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37 · Marketing · Paid Advertising

TikTok Advertising Guidance

Original TikTok campaign, creative and measurement guide; platform details and benchmarks are unverified.

tiktokadscreativetiktokwerbungkurzvideoanzeigen

TikTok Ads Platform Specialist · Original SKILL.md

---
name: tiktok-ads
description: TikTok Ads platform expertise. Audit campaigns, creative strategy, audience targeting, Spark Ads, TikTok Shop integration, pixel/Events API setup, and performance optimization. Use when the user asks about TikTok advertising, short-form video ads, TikTok Shop, Spark Ads, or social commerce advertising.
license: MIT
origin: custom
author: Rebecca Rae Barton
author_url: https://github.com/thatrebeccarae
metadata:
  version: 1.0.0
  category: paid-media
  domain: tiktok-ads
  updated: 2026-03-18
  tested: 2026-03-18
  tested_with: "Claude Code v2.1"
---

# TikTok Ads

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

## Install

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

## Campaign Objectives

| Objective | Optimization Goal | Best For |
|-----------|------------------|----------|
| Reach | Maximum impressions | Brand awareness, launches |
| Traffic | Link clicks | Blog, landing page visits |
| Video Views | 6s or 2s views | Content promotion, retargeting pools |
| Community Interaction | Followers, profile visits | Account growth |
| Lead Generation | In-app form submissions | B2C lead capture |
| App Promotion | Installs, in-app events | Mobile app growth |
| Website Conversions | Purchase, signup, add-to-cart | E-commerce, SaaS |
| Product Sales (Shop) | TikTok Shop purchases | Social commerce |

## Ad Formats

| Format | Specs | Best For |
|--------|-------|----------|
| In-Feed Ads | 9:16 vertical, 5-60s, sound on | Standard performance ads |
| Spark Ads | Boost organic posts (yours or creators) | Authenticity, social proof |
| TopView | Full-screen on app open, up to 60s | Maximum reach, launches |
| Branded Hashtag Challenge | Custom hashtag + landing page | UGC, viral campaigns |
| Branded Effects | Custom AR filters/stickers | Interactive engagement |
| Collection Ads | Product cards below video | E-commerce browsing |
| Dynamic Showcase Ads (DSA) | Auto-generated from catalog | Retargeting, catalog scale |
| TikTok Shop Ads | Video Shopping Ads, Live Shopping | Direct social commerce |

## 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

| Metric | Good | Average | Poor |
|--------|------|---------|------|
| CTR (In-Feed) | >1.5% | 0.8-1.5% | <0.8% |
| CPC | <$0.80 | $0.80-1.50 | >$1.50 |
| CPM | <$8 | $8-15 | >$15 |
| Video view rate (6s) | >15% | 8-15% | <8% |
| CVR (e-commerce) | >2% | 1-2% | <1% |
| ROAS (e-commerce) | >3x | 1.5-3x | <1.5x |
| Cost per lead | <$15 | $15-40 | >$40 |

## 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

When to use

Original TikTok campaign, creative and measurement guide; platform details and benchmarks are unverified.

What you get

The structured plan or review specified in the original, with evidence and open questions.

How it works

Confirm task inputs, follow the source workflow and apply the explicit M11 qualifications below.

Requirements

Campaign goal, authorized account evidence and current platform documentation for operational changes.

Delivery and review notes

Published as attributed source text after an obvious-risk screen, not functional validation. Current platform specifications, objective/format availability and audience/learning constraints are unverified. Source asserts 93% sound-on use, 73% overlay prevalence, 2-3x creative fatigue and universal performance benchmarks without evidence. Operational follow-up requires official platform/source verification and replacing universal thresholds with contextual observations; customer uploads and tracking need task-scoped permission. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Starting prompt

Use TikTok Advertising Guidance for [BUSINESS/TASK]. Ask for missing inputs: Campaign goal, authorized account evidence and current platform documentation for operational changes. Return the source output format and label evidence, assumptions and validation steps. Published as attributed source text after an obvious-risk screen, not functional validation. Current platform specifications, objective/format availability and audience/learning constraints are unverified. Source asserts 93% sound-on use, 73% overlay prevalence, 2-3x creative fatigue and universal performance benchmarks without evidence. Operational follow-up requires official platform/source verification and replacing universal thresholds with contextual observations; customer uploads and tracking need task-scoped permission. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Not for

Treating generic benchmark tables as account targets or launching ads without authorization.

What M11 added

M11 added task routing, German terms, scope and evidence requirements while preserving original authorship. Published as attributed source text after an obvious-risk screen, not functional validation. Current platform specifications, objective/format availability and audience/learning constraints are unverified. Source asserts 93% sound-on use, 73% overlay prevalence, 2-3x creative fatigue and universal performance benchmarks without evidence. Operational follow-up requires official platform/source verification and replacing universal thresholds with contextual observations; customer uploads and tracking need task-scoped permission. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Original authorship remains with thatrebeccarae/claude-marketing · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 Rebecca Rae Barton

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 3346258a16f2a781415ee511f8c554c92b43f662b8a9cb97d8a1208c03a0db7d
Snapshot checked: 2026-09-28T15:02:41.083Z

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