SOP 230: How to set up Tiktok Spark Ads

Goal:
Create new TikTok Spark Ads.

Ideal Outcome:
You successfully gain access to manage your TikTok Spark Ads.

Prerequisites or requirements:

You will need to have a TikTok Ads Manager account before creating a TikTok Spark Ads. Refer to SOP 229 (web version): How to set up a TikTok Ads Manager account if you do not have one. You will also need to download the TikTok app to copy a video code from your mobile phone to enable ad authorization.

Why this is important:
TikTok Spark Ads lets you enhance your best-performing organic content, making them ideal for companies to simply figure out their ad budget. This is one of the most effective advertising tactics. This type of advertisement is used by marketers to scale user-generated content (UGC) and control original content. During the brand discovery process, it encourages more reach and engagement.
Where this is done:
In TikTok Ads Manager and TikTok app.

When is this done:
Whenever you need to set up a TikTok Spark Ads.

Who does this:
The business owner/manager or the person/agency digital marketer.

Enable Ad authorization.

You will need to go to your TikTok app and click on the settings icon in the top right corner. Click “Creator tools”.

2. Under “Creator tools”, scroll down to “Ad settings” and switch it on by clicking on the button.

Authorize video for promotional use

Next, select a video in your TikTok profile that you would like to switch the Spark Ad on.

2. On the selected video, click on the kebab menu or three dots.
3. Click “Ad settings”.
4. Switch on the “Ad authorization” under “Branded content and ads”.

5. Click on the button beside “Ad authorization”.
Select the available period for your ad (7, 30, 60, or 365 days).
Click “Authorize”.

Generate video code

After switching on the “Ad authorization”, scroll down and click “Generate” under “Video code”.

2. Next, copy the video code to be used in your TikTok Ads Manager later.

3. Click “Manage” after you have generated a video code.
4. Click “Copy code”. The “Copy code” button will only be visible after you click “Manage”.

Enter the video code on TikTok Ads Manager

2. Go to “Assets” > “Creatives”.

3. Click “Spark Ad posts”.

4. Next, click “Apply for authorization”.

5. Paste the video code in the box next to the “Search” button.

6. Paste the video code you have copied from your TikTok app.
7. Click “Search”.
8. Next, click “Confirm”.
9. A mini pop-up will appear. Click “Create Ad” to proceed.

Publish TikTok Spark Ads in simplified mode

Create an ad campaign.
2. Under “Campaign”, click “Ad” and then hit “Create” to add a new ad campaign.
3. Select an advertising goal and click “Continue” to proceed.

4. Search and add locations where your customers should see your ads.

[Optional] You could set your ad to “Automatic Audience” where TikTok will find the most receptive audience for your business.

[Custom Audience] Otherwise, you could add specific information to your campaign based on your targeted audience’s demographics, interests & behavior. Click each section to expand.

5. Under “Demographics”, choose the appropriate gender, age, and language.

6. Select the gender profile of your targeted audience.
7. Select the age range of your targeted audience.
8. Search and add the languages based on the location of your targeted audience.
9. Under “Interest & Behavior”, include the following interests and people who have interacted with videos.

10. You can search for a category where people have expressed their interest in the last 60 days. You can also click “Recommended” or “Browse” to reveal the drop-down list and select the relevant category.
11. According to your targeted audience’s interaction with videos in the past, you can also customize how they have interacted with the videos for this campaign.
12. Search and select the relevant category(s) on what kind of videos they have interacted with.
13. Select a period to include the actions. This is either 7 or 15 days.

[Optional] You may choose to add additional placement to show your ads apart from TikTok. Click “Additional placement” and select the most relevant placement for your ad.

TikTok placement—Your ads will appear as regular in-feed ads on the For You page.
News Feed App placement—Your ad will appear within TikTok’s other apps (BuzzVideo, NewsRepublic, TopBuzz, etc.).
Pangle placement—Your ad will be shown to more people thanks to this video advertising platform. This option is only available in select countries.
14. Click “Continue” to proceed.

