TikTok Media Buying Certification Study Guide PDF

TikTok Media Buying Certification study guide May 2024 TikTok Media Buying Certification study guide Table of contents 1. Introduction 1 2. TikTok ad platforms and accounts 2 3. TikTok creative basics...

TikTok Media Buying Certification study guide May 2024 TikTok Media Buying Certification study guide Table of contents 1. Introduction 1 2. TikTok ad platforms and accounts 2 3. TikTok creative basics 18 4. Advertising policy 25 5. Ad product overview 35 6. Data connections 50 7. Campaign setup & management 59 8. Targeting strategy 76 9. Bidding & optimization 83 10. Reporting & measurement 96 TikTok Media Buying Certification study guide Introduction The TikTok Media Buying Certification is an official exam offered by TikTok to validate your expertise in TikTok Advertising. Becoming TikTok certified can help boost your credibility in the industry and help advance your career. The exam is conducted in a proctored testing environment and is available both online and in-person at testing centers. All candidates who pass the exam will become officially TikTok certified and receive a digital credential that is shareable online and valid for two years. The exam covers nine key topic areas, including media buying and basics on creative and measurement solutions. While there are no prerequisites for the exam, we suggest candidates have at least one year media buying experience on TikTok Ads Manager. Self-study or academic background in the marketing field can also be helpful. In preparation for the exam, please review this study guide which contains information on key topics and take the practice test. 1 TikTok Media Buying Certification study guide Overview TikTok for Business is a suite of marketing tools that help businesses reach and engage with their target audience on TikTok. There are four main interfaces within TikTok for Business that work together to support businesses with both their organic and paid marketing campaigns on TikTok. Business Account Business Center Ads Manager Creative Center Interface Description TikTok Business A TikTok Business Account is a TikTok profile for your Account business. It is similar to a regular TikTok Personal Account, but with extra features just for businesses to help them represent themselves and support customers. This is step one in establishing your business on TikTok. Your Business Account can be used to post organic content or paid marketing. It offers features that aren’t available to personal TikTok profiles, such as business contact info, direct links to download your company’s app, organic lead generation, post scheduling, and business analytics. TikTok Business Center The TikTok Business Center is critical when multiple people, such as employees or agencies, need access to your TikTok properties. It allows you to add, remove, and manage user permissions across different TikTok accounts, Ads Manager accounts, and other assets for running a campaign. 2 TikTok Media Buying Certification study guide Interface Description TikTok Ads Manager TikTok Ads Manager is a platform where you can create advertising campaigns, manage ad creatives, and analyze campaign performance. TikTok Creative Center TikTok Creative Center is a catalog of creative resources to inspire you to post amazing content. It allows you to explore the latest trends, ad examples, best practices, and tools to create high quality TikToks. 3 TikTok Media Buying Certification study guide TikTok Business Account If you want to use TikTok to grow your business, creating a Business Account is step one. Unlike TikTok Personal Accounts, Business Accounts provide additional tools such as performance metrics, audience insights, and creative tools. Anyone whose primary goal on TikTok is to promote their business (either a product or service) should use a Business Account. Feature Description TikTok TikTok Business Personal Account Account Account switch For users to switch between account entrance types (i.e. TikTok Business Account to Personal Account and vice versa). Business page An in-app profile tab for businesses to showcase information and a photo gallery of products. Business Track growth, content performance, analytics audience demographics, and LIVE engagement in the Web Business Suite. Commercial Access 1M+ songs and sounds Music Library cleared for commercial use. General Music Access all music and sounds on Library TikTok. Link-in-bio Add a website link in the profile. (website link) For Business Accounts - the requirement is >1k followers or a completed business registration. 4 TikTok Media Buying Certification study guide Feature Description TikTok TikTok Business Personal Account Account App download Enable users to download your app link straight from your profile. For Business Accounts - the requirement is >1k followers or completed business registration. Profile contact Use action buttons to showcase attributes business info (email, phone, address, and app link) and drive traffic to advertiser's website. Profile coupon An interactive button on the profile page linked to a custom promo code. Upon click, the coupon code will be copied to the clipboard automatically. Organic lead Collect leads with flexible forms on generation the advertiser's profile, videos, and LIVE Events. Business Find content inspiration and industry creative hub trends in Business Suite. Post scheduler Schedule TikTok posts up to 10 days in advance. Auto-message Automatically greet users, suggest FAQs, and send predefined messages based on keywords. Business Signals that the account is run by an registration authentic business. 5 TikTok Media Buying Certification study guide Feature Description TikTok TikTok Business Personal Account Account Video Allows businesses to show organic geo-targeting content to users in certain countries or regions. Organic 18+ Allows the uploader to self-identify age-gating that the content is not appropriate for people under 18. 6 TikTok Media Buying Certification study guide TikTok Business Center The TikTok Business Center allows you to organize campaign assets and add additional collaborators to your account, such as your employees or your media agency. By linking your Business Center account to your TikTok Business Account and TikTok Ads Manager account, you can assign permissions and assets to the relevant teams and personnel. Why use the Business Center? Collaboration: More than one person needs to manage marketing activities on TikTok. For example An agency needs to manage an advertiser's ad account A finance team member and a media buyer both need to access an ad account Centralization: More than one type of asset (e.g. ad accounts, audiences, etc) is used for marketing on TikTok Accountability: Manage each team member's access to assets and activities to collaborate transparently. Permission and roles Business Center lets you manage the people who will help run your TikTok Ads. When you invite someone to your Business Center, you must assign them a role and permission level to manage your Business Center's assets, which include ad accounts, audiences, catalogs, shops, pixels, and TikTok accounts. In Business Center, roles are divided between basic and advanced permissions. Basic roles include Admin and Standard Every member of your Business Center account needs to be assigned one of these roles. Admins can manage the Business Center's members and assets, while Standard members can only work on assets they've been assigned Advanced roles include Finance Analyst and Finance Manager Advanced roles are an optional level of permission that exists on top of the basic roles and will give the members of your Business Center the ability to view and/or manage the finances of your Business Center and ad accounts. 