Blueprint revised Flashcards by Jenny Davis

Central hub to organize campaign assets and collaborate with both internal team members and external collaborators

PURPOSE
Collaboration - gives access to multiple people to manage marketing activities on tiktok
Centralization - more than one type of asset is housed (accounts, audiences, etc)
Accountability - manage team members access to collaborate transparently

business center

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main capabilities of the ________
-Central hub to organize campaign assets and collaborate with both internal team members and external collaborators
-Add, remove, and manager user permissions across ad accounts, ads manager accounts, and other assets running for the campaign

main capabilities of the business center

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_______ roles of _______ center
-Admin - manage business center members and assets
add and remove members and partners
manage pixel and catalogs
Share audiences across accounts and check share history
Assign member, be assigned and manage assets of asset groups and tiktok accounts
-Standard - only work in the accounts they have access to

basic roles of the business center

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_______ roles of _______ center
-Finance Manager - level that manages finances
manages payment, balance and credit allocation
Edit billing groups
Pay invoices and confirm rebates
Can edit and create billing groups
Manage bc verification and 2 step verification

-Finance Analyst - can view finances
View payment history
View and download invoices, transaction log, billing groups, and rebates

advanced roles of the business center

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platform where you can, create manage, and analyze tiktok ad campaigns. Can also see insights and suggestions for how to improve campaign performance

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

tiktok ads manager

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personal account but with additional features such as performance metrics, audience insights, and creative tools,
-If the Primary goal on TikTok is to promote their business, product or service should use a tiktok business account.
-Establish your business on tiktok
-Build an always-on presence and expand reach through paid marketing
-Spotlight content unique to your business and foster authentic touchpoints with your customers
-Features - contact info, direct app download link, organic lead gen, post scheduling 10 days in advance, business analytics, business page, profile coupon, creative center hub, auto message, and video geo gate

business account

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features of a ____ account
-Contact info on your profile- use action button to showcase business info (email, phone, address, app link) and drive traffic to website
-Direct app download link - download the app straight from profile. Business: 1K followers+ or completed business registrations
-Organic lead generation- collect leads with flexible forms on advertiser profile, videos, and live events
-Post scheduling- schedule posts 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 to showcase information and a photo gallery of products
-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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RVTC ALP W
-Reach - maximize people who see your ad
-Video Views - maximize views and engagement with video ads
Traffic - drive visitors to your website
-Community Interaction (Profile Visits or Follower growth) - drive profile visits or follower growth to tiktok
-App Promotion - drive installs or retargeting existing users to perform in app actions
-Lead Gen - generate leads from your website with tiktok instant form
-Web Site Conversion - drive conversions on your website
-Product Sales - video shopping ads to drive sales of products

campaign objectives

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turn organic content into ads while retaining quality of the og video. Can spark from own account or another creator and will be delivered in both paid and organic feed. Has music clickability

METHODS
-Spark existing video from your business account - account must be linked
-Spark existing video from Creator - have to ge ta code
-Spark a creative in your ad account and post it organically to your business account - create a new video and then will go ive with a spark ad
-Linking logic
1) Single tiktok account can only manage one business account
2) Business center manages multiple tiktok accounts
3) Mulitple companies can spark same creative

spark ads

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best practices for ____
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
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 use interface

4) Stick to a Structure - great hook within the first few seconds and follow up with an 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.
Only use commercial music library
Incorporate voiceover and narratives to help enhance story telling

best practices for creative

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creator content that promotes a 3rd party brand, product or service in exchange for payment or other incentive

USE CASES
1) Gifted product or service from brand to creator
2) Creator is paid to post about brand, product or service
3) A product or service where the creator will receive commission
4) Business relationship between brand and creator such as brand ambassaador

REQUIREMENTS
1) Enable the commercial content disclosure toggle
Indicates at the bottom of a video
Promotional content – promoting your own brand or business
Paid Partnership - posting on behalf of another business
2)Ensure product or service is explicitly mentioned via clear visuals or text
3)Avoid any false, deceptive or misleading claims

branded content

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creative has been used too much and audience is tired of it

