Why You Should Consider TikTok Ads For Your Marketing Strategy?

July 13, 2023
In this episode, hosts Mari-Liis Vaher and Laura Kukemelk from Powerful Marketers delve into the insights and key takeaways from a Mastermind session with Janet Johnson, a digital marketing expert with over 20 years of experience. Janet specializes in creating TikTok ads to boost leads and sales for her clients. We'll explore the possibilities of TikTok ads, learn about effective strategies, and understand the nuances of targeting and ad optimization. So, let's dive in and discover the untapped potential of TikTok ads for your business.

TikTok, the popular social media platform with over 1 billion active users worldwide, has emerged as a powerful tool for businesses and marketers. Contrary to popular belief, TikTok is not just for teenagers. In fact, a significant portion of its user base comprises individuals aged 25 to 54. With users spending an average of 1.5 hours per day on the app, the potential for advertising success on TikTok is immense.

Unleashing the Power of TikTok Ads

TikTok provides a user-friendly and accessible platform for businesses to advertise, even without an active TikTok account. By leveraging TikTok's business manager platform, advertisers can easily create and manage their ads. This allows businesses to tap into TikTok's vast user base and extend their reach.

Crafting Compelling TikTok Ads

To capture the attention of TikTok users, it's essential to create engaging and captivating ads. Short-form videos of around 24 to 32 seconds work best on TikTok. Within the first few seconds, it's crucial to hook viewers with a compelling opening that grabs their attention. Additionally, a clear and concise call to action at the end of the ad can drive desired user actions and increase conversion rates.

Targeting and Optimizing TikTok Ads

While targeted advertising has traditionally been a crucial aspect of marketing campaigns, TikTok's advanced algorithm challenges this approach. Instead of over-targeting specific demographics, it's advisable to allow the algorithm to optimize ad delivery. TikTok's algorithms are designed to identify the most relevant audience for your ads, increasing the likelihood of generating leads and sales.

TikTok ads offer a valuable opportunity for businesses and marketers to connect with a vast and diverse user base. By understanding the nuances of TikTok advertising, businesses can tap into the app's immense potential to increase leads and sales. Whether you're a small business or a large corporation, incorporating TikTok ads into your marketing strategy can help you reach and engage with a wider audience.


  • “TikTok, with over 1 billion active users worldwide, has grown into one of the largest social media platforms. And contrary to popular belief, it is not only for teenagers. In fact, one-third of its users are people aged 25 to 34 and more than 20% of its users are people aged 35 to 54.”  (00:00:03)
  • "TikTok ads have shown significantly higher ROI on sales funnels compared with Meta ads." (00:02:50)
  • “Before you do any ads, you should just fine-tune your sales funnel and visual and copy and test it out organically.” (00:03:20)
  • “Update your ads from time to time before this creative fatigue happens. This means that for people in your audience, that ad turns into so-called wallpaper and they don't notice it or they don't pay attention to it anymore.” (00:03:53)
  • “You need to find a good balance between keeping your ads fresh while not completely changing them and then having to struggle with content creation overwhelm.” (00:04:46)
  • “Get straight to the point by using a great hook, which is maybe a catchy phrase that is used to grab the viewer's attention” (00:05:30)
  • “The algorithms are so smart and they know exactly who they should show the ad to and who is most likely to take the desired action.” (00:06:27)


[00:00:59] Increasing Leads and Sales with TikTok Ads

[00:05:58] Master New Strategies and TikTok Ads Targeting

Here's the full episode on YouTube:

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