7 TikTok Media Buying Certification study guide Basic roles scope Functionality Action Admin Standard Member Add Remove Partner Invite Remove Asset - Ad Create Account Request Access Transfer ad accounts on BC interface Assign member Manage assets Only assigned ones Only assigned ones Share with partner Asset - Pixel Transfer from ad account to BC Link with ad account Assign member Share with partner Manage assets Only assigned ones Only assigned ones 8 TikTok Media Buying Certification study guide Functionality Action Admin Standard Asset - Catalog Create/Remove catalogs Manage catalogs Only assigned ones Only assigned ones Assign member Share with partner Asset - Audience Share across ad accounts Check Audience sharing history Asset - Asset Create Group Assign member Manage assets Only assigned ones Only assigned ones Asset - TikTok Assign member Account Request TikTok account access Manage assets Only assigned ones Only assigned ones TikTok Media Buying Certification study guide Functionality Action Admin Standard Payment Manage payment methods (Manual Pay/Autopay/ With Finance Manager role Monthly Invoice) Balance/Credit line allocation With Finance Manager role Check Business Center/ad account history With Finance Manager or Analyst role Create/edit billing groups With Finance Manager role Billing View and download invoice With Finance Manager or Analyst role Download transaction report With Finance Manager or Analyst role Pay for the invoice With Finance Manager role Business Verification Manage Business Center verification 2-step verification Turn on/off Reporting View data Filter data across different accounts 10 TikTok Media Buying Certification study guide Advanced roles scope Module Supported Finance Analyst Finance Manager Business Center actions Payment - Show transaction Can only view and Can view and Transaction log history and add/ download. manage Business decrease balance Center's account at the Business balance. Center level. Show transaction Can only view and Can view and records and add/ download. manage ad account decrease balance level balances. at the ad account. Prepay or autopay Can only view and Can view and invoices. download. download. Apply for Credit - Can apply for Line (Only for self- Credit Line. serve accounts). Payment - Billing Billing Group Can only view and Can view, edit, and Group management. download. create billing groups. Billing - Invoice Invoice Can only view and Can view, edit, and management. download. pay invoices. Rebate V iew and confirm Can only view and Can view and rebates. download. confirm rebates. 11 TikTok Media Buying Certification study guide TikTok Ads Manager TikTok Ads Manager is a platform where you can create, optimize, and analyze TikTok ad campaigns. You can also see insights and suggestions for how to improve campaign performance. Roles and permissions in TikTok Ads Manager The person who creates an ad account automatically becomes the administrator of the account. If an ad account is linked to a Business Center, the Business Center administrator can assign other roles to the ad account, including Admin, Operator, and Analyst. Ad Account Admin Operator Analyst Actions View ads and performance Access reports Create and edit ads Manage audiences Manage finance Manage ad account settings 12 TikTok Media Buying Certification study guide Key features in TikTok Ads Manager There are four key tabs in Ads Manager to help you navigate your campaigns and insights. Dashboard Review campaigns with summarized data in one place. You can view data related to active campaigns, spend, and ad performance. The Create ad button will allow you to start setting up a new campaign. Campaign In the Campaign tab, you can see all the active and non-active campaigns, ad groups, ads and bulk manage them. The Create button will lead to a page where you can create a new campaign. Tools Tools tab is where you can store and manage various ad resources, such as audience, creative, automated rules, catalogs, events, leads, recommendations, and account settings. You can set up and manage your data connections, build Custom audiences, and edit your videos to help optimize ad delivery. Analytics Analytics is where you can create ad reports and review campaign insights using a custom report or one of TikTok's templates. 13 TikTok Media Buying Certification study guide TikTok Creative Center The TikTok Creative Center is the go-to destination for creative inspiration on TikTok. It includes trend trackers, ad inspiration, creative guidance, creative tools and royalty-free commercial music. The Creative Center serves to inspire and assist you in crafting high quality and effective TikTok ads. Tab Description Inspiration Top Ads Dashboard is a collection of high-performing creatives that can be filtered by region, industry, campaign objective, and more Top Ads Spotlight is a curation of standout ads from the Top Ads Dashboard, handpicked by TikTok creative experts Keyword Insights is a tool that highlights top keywords and phrases from TikTok ads to inspire your ad copy and creative messaging ideas. Filter by region, industry, and more to discover top-performing and commonly-used keywords Discover the Creative Patterns that successful advertisers use to drive performance of their campaign Top Products highlights trending products featured in TikTok ads to help you identify which products to showcase in your creatives. This can be a great way to understand product trends audiences are searching for. Trends Trends features popular TikTok content in your region, which may serve as inspiration for your video concepts. Within this section of the site, you'll find Trending Hashtag Trending Song Trending Creator Trending TikTok Videos 14 TikTok Media Buying Certification study guide Tab Description Creative Tools Video Editor is a video editing tool that you can use to edit and customize your content with TikTok styled elements, including royalty-free music, text fonts, text colors, and other creative dimensions Video Templates offer various ad templates that create new creative assets by uploading existing photos, texts, and videos Script Generator is a tool that generates ad scripts by leveraging the power of smart technology. Simply input your industry, product name and description, and the Script Generator generates ad scripts broken out into scenes, with on-screen visual, voiceover, and text-overlay recommendations Commercial Music Library (CML) is a searchable directory of audio cleared for commercial use in TikTok ads and general use in organic videos. Filter for various themes, genres, moods, and durations to find a track most suitable for you. The CML’s Artist Impact Program brings more music from global artists to the CML and provides an opportunity for artists to monetize their music on TikTok. 15 TikTok Media Buying Certification study guide Tab Description Education Creative Tips Finder is a hub for TikTok creative best practices. It includes the foundational TikTok Creative Codes, which are six creative principles to help you make effective ads. There are also industry-specific insights to find creative inspiration, refine your idea, or production tips when creating your video Creative Strategies is a knowledge hub that contains creative playbooks by vertical and tips for creating made- for-TikTok content Creative Expert Courses are on-demand e-learning video courses that help you become more proficient in TikTok creative video development. Creative Assistant Creative Assistant, a virtual assistant available through a chat interface in the Creative Center, can support you with TikTok creative inspiration, insights, script generation, and best practices. 16 TikTok Media Buying Certification study guide TikTok Marketing Partners The TikTok Marketing Partners Program (TMP Program for short) is a set of TikTok- approved partners who can help advertisers run more successful marketing campaigns on TikTok. The program helps marketers tap into a diverse set of third-party companies with specialized knowledge and resources. Partners participating in the program are awarded a category-specific badge that signifies expertise in that area. The TMP Program currently comprises of five badge categories: Agency, Campaign Management, Creative, Measurement, and Commerce. TMP partners offer solutions that range from SaaS and full- service to hybrid models. Partners offer flexible ways of working together to hit goals for your marketing campaign. Agency Performance marketing agencies excelling at both media buying and creative for clients on TikTok. Creative Supports businesses with end-to-end TikTok creative processes and collaborating with clients to ideate and produce impactful ad creatives. Campaign These technology partners help advertisers launch, scale and Management optimize campaigns at scale. Measurement Measure the impact of TikTok campaigns for advertisers both online and offline. Commerce Makes it easier for merchants to advertise on TikTok and set up data connections. TikTok Media Buying Certification study guide Overview TikTok provides a continuous feed of dynamic, full screen, sound-on videos to a highly engaged user base. This presents a valuable way for advertisers to meaningfully connect with customers. Today's most forward thinking businesses are capitalizing on this opportunity to reach consumers by creating authentic content that entertains, educates, and empowers. Creative best practices Leveraging TikTok-first creative is key to finding success on the platform. 