← Back to the catalog TikTok Ads platform expertise. Audit campaigns, creative strategy, audience targeting, Spark Ads, TikTok Shop integration, pixel/Events API setup, and performance optimization. Use when the user asks about TikTok advertising, short-form video ads, TikTok Shop, Spark Ads, or social commerce advertising.
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TikTok Ads
TikTok advertising — campaigns, creative, targeting, Spark Ads, Shop integration, and measurement.
Install
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/tiktok-ads ~/.claude/skills/
Campaign Objectives
Objective Optimization Goal Best For Reach Maximum impressions Brand awareness, launches Traffic Link clicks Blog, landing page visits Video Views 6s or 2s views Content promotion, retargeting pools Community Interaction Followers, profile visits Account growth Lead Generation In-app form submissions B2C lead capture App Promotion Installs, in-app events Mobile app growth Website Conversions Purchase, signup, add-to-cart E-commerce, SaaS Product Sales (Shop) TikTok Shop purchases Social commerce
Ad Formats
Format Specs Best For In-Feed Ads 9:16 vertical, 5-60s, sound on Standard performance ads Spark Ads Boost organic posts (yours or creators) Authenticity, social proof TopView Full-screen on app open, up to 60s Maximum reach, launches Branded Hashtag Challenge Custom hashtag + landing page UGC, viral campaigns Branded Effects Custom AR filters/stickers Interactive engagement Collection Ads Product cards below video E-commerce browsing Dynamic Showcase Ads (DSA) Auto-generated from catalog Retargeting, catalog scale TikTok Shop Ads Video Shopping Ads, Live Shopping Direct social commerce
Creative Best Practices
The TikTok Creative Formula
Hook (0-3s) → Value/Story (3-15s) → CTA (last 3s)
Hook in first 3 seconds — the scroll-stopping moment. Use text overlay, unexpected visual, or direct address ("Stop scrolling if you...")Native aesthetic — look like a TikTok, not an ad. Phone-shot, real people, trending soundsSound on — 93% of TikTok is consumed with sound. Music and voiceover are criticalVertical video — 9:16 only. Never letterboxed horizontalText overlays — 73% of top-performing ads use on-screen textFast pacing — Cut every 2-3 seconds. Static shots dieCreator-led > brand-polished — UGC-style consistently outperforms studio creative
Creative Fatigue
Refresh every 7-14 days (TikTok audiences fatigue 2-3x faster than Meta)
Maintain 3-5 active creatives per ad group
Test new hooks on proven body/CTA structures
Monitor frequency: >3 weekly = fatigue risk
Targeting
Interest & Behavior
Interest categories (broader, for prospecting)
Video interaction (liked, commented, shared similar content)
Creator interaction (followed similar creators)
Hashtag interaction (engaged with relevant hashtags)
Custom Audiences
Website traffic (Pixel)
App activity
Customer file (email/phone upload)
Engagement (video views, ad interaction, profile visits)
TikTok Shop (shoppers, cart abandoners)
Lookalike Audiences
Based on any custom audience source
Broad/Narrow/Balanced options
Minimum source: 1,000 users
Smart Targeting
Automatic audience expansion when optimization allows
Works well for conversion campaigns with sufficient data
Requires 50+ conversions per week for optimal learning
Benchmarks
Metric Good Average Poor CTR (In-Feed) >1.5% 0.8-1.5% <0.8% CPC <$0.80 $0.80-1.50 >$1.50 CPM <$8 $8-15 >$15 Video view rate (6s) >15% 8-15% <8% CVR (e-commerce) >2% 1-2% <1% ROAS (e-commerce) >3x 1.5-3x <1.5x Cost per lead <$15 $15-40 >$40
Pixel & Events API
TikTok Pixel Setup
Base pixel on all pages
Standard events: ViewContent, AddToCart, InitiateCheckout, CompletePayment
Custom events for specific actions (signup, demo request)
Enhanced matching (email, phone) for better attribution
Events API (Server-Side)
Complements pixel for iOS 14.5+ signal loss
Deduplicate with pixel via event_id parameter
Recommended for all advertisers running conversion campaigns
Audit Checklist
Integration with Other Skills
facebook-ads — Cross-platform creative and audience strategygoogle-ads — Full-funnel paid media coverageaccount-structure-review — Multi-platform structural auditwasted-spend-finder — Identify wasted TikTok spendcopywriting-frameworks — Script ad hooks and CTAs
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