tiktok-ads

TikTok Ads

TikTok advertising — campaigns, creative, targeting, Spark Ads, Shop integration, and measurement.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/tiktok-ads ~/.claude/skills/

Campaign Objectives

Ad Formats

Creative Best Practices

The TikTok Creative Formula

Hook (0-3s) → Value/Story (3-15s) → CTA (last 3s)

1. Hook in first 3 seconds — the scroll-stopping moment. Use text overlay, unexpected visual, or direct address ("Stop scrolling if you...")
2. Native aesthetic — look like a TikTok, not an ad. Phone-shot, real people, trending sounds
3. Sound on — 93% of TikTok is consumed with sound. Music and voiceover are critical
4. Vertical video — 9:16 only. Never letterboxed horizontal
5. Text overlays — 73% of top-performing ads use on-screen text
6. Fast pacing — Cut every 2-3 seconds. Static shots die
7. Creator-led > brand-polished — UGC-style consistently outperforms studio creative

Creative Fatigue

• Refresh every 7-14 days (TikTok audiences fatigue 2-3x faster than Meta)
• Maintain 3-5 active creatives per ad group
• Test new hooks on proven body/CTA structures
• Monitor frequency: >3 weekly = fatigue risk

Targeting

Interest & Behavior

• Interest categories (broader, for prospecting)
• Video interaction (liked, commented, shared similar content)
• Creator interaction (followed similar creators)
• Hashtag interaction (engaged with relevant hashtags)

Custom Audiences

• Website traffic (Pixel)
• App activity
• Customer file (email/phone upload)
• Engagement (video views, ad interaction, profile visits)
• TikTok Shop (shoppers, cart abandoners)

Lookalike Audiences

• Based on any custom audience source
• Broad/Narrow/Balanced options
• Minimum source: 1,000 users

Smart Targeting

• Automatic audience expansion when optimization allows
• Works well for conversion campaigns with sufficient data
• Requires 50+ conversions per week for optimal learning

Benchmarks

Pixel & Events API

TikTok Pixel Setup

• Base pixel on all pages
• Standard events: ViewContent, AddToCart, InitiateCheckout, CompletePayment
• Custom events for specific actions (signup, demo request)
• Enhanced matching (email, phone) for better attribution

Events API (Server-Side)

• Complements pixel for iOS 14.5+ signal loss
• Deduplicate with pixel via event_id parameter
• Recommended for all advertisers running conversion campaigns

Audit Checklist

• Campaign structure: no more than 3-5 ad groups per campaign
• Each ad group has 3-5 active creatives
• Pixel firing correctly on all conversion events
• Events API configured alongside pixel
• Budget allows 50+ conversions per week per ad group (for learning phase)
• Creative refreshed within last 14 days
• No audience overlap between ad groups
• Exclusions applied (purchasers, existing customers)
• Attribution window set appropriately (7-day click, 1-day view standard)
• Catalog connected (if e-commerce)

Integration with Other Skills

• facebook-ads — Cross-platform creative and audience strategy
• google-ads — Full-funnel paid media coverage
• account-structure-review — Multi-platform structural audit
• wasted-spend-finder — Identify wasted TikTok spend
• copywriting-frameworks — Script ad hooks and CTAs