74% of viewers find TikTok-first ads captivating, surpassing ads not tailored for the platform.1 Compared to ads on alternative platforms, TikTok-first ads: Have Have a Drive 83 higher % 52 higher ad % 3.3x more user actions, such engagement completion as clicks, likes, and rate.2 rate.3 shares.4 1. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast, 2. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast, 3. TikTok Marketing Science [US,UK] Understanding the strength of TikTok ads 2022, conducted by Magna, 4. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast. 18 TikTok Media Buying Certification study guide TikTok has distilled key best practices in the Creative Codes to help your content engage TikTok users and drive maximum impact: Think TikTok- TikTok-first means creating content that takes cues from your own first For You Feed and co-creating with TikTok's communities. Given the highly personalized nature of users' For You Feed, attention- grabbing ads are those that seamlessly align with users' expectations. Notably, TikTok users exhibit a 3.7x higher trust in content featured on their For You Feed compared to content on similar platforms.1 Connect with Join in on trends - Leveraging trends on TikTok allows businesses trends to craft content that resonates with their audience and provides an easy template to follow. By adding a unique spin to popular trends, advertisers can connect with viewers and maintain relevance. Be production- Full-screen vertical video - Harness the full-screen, vertical format principled of TikTok's creative canvas. Shoot content in high definition (720p or higher) and ensure it stays within the designated safe zone to avoid overlap with the in-app user interface. Stick to a Have a great hook and call to action - Effective TikTok videos rely structure on storytelling. Begin with a captivating hook to grab users' attention within the first few seconds, follow up with an informative body to convey the message, then conclude with a strong call-to- action. This structure ensures maximum engagement and impact with the audience. 1. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast. 19 TikTok Media Buying Certification study guide Hold attention Use production techniques such as dynamic transitions, with stimulation movement, text overlays, and subtitles to make ad creatives more engaging by capturing viewers' attention and adding personality to the content. Build with sound Use platform-native features - TikTok is a sound-on platform, making it important for brands to select music or soundbites that align with their identity. The Commercial Music Library offers licensed sounds suitable for commercial use. Videos can also incorporate voiceovers and narratives to enhance brand storytelling. 20 TikTok Media Buying Certification study guide Ways to produce creatives for TikTok There are multiple ways to generate impactful creative assets for the TikTok platform. Depending on the resources and the skillsets of the advertiser, creative can be built in- house or through working with an agency or a creator. Use creative tools You can make creatives yourself using TikTok's in-app Video editor, web Video editor, or a third-party video editing tool such as CapCut. You have access to the in-app Video Editor directly in the TikTok app. Here, you can shoot new clips, use existing video clips, find suitable music, add text overlays, and publish directly to your Business Account. The TikTok web Video Editor provides similar features with the convenience of operating on desktop. When using third-party editor tools, TikTok has built-in integrations with tools partners that allow you to create directly in the third-party partner UI and publish directly to TikTok Business Accounts without needing to download and re-upload finished creatives to TikTok. In Ads Manager, TikTok provides a tool called Smart Creative to tackle creative fatigue. Smart creative will auto-select top-performing creatives to prioritize in delivery. You can input up to 30 videos/images, 5 text overlays, and 3 CTAs from which Smart creative can mix and match to optimize creative performance. It's available for Traffic, App promotion, Website conversions, and Lead generation objectives. Work with a creator To tap into TikTok's vibrant creator community, leverage channels for finding and hiring creators, such as the TikTok Creator Marketplace and the TikTok Marketing Partners Program. Visit the Creative Center to explore these tools and connect with creators effectively. Work with an agency Find creative agencies to work with through the TikTok Creative Exchange or the TikTok Marketing Partners Program, which both feature directories of expert partners in video production. These agencies can create new TikTok-first assets or adapt existing creative assets to ensure they feel native to our platform, adhering to our creative best practices. 21 TikTok Media Buying Certification study guide Ad creative specs TikTok is unique compared to other platforms because our ad format is exclusively in video form. TikTok provides guidelines around video resolution, aspect ratios, file type, file size, image dimensions, character limits, and other ad specifications in the TikTok Business Help Center. Spark ads Spark Ads are an ad format that allows you to turn organic content into ads while retaining the quality of organic videos. You can spark videos from your own TikTok Business Account or a creator's account, with permission from the creator. Spark ads are automatically delivered to both paid ads traffic and organic traffic (For You Feed, Follow Feed, Account Profile Page, Search Result Page, and Pin and Playlist). However, the posting account of the original video can turn on Ads Only mode in-app after posting to hide the Spark ad video in organic traffic. Benefits of Spark ads Authentic and unique To solidify your brand image and foster direct brand experiences connections with users by linking to your TikTok profile page Leverage TikTok's in-app video shooting capabilities for a truly authentic experience for users. More features Music clickability, so users are able to use the brand's compared to other ad sound to make new TikTok videos formats Duet and Stitch features allow users to interact with your brand to spread the campaign in the community. Utilize both organic and All paid video views, comments, likes, shares, and paid strategies together followers that are gained via Spark ads will accumulate to the organic post Spark ads can help advertisers build long-lasting connections and sustain customer loyalty to potentially impact future lead generation or conversion actions Tap into creators' community to expand your audience. 22 TikTok Media Buying Certification study guide There are three ways to run a campaign using Spark ads: Spark an existing video from your own TikTok Business Account Link your TikTok Business Account with your TikTok Ads Manager OR Business Center account Select the linked Business Account in Ads Manager and designate which video to spark The campaign will go live with a Spark ad associated with the brand's TikTok account. Spark an existing video from a creator Choose an existing TikTok video and and get the video code from the content owner on TikTok Apply the video code in TikTok Ads Manager or via a TikTok representative on the Reservation Ads Platform for a campaign Campaign will go live with a Spark ad alongside the creator's account where video is posted. 