Introducing

Scaling up with
Lead Generation
on TikTok
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 Table of Contents
01 Recap of ‘Getting Started with Lead Gen’
playbook

02 Organic and Paid Partnership

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03 Leveling up with Lead Generation
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3a Creative Guidance

3b Measurement

3c Full-Funnel Strategy

Bonus Content
04 Deploying a Test and Learn Strategy

05 Ad Policy
2
 Scaling up your Lead Gen strategy

301: ‘Optimizing’
Playbook
CONFIDENTIAL & PROPRIETARY

201: ‘Scaling Up’

Playbook

● Organic + Paid Strategy

101: ‘Getting Started’ ● Creative 201

Playbook Pu Measurement 201 Coming Soon!

bli ●
sh
● Why Lead Gen on TikTok ed ● Full Funnel Strategy 201

● Creative 101 Bonus Content

● Measurement 101 ● Test & Learn Strategy

● Full Funnel Strategy 101 ● Ad Policy

● Case Studies
3 3
 Recap of the ‘Getting

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Started with Lead Gen’
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Playbook
In the last installment, we discussed the TikTok user base, what is
happening in your industry, and the basics of TikTok Ads Manager
(TTAM) to make winning Lead Gen ads on our platform.

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 Recap

TikTok Lead Generation

TikTok ads drive action

is a Premium
After viewing a Lead Generation ad on TikTok

57

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Full Screen
% are likely to purchase
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from the advertised

Sound On brand

69
Immersive
% felt like the ad catches
their attention”
Engaging

Mobile app

55 %
agreed they are more
Video Platform enjoyable than similar
ads they’ve seen on other
platforms

Source: TikTok Marketing Science Global Shopping Ad Products

5
Study 2022 conducted by Material 5
 Recap

Creating a foundation for success with Lead

Generation
In the ‘Getting Started’ playbook, we introduced the three key elements to
deploying a successful Lead Generation strategy on TikTok.
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83% find TikTok First Ads to be creative.* Ensure you have the right
Creative Creative best practices in place to maximize performance.

Whether you care about lead volume, lead quality, or ultimately, the final
Measurement conversion, it's important to keep in mind which metrics matter most to
your media spend decisions and how to calculate these metrics.

Investing in a full-funnel approach pays off in the long run. How? Higher
Full Funnel brand awareness and recall can increase user interest and make them
more likely to convert lower into the funnel.
6 *Source: TikTok Marketing Science Global Creative First Study 2022 conducted by Ipsos
 Recap of the ‘Getting Started with
Recap
Lead Gen’ Playbook

Need a refresher?
ask your

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representative for our
CONFIDENTIAL & PROPRIETARY

‘Getting Started
with Lead
Generation’
Playbook TODAY!

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8
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up
…NOW…
Let’s level you

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 The perfect partnership:

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organic and paid

Learn how to create a cohesive strategy for your paid and organic
content, tailored to your business goals.

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 Organic + Paid

The Harmonious Relationship of Organic and Paid Ads

Organic Beat Paid Peaks

Business Account Branded Solutions
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● Reach new audiences ● Lift in ad ● Scale Content

performance
● Strengthen presence on ● Deliver large campaigns
TikTok ● Content selection ● Reach targeted audience
made easy
● Build trust with loyal ● Convert new audiences
● Increase ad
communities into paying customers
efficiency with
● Have fun with storytelling audience
retargeting

10
 Organic + Paid

Some organic presence is better than none

Sample Tactics

64% 1 Grow your follower base

Build up your Business Account presence
organically or run paid Spark Ads under the
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‘Community Interaction’ objective.

of TikTok audience say they would purchase a brand
after seeing organic content & a paid ad from that
brand* Create Custom Audience
2
Set up a Business Account Audience and wait for
Our internal data analysis** shows that: the audience size to accumulate to at least 1,000
unique users
- Conversion performance is positively
correlated with follower reach, so it is
3 Retarget for future campaigns
recommended to build a brand presence on
Include your Business Account Audience in
TikTok for long-term success. targeting selections for better conversion
efficiency in future.

*TikTok Marketing Science US Organic + Paid Study 2021 conducted by Neurons;

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**Data source:: Internal data study June 2022
 Organic + Paid

Planning your organic content strategy

Here are some tips to help you get started

Posting Frequency
Content Suggestions
● Behind the scenes ● Tell a story
Avg. posting frequency of The top 100 brands with the
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verified Business Accounts highest engagement rates ● Vlog ● Reactions

on TikTok is 2.8 posts per post an avg. of 4.2 posts per ● Explained ● Questions
week.* week.*
● Facts ● Teasers
● How-to ● Fan submissions
● Transition ● Review
● Challenge ● Talk
Get the most out of your content: Boost
your best performing organic content as a ● Music/Dancing ● Re-Edit
Spark Ad in your next Lead Generation ● And more!
campaign.

12 *Source: TikTok internal data, verified Business Accounts, Mar 2022

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 201

Scaling up your success with Lead

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Generation
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We’ll build upon your foundational strategies across the three key elements of
Lead Generation on TikTok

Creative Measurement Full Funnel

Bonus Content Test / Learn Strategy Ad Policy

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 CONFIDENTIAL & PROPRIETARY

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1
Creative
 Scaling up your Creative strategy

301: ‘Optimizing’
Playbook
CONFIDENTIAL & PROPRIETARY

201: ‘Scaling Up’

Playbook

TikTok Creative Tools

● Ideation
101: ‘Getting Started’ ○ Creative Center
Playbook ● Production Coming Soon!
Pu
bli ○ CapCut
sh
ed ○ Spark Ads
● Getting started with
○ TTCX
TikTok Creative
○ TTMP
● Optimization
● Spark Ads
○ Smart Fix
● Evaluation
● Tactical Creative Tips
○ Creative
for getting started
15 Diagnosis 1
5
 Creative

To really step up your creative game & to get your

performance to the next level:

Keep it top of mind that

TikTok First
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is key Our solutions help your creative be

different without making it difficult

It’s Unmistakable Creates Connection Builds Brand Love Drives Performance

16
 Creative

We’ve got solutions to support you at

every step of your creative journey

3
1
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Ideation Production Optimization Evaluation

2 4

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 Creative
Ideation Creative Center

Creative Center

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Your next creative idea starts here.
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Creative Center is a free, public-facing

home of an ever-growing suite of global
creative resources, designed to inspire and
assist advertisers in developing quality and
effective TikTok ads.

