TikTok ad objectives are goals you want to set and achieve to help grow your business and engage your audience. You can choose from 3 categories of objectives in your TikTok Ads Manager account:

Awareness: Helps increase brand awareness by expanding reach

Consideration: Gets people thinking about your business and seeking information

Conversions: Encourages people to click a button to navigate to another platform for your business

What is the TikTok advertising goal?

To learn more about these 3 goal categories, let’s join the section below!

How to choose the right targeting on TikTok?

In order to achieve the desired results, it is crucial to choose the right objective. To choose a reasonable objective, follow these simple steps:

Step 1: Determine your business goals

Step 2: Determine the budget you will spend on a campaign during a specific period.

Step 3: Choose a specific objective based on the behavior of your target audience after seeing your ad. For example, if you want to increase traffic to your latest website, the traffic objective is your best choice.

To choose the right TikTok ad objective, you need to understand each objective accurately. Let’s learn about them in detail!

consciousness

Use the Awareness category when you want to increase product awareness and reach people in a target area or who are interested in related products.
The goal for Awareness is Reach .

The Reach goal allows you to show your ads to the largest number of people in your target audience at the most effective price. Reach helps your brand increase awareness, recognition, and reliability. In this type of campaign, the bidding method is CPM, which means you pay for 1,000 impressions.

For example, Anna’s company is launching a new brand and wants to let as many people as possible know about it. Anna chooses the Influence goal, which can increase brand awareness and recognition while increasing public trust in the brand.

consider

Use the Conversions category to encourage people to take actions, such as purchasing a product or installing an app. This category has four objectives: traffic, video views, lead generation, and community engagement.

The traffic objective is suitable for businesses seeking to increase the number of visitors to their website or app.

Unlike reach, the traffic objective shows your ads to a wider audience and directs them to your website or landing page. Then, on your landing page/website, you should include business information, product descriptions, social proof, and contact details for your audience to contact you. In some cases, business owners may not be sure which objective to choose between reach and traffic, as both objectives serve similar purposes. However, the best way to determine which objective to use is to split test them.

Here are some of the main things brands need to consider when setting up campaigns using the traffic objective:

Determine where the traffic should go. You can direct viewers to their website or app.

Do you want to target users who have already downloaded your app? By selecting this option in the audience section when creating an ad group, you can target users who have previously installed your app (custom audience).

Video Views

The video views objective is designed to maximize the number of views of your video ads. Here are some factors you should consider when creating a campaign with the video views objective:

What are your marketing goals?

Longer video view times allow you to effectively position your product/service to your target audience.

How much are you willing to pay for one video view?

When running a video views campaign, the bidding method is CPV, which is the price you are willing to pay for one thousand “6-second or 2-second video” views.

What is your video views optimization goal?

Depending on your goal, you can run 2-second or 6-second ads to get the most video views.

Lead volume

Lead generation is an ad objective that allows you to nurture opportunities and engage potential customers on TikTok. When someone clicks the CTA button on a lead generation ad on TikTok, it opens an instant form where people can learn about your business, leave their contact information, and indicate their interest in your products or services.

Lead generation is more than just collecting information about your customers through instant forms. You’ll be able to:

Increase conversion rates

Personalize your message

Drive web traffic

Automate next steps

So when to use lead generation?

Lead generation is a versatile goal that can be used to expand any part of your marketing funnel. Lead generation can help you gather meaningful insights from users who are interested in your business, whether you want to increase awareness of a new product or attract new customers.

Community Interaction

The Community Engagement objective lets you attract more followers to your TikTok account or increase traffic to your profile page. There are currently two optimizations under Community Engagement:

Followers optimization drives follower growth. You should choose this option if you are:

Seeking to establish brand legitimacy in your field.

Make your brand stand out.

Create a community that is targeted to your target audience.

Boost your future live stream views.

Profile Visits optimization drives traffic to your account profile page. This approach is right for your business if you are looking to:

Increase views and engagement across your entire TikTok profile page content.

Show what’s new about your business

Use your business TikTok profile as another channel to draw people into your marketing funnel.

Conversion

The Conversion objective is the best solution when you want to encourage people to do something, such as buy your product or install your app. There are two sub-objectives in the TikTok ad category: App promotion and Web conversions.

Application promotion

The App Promotion objective is to provide a comprehensive solution for promoting your app on TikTok Ads Manager. App Promotion supports both app install and app retargeting use cases, allowing you to use it to drive people to download your mobile app and re-engage existing users of your app.

The App Promotion ad objective allows you to:

Increase app installs.

Guide users to complete specific actions within your app.

Develop iOS 14 app install campaigns.

Leverage all of our in-app conversion events to optimize ad delivery and track performance.

Website conversions

The Website Conversions objective sends visitors to your website or TikTok Instant Page to complete a specific action, like making a purchase or adding an item to a cart.

The Website Conversions ad objective lets you:

Force traffic to your website or TikTok Instant Page.

Optimize ad delivery based on conversion events on your website or “live” events on your TikTok Instant Page.

Leverage web measurement solutions like the TikTok Pixel, Events Web API, and Advanced Matching to optimize ad delivery and track performance.

Optimize ad delivery based on clicks, conversions, and value.

You can use website conversions to achieve your business goals in a variety of scenarios, such as:

Drive sales on your e-commerce site

Get people to click a CTA button on your TikTok Instant Page after learning more about your company

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