23 TikTok Media Buying Certification study guide Spark a creative in your ad account and post it organically to your Business Account Create a new video Upload the video to TikTok Ads Manager and choose your TikTok Business Account The campaign will go live with a Spark ad that is uploaded to the associated your TikTok Business Account. Linking logic for Business Account, Business Center, and Ads Manager for Spark ads A single TikTok ad account can manage only one TikTok Business Account A Business Center account can manage one or multiple TikTok Accounts (Business or Personal). Multiple agency users can access a client's TikTok Account in their TikTok Ads Manager Multiple marketers can create Spark Ads for one or multiple brands' TikTok accounts. How to buy Spark ads Spark Ads are available for both TopView and Standard In-Feed Ads. TopView can be purchased via a TikTok representative with the Reach & Frequency buying type. For Standard In-Feed Ads, both Reach & Frequency and auction buying types are available via TikTok Ads Manager. Note: Both TikTok community guidelines and TikTok ad policies apply to sparked content. TikTok Media Buying Certification study guide Overview As an advertiser on TikTok, you are TikTok advertising policies are largely responsible for your ads. This means organized into two key sections: complying with all laws, rules, and regulations that apply to your region 1 Prohibited or restricted products (including any advertising codes, such as and services the CAP Non-broadcast Code in the UK) to ensure the creation and promotion of honest, safe, and respectful ads. 2 Policies specific to ad creatives and landing pages Additionally, you must comply with our Terms of Service, Community Guidelines, ad policies, and other general policies found in the Business Help Center governing the use of TikTok services. TikTok has classified most products and services into one of the following categories: Prohibited Not allowed in any countries or regions. Restricted Allowed in some countries or regions on limited basis (e.g certification, age, targeting, etc.). Allowed Allowed in some countries or regions (ad Review process still applies). 25 TikTok Media Buying Certification study guide Prohibited products and Restricted products and services services In general, TikTok prohibits the advertising Some products or services are considered of the following products and services "restricted," requiring additional approval before ad campaigns can be activated on Animals, animal parts, or product TikTok. Details regarding restricted Adult sexual products, services, and products or services can be found in entertainmen TikTok's Business Help Center. Market- Casinos & gambling game specific prohibitions and restrictions can be Cigarettes & tobacco product found in links below Counterfeiting & pirac Drugs and paraphernali North Americ Police/military gear & equipmen Latin Americ Political ad Europe, UK & Israe Unsuitable businesses, products, or Eastern Europ service Middle East, Turkey, Africa, Pakista Unacceptable business practice Northeast Asi Weaponry and weapon part Southeast Asi Covid-19 ads Oceania 26 TikTok Media Buying Certification study guide Ad review process All ads undergo our ad review process before going live on TikTok. The process is typically completed within 24 hours. Once an ad has been approved and published, you will receive a notification. If the ad is rejected, you will be prompted to make changes for resubmission. You can check your ad review status at the ad group level in the Campaign tab of Ads Manager. Review area Review details Landing page Landing page contains valid information For example, e-commerce and financial service ads must display valid information about the company in a visible location, including but not limited to who runs the site, privacy policies, prices displayed in local currency, terms and conditions, and business license Landing page is mobile-friendly No prohibited products are displayed on the landing page Landing page cannot request sensitive information from visitors in order to access the site For example - the site cannot demand users provide credit card information prior to accessing the site. Ad messaging Products featured in the ad match the products on the landing page Text in the ad is consistent with what is shown in the ad video or images Display name in the ad is consistent with branding on the landing page. 27 TikTok Media Buying Certification study guide Review area Review details Ad language Official ad language policies differ by country. Please see details in Business Help Center All countries/regions selected in an ad group's Targeting > Location module need to share at least one acceptable language The ad's text/caption matches one acceptable language in ALL the countries/regions targeted by an ad group The spoken words in your ad's video match the acceptable languages in ALL the countries/regions targeted by an ad group Any subtitles and written words in your ad's videos or images match the acceptable languages in ALL the countries/regions targeted by an ad group The language on any landing page or app store page linked to your ad matches the acceptable languages in ALL the countries/ regions targeted by an ad group Use multiple ad groups to target locations that have different acceptable languages. 28 TikTok Media Buying Certification study guide Ad review checklist Ensure language in your ad creative and copy are accepted in your target location(s). Remove any symbols, incorrect spelling, or gimmicky use of spelling in your ad creative, ad copy, and display name. Avoid copy or creative which advises users to take actions that are not supported on the app, like swiping up to download or displaying a mouse cursor. Use high quality media that meets our image specifications and video specifications. Make sure that your ad creative and display name are consistent with your landing page. Ensure that any products featured in an ad are consistent with those shown on your landing page. Avoid using any elements without required permission in both your ad and your landing page. This includes brands, hashtags, copyrighted media, imitations and replicas. If you have proper authorization, upload your authorization documentation in the Account Settings under Business Verification in Ads Manager. Ensure your video ad includes background audio (music or sound) that is clear and coherent. Audio is required for video ads. 29 TikTok Media Buying Certification study guide Common ad rejection reasons Reasons Examples The ad makes "Use this service and get married in 3 days. exaggerated, "100% natural herbal cream cures all diseases." overstated, or misleading claims about product performance. Issues with the Ad contains spelling errors or grammar mistakes ad's text or Excessive or distracting capitalization (e.g. "S.a.L.e") caption. Using symbols in place of letters like "S@le. Incomplete text in videos/pictures Text/logos that have been covered by stickers. Issues with Low-resolution and blurry video/image video, image, or Part of a video/image is covered with black bars or pixelation audio quality The video does not have any audio or sound The audio quality is so poor that it is difficult to understand. The products The ad is irrelevant to the product website. For example, the ad and prices in the introduces product A in the image/video, but shows product B ad are not on the website consistent or The ad states there is a discount of "Up to 50% off," but the relevant to the website states there is only a discount of "Up to 30% off" products and The website is too vague to determine if the ad is relevant to prices on the the products featured on the promoted website. For example, promoted an ad that features a "clothing brand" but the website features landing page. generic images of a "large city", would be rejected. 30 TikTok Media Buying Certification study guide Reasons Examples The promoted Websites that do not function properly or come up as a 404 landing page page does not Websites that are not mobile-friendly function properly Websites that do not contain contact info or contain Websites that do not have a clearly stated privacy policy information E-Commerce sites that do not have a clearly stated refund or required by local return policy. regulations. The ad contains Ads that feature the TikTok logo. a third-party logo The ad contains Ads that show suggestive or sexually provocative scenes and sexual or behavior shocking Ads that show gruesome or graphic images that are likely to content shock or scare users. 31 TikTok Media Buying Certification study guide Appeal process for ad rejections If your ads get rejected during the ad review process, you can appeal the decision through a one-click appeal proces located in the “Campaign” tab of TikTok Ads Manager. You will be required to provide reasons for the appeal request, and a decision is typically shared within 24 hours of initiating the appeal process. You will receive an email notification about the results of the appeal. If the appeal is successful, your ad will start running and the delivery status will change to Active. 