Week 2: Compliance and Setting Up a Traffic Ad (Sept 2 | 54m)

TikTok’s Ad and Landing Page Policies

  • Three notes
    • Pixel Installation: I didn’t have to to use Google Tag Manager (GTM) to install the TikTok Pixel; it worked fine just copying + pasting it into the site’s header. Plugin I used is over in the Course Details & Tools.
    • Budget: I set this to $50/day (and $20 for the ad group); I bumped this to $100/day so I could clearly measure the sales and compare it with some Conversion ads that I plan on starting Monday. If I run the Traffic and Conversion ads at the same time to the same book, I can’t tell which is selling books. So bumping the budget gets me more data on the Traffic ads.
    • Approval: the ad I set up in this video got approved quickly (within about an hour).
  • Landing page specific compliance items to keep in mind (this is not comprehensive, go read the actual policies if you’re running ads to your site)
    • Page Content: must abide by TikTok’s policies; make sure this is PG to a soft PG-13, just like the ad itself.
    • Site Content: when you install the pixel, it can read the rest of the content on your site, so be careful if you have a bunch of excerpts, images, expletives etc. elsewhere on other pages that don’t abide by the ad policy guidelines. If you have this type of content elsewhere on the site, consider creating an entirely new domain / site for running ads to that’s completely clean.
    • Privacy: have a privacy policy linked somewhere on the page (e.g., footer)
    • Contact: have a contact link in the menu; seems like they want a contact email clearly visible in the footer (or other means of contact like phone number)
    • Pop ups: make sure there isn’t an instant pop up that triggers when someone hits the page
    • Squeeze page: don’t make the landing page a “squeeze” page where there’s no navigation menu etc.; you want the landing page to be a page that’s part of a functional website where the visitors can browse around easily if they want
    • Selling direct: need a refund policy link, business address
  • Ad setup: what’s shown in the video aren’t best practices or recommendations (I don’t have any, seeing as how this is my third campaign ever), but just a couple notes on learning / figuring out best practices:
    • Help text: the help bubbles and the platform’s documentation are often very useful, so worth reading through as you set things up and learn the platform’s ropes
    • Traffic: when you’re trying to figure out what converts with Traffic ads, you can only test one thing at a time. That means here I only have 1 audience and 1 ad. If I have two audiences, and I’m getting sales, I don’t know if it’s Audience A or Audience B (or if they both actually work). Same thing with the ads: if I have two ads, I don’t know if Ad A or Ad B (or both) are contributing to the sales. This is one of many problems with trying to test and identify best practices and audiences via the Traffic ads, and why I am going to mostly use the Conversion ads for this instead.