Inspiration

Trends

Top Products

Commercial Music Library

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 Creative
Ideation Creative Center

Building made-for-TikTok assets through

Creative inspiration

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↳ visit Top Ads on Creative Center to get inspired how other brands in their region and category developed
high-performing creatives
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↳ visit Trends to search for popular organic trends (hashtags, songs, videos and creators) to tap into or
develop content around

Creative guidance
↳ visit Top Products to find trending products by vertical and insights for identifying the right product

↳ visit Keyword Insights for ideas around ad copy development by browsing popular and top-performing keywords

↳ visit Creative Insights to understand which elements in a creative make the difference

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 Creative
Production CapCut

CapCut

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Video editing made easy for you.
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CapCut is a free, all-in-one video editor

that empowers anyone to create incredible
video ads for TikTok - regardless of video Mobile Desktop
editing experience or expertise.

Increase creative capability

Production & collaboration efficiency

Web TikTok Ads Manager
Improve campaign performance & ROI

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 Creative
Production CapCut

Make the most effective ads,

easily and efficiently.

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1. Simple Drag & Drop Video Editor
Trim, crop and change the speed of your video clips. Add
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visual elements including text, overlays, stickers and

effects. Vivify your videos with music and voiceover with
voice effects. The drag & drop UX and UI design allows
you to edit with ease all in an intuitive timeline format.

2. Library-Full of Business Templates

Repurpose your existing media assets with our 200+
ready made business templates approved for
commercial use.

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 Creative
Production CapCut

Make the most effective ads,

easily and efficiently.

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3. TikTok-Styled Elements for Commercial Use
640k+ commercially licensed music & sounds, 700+
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text fonts & templates, 3600+ stickers and other

TikTok elements, all cleared for commercial use, to
empower you during the ad creation journey.

4. Smart Features Help with Quick Creation

Auto-adjust aspect ratios, add auto-captions and smart
voiceover (text-to-speech), edit green screen, and
generate script from keywords (ad script).

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 Creative
Production

Spark content
you love
Community Connection
Leverage your published organic content as your
ad creatives with a Spark Ad.
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Organic Content Delivery

Spark Ads allow advertisers to tap into authenticity
by boosting organic content from a business
account or a creator. Greater Authenticity

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 Creative
Production

TTCX: TikTok Creative

Exchange

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Meet your match in creative production.
Leading creative experts
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TikTok Creative Exchange is a one-stop

shop that enables fast, scalable video Seamless collaboration
production and delivers large volumes of
high-performing ad creatives specifically
designed for TikTok. Quality & efficiency at scale

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 Creative
Production

TTCM: TikTok Creator

Marketplace

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Performance-driven creator content at scale.
Seamlessly work with creators
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As the official platform for branded content

collaborations on TikTok, TikTok Creator Creator Collaborations your way
Marketplace (TTCM) connects brands and
agencies with over 800,000 qualified
creators around the world. Partner with creators to deliver performance

25 25
 Creative
Optimization

Smart Fix
Auto-fixes. Fewer rejects.

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Built into the ad creation flow on TikTok Ads Manager, Smart Fix automatically
analyses ads during ad creation to diagnose potential ad review issues and
provide fixes with the click of a button.
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1. Ad analysis and notification

System analyses uploaded ad information and notifies advertisers of potential ad
review issues.

2. One-click fix or manual edit

Advertisers can resolve detected issues with a single click or direct them to video editor
for more control over editing process.

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 Creative
Evaluation

Creative Diagnosis
Troubleshoot your underperforming ads.

Creative Diagnosis are a suite of features on TikTok Ads Manager aim to help advertisers to

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quickly diagnose and solve creative-related issues.
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1. Keyframe analysis
Leverage on keyframe analysis to identify the exact moments audiences are clicking / converting / dropping.

2. Industry benchmarks
With the new Industry Ranking filter, you can see how your videos perform in comparison to leading videos within the same
industry.

3. Video comparison analysis

With the video group and keyframe comparison features, you can create video groups and compare them in aggregate or
by key frame.

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 CONFIDENTIAL & PROPRIETARY

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2
Measurement
 Scaling up your Measurement strategy

301: ‘Optimizing’
Playbook
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201: ‘Scaling Up’

Playbook

● Pixel Deep-Dive
101: ‘Getting Started’ ● Full Funnel Events
Playbook Deep-Dive Coming Soon!
Pu
bli
sh Audience Lists
ed ●
● Key Lead Gen Metrics
○ Custom
● Lead Gen Measurement Audiences
solutions
○ Lookalike
● Intro to Full Funnel Events Audiences
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2
9
 [Product Update!] Where to find Web Lead Generation
Simpler, Easier, and Better
We’re making it easier than ever to build your Lead
Generation campaigns. In our new simplified workflow,
you can choose between TikTok’s Native Instant Form
or your own website form under the ‘Lead Generation’
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Objective

What’s new in 2023?

→ Consolidated Native and Website Form selections,

so you can select the right form type in one
campaign objective - Lead Generation

→ Full Suite of External Actions for website forms

including - Submit Form, Complete Registration,
Click Button, View Content, Contact, Search,
Subscribe, and Add to Wishlist
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 201

Pixel & Events

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Deep-Dive
Before advancing your Lead Gen strategy, ensure that you have
your campaign fundamentals established including a safe,
secure, and reliable data connection with the TikTok Pixel.

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 Measurement
Measurement

What is a Pixel Event?

A Pixel event is an action a website visitor TikTok Pixel
takes to achieve a business goal. Events can The TikTok Pixel can be installed on your website to establish a
result from paid or organic actions and are safe, reliable data connection with TikTok. Once installed, this
important in building marketing audiences, allows your website visitor events to be shared with TikTok via a
browser, like when someone submits a form on your website.
optimizing ad delivery, and measuring
campaign performance.

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Who should set up Pixel events? Why is the TikTok Pixel important to Lead Gen?
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Advertisers using the TikTok Web Lead

Generation solution should setup Pixel events. High performance, personalized ads require safe and
While not required, Native Lead Generation reliable data connections.
advertisers could benefit from additional
audience insights if using Pixel events.

How many events should I set up?

It’s recommended to setup 3+ Pixel events
across the funnel, regardless of which funnel Measure Optimize Target
stage you’re optimizing for. The more Measure results and Conversion signals fuel Build audiences for
available, the better the ad delivery platform understand how our algorithm to find retargeting and drive
can optimize performance. campaigns are users most likely to users down the funnel.
performing. convert.

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32 32
 Why do I need a Pixel? The TikTok Pixel is a safe, reliable, and foundational measurement solution
needed to deploy a Web Lead Generation strategy that optimizes for the customer actions you care
Pixel Setupabout. See the steps for TikTok Pixel setup below.