32 TikTok Media Buying Certification study guide Branded content Branded content is creator-generated content that promotes a third-party brand, its products, or services in exchange for payment or other incentives. Branded content features or references A product or service that has been gifted to the creator by or on behalf of a brand A brand, product, or service that creator has been paid to post about (whether in the form of money or a gift) A product or service for which the creator will receive a commission on any sales (for instance, via an affiliate link or promotional code) A brand that creators have or had a business relationship with, such as acting as a brand ambassador. When posting Branded content on TikTok, creators are required to Enable the commercial content disclosure toggle Ensure the product or service being promoted is explicitly mentioned via clear visuals or text within the content Avoid any false, deceptive, or misleading claims about the featured product or service The content must also comply with both TikTok’s Terms of Service and Community Guidelines. 33 TikTok Media Buying Certification study guide Content disclosure setting The content disclosure setting is a feature that, when toggled on, places a label in the description of an organic post that clearly indicates to TikTok users that it's commercial content. Upon enabling the content disclosure setting, it will prompt you to specify the type of content featured If you're promoting your own brand or business, your video will be labeled as Promotional content If you're posting branded content on behalf of another business, your video will be labeled as Paid partnership. Note: Turning on the content disclosure setting will not affect the distribution of your video. TikTok Media Buying Certification study guide Overview TikTok offers four main ad products to help marketers reach their marketing goals on our platform. Lead generation Brand ads Web ads App ads ads TikTok ads are delivered in video format and appear in the For You Feed. The only exception is TopView, a premium format that user sees immediately upon opening the app. To purchase TikTok ads, you can use TikTok Ads Manager, our self-service platform for campaign management, or work with a TikTok representative, depending on the ad product. Brand ads TikTok offers multiple products to support brand-awareness campaigns. Most Brand ads are TikTok accessed through managed service, meaning you must contact a TikTok sales representative to reserve them for a campaign. Brand-focused solutions can be a great choice if you want to reach a wide audience without a specific focus on conversions. 35 TikTok Media Buying Certification study guide Brand products Placement Objective Service model Delivery model Pricing model TopView Reach Managed service Reach & Cost per First ad seen Frequency Impression + upon opening the surcharge for TikTok app targeting Top Feed First In-Feed ad Reach TikTok Ads Reach & Cost per Manager Frequency Impression allowlist Pulse Placed adjacent Reach Managed service Reach & Cost per to trending and or TikTok Ads Frequency Impression brand suitable Manager content allowlist Standard feed In-Feed ad Reach Self-service via Reach & Cost per ads shown in rest of TikTok Ads Frequency Impression available Manager inventory in the For You Feed Brand Auction Standard In-Feed Reach Self-service via Auction Cost per ad TikTok Ads Impression Manager Standard In-Feed Focused view Self-service via Auction Cost per View ad TikTok Ads Manager Standard In-Feed Community Self-service via Auction Cost per ad interaction TikTok Ads Impression Manager (follower growth Cost per Click (profile visit) Branded Mission Standard In-Feed Reach Managed service Reach & Cost per ad Frequency Impression + associated add- on costs 36 TikTok Media Buying Certification study guide Open screen For You Feed TopView Top Feed Pulse Ad First video First In-Feed ad In-Feed ad next Brand-safe viewers see viewers see in Top trending to top trending TikTok videos TikTok video when they open the For You Feed TikTok video content from a TikTok particular content category TopView A TopView ad is the first video users see upon opening the TikTok app. TopView ads are full-screen, 5-60 second, sound-on videos. Benefits of using TopView Obtain premium position as the first ad users see to grab their attention immediately Guaranteed delivery of the ad, maximizing reach with your target audience Strengthen brand awareness, with TikTok users 1.5 times more likely to recall a brand from TopView than other ad types. Place your ad adjacent to high-quality content as the first in-app video that precedes personalized content in the For You Feed. You can purchase TopView ads based on CPM (Cost per Mille), up to 225 days in advance. This allows you to reserve your desired number of impressions with guaranteed delivery and target users based on age, gender, and interest. Keep in mind that there is a targeting surcharge based on market. 1. TikTok Marketing Science US Ad Placement Research 2022, conducted by Material. 37 TikTok Media Buying Certification study guide Top Feed The Top Feed ad placement is the first ad shown in the user's For You Feed. Because Top Feed ads show up early on users' For You Feed, they ensure exposure to a broad group of TikTok users, making it a great way to maximize brand awareness. Benefits of using Top Feed Provides broad reach as the first In-Feed ad that users see Leverage Reach & Frequency's predictability to optimize reach and customize frequency. What is Reach & Frequency? Reach & Frequency (R&F) is a campaign buying type in TikTok Ads Manager where you can manage the audiences you reach and how often they see your ad, at a fixed cost. Reach & Frequency is ideal if you want predictable results and prefer planning ahead. It is currently available by allowlisting on TikTok Ads Manager. Please reach out to a TikTok representative for more information. 38 TikTok Media Buying Certification study guide Pulse Pulse is a suite of products that allows you to show your ad alongside specific categories of brand safe content, thus increasing your ads’ relevance. They include Pulse, Pulse Max, Seasonal Lineups, Pulse Premiere, and Category Line Ups. Pulse product breakdow Max Pulse: Your ads will be positioned alongside the top 4% of trending content on TikTok, determined by the Pulse Score across all content categories Category Lineups: Your ad will be adjacent to the top 4% of trending TikTok content based on the Pulse Score across 12+ categories like Beauty & Personal Care Pulse, Sports & Recreation Pulse, and more Seasonal Lineups: Your ad will be adjacent to the top 4% of trending TikTok content based on the Pulse Score during key seasonal moments such as Thanksgiving, winter holidays, and more, allowing for maximized brand awareness and relevance Pulse Premiere: In Pulse Premiere, your ads appear directly after videos from top publisher partners in lifestyle & education, sports, and entertainment categories, ensuring maximum exposure alongside content from leading partners like Disney, BuzzFeed, Conde Nast, and more. What is the Pulse Score? The Pulse Score is a proprietary scoring system developed by TikTok to recognize top trending content. Benefits of using Pulse Your ad is guaranteed to appear next to attention-grabbing content, as it follows the top 4% of trending content on TikTok. TikTok users spend 33% more time watching ads adjacent to favorable content. Pulse ensures the highest level of brand suitability because your ad is immediately screened by our Inventory filter before placement. 39 1. TikTok Marketing Science Global Power of Cool: Pulse Ad Product Study 2022 conducted by Material. TikTok Media Buying Certification study guide Standard In-Feed ads Standard In-Feed refers to the broader inventory of slots available in the For You Feed after Top Feed ads. There are two main buying types for standard In-Feed Ads Reach & Frequency
 With Reach & Frequency, you can reserve inventory in advance, ensuring predictable reach and controlling frequency with fixed pricing. This buying type is ideal for planning broad product launches or branding campaigns. The Reach & Frequency buying type for standard In-Feed Ads is currently available in TikTok Ads Manager through allowlisting Brand Auction
