2024 Multichannel App Ad Guides - TikTok for Business | XMP

Forget the map, the digital landscape is constantly being rewritten. Enter TikTok, the new frontier for app marketers to connect with their dream audience. This guide will dissect the art of TikTok Ads（Tiktok for Business）, revealing advanced strategies and clever tactics to supercharge your app advertising.

But wait, there's more! We'll also show you how XMP, Mobvista's cutting-edge media buying platform, can streamline and amplify your TikTok campaigns, making it a smooth, data-driven experience.

Grasping TikTok Ads Formats with Clarity

TikTok presents an array of ad formats designed to align with diverse marketing objectives. The key formats are:

1. Image ads: These static visuals are optimal for capturing attention and propelling brand awareness.
2. Video ads: Engaging video content allows you to demonstrate your app's features and benefits in an immersive manner.
3. Pangle playable ads: Interactive ads that offer users a hands-on experience of your app and bolster engagement and conversion rates.

Targeting and Optimization with Precision

Strategic targeting is paramount for the success of your TikTok Ads campaigns. TikTok furnishes a variety of targeting options, including:

1. Broad targeting: Reach a vast audience without narrow targeting criteria.
2. Interest-based targeting: Target users are cued by their interests and activities on TikTok.
3. Lookalike audiences: Utilize TikTok's algorithm to unearth new users akin to your existing audience.

Moreover, TikTok offers optimization techniques such as fundamental targeting, audience packages, and IAEO (In-App Event Optimization) to hone your targeting and raise campaign performance.

Bidding Strategies for Tailored Campaigns

TikTok Ads currently has four bidding options to meet your personalized marketing needs: CPM, oCPM, CPV, and CPC. These options address different objectives, such as maximizing conversions, driving app installations, or increasing video views, allowing you to harmonize your campaigns with business goals.

Bid Cap and Lowest Cost Strategies

When crafting oCPM ad groups, you need to select a bidding strategy in the "Bidding & Optimization" section. TikTok for Business offers two main bidding strategies: Bid Cap and Lowest Cost.

• • Description: Set a budget without providing a bid. The system aims to fully utilize the budget, adjusting bids to achieve the most conversions at the lowest cost.
  • Usage: Suitable for campaigns focused on maximizing daily spending and conversions.
  • Considerations: Conversion costs may fluctuate based on competition and budget changes.

 

Refining Strategies for IAP and IAA Apps

As app marketers, achieving optimal performance on TikTok Ads requires a strategic approach tailored to your business objectives. Let's delve into advanced strategies for maximizing the impact of your TikTok campaigns, whether you're promoting an in-app purchase (IAP) or an in-app advertising (IAA) app.

In-App Purchases App (IAP)

• Popular categories: Entertainment apps, content apps (e.g., novels, comics), live streaming, music, photo editing, health management, travel, and fintech.
• Objective: Achieve stable growth with a focus on high-paying users.
• Key strategies

• • Optimize ad creatives: Continuously refine your ad creatives to ensure they resonate with your target audience and effectively showcase your app's value proposition.
  • Increase bids: Consider increasing your bids to improve ad visibility and reach more potential high-value users.

• • Optimize ad creatives: Revamp your ad creatives to better capture user attention and highlight your app's unique selling points.
  • Adjust basic targeting (TikTok Placements): Refine your targeting settings on TikTok to reach more relevant audiences.
  • Leverage audience packages (TikTok Placements): Utilize TikTok's Audience Packages to target specific user segments based on their interests and behaviors.
  • Implement IAEO (TikTok and Pangle Placements): Leverage TikTok's In-App Event Optimization (IAEO) and Pangle's equivalent to optimize for specific in-app events, such as purchases or subscriptions.

In-App Advertising App (IAA)

• Popular categories: Apps focused on generating revenue through ads.
• Objective: Maintain low CPI while achieving stable growth and satisfactory retention.
• Strategy: Adjust bids, optimize creatives, and expand ad placements[1].
• Key strategies

• • Adjust Bids: Evaluate and adjust your bids to find the optimal balance between volume and cost-effectiveness.
  • Optimize Ad Creatives: Continuously refine your ad creatives to improve their ability to capture user attention and drive installs.
  • Expand Ad Placements: Increase the number of ad placements to reach a wider audience and drive more installs.

• • Adjust Bids: Reduce bids to lower the overall cost per install (CPI) and bring costs back within your target range.
  • Optimize Ad Creatives: Enhance your ad creatives to improve their performance and cost-effectiveness.
  • Implement Placement-Specific Targeting: Analyze the performance of individual ad placements and adjust your targeting strategies accordingly, potentially pausing underperforming placements.

• • Optimize Ad Creatives: Refine your ad creatives to better align with the interests and preferences of users who are more likely to remain engaged with your app.
  • Adjust Basic Targeting (TikTok): Leverage TikTok's basic targeting options to reach users with a higher propensity for long-term engagement.
  • Implement IAEO (TikTok and Pangle): Utilize TikTok's IAEO and Pangle's equivalent to optimize for specific in-app events that correlate with higher retention rates.
  • Implement RO (Pangle): Take advantage of Pangle's Retention Optimization (RO) feature to optimize campaigns for improved user retention.

Tailored Automated Rules for IAP and IAA Apps

For IAP apps, the primary objective is to achieve stable growth while spotlighting high-paying users. XMP's Smart Assistant introduces an array of automated rules geared to this goal:

For IAA apps, the focus is on maintaining a low CPI while achieving stable growth and satisfactory retention. XMP's Smart Assistant offers tailored solutions:

Automated Rules for Instant Impact

1. Dynamic Bidding Adjustment: Increase bids by a set percentage when ROAS is favorable, ensuring a proactive approach to successful campaigns.
2. Cost Guardrails: Implement automatic pauses on ads when spending hits a predefined threshold, protecting your budget.

Conclusion

By embracing the capabilities of automation through XMP's Smart Assistant, app marketers can streamline their TikTok advertising efforts, ensuring campaigns resonate with their target audiences while achieving optimal performance and efficiency.

With real-time data integration, intelligent decision-making, and swift optimization actions, XMP equips media buyers to navigate the complexities of the digital advertising landscape with ease and precision.

This enhanced guide is part of our "2024 Multichannel App Ad Guides" series, where we dive into tactics for leveraging platforms like Meta, Google, and Mintegral to maximize your app advertising potential. Stay tuned for our upcoming guides, which will continue to demonstrate the powerful capabilities of XMP.

About XMP

XMP is a one-stop cross-channel intelligent media buying platform dedicated to improving the efficiency and effectiveness of advertisers. It integrates global top media, SDK Ad Networks, and mobile measurement partners and enables advertisers to manage their advertising campaigns, creatives, and data across multiple channels all in one platform. Contact the XMP team today to start your journey to success!