28 February 2023

What to watch out for when serving your ads on TikTok ?

TikTok has a large and active user base worldwide, and it’s a significant part of the reason why it has become such a popular platform for companies to promote the products and services they provide. To successfully advertise on TikTok, it is essential to have a solid understanding of TikTok’s advertising guidelines, including ad serving policies, as well as ad creatives, and the requirements for landing pages, which we covered in a previous blog. In this article, we’re delving into the guidelines pertinent to TikTok’s ad serving policies.

1. Bidding guidelines

When using TikTok’s advertising platform, keep in mind that the default currency for bidding on TikTok for Business will be US dollars. This implies that if you pay for your ad campaign in a currency other than US dollars, the platform will automatically convert it to US dollars for bidding purposes. This conversion will take place based on the current currency rate stated by the TikTok-designated website.

If you advertise on TikTok’s platform in China, however, the default currency for bidding will be Chinese Yuan (RMB). In this situation, the platform will convert any non-RMB currency into RMB. Again, TikTok’s designated website will determine this conversion rate.

These conversion restrictions apply to both the ByteDance Overseas AD platform and the ByteDance China Ads platform. This implies that regardless of the billing currency you select, the platform will convert it to the default currency for bidding. This ensures that all advertisers, regardless of billing currency, have a fair and equal opportunity to bid on ad space.

2. Reservation Ads

When it comes to advertising on TikTok, businesses and marketers must adhere to certain criteria. One of these rules is the obligation to submit ad assets for review and pre-load tests in advance. Businesses and advertisers must deliver their ad assets to TikTok at least 10 calendar days in advance for reservation ad takeovers. This provides TikTok enough time to evaluate the ad and execute pre-load tests to guarantee that it runs as expected on the platform.

The standard for in-feed video commercials is a little less stringent. Businesses and advertisers must submit their ad assets to TikTok at least 5 calendar days ahead of time. This gives TikTok adequate time to assess the ad and perform pre-load tests.

TikTok will settle the ad impressions and clicks depending on the data generated by the company after the commercials have been run. Businesses and advertisers can also authorize a third-party data analytics firm to collect ad-related statistics. If the data on impressions and clicks differ by less than 20% from TikTok’s data, TikTok’s data will be final and binding. If the discrepancy is larger than 20%, a data review process with a third-party data analytics organization will be done to correct any mistakes.

It’s also worth noting that for third-party partnerships, businesses and marketers must select a third-party data analytics provider that is currently working with TikTok to ensure data accuracy. TikTok will offer a data settlement report of standard ads 14 calendar days after the completion of a reservation advertising campaign.

3. Reservation Ads Creatives

Businesses and marketers should be aware of various guidelines surrounding ad creatives and landing pages while advertising on TikTok. One of these rules prohibits changing the creative elements of a reservation ad beyond the asset delivery date. This means that after an advertiser has submitted their ad assets for evaluation, they will be unable to edit them.

Another key rule is the limitation on changing landing page links once TikTok has evaluated the assets and the ad has gone live. This practice is in place to ensure that the platform’s advertisements are consistent and accurate.

Businesses and advertisers who want to utilize a popular IP, photographs, music, sticker images, and so on in their commercials must provide TikTok with the copyright certification or authorization document and provide TikTok a license of use in writing. TikTok will send a permission template if requested. This ensures that the ads on the platform do not violate any copyright restrictions and that businesses and advertisers have the right to use the assets in their advertisements.

It’s crucial to note that these criteria are in place to ensure that TikTok ads are truthful, consistent, and in accordance with all applicable laws and regulations. Businesses and advertisers can efficiently reach their target audience and make the most of their advertising campaigns on the platform by following these guidelines.

Although this is not an exhaustive list of every single guideline, it should serve as a good starting point. If you have any doubts or reservations about any aspect of your ad, or if you want to run your ads using a reputable ad account, be sure to check out Rockads. Rockads offers a wide range of ad services to help you promote your products and services on every major social platform and the best part is, it’s incredibly easy to use. Be sure to visit our website for more details.

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