EXAMPLES
Reduction conversions vs. click through rate

SOLUTIONS
1) Smart targeting
2) Video Insights tool
2) Not too narrow of audiences

creative fatigue

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way to combat creative fatigue
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

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way to combat creative fatigue
tool to help you analyze creative performance to better understand audience interaction with videos
-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
-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

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searchable directory of audio cleared for tiktok ads and general use organic videos. Filter by various, themes, genres, and moods, and duration
- 1M+ songs

commercial music library

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how to ____ creatives
1) Use creative tools
a) In app video editor - shoot directly in app, use existing clips, put music and text overlays to then post to your account
b) web video editor- similar features but on desktop
c) Capcut - work in 3rd party apps and publish directly to tiktok
d) 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 partners

produce creatives

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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

1)Top ads dashboard - collection of high performing creatives that can be filtered by region, industry, campaign objective, and more

2) Top ads spotlight - standout ads chosen by tt creative experts

3) Keyword insights - tool that highlights top keywords and phrases to inspire copy and messaging.
Can filter by region, industry, and more

4) Creative Patterns - successful advertisers use to drive performance

5) Top Products - highlight trending products featured in tiktok ads to help you identify which products to showcase in your creatives

6) Trends - popular tiktok content from your to serve as inspo
-Trending hashtags, songs, creators and videos

tiktok creative center

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

creative tools in the creative center

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

education in the creative center

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virtual assistant to help support creative needs

creative assistant

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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

LEVELS
-prohibited
-restricted
-allowed

ad policy

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ad policy that 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

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ad policy that is not allowed in some countries or regions on a limited basis (certification, age, targeting, etc)
Based on markets

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

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ad policy that is allowed in some countries/regions (still needs to go through review)
-Review Process -takes 24 hours to review ad and you will be notified once approved.
-If rejected you will be notified to make changes for resubmission
-Checked at the ad group level

allowed

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process that takes up to 24 hours and is reviewing at the below 3 criteria 1) Landing page - valid info, mobile friendly, no prohibited products on the page, cannot contain sensitive information 2) Ad messaging - products featured match the landing page, text is consistent with what is shown, display name is consistent with brand 3) Ad language - all countries selected in a targeting, ad text/copy, spoken words, subtitles, etc. share at least one acceptable language

ad review process

reasons an ad may be rejected. use this ____ as a guide 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. Don’t over exaggerate 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 EX: black bar and pixelation Does not have audio or sound Audio quality is poor Ad name is consistent with landing page Website isn’t mobile friend or comes up with 404 Doesn’t contain contact info 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 Bonus: don’t show sexually suggestive content or grusome or graphiuc images

ad review checklist

_____ a rejection decision on the campaign tab in ads manager Normally takes 24 hours You will receive an email with the result

appeal

brand focused campaigns aimed to drive awareness for your business. Mostly done through managed service 1)Top View 2) Top Feed 3) Pulse 4) R&F Standard Feed Ads 5) Brand Auction 6) Branded Mission

brand ads

type of brand ad first ad seen upon opening the tiktok app -Reach objective, managed service, r&f buy, bought on a cpm + surcharge for targeting -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

type of brand ad 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

type of brand ad -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 1) Max Pulse - alongside top 4% of trending content based on pulse score across all categories 2) Category Lineups - alongside top 4% of trending content based on pulse score across 12 categories – beauty, sports, recreation, etc. 3) Seasonal Lineups- adjacent to top 4% of trenting tiktok content based on seasonal moments such as thanksgiving, winter holidays, etc. 4) 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

type of brand ad in-feed ad shown in the rest of the available inventory in the fyp -bought in r&f 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 feeds r&f

type of brand ad standard in-feed ads bought in the self service ui -offers flexibility and cost efficiency -consistent brand exposure at a lower prices Objectives 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 OR engages within the first 6s (shares, clicks, hashtag clicks, music clicks, add on clicks 4) 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, music page, and hashtag page (allowlist)

