Target TikTok: How to choose effective TikTok advertising audience

With the growing number of TikTok users, the platform has become one of the top choices for brands looking to increase brand awareness and drive sales effectively. However, to maximize ad performance and conversion rates—such as reach and engagement—you need to target the right audience on TikTok. So, what are the best ways to target ads on TikTok? Let’s explore the answers in this guide!

Step-by-Step Guide to Access TikTok Targeting Options

To support advertisers in running successful ad campaigns, TikTok’s targeting options not only help define your ideal audience but also optimize your ad budget by delivering ads to the right users.

Here are six simple steps to access TikTok’s audience targeting options:

• Step 1:

  Go to the TikTok Ads Manager, then create an ad account and log in.

• Step 2:

  Click on the Campaign tab at the top of the page.

• Step 3:

  Click “Create New” to start setting up a new ad campaign.

• Step 4:

  Under the Objective section, choose a campaign objective that aligns with your advertising goals.

• Step 5:

  After naming your campaign, click “Continue”. TikTok will then display the Ad Group settings.

• Step 6:

  Go to the Targeting section and select Custom Targeting Mode to refine your audience.

Note:

If you’re new to TikTok Ads Manager, using automatic audience distribution is often the best approach. This allows TikTok to determine potential users for your ads automatically.

However, in this guide, we will dive deeper into manual targeting strategies to help you optimize ad costs and maximize profits.

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How to Accurately Target on TikTok?

TikTok targeting helps users identify and define their target customer profiles based on multiple criteria, such as:

• Demographics-Based Targeting
• Interest and Behavior-Based Targeting
• Device-Based Targeting

When setting up TikTok targeting, you can apply all these criteria to ensure your ads reach the most relevant audience. However, be cautious not to over-target, as it may result in your TikTok ads not spending the allocated budget effectively.

Demographics-Based Targeting

Targeting based on demographics is the fundamental approach every advertising campaign should implement. To do so, businesses must clearly define their potential customer groups based on factors such as Location, Language, Gender, Age, and Income.

• Location:
  You can select any country you wish to target. TikTok will automatically display corresponding cities or provinces, and you can add or remove them based on your campaign objectives.

• Language:
  All languages available in the selected location will be displayed. You can customize this setting according to your target audience.

• Gender:

  • Choose Male or Female based on your campaign’s target audience.
  • Select No Restrictions if you want to reach both genders.

• Age:
  TikTok categorizes age groups into the following segments: 13–17, 18–24, 25–34, 35–44, 45–54, and 55+. You can select multiple age groups at once.

• Household Income:
  Targeting can be refined based on user income levels. Choose No Restrictions if income level is not a factor for your target audience.

Interest and Behavior-Based Targeting

Targeting users based on their interests is an effective way to ensure your ads reach the right audience for your product. From the first time users access TikTok, they can select preferred topics, allowing TikTok to show relevant content. This data is also used for interest-based ad targeting, which includes categories such as:

• Interest Targeting:
  TikTok determines user interests based on their long-term engagement with content. Ads can be targeted based on general intent or purchase intent in categories such as Fashion, Accessories, Apps, Education, Food & Beverage, Gaming, etc.

• Video Interaction Behavior:
  This method targets users based on how they have interacted with TikTok videos in the last 7 or 15 days.

• Creator Interaction Behavior:
  This allows you to target users based on their interactions with content creators, such as following a creator or viewing their profile. It also helps determine the type of content they engage with, refining the ad targeting process.

• Hashtag Interaction Behavior:
  This setting enables targeting users who have interacted with specific hashtags on TikTok.

Device-Based Targeting

Besides demographic factors, TikTok Ads also allow targeting based on the type of device users are accessing TikTok with. The options include:

• Operating System:
  Target users specifically using Android or iOS. If you want your ad to appear on both platforms, keep it set to No Restrictions.

• Operating System Version:

  • Android: Target users with OS versions ranging from 4.0 to 12.0.
  • iOS: Target users with OS versions from 8.0 to 15.6 or later.

• Device Model:
  Target users based on their device type, such as iPhone 13, Samsung Z Flip, etc.

• Connection Type:
  Choose whether to target users based on their internet connection type, such as Wi-Fi, 2G, 3G, or 4G.

• Network Provider:
  Target users based on their mobile network providers, such as Vinaphone, Mobiphone, Viettel, or Vietnamobile.

• Device Price Range:
  Enter a price range (in USD) to target users based on the price of their smartphone.

