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Set up and optimise campaigns in Ads Manager

Ready to get started? Follow our step-by-step guide to creating a TikTok campaign, setting your advertising objectives and budget.

TikTok Ads Manager structures ads into three parts: campaigns, ad groups, and ads. Creating a campaign is where you set your advertising objectives, decide on your campaign name and set a budget.

Log into the TikTok Ads Manager and click on the 'Campaign' button in the navigation bar at the top of the page. Then, click on the 'Create' button to start creating your campaign.

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Choosing the Right Objective

Before you create an ad, it's vital to know exactly what your marketing goals are. Your advertising objective is the action you want people to take when they see your ads, so selecting the right objective is essential for your brand's success on TikTok. Do you want to boost brand awareness, drive consideration, or convert audiences into customers? 

On TikTok Ads Manager, all objectives fall under three categories: Awareness, Consideration, and Conversion. Here is where you fine-tune your campaign goals and parameters.

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  • The Awareness category's objectives are designed to help people get familiar with your business. Choosing an objective such as 'Reach' in this category tells the system you're looking to increase awareness and recognition in your brand and optimises the ads towards this goal.

  • The Consideration category objectives are geared towards encouraging people to think about your business and search out further information. Picking 'Traffic' as the objective, for example, tells the system that driving people to a URL – such as your website's landing page, a blog post, or the app store – is a campaign goal. The system will then optimise the advert towards getting you this desired result for your campaign budget. Once at your site, people can learn more about your brand story and offering.

  • In the Conversions category, the objectives here focus on encouraging people interested in your business to buy or use your products or services. For example, choosing conversion as an objective will tell the system to show your ad to the people most likely to buy your product or sign up for your service or download your app, helping to meet your marketing goals and make the best use of your budget. 

As your campaign objectives change, TikTok Ads Manager can always provide you with the options you need to help your business grow. Take a moment to explore the different objectives listed under each category to see everything that's on offer.

Set Up a Campaign Name & Budget

The campaign budget allows you to set a specific amount that you are willing to spend running ads on TikTok. Your campaign will stop running when it hits the budget limit.

The benefits of a campaign budget are that it helps you better allocate your marketing budget, control your ad delivery, and measure your ad performance. If you are not sure how much you are willing to spend on a campaign, don't worry you can adjust your spend at any time over the duration of a campaign or simply create another campaign.


There are three budget choices available:

  • ‘No Limit’: There will be no restrictions on your ad delivery at the campaign level, and your budget spend will be determined by the budget you set at the ad group level.

  • 'Daily Budget' & 'Lifetime Budget': Your ad delivery will be limited by the daily budget or total budget at the campaign level. This means that your daily spend or total spend of all the ads within your campaign will not exceed this amount. To learn more about daily and lifetime budgets, read the Budget article.

Note: A minimum budget is required when setting both lifetime budgets and daily budgets in order to ensure a continuous delivery of your ad. At the campaign level, both daily budgets and total budgets must exceed 50 Euro.

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You can learn more about using TikTok Ads Manager here.

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