TikTok Ads Expands Targeting to Reach the Right Audience and Improve Ad Performance
Recently, TikTok completed changes to targeting in Ads Manager, specifically:
1. Start with broad targeting
TikTok considers broad targeting the most effective solution. However, broad targeting does not mean distributing ads indiscriminately. It gives TikTok more freedom to find the users best suited to see your ads.
2. Explore manual controls when needed
Although TikTok recommends that advertisers start with broad targeting, there are situations where advertisers should explore appropriate manual controls.
For example, if your business only operates in a particular geographic area, you can tailor your messaging and offers to specific locations.
Interest and behavior targeting is also useful for brand advertisers who want to reach specific audience groups.
3. Enable Smart Targeting
If you are targeting specific interests, behaviors or audiences, TikTok recommends using Smart Targeting. Smart Targeting includes two toggles: Smart Audience and Smart Interests & Behaviors.
With Smart Targeting, TikTok initially delivers your ads using your exact targeting settings. Then, if the system sees ad performance decline, it expands your targeting settings based on the variables you have enabled. It will not expand demographic variables such as age or gender, or excluded audiences.
According to TikTok, on average, Smart Targeting improves CPA by 5% for web conversion advertisers.
4. Create Custom Audiences and Lookalike Audiences
Once advertisers have set up data connections with TikTok, they can use Custom Audience segments to retarget users seamlessly. Audiences can also be used for exclusions, for example to ensure ads do not target recent purchasers.
When using audience targeting, remember to enable the Smart Audience toggle to automatically maintain consistent performance.
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Source: TikTok
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