How to Run TikTok Ads: A Technical Guide for Businesses Looking to Optimize Distribution and Content

TikTok advertising cannot be implemented with the same mindset as Google or Facebook, because this platform operates based on video viewing behavior and the ability to capture users’ attention within the first few seconds. Many TikTok Ads campaigns fail to deliver results not due to low budgets, but because businesses do not fully understand how the system evaluates content and distributes ads.

This article focuses on running TikTok ads from a technical perspective, helping businesses clearly understand the platform’s logic—from campaign setup to content optimization and data utilization.

Understanding How TikTok Ads Work Before Launching Campaigns

TikTok is a “content-first” platform, meaning its algorithm prioritizes content that can retain viewers rather than relying solely on audience targeting. When an ad is delivered, TikTok initially tests the content with a small group of users, then evaluates it based on signals such as watch time, video completion rate, engagement, and post-view behavior.

If a video generates positive feedback during this initial testing phase, the system will scale its distribution at a more efficient cost. Conversely, if the content fails to attract attention, the ad will quickly see reduced delivery—no matter how accurately the targeting or budget is set.

Therefore, running TikTok ads is fundamentally about running content, while technical setup plays a supporting role in enabling effective distribution.

TikTok Ads Campaign Structure and the Role of Each Level

TikTok Ads also operate on a three-level structure consisting of Campaign, Ad Group, and Ad, but the way each level is optimized differs from Facebook.

The Campaign level is where you choose the primary objective, such as Traffic, Lead Generation, or Conversions. Selecting the right objective is critical because TikTok optimizes delivery based on the corresponding user behavior. For example, if your goal is conversions but you choose Traffic, the system will prioritize users who are more likely to watch and click, rather than those with a higher purchase intent.

The Ad Group level is where you set up targeting, budget, schedule, placements, and bidding strategy. On TikTok, overly detailed targeting from the start often does not perform well, as the platform needs sufficient room for the algorithm to test and learn from content. In many cases, broader targeting combined with suitable content delivers better results than overly narrow targeting.

The Ad level largely determines the overall effectiveness of the campaign, including the video creative, caption, and CTA. One Ad Group can contain multiple videos, allowing TikTok to automatically evaluate and distribute the most effective creatives.

Setting Up Targeting and Budget Based on Machine Learning Logic

Unlike Facebook, TikTok Ads require video-view data to learn user behavior. Therefore, splitting campaigns into too many Ad Groups or setting budgets that are too low can prevent the algorithm from collecting enough data to optimize effectively.

In the early stages, businesses should prioritize:

• Broad targeting, or limiting only by basic factors such as location and age
  
• A sufficient budget so each video has a real chance to be distributed (avoiding overly small budgets)
  
• Minimal changes during the initial phase to avoid resetting the learning process
  

Once the campaign has accumulated enough data, businesses can leverage Custom Audiences or Lookalike Audiences to improve audience quality. However, content must still remain the central factor driving performance.

The Decisive Role of Video Creatives in TikTok Ads

If Google Ads are keyword-centric and Facebook Ads are audience-centric, then TikTok Ads are fundamentally video-centric. An effective TikTok ad video must capture viewers’ attention within the first 2–3 seconds; otherwise, the ad has little chance of scaling its distribution.

High-performing TikTok ad videos typically:

• Present a clear problem or spark curiosity right from the opening
  
• Feel natural and resemble real user-generated content
  
• Avoid looking overly “salesy” or like traditional ads
  
• Deliver the message quickly and clearly
  
• Include a clear but non-forced CTA
  

From a technical standpoint, running multiple videos simultaneously within a single Ad Group allows TikTok to gather enough data to compare performance and automatically select the best-performing creatives, rather than relying on the advertiser’s subjective judgment.

Conversion Tracking and the Role of the TikTok Pixel

For conversion-optimized campaigns, the TikTok Pixel is a mandatory technical component. The Pixel tracks user behavior after they view or click an ad, providing essential data for the system’s learning and optimization processes.

Common events such as View Content, Add to Cart, Lead, and Purchase must be set up accurately and tested regularly. If the Pixel is not functioning correctly, TikTok cannot identify high-quality users, resulting in inefficient ad delivery and increased costs.

Monitoring Data and Optimizing TikTok Ads Campaigns

Once a campaign goes live, performance evaluation should not rely solely on immediate sales results. TikTok Ads often require time to build awareness and stimulate demand, especially for industries or businesses without strong brand recognition.

Key metrics to monitor include:

• Average watch time
  
• Video completion rate
  
• CTR
  
• Cost per conversion
  
• User feedback (comments, shares)

If a video has a low watch rate, the issue usually lies in the opening hook. If a video receives strong viewership but fails to convert, the cause may be the landing page or a message that is not compelling enough. Optimization should be driven by specific data to accurately identify bottlenecks in the user journey.

Conclusion

Effective TikTok advertising does not depend on highly detailed targeting or overly complex technical adjustments. Instead, it lies in clearly understanding how the platform distributes content and in creating videos that align with user viewing behavior. When businesses successfully combine the right content, proper technical setup, and accurate data tracking, TikTok Ads can become a powerful channel for demand generation, brand building, and long-term growth.

DYM VIETNAM’s “TikTok Advertising Management Service” page here.