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 cost -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 BE Benefits -Showcase brand in a unique way driving engagement and prompt action from audience -Available in the effect panel providing added vis

branded mission

type of performance ad product 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 1)Website Conversion 2) Video Shopping Ads

web conversion ad

a type of website 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

a type of website conversion ad specific type of website conversion ad format 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 performance ad drive installs or specific in app actions. Bought in tiktok ads manager 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 performance ad collect leads for your business. Can submit on website or in-app on tiktok instant form 1)Benefits of lead gen ads that drive to website deal for verticals with stricter privacy standards supports complex questionnaire logic than tiktok instant form greater flexibility in type of info collected 2)Benefits of lead gen ads 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

lead gen ads

_____ 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

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

data connections

a type of data connection 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 tiktok or set up data connections directly with tiktok 1) Turn on 3rd party data connection w/TikTok - offers direct integration with 3rd party partners such as shopify -Commerce platforms -Data platforms with TikTok integrations 2) Work with TikTok directly to set up data connections - set up directly with pixel or events api. Recommended is to use both -Pixel -Events API

web ads data connection

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

a type of data connection -Can track ______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

lead gen ads data connection

a type of app data connection 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

mobile measurement partner

2 types of app data connection that is in beta

app sdk and app events api

refer to actions that people take on your website -standard -custom

events

a type of event predefined name supported across all integrations, are ideal for reporting, conversion optimization, and building audiences 1)View content - visits for product or service page 2)Search - search product or category 3) Add to cart - adding a product to an online cart 4) Intiate Checkout - when a visitor is ready to make a purchase 5) Place an Order - when a product is purchased 6) Completed Payment - when a payment is confirmed 7) Subscribe - for tracking customers who sign up for your subscription product or service

standard events

a type of event 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________ like value and currency to enable optimization such as value based optimization -can be applied to both standard and custom events 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

parameters

optimize tiktok campaign by attributing more events and expanding reach. By enabling, you are 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 -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 -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

advanced matching

a/b testing that you can use at the campaign level to test 2 version to determine which one is better -All other setting are the same except 2 different variables -Reco’ed for conversion campaigns -Variables - targeting, bid and optimization, and creative Benefits -easy tool to test one factor -90% confidence rate, -seamless experience Reminders determine a hypothesis large enough difference between the 2 variables min of 7 days and max of 30 ensure high estimate power value - helps to determine a winning result. 80% is reco’ed Avoid mid test changes

split testing

early days of ad delivery where the system is trying to find a suitable audience to further optimize future delivery and improve performance CHANGES DURING -Cpa may fluctuate as it stabilizes. -For ocpm, Stabilizes after 50 conversions -If cpa is higher than cost cap bid account is a good indicator -If ad group is seeing less than 10 conversions a day, longer timer period can be used to track cpa -Don’t make adjustments more than 20% of budget, delete creatives, or adjust targeting -If it doesn’t pass, update creative, broaden target, or increase bid HOW DOES IT EXIT If it doesn’t reach 20 conversion within the first 10 days

learning phase

top level of the campaign setup -can look at buying type, advertising objective, split testing, cbo, and budget -objectives: reach, video views, traffic, community interaction (follower growth or profile visits), app install, lead gen, product sales, and website conversions -budget: set overall a) if no limit is set, will be based on ad group level b) daily budget caps spend per day while lifetime. spend over full flight

campaign level

mid level of the campaign setup -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 level

lowest level of the 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 Tools to help set up

ad level

duplicate campaign, ad group, or ads automatically. Can copy across campaigns

copy function

bulk import and export functions allow advertisers to download multiple campaigns, ad groups and ads into excel or csv to make adjustments and reupload. -Good for high volume of campaigns

bulk edit

rules based tasks to auto check and manage campaigns, ads and ad groups -Turn on/off -Change bid -Send notifications about cost of ad groups or campaigns, cpa, inactive ad groups, etc.

auto rules

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 target 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 ___ 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 campaigns

integrated traffic solution that displays your ads on other emerging apps providing access to additional audiences beyond tiktok 1) Capcut - video editor with templates that can be published direct to tiktok. Reach, creative, and tech savvy audiences beyond tiktok 2)Fizzo- mobile reading app featured a variety of novels and stories. Particular popular in indonesia. Help reach female, family purchasing decision makers

global app bundle

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 formats

pangle

can turn off comments all together but this is a tool that 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

a handle for brands that don’t have an organic tiktok account can use these three identities to create tiktok ads -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

