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 sounds
- Sound on — 93% of TikTok is consumed with sound. Music and voiceover are critical
- Vertical video — 9:16 only. Never letterboxed horizontal
- Text overlays — 73% of top-performing ads use on-screen text
- Fast pacing — Cut every 2-3 seconds. Static shots die
- Creator-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
- [ ] Campaign structure: no more than 3-5 ad groups per campaign
- [ ] Each ad group has 3-5 active creatives
- [ ] Pixel firing correctly on all conversion events
- [ ] Events API configured alongside pixel
- [ ] Budget allows 50+ conversions per week per ad group (for learning phase)
- [ ] Creative refreshed within last 14 days
- [ ] No audience overlap between ad groups
- [ ] Exclusions applied (purchasers, existing customers)
- [ ] Attribution window set appropriately (7-day click, 1-day view standard)
- [ ] Catalog connected (if e-commerce)
Integration with Other Skills
- facebook-ads — Cross-platform creative and audience strategy
- google-ads — Full-funnel paid media coverage
- account-structure-review — Multi-platform structural audit
- wasted-spend-finder — Identify wasted TikTok spend
- copywriting-frameworks — Script ad hooks and CTAs