Social Advertising Best Practices

Best Practices for Choosing a TikTok Ad Objective

Advertising objectives are the bedrock of your TikTok ads, reflecting your campaign goals. Choosing objectives that match your business goals is crucial for crafting successful social media advertising campaigns.

TikTok Ad Objectives Organized by Funnel Stage

Your social media advertising objectives are goals that you want to set and meet  to grow your business and engage your audience. TikTok enables you to select from three categories of objectives: Awareness, Consideration, and Conversion.


Awareness objectives fill the top the funnel. They are designed to generate broad interest in your product or service.


Reach: Show your ads with the maximum number of impressions in or for your targeted audience at the most efficient price.


Consideration objectives assist in the middle of the funnel seeking more information to evaluate your product for purchase.


Traffic: Drive people to any destination URL, such as your a location’s landing page, map direction, or brand app. 

Video Views: Maximize the plays of your video ads from audiences most likely to engage with them.

Community Interaction: Generate or encourage engagement with your TikTok account by driving followers or increasing traffic to your profile page.


Conversion objectives occupy the bottom of the funnel, boosting action by motivating people who already have an interest in your business to buy or use your product or service.


Product Sales: Sell products from your TikTok Shop, website, and app.

Website Conversions: Encourage people to take specific actions on your website, such as having them add items to a cart, download your app, register for your site, or make a purchase.

Lead Generation: Collect leads for your business with a fast-loading, customizable instant form in the TikTok app or your own website.

App Promotion: Encourage new people to use your app or re-engage existing users to take action in your app. 

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