Step 1: Confirm Website Step 3: Install Pixel Step 5: Create Events

To use the TikTok Pixel, you’ll need to You can do this manually or via 3rd Now that your Pixel is setup correctly,
have a website and the ability to edit party. For manual installation, refer to 1) identify the website actions that
the website’s code / theme. this guide. are meaningful to your business
2) create Pixel Events to begin

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tracking user completion of
these actions to inform the Lead
Gen model
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Start your Campaign

Pro Tip: We Step 2: Create Pixel Step 4: Verify installation

recommend using
one Pixel code per Sign into your TikTok business with TikTok Pixel Helper
website, so if you account and go to Ads Manager > Download the TikTok Pixel Helper
already have a Assets > Events to create your Pixel. chrome extension to verify your Pixel The most common
Pixel code on your is setup correctly. events for Lead Gen
website, you can Here, you’ll need to select whether
advertisers include:
skip steps 1 - 3 you’ll manually install the code and See here for more info on the TikTok Submit Form,
whether you’ll use the TikTok Event Pixel Helper. Complete
Builder to set up web events.
Registration, Click
Button, View Content,
Contact, Search,
Subscribe, and Add to
Wishlist 33
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 Measurement
Measurement

Map the pixel events that matter most to your business

We recommend you set up 3+ pixel events across the funnel. Why? It’s a virtuous cycle; the more you fuel our system with
reliable data, the better it becomes at generating audience lists, retargeting, insights, and conversion for you business.

It’s worth noting that TikTok has built world-class security protocols for protecting information shared by businesses. We work with
outside partners to continuously test, validate and enhance our security infrastructure. Data shared by both the TikTok Pixel and Events
API is sent to TikTok's servers via Hypertext Transfer Protocol Secure (HTTPS), a secure way of sending data between a web browser and
web server. Learn more about our safety, security, and privacy measures here.

Exercise: Map the steps that a customer may take on your website to convert with the appropriate TikTok event types
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and set these up in TikTok Events Manager, on your website via custom code, or in your MMP. See example below.

Funnel Stage Website Action TikTok Pixel Event

Awareness User views content on my View Content

Generate interest in your business website

Consideration User contacts me Contact

Get people to think about your
product / service

Conversion User submits a form on Submit Form

Encourage action
34 my website
 Measurement
Measurement
Measurement

Common Pixel Events for Web Lead Generation

Need some inspiration? Here are common Pixel events that TikTok Lead Gen advertisers use.

When a visitor views a specific page. TikTok recommends tracking pages important to your business such as

AWARENESS
View Content product comparison, announcement, or release pages.

Search When a visitor searches on your website.

Interest
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Contact When a visitor contacts you.

CONSIDERATION

When a visitor clicks a button. TikTok recommends tracking website buttons important to your business,
Click Button such as social media buttons.

Add to Wishlist
When a visitor adds an items to their wishlist.

Complete When a visitor signs up for something, such as account registration.

Registration
CONVERSION

When a visitor subscribes to your website including follows, content, or paid subscriptions.
Subscribe
Intent

Submit Form
When a visitor submits a form.

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 201

Advancing your
CONFIDENTIAL & PROPRIETARY

audience strategy
As you level up your Lead Gen strategy, retargeting will
become a critical tool in leveraging your unique audience
insights and optimizing your ROI.

Custom audiences and lookalike audiences are two key

retargeting tools to get familiar with.

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 Measurement
Audiences

Using TikTok Custom Audiences

Custom Audiences is an ad targeting option that lets you find people who
already know or have engaged with your business. Use your own audience lists
What can I use
or audience’s from your TikTok ads.
them for?
Audience Types:
Inclusion
01 Customer File 04 Website Traffic use custom audiences for
CONFIDENTIAL & PROPRIETARY

Upload a customer file to match your Use TikTok Pixel to create a list of retargeting purpose & continue
customers with people on our people who visited or took specific to activate your customers on
platform. The matches will be used to actions on your website. TikTok.
create an audience.
Exclusion

05 Lead Generation
use audience as a suppression
02 Engagement Create a list of people who viewed or list to minimize media waste on
Create a list of people who saw, clicked,
submitted an instant form in a lead converted customers.
or engaged with your content.
generation ad.

Lookalike (LAL)
More types are
03 Business Account 06 available on TTAM…
use audience to build lookalike
Create a list of people who followed or audience to find similar users on
interacted with your Business Account TikTok with efficient media
on TikTok. spend.
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 Measurement
Audiences
Measurement

Using TikTok Look alike (LaL) and Custom

Audiences to Supercharge your campaigns!
Refresh Phase
Use customer file custom segment
Mature Phase
with data of converted users to
Use engagement from the
CONFIDENTIAL & PROPRIETARY

run loyalty / retention campaigns.

campaign, layer on LAL in a
Cold Start
Use customer file custom segment second campaign to increase

(with prospecting data) for the reach

cold start so that you can be

confident of who you are targeting

Campaign 3 (custom file - loyalty audience)

Campaign 2 (LAL - engagement audience)

Campaign 1 ( customer file - prospecting audience)

Campaign Lifecycle
38
 CONFIDENTIAL & PROPRIETARY

39
3
Full-Funnel
 Scaling up your Full Funnel strategy

301: ‘Optimizing’
Playbook
CONFIDENTIAL & PROPRIETARY

201: ‘Scaling Up’

Playbook

101: ‘Getting Started’

Playbook ● 201 Media Plan Coming Soon!
Pu
bli
sh ● 101 Blueprint for Full
ed
● Importance of Full Funnel Funnel Campaign

● 101 Media Plan ● Activation Calendars

● 101 Blueprint for Full
Funnel Campaign

40
4
0
 Full Funnel

Acquiring customers through lead generation is a

full-funnel process and TikTok can help along the
way. 1 Brand Awareness
Reach users on TikTok
Prospecting

CONFIDENTIAL & PROPRIETARY

2
and add educate
them on you business Qualify if your leads are
CONFIDENTIAL & PROPRIETARY

solution. potential customers

4 Optimize
Convert your leads with
the intended action and
optimize your campaigns
based off your previous 3 Nurturing
learnings. Once you've qualified your
leads, begin to bring them
down the funnel through
41 relationship building
 Full-Funnel

Here is how your strategy will mature over time

101 201 301

Business Focus on Brand Awareness and

Focus on Lead Nurturing Focus on Lead Quality and Optimizing
Goal Prospecting
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Lead Generation focused on Lead

