highest value or min roas vbo strategy -Ensure proper purchase event from mmp 30 attributed complete payment events with value and currency over 7 days

app installs and retargeting

tool in ads manager (1p) to manage creative performance - better understand audience interaction with videos WHAT DOES IT DO? -analyze performance of videos on a frame by frame basis such as when the audience/converting and when they are dropping off -understand audience interactions with videos -identify trends and patterns in video engagement -spot creative fatigue and create variations OTHER FEATURES -video comparison feature where you can look at creatives side by side -can rank against other classified partners in the same industry

video insights tool

a tool to measure campaign performance in ads manager -prebuilt dashboard to provide real time campaign updates. -Can create custom reports with metrics and download it WHAT DOES IT DO? -review relevant metrics -compare performance across accounts -ensure flexibility to schedule and automate reporting FEATURES 1) dashboard - summarized data -montior operation logs -view status of the campaigns, ad groups, and ads -track account timezone -view performance metrics broken down by dimensions (gender, os, etc) -download and export data 2)campaign tab - more detailed data on campaign, ad group and ad level -filter campaigns you want to see -choose custom columns -breakdown data by day, week, or month and compare them across multiple campaigns METRICS -clicks - number of time someone clicks on your ad that led to website, app, or app store - conversions - number of times your ad achieved an outcome based on the objective and settings you selected - cost per 1k unique user accounts reached -cpa - average amount of money spent per conversion -cost/conversion -cpc - amount of money you’ve spend per destination click -cpm (cost per mille) money you’ve spent per 1k ad impressions -ctr (destination) - % of times someone clicked on ad -cvr (impressions) - % of results you achieved out of all impressions your ad was served -cvr (clicks) - % of your users who saw, clicked, and converted through some pre define action -conversion/clicks -frequency - avg time a person saw your ad -impressions - number of times your ad was displayed -paid likes - number of times someone liked your post within one day of seeing -reach - number of unique users who saw your ad at least once -real time conversion - number of times your ad achieved an outcome based on objective or settings. Based on when conversion happened -real time cpa - cost per conversion. Based on when conversion happened -real time cvr (impressions) - % of results you received out of all of your ads. Based on when conversion happened -real time cvr (cloicks) - % of retuls received out of all clicks of your ads. . Based on when conversion happened -total cost - money spent on the campaign, ad group or ad level -clicks (all) - overal engagement of your ad includes likes, comments, shares, follows, clicks (music, hashtag, anchor, and interactive add ons)

standard campaign reporting

insight into users interest, behavior, demo -potential audience - audience insights at the platform level for active users in the last 30 days and for custom audiences -reached audience - audience based on actual reach

audience insights tool

lift and attribution solutions (1p and 3p) - measure brand awareness and reach at early stage in journey or measure impact of ad in driving awareness TYPES 1) brand lift study (1p or 3p) - measures incremental impact of campaigns based on brand perception and awareness through surveys and experiments among exposed and unexposed audiences -key metrics - brand awareness, perception, ad recall and consideration -how effective is advertising campaign improving brand awareness and perception among target audience 2)store visits lift (3p)- track number of physical store visits generated by ad campaigns - how successful is advertising is driving foot traffic to physical stores and what is the correlation to online ads -metrics: store visits, exposed conversion rate, cost per store visit, foot traffic attribution, offline impact. 3)geo lift (3p) - increase in conversion rates using a/b geo testing ex: test city with geo targeted ads vs city without -how much impact does ads have on key metrics in geo areas? -key metrics - geo roi, geo lead gen, geo conversion rate, and geo brand awareness 4)tune in lift (3p) - measure the effect of advertising to drive incremental viewership of show, movie or other media -did my tiktok ad drive viewerhsip for the show? -key metric; tune-in viewership, consumption -media mix modeling (3p) - measure impact of marketing efforts across multiple channels. Takes into account seasonality, spend, and channel. Provides a more holistic view of campaign -how should advertiser budget be distribute to maximize roi? -kpi: roas, roi, tiktok contribution

