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How They Work + Cost and Review Process [+ Examples]



How They Work + Cost and Review Process [+ Examples]

In 2018,, music sharing app, was purchased by Chinese tech firm Bytedance and merged with the firm’s new app, TikTok.

It started out as a video-sharing social network where users shared short clips of themselves lip-synching and dancing to trending music. It has since expanded to house more diverse videos and become a creative outlet for brands.

After the merger, TikTok’s active user base grew by almost 800%. Today, the platform has over 1 billion monthly users and brands use TikTok ads to reach them.

In this article, we’ll cover everything you need to know about TikTok’s advertising platform and discuss if it’s worth leveraging.

The platform’s e-learning service helps businesses unleash their creative side and learn how to make advertisements on the Ads Manager platform. 

The sole marketing format for businesses to use on TikTok is video advertisements. The TikTok For Business Ads Manager platform helps marketers create these advertisements, and you can choose from five different formats.

TopView Ads

TopView ads appear once a day immediately after a user opens their app for the first time. Here’s an example of a TopView ad by M&M that advertises a virtual Halloween experience.

types of tiktok ads: topview

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TopView ads can be up to 60 seconds long, making it perfect for businesses looking to advertise products or services that require longer periods of attention, like TV or movie trailers. The longer run-time works, as 71% of users say TopView ads grab their attention.

In-Feed Ads

In-Feed ads appear as the fourth video users see as they scroll through their “For You” feed, which is where they land when they open the app. A For You feed features videos that the algorithm believes are of interest to the user based on their app activity. A study by Neuro-Insight found that TikTok In-Feed ads achieve 23% higher detail memory than TV ads. 

Here’s an example of an In-Feed ad created by food delivery service GrubHub.types of tiktok ads: in-feed

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In-Feed ads can feature a CTA, making them especially useful for marketers looking to use the platform to drive sales and conversions. Acorns, a finance business, has used the In-Feed CTA feature to prompt viewers to download their app.

types of tiktok ads: in-feed

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Some brands create their own version of In-Feed ads by partnering directly with influencers. For example, Raising Cane’s Restaurant partnered with famous TikTok influencer Chase Hudson to promote their business.


this my way eating @raising.canes what’s yours #CaniacAmbassador #raisingcanes

♬ Stuntin’ On You – Tyla Yaweh

Users who follow Hudson would see this video in their For You feed.

Branded Hashtags

Branded Hashtags are advertisements that businesses use to inspire TikTokers to create content around a brand-related hashtag of their choice. Brands using this ad format have exclusive access to the hashtag, which is not the case on other social media sites. Its exclusivity, however, comes with a higher price tag and reported average costs are around $150,000 USD for six days. 

The investment can be worthwhile, though, as the ad type has a median engagement rate of 17.5%. In addition, 77% of TikTok users like it when brands come up with new challenges, trends, or memes for them to join in with, so using this format speaks directly to audience desire. 

The hashtag challenge #WorldSeries, sponsored by Major League Baseball, is featured on TikTok’s Discover feed, and the hashtag encourages users to post videos showing how they’ve celebrated baseball games. Clicking on the hashtag brings users to an internal landing page that features the sponsors’ logo, challenge description, and other videos using the hashtag.
types of tiktok ads: brand takeovers

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Brand Takeovers

Brand Takeovers are an ad format that can include TopView, In-Feed, and Branded Hashtags all at once, and the takeover aspect of this type is that the platform only features one business per day. The starting cost is reported to be around $50,000 USD per day. 

Guess, a fashion company, ran a Brand Takeover on TikTok to advertise their denim jeans. Over six days, its TikTok account gained over 12 thousand new followers and generated a 14.3% total engagement rate. Its Brand Takeover included Top View, Branded Hashtag, and In-Feed ads.

1660669244 642 How They Work Cost and Review Process

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Branded Effects

Branded Effects ads use 2D, 3D, or AR to add images of your products into TikTok videos. Brands typically create stickers of their products or filters that TikTokers can use when creating their videos. These filters and stickers increase engagement and brand awareness, as using them typically involves playing brand-specific games.