 In the Brand Auction, you bid for standard In-Feed Ads through the auction buying type. This option offers flexibility and cost-efficiency, aiming to ensure consistent brand exposure at a lower price, particularly for trial campaigns. With three main objectives available for bidding, you can drive various outcomes. Brand Auction provides businesses of all sizes with a solution for bidding on brand campaigns. What is the auction buying type? In the auction buying type, ads are shown to users to maximize value for both you as the advertiser and users who see the ad. Ads are ranked based on their bid price, estimated action rate (click, conversion, etc.), and user value. Unlike Reach & Frequency and Reservation, the placement of an ad is not guaranteed through an auction and can be more unpredictable. 40 TikTok Media Buying Certification study guide Reach objective: Optimize your ads to reach the maximum number of people in your target audience at the most efficient price Focused view objective: Optimize your ads for engagement, in the form of video views and interactions. User views the ad for 6s or more User engages with the ad within the first 6s Share Click or Hashtag click Music click Interactive add-on clicks Community interaction objective: Optimize your ads to encourage follower growth or profile visits, including visits to your TikTok Business Account profile page (default), playlist page (allowlist), hashtag page (allowlist), and music page (allowlist). 41 TikTok Media Buying Certification study guide Branded Mission Branded Mission is a brand ad product that crowdsources authentic content from creators and transforms them into ads to drives media impressions. You can create a mission brief on a Mission Center page, and creators will be notified via multiple channels, including the TikTok Creator Marketplace and their notification inbox. Once you receive submissions, you will select videos to boost as standard In-Feed Ads. Benefits of using Branded Mission Guaranteed delivery by selecting top performing content for impressions Crowdsource creativity by calling on users to add their unique style to mission requirements Earn organic traffic and paid impressions at the same time. Branded Mission and its add-on features are managed service reservation products that you can purchase through a TikTok representative. Boosted videos will appear as standard In-Feed ads with pricing based on impressions. 42 TikTok Media Buying Certification study guide Other add-on features Branded Effect
 Branded Effect is an add-on typically used with Branded Mission but can also be standalone if Branded Mission is not available in your region. It allows you to create a custom effect that users can leverage in their videos and helps drive deeper engagement with your audience. Benefits of using Branded Effect Showcase your brand in a customized and unique way that drives engagement and prompts action from your audience Branded Effect is available in the Effect panel, providing added visibility. Viewers of videos with the effect can also easily try the same effect by clicking on the effect icon in the video. 43 TikTok Media Buying Certification study guide Interactive add-on s Interactive add-ons are features that can be added to TikTok ads to enhance user engagement. By incorporating add-ons, you can make key messages stand out and encourage viewers to physically engage with your ad. Standard vs Interactive Description premium add-on Standard Download Card Showcase elements of the app you are promoting, such as rating, review count, and industry with a clickable element that directs users to the app's download store. Standard Display Card Include cards within your In-Feed video ads. You can use these cards to highlight important messages, share exclusive offers, and drive traffic to your website or app. Standard Voting Sticker Add a voting topic and two options to your video ad to increase user engagement and collect information. Standard Countdown Add a timer to your video ad to catch your Sticker audience's attention and create a feeling of urgency. Standard Gift Code Add an exclusive promotional code to your Sticker video ad. Premium Pop-out Deliver key messaging in a memorable fashion and Showcase surprises the audience with an unexpected pop-up moment for deeper engagement. Pop-out elements are clickable and can drive to a landing page. 44 TikTok Media Buying Certification study guide Standard vs Interactive Description premium add-on Premium Gesture Invite your audience to tap or swipe on an ad in order to unveil rewards or more information. Premium Super Like Engage the audience with a surprise visual element after liking a video ad. Premium Story Selection Encourage users to be a part of your brand story by allowing your audience to shape and personalize the outcome of your In-Feed ad. Premium Shake Surprise Upload a sticker that triggers a surprise effect when users can shake their phone. It is only available for TopView. 45 TikTok Media Buying Certification study guide Availability of Interactive add-ons based on ad product Interactive Reach & Brand Brand auction TopView Traffic App Web Lead add-on Frequency Auction (Community promotion conversion generation (Reach & interaction) Focused view) Download card Display Card Voting Sticker Countdown Sticker Gift code Sticker Pop-out Showcase Gesture Super like Story selection Shake surprise 46 TikTok Media Buying Certification study guide Web conversion ads TikTok Web conversion ads are designed to drive conversions on your website, prompting actions like making a purchase or adding an item to the cart. You can purchase and manage Web ads directly on TikTok Ads Manager.
 Website conversions
 TikTok's web conversion ads can direct users to either your business website or a TikTok Instant Page. These ads optimize delivery based on actions like clicks, conversions, or value. Depending on where the conversion happens, we suggest setting up different data connections to improve your ad delivery. What is a TikTok Instant Page?
 TikTok Instant Page is a mobile-friendly page designed by TikTok to enhance the viewing experience of users. These pages load up to 11 times faster than standard landing pages on mobile devices, enabling users to learn more about the advertised content before taking action. For example, a food delivery company can use an Instant Page to showcase additional menu items beyond what's featured in the video ad, encouraging users to place an order for delivery. Video Shopping Ads (VSA)
 Video Shopping Ads are a specific type of website conversion ad format tailored to drive product sales conversions. They integrate seamlessly with your product catalog, allowing you to feature products directly within the video ad on TikTok. Benefits of VSA VSA tailors the products shown to users, ensuring the right items reach the right shoppers. VSA can retarget those who viewed your content and added an item to cart but haven't made a purchase Dynamic Destination automatically selects the best-fit landing page for a user, such as a product listing page on TikTok, a product detail page on TikTok, or a product detail page on your website VSA reduces creative production costs and showcases products more prominently in video ads through two features: a product card at the bottom of the video ad or a Catalog Carousel as the ad creative. 47 TikTok Media Buying Certification study guide App promotion ads TikTok App promotion ads aim to drive app installs or specific in-app actions. App ads can be bought and managed directly through TikTok Ads Manager. If you want to drive new user app installs, TikTok will send them to your app's download page on Google Play or the Apple App Store. If you want to re-engage existing app users to take specific actions, you can drive them to perform in-app actions or target users likely to commit to high-value actions, like purchasing gaming coins in an app. Action Description Install Re-targeting Clicks Click on ad's CTA button Install an app from the App Store Install only or Play Store Perform a specific action in-app In-app event (complete a purchase or subscribe) Install with Install and perform an action in-app event in-app Prioritize targeting users of high Value value who are likely to spend 48 TikTok Media Buying Certification study guide Lead generation ads
