Optimize Your TikTok Ads in 2022
TikTok Ads

Optimize Your TikTok Ads in 2022

In this article, we will be discussing the best methods to optimize your ads. From defining your ad strategy to how you can use retargeting campaigns on TikTok.

Contents Table

  • Best practices to target the right audience on TikTok;
  • How to increase your TikTok Ads conversions;
  • TikTok: Spark Ads vs. Non-Spark Ads;
  • How to use retargeting on TikTok;

Best practices to target the right audience on TikTok

Users of TikTok believe that their time spent on the platform is "time well spent" since it allows them to connect deeply. They have a good time connecting with various communities, brands, interests, and subcultures on the site.

Optimize Your TikTok Ads in 2022 image 1

TikTok For Business conducted a survey, and according to the survey, TikTok's short-form sound-on video style and revolutionary content delivery system appeal to users on a more primal emotional level. Because of this, TikToks are more engaging than other top platforms and more remembered than TV or other digital video commercials.

Optimize Your TikTok Ads in 2022 image 2

Businesses that already use TikTok are seeing a genuine increase in ad results because of the relationships they are building with people.

What are you doing wrong, and how can you fix it?

Chances are that if your ads are not performing as well as you wish, either you’re not marketing your products well, which means your creative is not well suited for the platform, or you’re targeting the wrong audience.

What you have to do is rethink the entire ad strategy and start doing targeted campaigns. Take into consideration the next best practices.

1. Who is your business’s target audience?

Demographics on TikTok keep changing, and in the last year, there has been an increase in mature audiences on the platform by nearly 20%. If your company is in the beauty industry and can target basically everyone, restrict your ad campaigns to product specifications.

If your company wants to sell skin care for mature skin and anti-aging products, restrict your campaign to targeting only women aged 35+.

Optimize Your TikTok Ads in 2022 image 3

2. Don’t be afraid to use all the given tools

Hashtags can be a great resource for creating targeted campaigns. Make use of the hashtags you and your competitors use on TikTok posts. Create a campaign that targets specific audiences based on this. You can do this with just one hashtag, or more.

Optimize Your TikTok Ads in 2022 image 4

3. Check for your competitors' ads

With the TikTok Creative Center, you can check all the top active ads in the industry you’re in. Use this tool to see if your competitors are running any ads at the moment, and if they are, check their ad stats for better insight, and apply it to your ads.

Optimize Your TikTok Ads in 2022 image 5

4. Make use of Creative Insights

TikTok even offers brands the best practices they have put together from all the ad campaigns that have been uploaded to their platform. This tool can be used to optimize the quality of your ads and to give them a better chance of creating conversions for you.

Optimize Your TikTok Ads in 2022 image 6

Creating an ad that targets everyone is actually targeting no one. The people who may have been interested in buying your products don’t receive enough information to pique their interest, and the ones that are not interested have already scrolled away.

Make sure to make the most of these best practices and target the right users for your products to actually create conversions.

How to increase your TikTok Ads conversions.

Assuming you now know how to target the right audience for your ads, let’s discuss Creative Insights’ best practices a little more carefully.

To assist you in creating the most effective TikTok ads that will generate you great ROAS, we have discovered the top creative insights offered by TikTok itself, just for you.

Helpful stats

According to TikTok Creative Center, they’ve identified these top creative insights to help you create the best performing TikTok ads for your business.

  • Video Quality on High Resolution - 720p or higher video resolutions shows a staggering 312 percent increase in conversion. This study compares videos with resolutions lower than 720p.
  • Aspect Ratio Full Screen - 9:16 aspect ratio videos show a remarkable 91% increase in conversion. when compared to videos that are not designed to fill the entire screen.
Optimize Your TikTok Ads in 2022 image 7
  • Video duration 21-34s - Compared to videos that are less than 21 seconds or longer than 34 seconds, videos that are between 21 and 34 seconds in length show a 280% rise in conversion and a 2% lift in impressions. Videos between 10 and 20 seconds long are also good for generating impressions. However, the advised 21 to 34 seconds is optimal for the greatest results, particularly with the goal of driving more conversion.
  • Video orientation to vertical - Compared to videos employing a square or horizontal aspect ratio, vertically oriented videos show a 40% lift in impressions.
Optimize Your TikTok Ads in 2022 image 8
  • Sound on - Compared to videos without any audio, adding music of any type results in an impression increase of 16%.
  • CTA Added - Comparing videos with and without a call to action, those with one show a 152% increase in conversion.
Optimize Your TikTok Ads in 2022 image 9

These insights might not seem crucial at first, but when you compare the results of "successful" and "less successful" Tik Tok campaigns, you'll want to integrate some of the stats into your strategy.

