Social Media

TikTok Introduces 3 Types Of Shopping Ads

TikTok continues to drive e-commerce by offering three types of shopping ads with expanded placement options beyond the For You page.

The three types of ads include:

  • Video shopping ads
  • List of ads in the catalog
  • Live Shopping Ads

New ad formats can be accessed in TikTok Ads Manager by purchasing Product Sales.

Advertisers can take advantage of these new Shopping ads with or without an e-commerce store on TikTok.

Below is more information about each of the new ad types.

Video marketing ads

Video shopping ads allow advertisers to create shoppable videos to display on the For You page.

This ad type combines features from existing TikTok ads – group ads and dynamic display ads.

Video shopping ads will dynamically combine video creatives and product cards in different formats. The format can be either product specific to increase sales or a broader brand message to draw attention.

As TikTok collects data, it will improve campaign performance by dynamically choosing the best conversion combos.

Screenshot from tiktok.com/business/en/solutions/ecommerce/shoppingads, Aug 2022.

When a user clicks on an ad, TikTok will generate a landing page within the app to better identify the user’s purchase intent. These pages allow shoppers to learn more about products and redirect users to the retailer’s site when they are ready to purchase.

Collection ads and dynamic display ads will remain available through the end of the year, then TikTok plans to phase them out in favor of video shopping ads.

Catalog listing ads

Catalog listing ads allow advertisers to promote product catalogs at scale with new placements via TikTok.

One thing advertisers may appreciate about catalog listing ads is that they are not required to create video content.

Ads allow brands to reach TikTok’s audience without creating videos, and this is a first.

Instead of video, catalog listing ads pull product images from the retailer’s catalog and promote them in shoppable placements. Users discover ads through branded content on the For You page.

Live Shopping Ads

Direct shopping ads are specifically designed to promote direct shopping flows.

The ads help direct people from your For You page to a live shopping event.

TikTok offers 3 types of shopping adsScreenshot from tiktok.com/business/en/solutions/ecommerce/shoppingads, Aug 2022.

TikTok says these ads can boost traffic to a live shopping event by showing them in front of people who are ready to buy.

availability

Shopping ads are available for testing now, giving marketers and businesses plenty of time to prepare for the holiday season.

requirements

Access to Shopping Ads requires advertisers to reach Level 1 status by integrating advanced signals and linking to their product catalogs. TikTok has a file PDF guide that define the whole process.

Advertisers not required To leverage TikTok Shop, an in-app e-commerce solution, to run shopping ads.

Although TikTok Shop can be used with shopping ads, advertisers can direct shoppers to an external site.


Source: TikTok for Business

Featured image: Screenshot from tiktok.com/business/en/solutions/ecommerce/shoppingads, August 2022.

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