Video Views and Lead Generation Lead Generation
Objective Quality Optimization
Optimize for video views and lead volume Optimize for lead conversion
Optimize for the highest quality leads
See Getting Level up in
Started our future
Primary Playbook CPL + CPQL CPQL + CPAL
KPIs
VV + CPL/CPA
(CPQL not measured on TTAM)
playbook
(KPI not measured on TTAM)

● Video View Objective

● Video View Objective
● Video View Objective ● Lead Generation
● Lead Generation
Key ● Lead Generation ● Auto-Targeting
● Auto-Targeting
Products ● Auto-targeting ● Retargeting
● Retargeting
● Lowest Cost ● Lead Quality Optimization
● Lowest Cost
● Lowest Cost

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 Introduce Lead Nurturing into your Full Funnel strategy Full-Funnel

In the ‘Getting Started’ Playbook, we introduced a simple approach to full funnel - Video Views to drive awareness and Lead
Generation (broad targeting) to begin prospecting. Next, we’ll layer on Lead Generation (retargeting) to nurture prospects and
move them down the funnel.

YOU ARE HERE

101 301

Nurturing Optimizing
Lead Generation Lead Generation
(Retargeting) Nurturing (Lead Quality Optimizing
Optimization) Lead Generation
Lead Generation
Prospecting (Lead Quality
Share Of Budget Spent

(Retargeting) Optimization)
CONFIDENTIAL & PROPRIETARY

Lead Generation
(Broad
Targeting/auto-tar Nurturing
geting) Prospecting Lead Generation
Lead Generation (Retargeting)
(Broad Nurturing
Targeting/auto-tar Prospecting Lead Generation
geting) Lead Generation (Retargeting)
(Broad
Targeting/auto-tar
Prospecting
geting)
Lead Generation
(Broad Prospecting
Don’t have the Targeting/auto-tar Lead Generation
budget to run Brand geting) (Broad
Video Views? Awareness Targeting/auto-tar
Try building Video View Brand geting)
brand awareness Awareness Brand
Video View Awareness Brand
with organic
Video View Awareness Brand
content on your
Video View Awareness
TikTok Business Video View
Account
Lead Generation Lifecycle
43 Note: This is a directional example. Allotted percentages can differ depending on your specific use case.
 Full-Funnel

Utilize Lead Generation

with Broad Targeting AND Video View
Finds users who

Retargeting to maximize 1
will both view and
interact with your
ad

lead volume
● Start with Video Views to increase awareness in your brand and
help lower the barrier to users submitting information when
CONFIDENTIAL & PROPRIETARY

seeing a lead generation ad campaign. Lead

Generation with
● Next, a Lead Generation campaign with broad targeting settings Broad Targeting +
will allow your campaign to reach as many potential leads as Retargeting
2 finds users who will
possible, improving your ability to build custom and lookalike
submit your native
audience lists for retargeting in the process. or web form

● Hone in on users primed to convert by leveraging the custom

and lookalike audiences you’ve built with a Lead Generation
retargeting campaign. Lead
3
Generation with
Lead Quality
Optimization
finds the highest
Refer to the audience slides in the measurement value users
section of this deck to learn more about building
Custom and Lookalike audiences for retargeting.

44
 Full-Funnel

201 Blueprint: A Prospecting and Nurturing Lead Generation strategy

Targeting Bidding Strategies Creative Measurement

• 101: Auto Targeting • Lowest Cost Bidding • Video Templates • 101: Pixel
Solutions
• 101: Broad targeting with • Campaign Budget • Smart Video • 101: CRM Integration (Native Lead
Targeting Expansion Optimization (with >1 ad Gen)
• 201: Custom Audiences group)
CONFIDENTIAL & PROPRIETARY

• 201: Lookalike audiences

• Build upon your broad • Continue to use Lowest Cost • Refine your creative • If using Web Lead Gen, ensure
Strategies targeting Lead Gen Bidding and Campaign strategy by developing you have the right optimization
strategy with retargeting Budget Optimization as you content you know works for events to reflect your latest
leveraging lookalike or layer on retargeting your audience campaign strategy
custom audiences to
target users more likely to
convert

Try using auto-targeting to expand your reach even

When building your ad groups, add
around 3-5 creatives within each group. further. Lead Gen advertisers who use auto-targeting
Too few ads (1) will limit the ad delivery of see a 26% decrease in CPA¹
the ad group and too many (10) will limit
the exploration of the ads. 1
Auto Targeting is not recommended for clients who need to exclude custom audiences.
1
45 Source: TikTok Lead Generation & Auto Targeting Study 2022
 CONFIDENTIAL & PROPRIETARY

46
201

Calendar
Activation
 FinServe

An always-engaged strategy doesn’t replace your tentpole

activations—it supercharges their impact.
Ramp up on lead gen during the
Kick off the year strong by targeting users holidays to target high-spending users
during tax season for services and for your financial solutions
solutions

Enter H2 by targeting students at the

CONFIDENTIAL & PROPRIETARY

start of the school year who are in the
Tentpole Lead Gen
interest of new financial solutions.
CONFIDENTIAL & PROPRIETARY

Campaigns

Tax Holiday
Season Season
Evergreen Lead Back to
Organic Generation Campaigns School

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ;

47
 Professional Services
An always-engaged strategy doesn’t replace your tentpole
activations—it supercharges their impact.
Kick off the year strong and ramp up Transition into H2 with targeted Lead
lead generation spending in Q1 to build Gen efforts to sustain you through the
a healthy pipeline of qualified leads. final months of the fiscal year
For non-B2B advertisers, use the holiday
season to promote offers and
promotions that can boost your lead
Tentpole Lead count.

CONFIDENTIAL & PROPRIETARY

Gen Campaigns
Evergreen Lead Gen
Start of H2
Start of H1 Campaign
Holiday
Organic Seasons

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ;

48 48
 Jobs
An always-engaged strategy doesn’t replace your tentpole
activations—it supercharges their impact.

Leverage the fiscal quarters of the year

by starting off strong when budgets and
hiring increases, leveraging Lead Gen to Continue with Lead Gen
gain leads on those hiring and needing campaigns with each quarter
Paid
to reach candidates. as hiring managers look to fill

CONFIDENTIAL & PROPRIETARY

roles, hire interns and other
seasonal employees.