brand measurement

-lift and attribution solutions (1p and 3p) -track specific actions taken by users after viewing ads -measure effectiveness of ads in driving conversion -attribute conversion to corresponding touchpoints -gain understanding of entire customer purchase journey types web ads app ads

performance measurment

performance measurement for _____ based ads 1)conversion lift study (1P) - evaluates effectiveness of advertising in driving specific actions or conversion. Reco’ed for conversion optimized campaigns -how much impact does advertising have on driving conversions -key metrics - conversion rate, purchase intent, app downloads, incremental sales 2)post purchase survey (3P) - measures how customers discover products/brands. Pps uses voice of customer as truth -how successful are ads in driving foot traffic to stores and how does that correlate to online ads? -key metrics: store visits, exposed conversion rate, cost per store visit, foot traffic attribution, offline impact 3)sales lift (3p) - measures incremental increase in sales rev attributed to advertising -how much revenue was generated from advertising efforts? -key metrics - roi, sales revenue, incremental revenue 4)multi touch attribution ( 1p and 3p) - conversions or sales to different touchpoint in the customer journey -which touchpoints drove the most conversions? -key metrics: customer journey analysis, contribution of each touch point

web ads performance measurement

performance measurement for _____ ads 1)mobile measurement partners (3p) - attribution across multiple platforms to track adp performance and user action -how can advertisers effectively track ad performance and actions across devices and platforms? Key metrics - cross device attribution, user behavior tracking, app insalls, and in-app actions 2) converison lift study - evaluates effectiveness of ad campaigns in driving specific actions or conversion on app such as installs -how much impact does advertising have on driving desired actions or conversions? Key metrics - conversion rates, purchase intent, app downloads 3)multi touch attribution ( 1p and 3p) - conversions or sales to different touchpoint in the customer journey -which touchpoints drove the most conversions? -key metrics: customer journey analysis, contribution of each touch point

app ads performance measurement

1p and 3p - measure incremental brand impact of campaign on tiktok -kpis - ad recall, awareness, familiarity, attitude, favorability, recommendation, purchase intent, preference, and brand association/consideratation -have a long enough flight, budget, impressions for statistical significance -can be done through nielsen or kantar SETUP -create 2 randomized groups form a segment of your target audience -treatment group that sees content -control that does not -survey starts 24 hours after campaign goes live -eligible to take survey 48 hours after seeing the ad -reach 100 per group, 500 responses total is ideal TYPES-Single vs. Multi cell -single - did my campaign drive incremental brand impact? multi - which variable in my campaign is most effective for driving incremental brand impact?

brand lift study

collaborate with ncs (nielsen commerce solutions) to provide cpg advertisers an expose control methodology to measure influence of tt ads on offline sales at physical stores 1) Run tiktok ads driving to purchase 2) Match sales data once campaign is done. Exposed consumers matched with in-store purchase 3)Create control group - created to mimic if they hadn’t seen your ad 4)Calculate difference - the result is the incremental sales lift and roas driven by tiktok

offline sales lift

1p measurement tool that offers insight into web ad conversions -1d, 7d, 14d, 28d fo click through attributed events -1d, 7d for view through attributed events

attribution analytics

integrate your ecommerce website to understand how customers discover your products. Engages directly with customers at checkout. 3p solution

post purchase survey

comprehensive view of customer’s path to purchase and identifies the most impactful channels for achieving your goals -shifting for ______ to last touch is especially important for tiktok

multi touch attribution

incrementality test that determine how much online conversion are a direct result of your ad. -Require historical data from a high performing campaign to determine a min group size. -Minimize spending outside this study during the period to avoid contamination 1) Event selection - a max of 10 events per study 2) Full channel sharing- enable privacy safe data through mmp or advanced matching via pixel or events api. 3) Allows you to match conversions across both control and treatment groups 4) Power analysis - historical converison data to determine sample size 5) Treatment group action - ad is served to users in the threat group and not control 6) Results analyze - measure for both group 7) Campaign considerations - reach, avg freq, cpm

conversion lift study

Blueprint Flashcards

(94 cards)