TikTok ads is the advertising system of the short-video app TikTok, sold through TikTok for Business. An advertiser builds campaigns in TikTok Ads Manager, a web tool, and the ads appear as full-screen videos with sound in the app's main feed of recommended videos and in other apps of TikTok's family of apps.
Targeting can use demographics, interests, behaviors and devices, plus Custom Audiences built from a business's own customers and Lookalike Audiences of similar people. For conversion tracking, the business places the TikTok Pixel, a piece of code, on its website. The pixel reports events such as a product page view, an add-to-cart or a purchase, with a timestamp, IP address, browser user agent and cookies. Ads Manager uses these events to measure website traffic and campaign results and to optimize delivery toward people likely to act.
There is no fixed price. The advertiser sets a daily or lifetime budget and a bid, the amount it will pay for the action it wants, with a Lowest Cost or a Cost Cap strategy. TikTok recommends a daily budget of US$30 per ad group in North America and EMEA.