RevealBot said in an article “Advertising on TikTok is nothing like Google Ads or Facebook Ads, even if their ad managers seem alike. "TikTok lives by its own rules, which both advertising and native content must adhere to be successful.”

Now that you have your strategy figured out, let’s discuss the different ad formats marketers can find and use on the platform.

TikTok: Spark Ads vs. Non-Spark Ads

Marketers have to understand the difference between TikTok’s Spark Ads and Non-Spark Ads (regular ads). We should start by comprehending the definition, learning the range of objectives per ad unit, and being aware of the restrictions imposed by ad specs.

What’s the difference?

TikTok Spark Ads are ads that marketers usually use to scale UGC (User Generated Content) and organic content. They are great for creating engagement on the page and helping with brand discovery. They are somewhat similar to boosting a post on Instagram or Facebook.

Contrarily, TikTok Non-Spark advertising is a common delivery style for the 'For You’ page. While incorporating a Call-To-Action for TikTok viewers, ad video placement is seamless, resulting in a native content strategy.

Take a look at the more technical details offered by StrikeSocial

Optimize Your TikTok Ads in 2022 image 10
Optimize Your TikTok Ads in 2022 image 11

What should you use?

You should choose what applies best to your campaign goals. If your campaign goal is to create more exposure for your page, use a Spark Ad. If you’re looking to directly promote a product, use Non-Spark ads. 

Optimize Your TikTok Ads in 2022 image 12

How to use retargeting on TikTok

If your company has been around TikTok for some time and you already have an audience, you’re using Spark Ads and also Non-Spark Ads, but now you’d want to target older customers, not find new ones. Then you could try to resparkle their interest by doing a retargeting campaign. 

Retargeting. What is it and how can it help?

Retargeting campaigns are Non-Sparkle TikTok ads that are targeted toward a specific group of people. These people are customers that have interacted with your profile in some way. Either like your videos, save them, share them, etc. 

TikTok retargeting is the same as retargeting on other networks such as Facebook, Instagram, Google, or any other social media platform. The purpose remains the same.

Optimize Your TikTok Ads in 2022 image 13

You're merely displaying ads to individuals who are already familiar with you in some way. They can aid in narrowing your target market.

Lyfe marketing said, “Understanding your customers' demands at each stage of their journey is the most crucial thing you can do.

So, how can you retarget?

Let’s break it down into steps.

Step 1: Go to your TikTok Ads Manager.

Optimize Your TikTok Ads in 2022 image 14

Step 2: Go to “Assets” and select “Audiences” from the list.

Optimize Your TikTok Ads in 2022 image 15

Step 3: From the “Audiences” tab, select “Create Audiences”, and “Custom Audiences”.

Optimize Your TikTok Ads in 2022 image 16

Step 4: And from the pop-up window, select “Engagement” (Corner top right)

Optimize Your TikTok Ads in 2022 image 17

PRO TIP: You should spend some time setting up your app pixel and events so that you can leverage app activity to serve relevant advertising for your audience.

Step 5: Define your audience.

Here you can set up the criteria you want the campaign to run by.You can find many advanced options to go by. Customize it to fit your campaign purpose.

Optimize Your TikTok Ads in 2022 image 18

Step 6: Click "Confirm," and that’s it! It’s time to retarget your audience.

To end this article, as a bonus, here’s a list of 3 useful tips you can use for your retargeting TikTok ad campaign.

  • Share relevant info with users who have already watched a video ad about your product or service.
  • As a CTA, encourage people to subscribe to your newsletter (by clicking through to your website).
  • Show ads to users who watched specific lengths of your video (25%, 50%, 75%, or 100%). 

Need help with your TikTok ads?

Write us an email and we’re going to help you get your insane ROAS with our personalized TikTok ads package!

Latest Articles

View All


In this article, we will be discussing the major differences between IGC and UGC, and present a smarter way to leverage content creation to minimize ad costs.

September 16, 2022
The Ultimate Guide To Going Viral On TikTok

The Ultimate Guide To Going Viral On TikTok

This article has an extended list of useful materials, such as hook ideas, call-to-actions & best practices that can help increase your chances of going viral.

August 3, 2022
Skyrocket Your eCommerce Business With TikTok

Skyrocket Your eCommerce Business With TikTok

In this detailed article, you will find out everything you need to know about how to skyrocket your eCommerce with a TikTok account, as well as a case study.

July 29, 2022