The Ultimate Guide to Running TikTok Ads for Local Businesses and eCommerce Companies

TikTok Ads offer a powerful way to reach new audiences and grow your business. With over 1 billion monthly active users globally, TikTok has become a valuable platform for businesses, whether you're a local service provider looking to get more leads or an eCommerce company aiming to sell more products. This guide will cover the essentials of running effective TikTok Ads, including how to target the right audience, create engaging ad creatives, and write copy that converts.

What Are TikTok Ads?

TikTok Ads allow businesses to promote their products or services through short-form videos on TikTok’s platform. These ads blend seamlessly into the user experience, appearing in between organic content in users' "For You" feed. TikTok's advanced algorithm helps brands reach highly engaged audiences, making it a go-to platform for both local businesses and eCommerce companies to expand their reach.

For local businesses, TikTok Ads can generate awareness and drive leads among users in a specific area. For eCommerce brands, TikTok is ideal for showcasing products in creative, engaging ways that drive traffic and conversions.

1. How to Run TikTok Ads for Local Businesses

a) Setting Up Your Campaign

When creating TikTok Ads for local businesses, the primary goal is often to generate leads or build brand awareness in your community.

1. Choose Your Campaign Objective: TikTok offers a variety of objectives, but for local businesses, the most effective options include:

   • Lead Generation – to collect contact information from potential customers.
   • Reach – to maximize visibility among your target audience.
   • Traffic – to send users to your website or booking page.

2. Target Audience for Local Businesses: TikTok’s advanced targeting features allow you to reach users based on:

   • Location: Target users within specific geographic areas, such as cities or towns where your business operates.
   • Demographics: Target users based on age, gender, and interests that match your customer base (e.g., “home improvement” for contractors, or “health and fitness” for gyms).
   • Interest-Based Targeting: Choose relevant interests to match your ideal audience, such as “local events” or “small business support.”

b) Creatives and Copywriting for Local Businesses

The key to success on TikTok is creative, engaging video content that grabs attention quickly.

• Ad Format: Use short, punchy videos (15-30 seconds) that clearly showcase your services.

• Showcase Your Local Appeal: Highlight your business's connection to the local community by featuring local landmarks or mentioning your town or city in your video and copy.

• Call to Action (CTA): Use strong CTAs like “Book Now,” “Visit Us Today,” or “Call for a Free Consultation.”

• Copywriting Tips:

  • Hook: Start your video with a hook to grab attention immediately. For example, “Looking for a reliable [service] in [city]?”
  • Benefits: Briefly explain how your business solves the customer’s problem. For instance, “Get same-day plumbing repairs from your trusted local experts.”
  • CTA: End with a clear call to action, such as “Call now for a free estimate!”

2. How to Run TikTok Ads for eCommerce Companies

a) Setting Up Your Campaign

For eCommerce businesses, TikTok Ads provide the perfect platform to showcase your products in an engaging and entertaining way.

1. Choose Your Campaign Objective:

   • Conversions – Optimize your ads to drive online sales.
   • Traffic – Send potential buyers to your online store.
   • Catalog Sales – Use TikTok’s dynamic ads to automatically display products from your catalog based on user behavior and preferences.

2. Target Audience for eCommerce: Targeting is essential for driving sales on TikTok. Use these targeting methods:

   • Lookalike Audiences: Find new users similar to your existing customers by creating lookalike audiences.
   • Custom Audiences: Retarget people who have visited your website, viewed a product, or added items to their cart but didn’t complete the purchase.
   • Interest Targeting: Target users based on their interests and browsing behavior. For example, an eCommerce store selling athletic wear could target users interested in “fitness” or “sports.”

b) Creatives and Copywriting for eCommerce

The creative aspect of TikTok Ads is where your brand can shine. Your content needs to feel authentic and engaging.

• Ad Format: Use short-form videos that demonstrate your product in action. Show how your product solves a problem or makes life easier for your customers.

  • Product Demos: Create videos that demonstrate how to use your product. This works well for eCommerce products like beauty items, gadgets, or fashion.
  • User-Generated Content: Encourage real customers to create TikTok content showing off your product and include these in your ads.
  • Trending Sounds and Hashtags: Incorporate popular TikTok sounds and trending hashtags to make your ads feel more native to the platform.

• Copywriting Tips:

  • Hook: Start with an attention-grabbing statement, like “Check out the new must-have gadget!” or “Your skin’s new best friend.”
  • Product Benefits: Highlight the unique features of your product and why customers should buy from you. For example, “Hydrating, eco-friendly, and cruelty-free skincare delivered to your door.”
  • Call-to-Action: Use strong CTAs like “Shop Now,” “Get Yours Today,” or “Limited Stock – Order Now!”

3. Targeting the Right Audience

Effective audience targeting ensures your ads are seen by the right people.

a) Local Business Targeting

• Location Targeting: Limit your ads to specific geographic areas where your business operates. For example, a local bakery might target users within a 10-mile radius of their store.
• Demographics and Interests: Target specific demographics (age, gender) and interests that align with your ideal customer. For example, a local yoga studio might target users interested in “wellness,” “meditation,” and “fitness.”

b) eCommerce Targeting

• Lookalike Audiences: Create a lookalike audience based on your best customers, allowing TikTok to find users with similar behaviors and interests.
• Custom Audiences: Retarget users who have engaged with your business before, whether by visiting your site or interacting with your TikTok profile.
• Behavioral Targeting: Use interest and behavior-based targeting to reach users who have shown an interest in products similar to yours. For example, if you sell fitness apparel, target users who engage with “sportswear” and “workout” content on TikTok.

4. Creating Engaging TikTok Ad Creatives

Your TikTok ad creative needs to stand out in a highly visual and fast-paced platform. Here’s how to make your ads pop:

a) For Local Businesses

• Authenticity: Users on TikTok respond to real, authentic content. Showcase your team, workspace, or services in action rather than using overly polished or scripted ads.
• Community-Focused: Highlight what makes your business unique to your community. For example, if you run a local coffee shop, show behind-the-scenes clips of your baristas preparing drinks.

b) For eCommerce Companies

• Short, Engaging Videos: Keep your videos short and to the point (15-30 seconds). Highlight your product’s key features quickly to capture attention.
• Trendy Formats: Use TikTok’s popular formats like “how-to” videos, product demos, or unboxing videos to engage users.
• Incorporate Music and Effects: TikTok users expect creative, dynamic content. Use trending music, effects, and filters to align your ads with popular TikTok content.

Conclusion

TikTok Ads provide a powerful opportunity to connect with audiences in fresh and engaging ways. Whether you're a local business looking to generate leads or an eCommerce company aiming to boost online sales, TikTok’s vast user base and advanced targeting options make it an ideal platform for driving results.

By following the tips in this guide, you’ll be well on your way to creating engaging, effective TikTok Ads that resonate with your target audience and help grow your business. If you’re ready to get started or need expert help with your TikTok Ads, contact SellHubb Agencies today!