15. Next, select your advertising goal.

16. Next, set a budget and schedule.

It is recommended to set a daily budget rather than a lifetime budget in the drop-down menu. Enter your budget in the box and ensure it is in the right currency.
17. Schedule a date range for your ad to run.
18. Click “Continue” to proceed.
19. Choose the existing TikTok video where you have copied and pasted the video code previously.
The same video code will appear once you have selected the existing video. Key in the relevant information.

Key in a display name.
Type your text in the box below.
You may choose to add more than one Spark Ad before publishing. However, it is recommended to do this one by one to avoid confusion.
20. Next, select a call-to-action of your choice in the drop-down menu.

21. Submit your Spark ad campaign.

22. Before you submit, you will have to tick the box below to allow the ad to be displayed in the TikTok For Business Creative Center.
23. Click “Submit”.

Publish TikTok Spark Ads in custom mode

2. Next, click “Campaigns” and then “Create”.

3. Click “Custom mode”.

4. Next, confirm that you will be switching from simplified to custom mode.

5. Select any advertising objective under “Campaign”.

6. Set up your campaign settings.
7. Key in your campaign name.
You have the option to choose if you would like to conduct a split test. If you tick this option, you will have to provide a payment in advance in the later steps for you to proceed to submit your ad.

If you do not want to conduct a split test, you can ignore this step.You have the option to set a campaign budget. It is recommended to select “Daily budget” in the drop-down menu.

8. Click “Continue” to proceed.
9. Next, name your ad group and select a placement setting.

10. Name your ad group.
11. You have the option to select a few advanced settings. Switch on all of the below such as “User comment”, “Video download”, and “Video sharing”.

12. Next, switch on “Automated creative optimization”.

13. Under “Targeting”, you have the choice to either select “Custom targeting” or “Automatic targeting”. If you choose “Custom targeting”, expand all the sections below and input the relevant information under “Demographics”, “Audience”, “Interests & Behaviors”, “Device”, and “Targeting expansion”.

14. Set your daily budget and schedule.

15. Next, set your bidding.

To determine the optimal bidding strategy that works for you, you may refer to SOP 235: How to determine a bid strategy for TikTok ads campaign.

16. You can also select “advanced settings” and set your “Billing event” and “Delivery type”. Choosing “Accelerated” as the delivery type won't help you increase the amount of budget you consume, it only increases how fast you spend your budget. TikTok suggests increasing your budget if you notice that the daily billing event is continuously below your bid.

17. Next, enter your Ad details under “Ad”.
18. Key in your Ad name.
It is recommended to deliver your campaign as Spark Ads. Click on the button to switch your TikTok account and to deliver Spark Ads.
If you did not tick “Use TikTok account to deliver Spark Ads”, enter a display name and upload a profile picture by clicking on the pencil icon.
19. Next, upload the ad video and enter the ad text.

20. You can choose to click on “Smart Text” for TikTok to generate recommended text for you.
21. Under “Smart Text”, select a language, industry (optional), and keywords. Click “generate” and then “Confirm” to proceed. To search for keywords, you may follow SOP 154: Keyword Research for Local Business.

22. Next, depending on which campaign objectives you have selected in the earlier steps, the ad group setups would be slightly different. You may refer to the following SOPs to set up different campaigns in custom mode.
SOP 231: How to create a TikTok brand awareness campaign
SOP 232: How to launch TikTok lead generation campaign
SOP 233: How to launch TikTok sales conversion campaign
[Optional] Finally, before you submit, you will have the option to track your ad events, if any.

You can choose to set a tracker for your website and/or app events from your ads via TikTok Pixel. If you are new to this, you may refer to SOP 110: Installing the TikTok Pixel on your site.
If you have a third-party tracking setting, enter the tracking URL.
To submit, you will need to tick the box.
23. Click “Submit”.
24. If you have chosen “Split testing” in the earlier steps, you will be prompted to add balance to your account before you submit the ad.

A split test is closely related to your bid strategy. Please refer to SOP 235: How to determine a bid strategy for TikTok ads campaign to A/B test your ads campaign.
If you did not tick “Split testing” in the earlier steps, you are allowed to click “Submit” immediately after filling out your “Campaign”, “Ad group”, and “Ad” details.