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Guide to TikTok Ads for Online Store Owners

BeProfit logo - a white letter "b" on a purple background
By BeProfit Staff
Joel Taylor
Edited by Joel Taylor

Published February 24, 2022.

A girl smiling at increased online traffic and likes on her store

TikTok is a social media app with over 1 billion users globally, making it a great platform for online stores to reach new customers and promote their products. TikTok does this by allowing businesses to share short videos with others on the app, creating an excellent opportunity for online stores to create engaging content that will attract new customers. Additionally, TikTok offers a powerful advertising platform, similar to Instagram, that businesses can use to reach a large audience.

These factors make TikTok a seriously powerful marketing tool that’s perfect for promoting your online store, and this article will help you do just that.

How to Create Ads on TikTok

Follow these steps to first set up a TikTok business account:

  1. Download the TikTok app from either the Google Play Store or the Apple App Store.
  2. Next, open the app, tap “Me” from the menu bar at the bottom of the interface, then click sign up.
  3. Enter your details, including email address/phone number/registered social media, password, and username.
  4. From your newly created profile, tap the three dots in the top right-hand corner, then tap “Manage account.
  5. Under “Account control,” tap the “Switch to Business Account” option.
  6. Tap the “Next” button.
  7. Choose the category that best describes your business account and tap the “Next” button.

Once you have verified your account, you’ll need to create a TikTok Ads Manager account by following these steps:

  1. Using your browser of choice, go to
  2. In the top right-hand corner, click “Get started.
  3. Sign up using your account details, such as an email address, phone number, or social media account.
  4. Then click “Sign up.
  5. From the “Create an account” page and enter your details. Then click “Register.”
  6. From the TikTok Ads Manager dashboard, click your profile picture in the top right-hand corner (unless you’ve added a profile picture, it will probably look like a logo with the first letter of your business’ name).
  7. From the drop-down menu, click “Account Info.”
  8. From the “Basic Information” screen, enter your business details, add a primary contact, and click the “Submit” button.
  9. Phew! You’re now ready to create and publish ads.

Types of Ads on TikTok

Selling products on TikTok has never been easier; the platform now offers its users various advertising opportunities that e-commerce stores can use to promote their products and services.


TikTok collection ads is a new ad format on the TikTok app that allows brands to create collections of videos that users can browse and watch. Collection ads are a great way to show off your brand's video content and attract new followers.

Dynamic Showcase

TikTok dynamic showcase ads are a new form of advertising that allows businesses to create videos that promote their products and services. These videos are interactive, allowing viewers to learn more about the company or product.


TikTok in-feed ads appear in the user's home feed. They are like Instagram’s feed, positioned between uploads within the “For You” section. In-feed ads are great for site owners, allowing a link to be added that directs users to your website.

Brand Takeover

TikTok brand takeover ads are full-screen video ads that appear as soon as a user opens the app. The ads use quick cuts and eye-catching visuals to capture the viewer's attention, making them great for brands seeking to build familiarity and fondness for the product or service they are promoting.

Branded Effect

Branded effect ads are a branded filter, effect, lens, or sticker used to promote the product or brand. The ad is creative and engaging, attempting to capture the user's attention and cultivate a sense of familiarity with your brand.


Like brand takeover ads, TikTok topview ads appear as a full-screen take over on the user's device. Although, instead of immediately appearing, they appear 5 seconds after the user opens the app. This ad features a TikTok ad length of a 60-second video linking directly out to a landing or shopping page when clicked.

Branded Hashtags

Hashtags branded by the TikTok app are used to categorize and find videos on the app. They are often paired with popular memes or songs, and users can follow specific hashtags to see related content. When a user clicks a sponsored hashtag, they are directed to a website’s landing or product pages.

TikTok Advertising Costs

So, how much does it cost to advertise on TikTok?

Until recently, TikTok advertising costs were considered a marketing strategy exclusive to big companies with big budgets, but this has recently changed. At the campaign level, a minimum budget of $50 will get you started. At an ad group level, TikTok requires businesses to spend at least $20/day.

TikTok is still yet to release a pricing policy, so it’s hard to judge just how far a small budget will get you. Although to give you a rough idea, the average CPM (cost per 1,000 views) starts at around $10 for native ads (in-feed ads). Whereas, campaigns like Brand Takeover or Hashtag Challenges will set a business back a flat fee of $150,000 for the first six days.

Make the Most of This Platform for Your Business

The sheer size and potential growth opportunities that a platform like TikTok offers are impossible to ignore. And as the platform continues to explode in popularity, so will your ability to direct a portion of their 1 billion users to your online store.

So whether you’re just getting started or are looking to take your established business to new heights, TikTok is proving to be a very effective marketing platform that’ll suit many online stores—big or small. And, if you couple your new TikTok ads targeting strategy with a great profit tracking tool, you've got yourself a seriously powerful recipe for success.