Organic Evergreen
Q1 Q2 Q3 Campaign Q4

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ;

49 49
 Education

An always-engaged strategy doesn’t replace your tentpole

activations—it supercharges their impact.
From day-in-the Utilize students or student-creators to
-life content to give TikTok users a sense of what it’s like
#professorsoftikt to be on campus. Both enrolled &
ok, the TikTok prospective students have a keen
Help students level-up during summer break! Now
community loves interest in content that connects them to
is a great time to begin connecting with the TikTok
engaging and day-to-day campus happenings.

CONFIDENTIAL & PROPRIETARY

community about how you can best support
authentic
students through the academic journey.
content.

New Year & Summer Tentpole Lead

New Year &
Enrollment Evergreen Lead Gen Tutoring & Gen Campaign
Enrollment
EdTech Back to
Campaign
Organic Apps School

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ;

50
 Healthcare

An always-engaged strategy doesn’t replace your tentpole

activations—it supercharges their impact.
Tentpole Lead
Gen Campaign Students and parents
alike tend to focus on
health and wellness
Ensure you have a “healthy” evergreen strategy to
before the start of the
target potential customers during “off-seasons”
school year

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with lower barrier products or solutions that gain
customer loyalty.

Start to ramp up for the new year season

New Year’s to target those who are looking to start
Resolutions Evergreen Lead Gen Back to their year off health and renewed.
Organic School
Campaign

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ;

51
 Bonus Content

Deploying a Test & Learn

CONFIDENTIAL & PROPRIETARY

Strategy
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Whether you’re exploring which Lead Gen solution is right for you or optimizing
campaign details with the TikTok Split Test tool, a test & learn approach to campa
optimizations is a data-driven strategy that can’t be beat.

52
52 52
 Test & Learn Strategy

What is Split Test?

Create split test ?

Split Test is the best way to set

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Get more insights into your ads by split testing your strategy.
up a scientific test to
determine which ad We’ll show your split test to 2 separate audiences to give you data-driven results.
CONFIDENTIAL & PROPRIETARY

strategies work the best.

Commonly referred to as A/B testing,
Split Test is a tool available on TikTok Ads
Manager where you can test two 01 02 03
Complete the ad Select a View results
different ad groups and see which one group and ad variable and for insights
performs better, helping you optimally settings for your create your into your
scale your spend. control test ad group strategy

The Split Test toggle can be found

on the campaign settings page

53 53
 Test & Learn Strategy

REMEMBER Factors Included in Auction

Before you begin a Split Test, refresh your memory on what goes into the auction engine.

Creative Activity User Characteristics

● The most important element in our
system. ● Conversion history
● Past performance on similar ads. ● Click history
● Creative History ● Interaction with similar ads
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Estimated
Conversion
Rates
Account History Market Factors
● Previous campaign/account ● Do people in the targeting pool
performance. *Not as important interact with similar content/ads?
as the other elements but still ● How do other ads within this
considered. category perform in the market?

Other ML Elements
54
 Test & Learn Strategy

What does a basic Split Test strategy look like?

1. Define test goal and KPIs Test Creative A vs. Creative B
What key metrics are you
optimizing for with TikTok lead Determine whether Creative A or Creative B delivers a
ads (i.e. CPL, CPQL, CPAL, View-through-rate) Goal
higher ROI

2. Develop your hypothesis Key KPI View-through-rate

What do you expect the outcome to be?
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3. Create testing methodology Control

Creative A video with selfie-style testimonial
In this case, you can use TikTok’s Split Test Group
Feature (A/B Test). It’s important to keep as many variables
constant as possible, outside of the variable you are testing.
Test
Creative B with ‘behind the scenes’ content
Group
4. Run test
The time in which the test should run is often influenced by
how long it will take to get to statistical significance.
Targeting

Constants
Ad Format
5. Refine your campaign strategy based on Ad Copy & CTA
findings Bidding Type
Optimization Goal
Each test should get you closer to identifying your ideal Budget
TIkTok campaign strategy

55
 Test & Learn Strategy

What can you test Other elements you can Split Test

with the Split Test Audience Combo

(e.g, broad vs. interest/behavior/hashtag)

feature?
Ad Format
(e.g, Spark vs.
Bidding Strategy
(e.g, Lowest Cost vs. Cost Cap)
Go beyond what’s ‘best practice’ to Diversion)
CONFIDENTIAL & PROPRIETARY

further uncover what works best for your

business. Creative Styles
(e.g, Creator vs. Commercial)

Campaign Targeting Option

Structure (e.g, BAU vs. BAU + Targeting
(e.g, Single-AG vs. Expansion)
Segmented by ad type)
Bid Amount
(e.g, e.g, $5 vs. $15)

56
 Key solutions and
considerations across the

CONFIDENTIAL & PROPRIETARY

funnel
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Deep-dive into the must-know Lead Gen product

updates and campaign features that will help you
achieve success

57
57 57
 Bonus Content
Ad Policy

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North America
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These slides are meant to provide a basic

introduction of TikTok's Advertising Guidelines. They
do not substitute the actual Advertising Guidelines.
Advertisers should ensure they carefully review the
TikTok Advertising Guidelines in full.

58
58 58
 Special Ads Housing
Rentals or sales of houses, apartments or other

Toggle
properties & rental listing services.

Employment
The Special Ads Category Jobs or employment opportunities, job listing
Toggle allows advertisers to services, job search services.
designate when they are
Credit

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creating a campaign in the
categories of Housing, Credit, loans, long-term financing or other
opportunities related to credit and lending.
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Employment or Credit.
In conjunction with our
Anti-Discrimination Ad Policy,
this tool helps advertisers with
their responsibility to not
discriminate unlawfully by
removing select ad targeting How do I turn on the Toggle?
The Special Ads Category Toggle is selected
options.
in Settings when setting up a new
Campaign in TikTok Ads Manager.

Advertisers can choose select Housing,

Employment, or Credit based on the
category that their campaign falls into.

59
59 59
 Industry Categorization
In adherence to various laws and cultures, some products and services are categorised
differently. At TikTok, we categorise these industries as one of the following:
CONFIDENTIAL & PROPRIETARY

Prohibited Restricted Allowed

Not allowed Allowed on a limited basis Allowed (Ad Review

(e.g. age restriction, process still applies)
certification, etc.)