Not Okay Movie used the Branded Effects feature to create a game where users can use the effect to find out which character from the movie they are. The effect has generated over 2,000 videos of UGC of people playing the game. 

tiktok ads example: branded effect from not okay movie

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How do TikTok ads work?

Setting up a TikTok ad is relatively easy.

First, you have to create a business account from which you will build, manage, and track your ads. The next step is describing your business and setting up your payment type.

Now, here’s where the fun starts. You can choose between two ad manager modes: simplified and custom.

In both options, you build your ad in levels. You first outline your campaign, then define your ad group, and finally create your individual ads.

Here’s the difference between these two modes:

  • Simplified mode takes a simple and straightforward approach to ad creation, letting Tiktok’s algorithm do the heavy lifting.
  • Custom mode gives advertisers full control over their ads with advanced customization options, such as A/B testing, audience targeting based on video and creator interactions, and ad combinations.

Choosing a mode isn’t permanent, you can always switch to another mode.

Now that you know how TikTok ads work, here’s how to set up your account and build your ad.

  1. Create a business to set up your tiktok ad account step 1

  2. Describe your to set up your tiktok ad account step 2

  3. Enter your billing information.TikTok Ads Guide How They Work, Cost + The Review Process [+ Examples]

  4. Set up your payment type.tiktok-ad-account-set-up-step-4

  5. Select your ads manager mode.


  6. Build your to set up your tiktok ad account step 6


    Pro-tip: When building your ad, consider Promo, the video marketing tool that allows you to find video templates and create high-quality promotional videos.

  7. Review and submit.

how to set up your tiktok ad account step 7

TikTok Ad Review Process

When you submit an ad for review, it usually takes 24 hours to review. To avoid any delays, you want to make sure your ad meets the platform’s ad requirements and follows its policies.

Here’s a checklist to use when reviewing your ad before submission:

  • The landing page:
    • Is functional and mobile-friendly.
    • Delivers on what it outlines in the ad.
    • Matches the product name in the ad.
    • Is in the language of the region it’s targeting.
    • Doesn’t automatically download files to a user’s device.
  • The ad:
    • Is free of spelling and grammatical errors.
    • Contains audio.
    • Is between five to 60 seconds.
    • Doesn’t include excessive use of symbols, spacing, numbers, or capitalization.
    • Matches the caption.
    • Is in the language of the region it’s targeting (or includes subtitles.)
    • Doesn’t include any prohibited products or services. Find a full list here.
    • Is not blurry or pixelized.
    • Follows standard video sizes: 9:16, 1:1, 16:9.

TikTok Ad Examples

1. Fly By Jing

tiktok ad example by fly by jing

In this TikTok ad, food brand Fly By Jing partnered with food influencer TiffyCooks to demonstrate how easy (and tasty) it is to use the brand’s product.

Leveraging a known influencer is always a great way to raise awareness for your brand and build trust with your audience. Another great thing about this ad is that the offer is clear: Users can get 10% off by clicking on the CTA and using the code.

2. Tiffany & Co.

tiktok ad example by tiffany & co

To promote its latest partnership with Beyoncé and Jay-Z, the brand has launched a series of ads including the artists. The ad is simple, but effective, and leads users to a landing page where they can learn more about the campaign.

3. Omsom

tiktok ad example by omsom

In 20 seconds, this food brand accomplishes a lot.

The video effectively showcases how its product is used. The caption also gives users some background on the brand and tells a story in just a few words. In addition, the CTA leads users right to a product page (instead of the homepage) where they convert.

Lastly, too often, ads seem jarring because they don’t fit the feel of the platform. That’s not the case here. The ad feels so natural in the feed that you wouldn’t know it was an ad if you removed the #sponsored tag and CTA.

TikTok Advertising Cost

When it comes to budgeting for Tiktok advertising, here’s the breakdown. You can select a daily or lifetime budget, which can be changed at any point during your campaign.

At the campaign level, you must have a minimum daily and total budget of $50 USD. For an ad group level, your budget must exceed $20 USD daily.