 Lead generation ads on TikTok allow you to collect leads for your business. Prospective leads can submit their information either on your website or in-app on a TikTok Instant Form. Benefits of Lead generation ads that drive to website Ideal for verticals with stricter privacy standards Supports more complex questionnaire logic than TikTok Instant Forms Offers greater flexibility in the type of information collected. Benefits of driving to a TikTok Instant Form Provides a more seamless experience where users can submit their info without ever leaving the app Reduces bounce rates associated with directing users to a website form Requires fewer data connections and you can access all the collected information in the TikTok Ads Manager Lead center Improve lead quality by using a High Intent form type which adds a review step and a CAPTCHA puzzle during form submission. If you use Customer Relationship Management (CRM) software, you can integrate the leads you collect on TikTok Instant Forms directly to your CRM platform to reduce operational burden. For a comprehensive list of the latest partner integrations, please refer to the Business Help Center. TikTok Media Buying Certification study guide Overview Before running campaigns, it's crucial to set up the correct data connections. This step allows you to analyze campaign performance more accurately and learn from consumer actions on your website or app. These insights help drive better conversions in future campaigns to improve performance. The specific data connections required vary based on the ad product and your existing tech setup. Web ads Data connections Pixel Events API TikTok-recommended setup is to have both in place. App ads Data connections Mobile measurement App Events App SDK partner API Beta 50 TikTok Media Buying Certification study guide Web conversion ads The recommended data connections setup for Web ads is to set up the TikTok Pixel and Events API. In order to do this, you can either turn on the data connection via a third-party partner you already work with and has an integration with TikTok or set up data connections directly with TikTok. Turn on a third-party data connection with TikTok TikTok offers direct integration with third-party commerce and data partners widely used by TikTok advertisers, such as Shopify. If you already work with one of these partners, setting up data connections can be simple and require minimal effort. Refer to the Business Help Center for the up-to-date list of partners. 51 TikTok Media Buying Certification study guide Commerce platforms with TikTok integrations Partner Name Supported Products Resources BASE Pixel Learn More BigCommerce Pixel Learn More Cafe24 Pixel, Events API Learn More ECWID by Lightspeed Pixel, Events API Learn More Loja Integrada Pixel Learn More OpenCart Pixel, Events API Learn More PrestaShop Pixel, Events API Learn More Salesforce Commerce Cloud Pixel, Events API Learn More Shopify Pixel, Events API Learn More SHOPLINE Pixel Learn More TRAY Pixel Learn More VTEX Pixel Learn More WooCommerce Pixel, Events API Learn More 52 TikTok Media Buying Certification study guide Data platforms with TikTok integrations Partner Name Supported Products Resources Adobe Events API Learn More Blotout Pixel, Events API Learn More DataHash Pixel, Events API Learn More Elevar Pixel, Events API Learn More Gamesight Events API Learn More Google Tag Manager Pixel, Events API Learn More: Pixel
 Learn More: Events API Grivy Pixel, Events API Learn More Hightouch Events API Learn More mParticle Events API Learn More RudderStack Pixel, Events API Learn More Segment Pixel, Events API Learn More: Pixel
 Learn More: Events API SignalSight Events API Learn More Tealium Pixel, Events API Learn More: Pixel
 Learn More: Events API 53 TikTok Media Buying Certification study guide 2. Work with TikTok directly to set up your data connections
 There are two ways to set up data connections directly with TikTok: using the TikTok Pixel or integrating with the TikTok Events API. We recommend setting up both to enhance targeting and relevance and improve measurement reliability.
 Pixel: The pixel is an industry-standard solution involving adding a piece of code to your website. This code safely and seamlessly shares event and optimization data with TikTok. We recommend setting up three or more events that reflect the customer journey, such as viewing product details, adding to cart, and making a purchase. You can set up the TikTok Pixel via the Events manager section of the TikTok Ads Manager.
 Events API: Events API is a server-to-server (S2S) integration that shares web visitor events with TikTok. It provides a more reliable connection between TikTok and your website marketing data, and allows you to customize the information you share with TikTok. 54 TikTok Media Buying Certification study guide For a web data connection, after setting up the data connection, you must also specify events and parameters that need to be turned on. Connection type Event type Key parameters How advertisers integrate Events refer to actions that Key parameters are with platforms for web people take on your contextual event conversion setup. website. To optimize your information that enables (Pixel, Events API) event tracking on TikTok, advanced features. You you can leverage two must include some types of events: Standard parameters like value and events and Custom currency to enable events. optimization options such as Value-Based Standard events, with Optimization.
 predefined names supported across all Please see here for a integrations, are ideal for comprehensive list of reporting, conversion parameters. optimization, and building audiences. Custom events, defined by TikTok partners, can be set up via TikTok's Events manager or reported directly through the TikTok Pixel or Web Events API. While Custom Events are available for reporting and conversion, you cannot use them for optimization. Please see here for a comprehensive list of events. 55 TikTok Media Buying Certification study guide Example of recommended Events and Parameters for an e-commerce business driving online sales with a TikTok campaign: Events Parameters View Content: for visits to a product content_name: product or service or service pag nam Search: for search product or content_type: product or service categor typ Add to Cart: for adding a product to content_id: product(s) or services(s) an online car identifie Initiate Checkout: when a visitor is contents: multiple product or ready to make a purchas services identifier Place an Order: when a product is value: price of product or servic purchase quantity: number of products or Complete Payment: when a payment service is confirme currency: currency of transaction Subscribe: for tracking customers who sign up for your subscription product or service Advanced matching overview Advanced matching helps you better optimize your TikTok campaigns by attributing more events and expanding your reach. By enabling Advanced matching, you can send hashed contact details to better match website events with people on TikTok Measure more conversions: Match more conversions that happen on your website to people on TikTok Boost campaign optimization: Improve campaign efficiency by showing ads to people who are more likely to convert or take your desired action Expand your reach: More matches between your customers and people on TikTok unlocks bigger Custom audience sizes. 56 TikTok Media Buying Certification study guide There are two ways to enable Advanced matching: Manual or Automatic. You should use both Manual and Automatic Advanced matching at the same time, if possible, as this setting maximizes Advanced matching's full performance. If you operate within a more regulated or sensitive industry such as financial services or healthcare, consider using Manual Advanced matching instead of Auto Advanced matching Manual Advanced matching is the passing of customer information to TikTok from your website. This can be implemented using code for each event on your website, or if you're using a partner integration, you can enable Manual Advanced matching in the data-sharing settings of the partner platform. With this option, you have the flexibility to configure what information and for which events you want to pass to TikTok Automatic Advanced matching is when advertisers instruct TikTok to automatically identify form fields on pages where Pixel is installed, and to hash and collect email and phone numbers entered on those pages for measurement, optimization and targeting of your campaigns. With this option, the pixel will scan your website for recognizable form fields containing customer information, like email and phone, which is then captured securely and safely via an industry-standard hashing algorithm (SHA-256). We recommend the pixel to be implemented on all of your web pages for Automatic Advanced matching to be more effective. What is the Pixel Helper? TikTok Pixel Helper is a Chrome extension that helps verify and troubleshoot the installation of the TikTok pixel on your website. It identifies and reports any pixel, event, and parameter implementation errors, ensuring accurate data sharing with TikTok. 