Disclaimer: These slides are meant to provide a simplified introduction to TikTok's Advertising Guidelines. They are not a substitute for the actual Advertising Guidelines. Advertisers are solely responsible for full compliance with the TikTok Advertising Guidelines
60
 Prohibited & Restricted (NA)
While there are regional variations as
it pertains to restricted industries,
some of the industries that are
prohibited worldwide include but are
CONFIDENTIAL & PROPRIETARY

not limited:
● Animals, animal parts, or products
● Adult sexual products, services, and
entertainment
● Drugs and paraphernalia
● Weaponry & weapon parts

Disclaimer: These slides are meant to provide a simplified introduction to TikTok's Advertising Guidelines. They are not a substitute for the actual Advertising Guidelines. Advertisers are solely responsible for full compliance with the TikTok Advertising Guidelines
61
 Do you
Want MORE?
62

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 The Advertiser Policy Training Program offers clients
an opportunity to learn about Ad Policies beyond the
Business Help Center. Here's how it works:

1 Ad review metrics are reviewed at the beginning of

each month to identify candidates for training.

2 MI Training teams will partner with sales reps to

CONFIDENTIAL & PROPRIETARY

schedule a training. Trainings are offered in 1:1,

webinar, or closed door/in person formats. Choose
what training format works best for your needs!

3 After gaining mutual alignment, the sales teams

will schedule the training with their client(s).

4
The MI Training team will facilitate a training
customized to specific client needs and issues.

5 The MI Training team will continuously monitor the

client's ad review metrics for improvement.

63
 Try Want to learn more about
TikTok Prohibited & Restricted Ad Policies on
Academy your own time?
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Scan to
Enroll!
64
 Ad Policy
TikToks
Follow us! @tiktokadpolicy
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Like Share Comment

Scan to Follow!

65
65 Disclaimer: These slides are meant to provide a simplified introduction to TikTok's Advertising Guidelines. They are not a substitute for the actual Advertising Guidelines. Advertisers should ensure they carefully review the TikTok Advertising Guidelines in full.
 CONFIDENTIAL & PROPRIETARY

66
Case Studies

66
66

CONFIDENTIAL & PROPRIETARY

 Case Study

Services
CONFIDENTIAL & PROPRIETARY

Success Stories

67
 Case Study

CVS Health partners with Recruitics to

increase lead volume through TikTok
Lead Gen campaign
Lead Generation Campaign
CVS Health, a national retailer, has an ongoing need to staff for a variety of roles.
Accelerating hiring efforts for hard to fill roles was a key objective heading into
CONFIDENTIAL & PROPRIETARY

their busy season.

Solution and Performance

With the help of their Recruitment Marketing Agency, Recruitics, CVS Health launched
TikTok lead generation campaigns. The authentic content in the creative spoke to
their key audience with a hiring message and encouraged them to fill out an instant
form to express their interest.

$
2.4
Impressions
20.60
Average CPL

M
68
68
 Case Study

Helping delivery app Zapp reach a

whole new audience in the Netherlands
Lead Generation Campaign
To attract the next generation of delivery riders, Zapp leveraged TikTok for a lead
generation campaign that would engage a brand new audience in the
Netherlands using one of our top ad solutions.

Solution and Performance

CONFIDENTIAL & PROPRIETARY

The Zapp ads appeared across the Netherlands TikTok community’s For You Feed,
and featuring enticing footage detailing the benefits of becoming a Zapp rider. A
‘Learn more’ call to action generated a form that invited people to specify the city
they’d like to apply for. The campaign included user generated content, which gave
an authentic feel and tied seamless into the user experience.

% % %
171
Lead Increase
47
Lower CPL
90
Lower CPC
Delivered 171% more leads These leads came at a 47% Cost Per Clicks were 90%
than the other channels reduction in Cost Per Lead lower on TikTok when
used to advertise job compared to other avenues
openings

69 Details: https://www.tiktokforbusinesseurope.com/inspiration/zapp 69
 Case Study

Gojek Vietnam Generated Leads with

cost efficient scale
Lead Generation Campaign
Gojek Vietnam wanted to get quality leads from Tiktok and collaborated closely to
launched Lead Generation Ads to drive riders to sign up on Tiktok platform.

Solution and Performance

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The Gojek Vietnam team, tested the Lead Generation Ads Objective targeting Hanoi.
The creative centered around the benefits which riders get when they sign up. Gojek
Vietnam team produced 2 creatives, 1 which is 23 seconds long and another 30
seconds long. They added the benefits in the first 3 seconds on the 30 second long
video and it drove a higher CVR (23% - 28%). Users who click after 2 seconds video
view (click / 2 sec video views) is also higher ~ 2.5%.

% %
54 16
Lower CPL than Lower Cost 1000
KPI goal Impression
*Compared to Lead Gen campaign benchmark in Vietnam from August 2021 – November 2021
70
 Case Study

SMB

Pés Sem Dor achieved a 19% lower CPQL

with Spark Ads and TikTok Lead Generation
Lead Generation Campaign
Pés Sem Dor, the largest company in the field of custom-made orthopedic insoles in Brazil,
turned to TikToK to achieve a huge business objective - developing a new source of traffic to
generate qualified leads.

Solution and Performance

CONFIDENTIAL & PROPRIETARY

A novice to the TikTok platform, the brand’s first mission was to develop creative that would
resonate with their organic users. They started by building content around TikTok trends and
inviting creators to share their experience with Pés Sem Dor insoles. With this creative strategy,
the brand was able to grow their organic following. Pés Sem Dor deployed a creative best
practice by maintaining a repository of refreshed creative, which they then used to run Lead
Generation campaigns using Spark Ads. And, this focus on authentic creative proved
successful. The company generated qualified leads at a cost 19% below the average of other
traffic sources, achieved more than 6.4M impressions and about 3.6K interest forms in the
month of March 2022 alone.

%
19
Lower CPQL
3.6K
Conversions

71
 Case Study

Education
CONFIDENTIAL & PROPRIETARY

Success Stories

72
 Case Study

Berlitz continues to leverage TikTok Lead

Generation to acquire users at lower CPL
Lead Generation Campaign
Berlitz is a Mexico based language education school that offers high quality
courses in order to support the students to learn a new language.

Solution and Performance

CONFIDENTIAL & PROPRIETARY

Receiving 6M+ impressions and 24K+ clicks across all ads, the creative clearly
resonated with prospective students on TikTok. In addition, the university learned that
TikTok is a new channel for crafting tailored content, community engagement, and job
seekers interested in learning about a college's degree offerings.