Guide to Creating Custom Audience Files on TikTok

In addition to TikTok’s built-in targeting features, you can also target audiences through custom settings. This feature allows you to use your existing customer data or engage with users who have interacted with your videos on TikTok.

How to Create a Custom Target Audience on TikTok?

Follow these three simple steps to create a custom audience file:

Step 1: Access the Targeting tab on the left column, then scroll down to the Audience section under Targeting.

Step 2: Click the add file icon to Create New. The TikTok Ads Manager will redirect you to the Assets section.

Step 3: Here, select Create Custom Audience, and you can upload your customer file or create a user list as desired.

Types of Custom Audiences in TikTok Targeting

Defined Customer File

Step 1: Prepare customer data, including email, phone number, and name.
Step 2: After selecting Custom Audience, continue by choosing Customer File.
Step 3: Upload your data file. TikTok will scan the data and display ads to the audience in the file.
Step 4: Name the audience to avoid confusion between different files, then click Confirm.

Note: The uploaded file must be in .txt or .csv format and should not exceed 1GB.

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Engagement-Based Audience

TikTok supports storing information about users who have interacted with your ads in previous campaigns. You can use this data for future ad campaigns.

Steps to identify users who have engaged with your TikTok video:

Step 1: Go to Create Custom Audience, then select Engagement to create a list of users who have

Step 2: In the Audience Definition tab, choose Include or Exclude to display ads to them or not.
Step 3: In the Include section, enter the Ad Group ID and Ad Type.
Step 4: Choose an action such as Click, Impression, Watched video for 2s, etc., depending on the target audience. Define the action timeframe from 7 to 180 days ago.
Step 5: Name the audience to avoid confusion between different files, then click Confirm.

In-App Activity

This feature is only applicable to users using apps from the App Store or Google Play. Follow these steps to create a target audience of users who have installed your app:

Step 1: In Create Custom Audience, select In-App Activity.

Step 2: Choose the action performed by users, such as Install, Add payment info, Add to cart, etc.
Step 3: Select the timeframe when users performed the action (7, 14, 30, or 60 days ago), then select the app linked to TikTok.
Step 4: Name the audience to avoid confusion, then click Confirm.

Website Traffic Audience

In addition to app activity-based targeting, TikTok also allows advertisers to target users who have visited their website and performed specific actions.

Steps to create a Website Traffic audience:

Step 1: In Create Custom Audience, choose Website Traffic.

Step 2: Select user actions on your website, such as Page View, Sign-up, Download, etc., within a 30 to 180-day timeframe.
Step 3: Select the TikTok Pixel linked to your website.
Step 4: Name the audience to avoid confusion, then click Confirm.

Lead Generation Audience

With this TikTok targeting feature, you can create a list of users who have viewed or submitted an Instant Form in your previous ads.

Steps to create a Lead Generation audience:

Step 1: In Create Custom Audience, select Lead Generation.

Step 2: Choose user actions such as Form Submission or Form View within the last 30 to 90 days.
Step 3: Name the audience to avoid confusion, then click Confirm.

Business Account

You can easily create a list and target users who have followed or interacted with your TikTok Business Account in just three simple steps:

Step 1: In Create Custom Audience, select Lead Generation.

Step 2: Choose user actions such as Follow, Watch Video, or Engage with your TikTok Business Account.
Step 3: Enter the Business Account ID you want to target.
Step 4:Name the audience to avoid confusion, then click Confirm.

Note:
You can combine multiple rules at once to expand or narrow your audience by clicking Add Rule on the right side of the screen.

TikTok Lookalike Audience Guide

Customers often explore similar products before making a purchase decision. The Lookalike Audience feature helps you reach people who share similar demographic characteristics with your existing audience.

Steps to create a Lookalike Audience on TikTok Ads Manager:

Step 1: Navigate to the Targeting tab on the left column, then scroll down to the Audience section under Targeting.

Step 2: Click the Add File icon to Create New. TikTok Ads Manager will redirect you to the Assets section.

Step 3: Select Create Lookalike Audience to activate the feature.
Step 4: Choose the Source to reach similar customers. If no data is available, you can create a Custom Audience and follow the previous guide.
Step 5: Click Skip (if you don’t want to target the lookalike audience) or Keep Source (if you want your ads to be shown to people with similar demographics).
Step 6: Select the Location, Region, and Audience Size for the file.
Step 7: Name the newly created file and click Confirm to allow TikTok to start scanning data from the file.

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Conclusion

We hope this guide has helped you better understand how to effectively target audiences on TikTok for improved ad performance.

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