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 partnership 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

best practices for _______ Deliver ads to people most relevant to your campaigns. Broad is normally recommended 1) Broad targeting based on demo and device 2) Advanced targeting based on interest and behavior and custom audiences

best practices for targeting

1p solution which gives advertisers control of what ads they run next to -an additional layer of control to brand suitability that is compliant with the 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 1) full inventory - excludes content that doesn’t follow our community guidelines such as hateful behavior, sexually explicit content and more 2) standard inventory - excludes content that includes glamorization of mature themes such as alcohol, weapons, and copy right infringement 3) limited inventory - highest level of filtering. Excludes all content that includes mature themes in a glamorization, entertainment/fictional, or education setting.

inventory filter

wide range of potential audiences by setting min number of targeting constraints on ad. Recommend targeting approach. 1) Audience estimator a) Fairly broad - 80% or more of country’s total users will be hit b) Balanced - put specific constraints 2) Demo - Gender, age, location, language, household income, and spending power 3) Device- connection type, operating system, device model, device price, carrier, internet provider 4) Interest - Interest, purchase intent, hashtags 5) 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 yoru 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

Advanced targeting/custom audiences

target users with similar characteristics with your existing customers. Must be larger than 100 Types 1) Broad - reach moderately similar people and increase reach (recommended) 2) Balanced - moderate reach potential with moderate similarity 3) Narrow - highest level of similarity between your seed audience Sources 1) engagement - based on user engagement with your organic tiktok videos, ad content, instant page, app profile page, or live content video view time, engagement, or completion can be custom audiences 2) 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 3) 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 4)website traffic - users who have taken a specific action on your website. Must use a pixel 5) 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 6)app activity - completed certain actions on app Ex: target people who have installed your app must be partnered with mmp 7) offline activity - target users who do offline activies such as purchasing, filling out form,etc. must create offline event in events manager through a… events api 3p data partner like live ramp upoloading it yoursel)

lookalike audiences

automated targeting solution for performance advertisers that broadens reach beyond designated interest or behavior group to improve ad performance. 1) Expands targeting audience by finding users based on your objectives to help reduce cpa and creative fatigue 2) Will start exact and overtime expand audience reach based on variables you specify 3) Only available in - web conversion, app installs, traffic, and lead gen

smart targeting

price you submit in ads manage to secure ads placement. Plays important role in optimizing campaign budget, managing costs, and achieving objectives 1) Spend Based - max delivery 2)Goal Based - cost cap

bidding strategy

a bidding strategy that is spend based spend 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

a bidding strategy that is goal based 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 Ex: drive web conversions at a specific cpc, use cost cap

cost cap

Best Practices for _____ 1) align bid strategy with business objectives -cost cap - conversions while ensuring stable cpa -max delivery - maximizing conversions with your budget 2) use hybrid bidding for performance objectives to switch between cost cfap and max delivery 3) can use different strategies across ad groups Use Cases -Cost cap is suggested if using reach or video view objective -Max delivery is if they priortize volume over controlling average cost -For performance objectives, use hybrid to switch between the 2 on active ad account.

bidding best practices

___events for bidding 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

Tiktok’s bidding auction operates this way where the bid you submit is not the final price you pay. Winner will pay one cent above the 2nd place bid. Ex: bid 8.50 and 8 dollars, you only pay 8.01

second price auction bidding model

_____ based optimization for ____ optimizes ad delivery for app advertisers by targeting users likely to generate a higher return on ad spend. Likley 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