% +
25
Lower CPL
1.5K
Leads Collected
Delivered 171% more leads These leads came at a 47%
than the other channels used reduction in Cost Per Lead
to advertise job openings

73
 Case Study

Kenzie got a great results of its Developer

Program by using TikTok Lead Generation
Lead Generation Campaign
Kenzie did a TikTok Lead Generation campaign to capture interested users on join the free
online course about Programing. The campaign targeted users interested in Tech and
Education content and in the age range of 18 - 34 years-old.
CONFIDENTIAL & PROPRIETARY

Solution and Performance

In 12 days, the Lead Generation Ads collected a great amount of leads with Cost per Lead (CPL)
62.51% lower than the lead campaign that drove users to their external URL. Furthermore,
TikTok brought a CPL 35.33% cheaper than other Lead Ads among digital media players

% %
62.51 35.33
Lower CPL Lower CPL
(lower comparing to the lead (lower than lead ads at
campaign using external URL) competitors)

74
 Case Study

Kenzie promoted their Zero to Code

Marathon with TikTok Lead Generation
Lead Generation Campaign
Kenzie Academy is a professional school that offers high quality education in technology and
programming landscape. Kenzie wanted to promote their programming content among
those who aim to start their developer journey. Aiming to get quality leads, the school
leveraged TikTok Lead Generation campaign, targeting users interested in Tech and
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Education content in the age range of 18 - 34 years-old.

Solution and Performance

Lead Generation Ads resulted in Cost per Lead (CPL) 47.65% lower than the web based form
sign up campaigns. Furthermore, Kenzie witnessed a 63.6% lower CPL on TikTok compared to
other platforms.

% %
47.6 63.6
Lower CPL Lower CPL
(lower comparing to the lead (lower than lead ads at
campaign using external URL) competitors)

75
 Case Study

Singapore Institute of Management optimizing

lead generation for university recruitment
Lead Generation Campaign
For 3 weeks in May 2022, SIM leveraged on Lead Gen as an always-on strategy, to provide a
seamless user journey to submit forms directly on Tiktok platform. SIM leveraged on TikTok’s
large young adult audience pool and targeted ages 18-24 , which is common age range for
students that completed their pre-University education in Singapore. Thus, with a sufficient
pool of target audience, SIM acquired quality leads through this campaign.
CONFIDENTIAL & PROPRIETARY

Solution and Performance

SIM leveraged on Lowest Cost bid to pass the learning phase quickly. In their DC, SIM attracted
students that are interested in Social Sciences degrees. And in their creative, they leveraged on
text overlays to highlight their popular Social Sciences degrees and list career opportunities to
attract students for their 2022 degree programme application. In the Lead Gen form, SIM also
attracted students to answer the questions in order to ‘Gain access to course brochures &
video recordings’. In combination - the ad, DC and form was attention-grabbing and
relatable to students. Overall, with Lead Gen and Display Card, they achieved +57% higher
lead volume and -56.4% lower in CPL compared to without Display Card.

% % %
57
Higher in lead volume
vs. without DC
47
Higher conversion rate of
lead form vs. without DC
56
Lower Cost Per Lead
(CPL) vs. without DC
76
 Case Study

SMB

MYX reduced cost per lead by 97% using Lead

Generation on TikTok
Lead Generation Campaign
MYX is a personalized, experiential, high-touch education program that helps students figure
out their next step, and develop the plan, skills, and confidence necessary to pursue it. MYX
wanted to reach students between 18-24 years old to increase awareness about their
program and drive registrations.

Solution and Performance

CONFIDENTIAL & PROPRIETARY

For MYX, there was no better place than TikTok to target their 18-24 year-old demographic. MYX
decided to leverage Spark Ads to expand the reach of existing student ambassadors' content.
By focusing on real-life student experiences and daily life snapshots at the MYX campus, they
were able to reach millions of potential students with native, engaging and authentic content.
As part of their strategy, MYX also focused on TikTok's advanced lead generation solutions to
drive registrations.

In less than 4 months, MYX managed to lower their cost per lead by an astonishing 97%. Their
ads also got incredible exposure by gaining 2.3 million 2-second video-views, all while driving
thousands of new leads for their business. MYX was able to achieve these incredible results by
optimizing their campaigns, adopting best practices, and testing new features.

%
77
97
Lower CPL
2.3M
2-second video-views
 Case Study

SMB

UAG School of Medicine achieved an 88% lower

CPA with Lead Generation on TikTok
Lead Generation Campaign
UAG School of Medicine is a medical school in Latin America offering a rigorous, integrated,
and innovative education model. The UAG school of medicine was interested in running
their first lead generation campaign to build a pipeline of students interested in their
medical school program.

Solution and Performance

CONFIDENTIAL & PROPRIETARY

With a target customer in mind, the school used Age and Interest Targeting to reach users
18-34 with interests in higher education, oversees education, and language training. From a
creative messaging standpoint and to maintain authenticity, they highlighted real students
talking about their school experience.

The school saw tremendous success with their campaign, resulting in a 2.1% conversion rate, a
total reach of 1.3M, and a total of 1.21M video views. Moreover, they saw CPC lowered by 80%,
CPM by 50%, and CPA by 88% compared to their previous Lead Generation campaign. Based
on this success, and to nurture and retarget potential leads, UAG School of Medicine plans to
invest in a full-funnel strategy on the platform.

% % %
78
88 80
Lower CPA Lower CPC
2.1
Conversion Rate
 Case Study

Auto
CONFIDENTIAL & PROPRIETARY

Success Stories

79
 Case Study

Finance
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Success Stories

80
 Case Study

Trust Bank Indonesia collecting leads for

new users to sign up for savings accounts
Lead Generation Campaign
JTrust Bank Indonesia is a bank under JTrust holding which operates from 2015 in
Indonesia. As part of their #DancewithJTrust brand campaign in TikTok, they were also
running Lead Generation solution to drive new users to open savings accounts.

Solution and Performance

CONFIDENTIAL & PROPRIETARY

To maximize audience exploration given this is the first Lead Generation campaign, client
split the Ad Group between Broad targeting to target broad audience and Custom Audience
targeting to retarget audience who has interacted with their brand ads before (HTC,
Branded Effect, Brand premium) & also create a new similar prospect through Lookalike
targeting.

They follow our best practice to use multiple creatives (5 creatives) in each Ad Group. They
highlighted the main selling points right away from the beginning of the ads which was
about “Getting ~7 USD if users submit the form and open saving account” combined with a
catchy JTrust bank anthem. They powered up this strategy with Lowest Cost bid to
maximise results.

+ %
10.7K 36
Leads Collected Conversion Rate
81
 Case Study

Generali providing a seamless user

journey to sign up for insurance products
Lead Generation Campaign
With the objective of targeting young adults and generating quality leads which will be
contacted by their agents, Generali leveraged on TikTok’s large young adult audience
base and targeted age 25-55+ to have a sufficient and quality pool of target audience.