57 TikTok Media Buying Certification study guide Lead generation ads To gain better insights on how advertisers are interacting with your TikTok lead generation ads that are driving to your website form, you can either set up the TikTok Pixel or Events API directly with TikTok or leverage TikTok's integration with website builder partners. The setup process is similar to Web ads, but the events to track differ. For example, Click Button, Submit Form, and Contact are common events to monitor for lead generation campaigns. App promotion ads The recommended data connection setting for app marketers is to work with a Mobile measurement martner (MMP), a third-party partner capable of attributing, collecting, and organizing app data to offer a comprehensive overview of your app campaign performance. TikTok offers integration with several global Mobile measurement partners (MMP) to help you gain a more holistic understanding of your TikTok app campaign performance. By working with a MMP, you gain better insights through comprehensive tracking across the entire customer journey for a holistic understanding of campaign performance. For example, you can utilize TikTok's integration with AppsFlyer to enhance tracking of your app install campaign on TikTok through the Google Play Store. To establish your data connection, utilize your MMP dashboard, accessible through TikTok's badged industry partners. For detailed instructions, refer to the Business Help Center. Other data connections setup for App ads: TikTok also offers App Events SDK and App Events API as alternatives to working with a MMP, but both solutions are currently in Beta and require more developer resources than working with a MMP. TikTok Media Buying Certification study guide Campaign structure TikTok Ads Manager is a platform where you can create, edit, and manage campaigns, ad creatives, and performance reports. The campaign structure consists of three levels: campaign, ad group, and ad. At each level, you have varying control over campaign components like objectives, budgets, targeting, and creatives. Campaign Ad group Ad group Ad Ad 59 TikTok Media Buying Certification study guide Campaign At the campaign level, you will select the objective corresponding to your advertising goals, such as Traffic or Web conversions. Objective Description Reach Maximize the number of people who see your ad. Traffic Drive visitors to your website. Video views Maximize views and engagement with video ads. Community Drive follower growth or profile visits to your TikTok account. interaction Drive app installs or retarget existing users to perform in-app App promotion actions. Lead generation Generate leads from your website or a TikTok Instant Form. Website conversions Drive conversions on your website. Product sales Video Shopping Ads to drive sales of products. You will set the overall budget for your campaign at the campaign level. Once the campaign spend reaches that amount, spending stops automatically. If no limit is set at the campaign level, the budget will be spent based on the ad group level. A daily budget caps spending per day, while a lifetime budget is the total budget for the entire campaign duration. 60 TikTok Media Buying Certification study guide Ad group At the ad group level, you can define your ad placement, choose your target audience, apply brand safety pre-bid controls, set your budget, and decide on a bid and optimization strategy. Here, you can also choose how your campaign budget should be distributed over time. Ad The ad level is where you can upload and manage ad creatives. You can have up to 20 ads per ad group, allowing you to test different versions of your ad to see which performs best. At this level, you can also select Interactive add-ons, call-to-actions, destination pages, and manage Spark ads. Before publishing your ad, you can preview your ad on your mobile device either by using the TikTok app to scan the QR code generated in Ads Manager or by entering a TikTok User ID in Ads Manager to ensure your ad is displaying as expected. This diagram is a generalized look at the main settings for each level. Specific settings at the campaign, ad group, and ad level are nuanced and may differ from the summary here. Campaign Buying type Advertising Split test Campaign Budget Budget objective Optimization Ad group Placement Audience Budget Bidding and targeting optimization Ad Spark ad Ad details Creative delivery 61 TikTok Media Buying Certification study guide Ad placements Your ad placement on TikTok determines where your ads will appear. You can display ads on TikTok, the TikTok Global App Bundle, and/or Pangle when setting up your campaign. For placements on the TikTok app, you have control over video sharing and download settings, allowing you to manage how your ads are distributed. Global App Bundle is an integrated traffic solution that displays your ads on other emerging apps, such as CapCut and Fizzo, providing access to additional audiences beyond TikTok. Apps currently included in the Global App Bundle CapCut: An all-in-one video editor for creators and creative professionals, offering templates and direct publishing to TikTok. This platform helps you reach creative, tech- savvy audiences beyond TikTok Fizzo: A mobile reading app featuring a variety of novels and stories. Particularly popular in Indonesia, Fizzo is ranked as the most downloaded reading app on the Google Play Store. Fizzo can help you reach female, family purchasing decision-makers.
 Pangle is a mobile ad network, allowing you to target users across top local publishers, spanning over 100,000 global apps. Pangle supports various ad formats, including video, image, and interstitial, and is accessible via TikTok Ads Manager in select countries. 62 TikTok Media Buying Certification study guide Key campaign management tools & features Learning phase The learning phase describes the time it takes for TikTok’s delivery algorithm to learn how best to deliver your ad. During this time, our system looks for suitable audiences for your ad group and then uses the data gained to optimize future delivery and improve performance. During this phase, the Cost per Action (CPA) may fluctuate but it will eventually stabilize. For optimized Cost per Mille (oCPM) ad groups, stability usually occurs after around 50 conversions, indicating that the ad group has passed the learning phase. After this phase, some CPA fluctuation may still occur, but the range typically decreases over time. A good indicator that a campaign has passed the learning phase is when the ad group CPA is generally below the Cost Cap bid amount. Advertisers should not worry if an ad group Period to Track Daily Conversions is underperforming expectations during the CPA learning phase. >10 Daily If an ad group is experiencing less than 10 6 to 10 3 Day Average conversions per day, a longer time period can be used to track CPA. $100 USD, you can find alternatives to calculate your ad group's budget. Set reasonable target audience If you have a Custom audience, try creating a Lookalike audience for it and turn on Smart targeting to extend the ad delivery life cycle. Campaign length Run VBO campaigns for at least 7 days because results can fluctuate in the first 7 days. Performance will stabilize thereafter and show better indicators for performance and results. Avoid adjusting campaign Editing ad settings within the first 3 days may settings in the first 3 days impact the ad group's ability to pass the learning phase After 3 days, make one adjustment at a time, and adjust budget or bid by +/- 2 0% at a time If a VBO campaign is paused for over 24 hours, it will go back to the learning phase again once it restarts. 91 TikTok Media Buying Certification study guide Web ad optimizations Value-Based Optimization for Web (VBO Web) functions similarly for web conversion ads with one key difference. Standard web conversion ads optimize for complete payment events, so the system targets people who are likely to convert, regardless of purchase value per transaction. VBO web campaigns optimize for an additional variable: targeting people likely to convert AND make higher purchases. VBO provides a more direct method to optimize for value. Currently, VBO web supports the Website conversion objective in Ads Manager. Best practices for VBO Web: Determine a reasonable Minimum Review the actual ROAS from the past 7 days ROAS bid value for ads that targeted the same market and had the same optimization goal (i.e. Complete Payment) Set a relatively lower ROAS bid to help the ad group pass the learning phase If you are unsure of a reasonable Minimum ROAS bid, try to use the Highest Value bidding method. Set an adequate budget For daily budget: 10 x target CPA for Complete Payment For lifetime budget: 10 x target CPA for Complete Payment x campaign duration If your target CPA for Complete Payment is too high, you can set the same budget as your non-VBO ad groups. But if budget is too low, it will limit the exploration of the algorithm