As for the advertising cost, TikTok hasn’t released its pricing policy. However, there is some information out there.

In 2020, Digiday reported that TikTok had a cost-per-mille as low as $1. After running their own experiment, JungleTopp reported that the cost-per-click was $0.19 – much lower than Facebook and Instagram.

With this platform, you can choose between several bidding strategies, each optimized for specific goals.

Should you leverage TikTok in your marketing strategy?

Since peaking in 2020, TikTok has become a go-to advertising platform for many brands. As the number of users increased, the number of ads they saw also followed from 19% in 2020 to 37% in 2021.

A 2021 Kantar report ranked the short-form video platform in the number one spot for ad equity, surpassing Amazon, Instagram, Google, and Twitter. This isn’t the first time either – they also held that spot the year prior.

Despite this impressive ranking, the data suggests marketers are still unsure about the platform. According to the report, many marketers view TikTok as highly innovative but not quite trustworthy.

From a consumer perspective, consumers go to TikTok for authenticity and community.

According to a 2020 Nielsen study surveying global TikTok users, 59% of respondents said they feel a sense of community when they hop on the app. It’s also a major source of discovery for consumers, with 55% of users saying that TikTok helps them discover new things. 

So, the audience is there and ready to engage. However, the decision to use TikTok For Business in your marketing strategy ultimately comes down to your business goals and desired campaign outcomes.

To make the decision easier, we’ve compiled a list of pros and cons for marketers to use when making this decision.

TikTok For Business Pros and Cons



TikTok Ads Manager will help you expose your content to new audiences.

TikTok has 1 billion global active users, is available in 155 countries, and has an ad reach of roughly 885 million people. Based on this alone, your TikTok videos have significant reach and potential. 

TikTok Ads’ Manager ‘similar audiences’ feature helps you select lookalike audiences that are similar to your target ones for exposure and building brand awareness in new groups. 

78% of TikTokers also agree that you don’t need to have thousands of followers to go viral on the app, so there is potential for all businesses to generate brand awareness and engagement on the app. 

TikTok’s largest user base is not representative of all demographic groups.

Users aged 18 to 24 make up almost 43% of the app’s total audience, meaning that the user base you market to the audience may be younger than your intended target audience. 

As a result, advertising on the app may require you to tap into a user base that may not understand the need for your product or service.

TikTok thrives off of informal, ‘behind-the-scenes’ content.

65% of users agree that professional-looking videos from brands feel out of place or odd on TikTok. 75% of users also say that brands videos on TikTok should feel like a view into their and their employees, real everyday lives. 

This means that the production cost for the videos you make and share on TikTok will be significantly lower than the budgets you have for other platforms, helping you save money, and your audience will actually enjoy it more. 

TikTok requires niche content.

The type of content that TikTok calls for may not be in line with your brand mission.

If you’re a more serious, sales-focused business, learning to adapt to the fun and exciting content required for TikTok versus just driving sales conversions may be a difficult skill to learn.

TikTok has higher engagement rates than other platforms, and users are more likely to make purchases.

TikTok users more frequently and consistently engage with content on TikTok than users on other platforms, meaning that you’re almost guaranteed to have an engagement. 

2 out of 3 users are also likely to buy something while on the platform, and users are twice as likely as users of other social platforms to recommend a product or service they’ve discovered on TikTok. This means that, combined with high engagement, your users are also more likely to actually take action on the engagement they have with your content, meaning that the potential to drive sales is high.

TikTok For Business has limited integrations.

All marketers know that data is crucial to understanding the success of marketing campaigns. At the moment, the platform has limited integrations with other insight tools

The same goes for TikTok Ecommerce partner platforms, but it does include some of the most popular tools like Shopify and WooCommerce.

Should you choose to incorporate TikTok into your advertising strategy, it can be a valuable tool for growth. While the app does call for niche types of content, brands and businesses can diversify their strategy and advertise to a new audience.

Whatever your final decision is, TikTok For Business is available to those who want to harness the app’s advertising potential.

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Take back your ROI by owning your data



Treasure Data 800x450

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Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.

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About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai



Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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