Solution and Performance

CONFIDENTIAL & PROPRIETARY

They leveraged a blend of lowest cost and cost cap bidding in line with TikTok’s auction best
practice to maintain optimum delivery efficiency by balancing scale and cost-effectiveness.
For their creative, they featured a relevant KOL to educate audience about the importance of
insurance and offer solutions by Generali using text overlays.

The creative is human-centric and relatable to younger audience interested in life insurance
and investments. Overall, with Lead Gen, they achieved a high lead volume of 1.2K+ leads
with 2.4% Conversion rate% .

+ %
1.2K 2.4
Leads Collected Conversion Rate

82
 Case Study

Health Care
CONFIDENTIAL & PROPRIETARY

Success Stories

83
 Case Study

Dermanostic using Lead Generation

to drive newsletter subscriptions
Lead Generation Campaign
Dermanostic is an online, app-based dermatologist service based in
Germany, connecting consumers with dermatologists in just 24 hours. It
sought to use TikTok to strengthen its relationship with an existing follower
base of 100,000, plus increase newsletter sign-ups in a cost-effective way.
CONFIDENTIAL & PROPRIETARY

Solution and Performance

Appearing as regular In-Feed Ads, sitting natively in the For You Feed, Lead
Generation ads encourage the community to complete a short form – the basics
being pre-filled – so brands can identify and harness potential loyal customers
without sending them off-platform. The campaign was a resounding success,
improving metrics across the board compared to other channels.

% % +
60
Lower CPM
80
Lower CPL
1K
Leads Collected
The Lead Generation ads This campaign saw 80% Dermanostic received more
resulted in a 60% reduction in reduction in cost per lead. than 1,000 newsletter signups.
cost-per-thousand (CPM).
84 Details: https://www.tiktok.com/business/en-US/inspiration/dermanostic-328
 Case Study

DA Surgery utilized Lead Generation to

drive higher consultations
Lead Generation Campaign
DA Plastic Surgery is plastic surgery clinic Korea who specializes in facial contouring,
double jaw surgery, eye, rhinoplasty, and others. Surgery consultation is one of the
important KPIs which could lead to conversion. Thus, they partnered with TikTok to run
their first Lead Gen campaign to drive higher consultations to their clinic.
CONFIDENTIAL & PROPRIETARY

Solution and Performance

Since it was their first Lead Gen campaign, they used Lowest Cost bid to maximize results
faster. They split their targeting, Ad Group, and Ads based on Male and Female to
showcase different creatives by Gender. In their ads, they focused on showcasing their
top procedure such as Rhinoplasty to attract users better. They followed best practices to
use 4-5 creatives per Ad Group and also customized each Instant Form to use the same
picture they used on Ad Creative to decrease drop-off rate.

% % +
14
Lower CPL
2.8 140
Conversion Rate Forms submitted
85
 Case Study

CVS Health partners with Recruitics to

increase lead volume through TikTok
Lead Gen campaign
Lead Generation Campaign
CVS Health, a national retailer, has an ongoing need to staff for a variety of roles.
Accelerating hiring efforts for hard to fill roles was a key objective heading into
CONFIDENTIAL & PROPRIETARY

their busy season.

Solution and Performance

With the help of their Recruitment Marketing Agency, Recruitics, CVS Health launched
TikTok lead generation campaigns. The authentic content in the creative spoke to
their key audience with a hiring message and encouraged them to fill out an instant
form to express their interest.

$
2.4
Impressions
20.60
Average CPL

M
86
86
Appendix
 Our Commitment to Security
At TikTok, creating a safe environment means we make decisions that prioritize the
well-being of our community and limit the potential for online polarization or real world
harm – even if those choices impact our short-term commercial success.

Data Security:
CONFIDENTIAL & PROPRIETARY

We're committed to a process of

continuous innovation and Data Storage:
Looking Forward:
improvement in our user As a part of our work with
We're working closely with
experience and safety controls. Oracle for the past year, we've
Oracle to develop a whole new
We take our responsibility to changed the default storage
generation of data controls
safeguard our community location of US user data. Now,
seriously, both in how we
that Oracle will audit and
100% of US user traffic is being
address potentially harmful manage to give users even
routed to Oracle Cloud
content and how we protect more peace of mind.
Infrastructure.
against unauthorized access to
user data.

88
Our work is continuous and has no finish line.
 Troubleshooting pixel setup
Here are some common pixel issues you may face and how to address them

Issue Recommended Solution

I want to add a new pixel event with a different setup

Insert the custom code for the new pixel event on your
(specifically moving from Events Builder to Custom
website as you normally would.
CONFIDENTIAL & PROPRIETARY

Code)

Using Event Builder, clear all the rules under the existing
I want to change an existing event’s setup
pixel event. Next, insert the pixel event code into your
(specifically moving from Events Builder to Custom
website as you normally would. (note, it may take up to
Code)
12 hours for new events to show up)

We recommend using one pixel code per website. If you

have multiple codes on your website, we recommend
removing the duplicate code. You can start from
I have more than one pixel code on my website.
scratch by deleting all code or if you’ve created multiple
pixels in events manager, you can delete the pixels you
don’t intent to use.

89
 Split Test Best Practice
Budget
● Use daily ad group budgets to allow for even delivery across both ad groups
● Ensure your budget and test duration shows that the Estimated Testing Power is "sufficient".

Audience
CONFIDENTIAL & PROPRIETARY

● Expand your audience to avoid an insufficient sample size since you are splitting the audience in
half
● It needs to be large enough to deliver your full budget and achieve your goals.

Test Duration
● Run a split test for at least 7 days to obtain enough results.
If one of the ad groups requires a learning phase, recommend minimum of 14 days.
● 30 days is the max amount of days a split test can be run.

Variable
● There should be obvious differences between the two ad groups.
● This is to ensure they do not produce similar results so the system can determine a winning ad
group.
90
Legal Disclaimer
This document is the property of TikTok Inc., and has been prepared by TikTok Inc. solely
for informational purposes only. The recipient of this document must hold this
document and any information contained herein in strict confidence, and shall have
no right to distribute, exhibit, display, exploit, or otherwise use this document for any
purpose other than to review the information provided by TikTok Inc. herein. The

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recipient hereby represents and warrants that it shall not publish, post, or otherwise
publicly distribute this document or any of its elements via any media for any purpose.
The recipient acknowledges that the information contained herein is illustrative only
and not licensed for the recipient’s public distribution.

Neither TikTok Inc. nor any of its affiliates, or its or their respective directors, officers,
employees, or agents (collectively, "TikTok") make any representation or warranty,
express or implied, in relation to the accuracy or completeness of the information
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