____ based optimization for ____ run a standard web ad optimizing for complete payment events, system targets people most likely to convert regardless of value per transaction - for campaign optimization, targets people who are likely to convert and make higher purchases -only on the conversion objective Best Practices -determining 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 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 -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 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

aeo and vbo help to find audiences more likely to perform conversion actions and drive higher value purchases 1) MAI - Mobile App Install 2) AEO - App Event Optimization a) AEO Once b) AEO every

app ad optimization

optimizes for cost per install

mobile app install

reach 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 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

insight into users interest, behavior, demo 1) potential audience - audience insights at the platform level for active users in the last 30 days and for custom audiences 2) reached audience - audience based on actual reach

audience insights tool

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

lift and attribution solutions (1p and 3p) - measure brand awareness and reach at early stage in journey or measure impact of ad in driving awarenes 1) brand lift study (1p or 3p) 2) Store visits lift (3p) 3) geo lift (3p) 4) tune in lift (3p) 5) media mix modeling (3p)

brand measurement

brand measurement study -1p or 3p -measures incremental impact of campaigns based on brand perception and awareness through surveys and experiments among exposed and unexposed audiences -can be done through nielsen or kantar -have a long enough flight, budget, impressions for statistical significance -key metrics -ad recall, awareness, familiarity, attitude, favorability, recommendation, purchase intent, preference, and brand association/consideration -set up-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 -Single vs. Multi cell a) single - did my campaign drive incremental brand impact? b) multi - which variable in my campaign is most effective for driving incremental brand impact? can be done through nielsen or kantar

brand lift study

brand measurement study 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.

store visits lift

brand measurement study 3p increase in conversion rates using a/b geo testing ex: test city with goe targeted ads vs city without how much impact does ads have on key metrics in geo areas? key metrics - geo roi,k geo lead gen, geo conversion rate, and geo brand awareness

geo lift

brand measurement study 3p measure the effect of advertising to drive incremental viewership of show, movie or other media a) did my tiktok ad drive viewership for the show? b) key metric; tune-in viewership, consumption

tune in lift

brand measurement study 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

media mix modeling

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 Web Ads 1) conversion lift study (1p) 2) post purchase survey (3P) 3) sales lift (3p) Offline Sales Lift 4) multi touch attribution ( 1p and 3p) App Ads 1) mobile measurement partners (3p) 2) Conversion lift study (1p) 3) multi touch attribution ( 1p or 3p)

performance measurement

a performance measurement study for web and app for web 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. evaluates effectiveness of ad campaigns in driving specific actions or conversion on app such as installs -1p solution -Event selection - a max of 10 events per study -Full channel sharing- enable privacy safe data through mmp or advanced matching via pixel or events api. Allows you to match conversions across both control and treatment groups -Power analysis - historical converison data to determine sample size -Treatment group action - ad is served to users in the threat group and not control -Results analyze - measure for both group -Campaign considerations - reach, avg freq, cpm -how much impact does advertising have on driving desired actions or conversions? -key metrics - conversion rate, purchase intent, app downloads, incremental sales

conversion lift study

a performance measurement study for web Integrate your ecommerce website to understand how customers discover your products. Engages directly with customers at checkout. -3p solution -measures how customers discover products/brands. _____ 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

post purchase survey

a performance measurement study for web -3p solution measures incremental increase in sales rev attributed to advertising how much revenue was generated from advertising efforts? key metrics - roi, sales revenue, incremental revenue Offline Sales Lift - collaborate with ncs (nielsen commerce solutions) to provide cpg advertiserrs 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

sales lift

a performance measurement study for web comprehensive view of customer’s path to purchase and identifies the most impactful channels for achieving your goals. conversions or sales to different touchpoint in the customer journey -1p solution a) which touchpoints drove the most conversions b) key metrics: customer journey analysis, contribution of each touch point

multi touch attribution

a performance measurement study for app partners that can attribute, collect, and organize app data to provide a comprehensive view of your app campaign performance. attribution across multiple platforms to track app performance and user action -3p solution a) how can advertisers effectively track ad performance and actions across devices and platforms? b)Key metrics - cross device attribution, user behavior tracking, app insalls, and in-app actions

mobile measurement partner

a performance measurement study for app -1p or 3p conversions or sales to different touchpoint in the customer journey -which touchpoints drove the most conversions? -key metrics: customer journey analysis,

multi touch attribution

Blueprint revised Flashcards

(100 cards)