Targeting Tips for TikTok Paid Campaigns

Introduction

TikTok is not just for dance videos anymore. It has become a powerful place for brands to grow. With over 1 billion monthly users, TikTok offers big chances for marketers to reach the right audience. But with so many users, how do you make sure your paid ad hits the right people?

This blog post gives you the best targeting tips for TikTok paid campaigns. You’ll learn how to make your ads smarter, more cost-effective, and more likely to convert. Whether you are new to TikTok ads or want better results, this post will show you how to do it.

By the end, you’ll know how to use TikTok’s built-in tools, test your audience, and make the most of your budget. Let’s get started.

Understand TikTok’s Targeting Tools

TikTok’s Ad Manager gives you many ways to reach your audience. Knowing how to use these tools is the first step to making smart campaigns.

Core Targeting Options

TikTok Ads Manager lets you choose your audience based on:

• Location: Target by country, state, or even city

• Age and gender: Choose the right age group for your product

• Language: Show ads in the language your audience speaks

• Device type and OS: iOS or Android? Target based on usage

Example: If you are promoting a mobile game only for iOS, targeting iOS users makes sure you don’t waste ad spend.

(Source: TikTok Business Help Center, 2024)

Interest-Based Targeting

TikTok groups users by interests like fashion, beauty, tech, and food.

• This is based on what users watch and engage with

• It helps you reach people already interested in your niche

Example: A skincare brand can target users who watch skincare tutorials or beauty hacks.

(Source: HubSpot, 2024. https://blog.hubspot.com)

Behavior-Based Targeting

Behavior targeting looks at how people act on TikTok.

• What kinds of videos they watch

• What they like, comment on, or share

• When they are most active

This helps you target users based on real actions, not just general interests.

Build Custom Audiences

Custom audiences help you connect with people who already know your brand.

Types of Custom Audiences

1. Website Visitors: Use TikTok Pixel to track visitors and retarget them

2. App Users: Target people who have installed or used your app

3. Customer Lists: Upload email or phone number lists from your CRM

4. Engaged Users: Retarget people who have interacted with your TikTok content

Example: If someone visited your site but didn’t buy, you can show them a discount ad on TikTok.

(Source: WordStream, 2024. https://www.wordstream.com/blog/ws/2024/03/22/tiktok-ads)

Use Lookalike Audiences to Scale

Once you have a custom audience, you can build lookalike audiences. These are new users who act like your current customers.

• TikTok uses machine learning to find people with similar traits

• Helps you scale your reach without losing quality

Choose how close the match should be:

• Narrow (1%): Very similar, more likely to convert

• Wide (5–10%): Bigger reach, but lower match

Example: If you have a strong email list, create a 1% lookalike to reach people like them.

(Source: Hootsuite, 2024. https://blog.hootsuite.com/tiktok-ads-guide)

Test and Learn with A/B Campaigns

No campaign is perfect at launch. A/B testing helps you learn what works best.

What to Test

• Different target groups

• Ad creatives (video vs. carousel)

• Calls to action (Shop Now vs. Learn More)

• Times of day

How to Do It

• Create two or more ad groups with one change between them

• Run them for the same time and budget

• Pick the winner based on results

Use TikTok’s built-in analytics to track metrics like:

• Click-through rate (CTR)

• Conversion rate

• Cost per click (CPC)

(Source: Google Ads Help, 2024. https://support.google.com/google-ads/answer/)

Tap Into TikTok Trends and Hashtags

TikTok users love trends. Trending sounds, effects, and hashtags change fast, but they help you connect with users better.

How to Use Trends in Targeting

• Add trending hashtags in your ad copy

• Target people who engaged with a trend

• Use TikTok’s “Creative Center” to see what’s hot now

Example: If a dance trend is blowing up and fits your product, create a fun version of the trend and target users who liked similar videos.

(Source: TikTok Creative Center, 2024)

Time Your Ads for Maximum Impact

When your ad runs is just as important as who sees it.

Peak Times on TikTok

According to Statista (2024), the best times to run TikTok ads are:

• Weekdays: 6 PM – 10 PM (local time)

• Weekends: 10 AM – 12 PM

This is when users are most active. Adjust your ad schedule based on your audience’s location.

Tip: Use TikTok analytics to learn when your current followers are online.

(Source: Statista, 2024. https://www.statista.com/statistics/)

Keep Testing and Refining

TikTok is always changing. Your audience is too. Even a great ad today might stop working next month.

Use Performance Data to Optimize

• Pause low-performing ads

• Shift budget to what works

• Refresh creative every 2–4 weeks

Example: If your cost per lead is too high in one group, try changing the audience or offer.

Review your campaign weekly. Small tweaks can lead to big results.

(Source: Harvard Business Review, 2024. https://hbr.org)

Conclusion

Targeting on TikTok isn’t just about picking an age group and pressing “Go.” It takes planning, testing, and smart use of the tools TikTok gives you. When you understand how to use core targeting, build custom audiences, and run tests, your paid campaigns will perform better and cost less.

Start applying these targeting tips for TikTok paid campaigns today. You’ll see better results and more value from every ad dollar.

👉 Want more marketing tips like this? Subscribe to our newsletter, leave a comment, or share this post with a friend!

Citations

• TikTok Business Help Center (2024). Targeting on TikTok. https://ads.tiktok.com/help

• HubSpot (2024). State of Marketing Report. https://blog.hubspot.com

• WordStream (2024). TikTok Ads Guide. https://www.wordstream.com/blog/ws/2024/03/22/tiktok-ads

• Hootsuite (2024). TikTok Ads Guide. https://blog.hootsuite.com/tiktok-ads-guide

• Google Ads Help (2024). A/B Testing. https://support.google.com/google-ads/answer/

• Statista (2024). TikTok Usage Statistics. https://www.statista.com/statistics/

• Harvard Business Review (2024). Data-Driven Marketing. https://hbr.org

• TikTok Creative Center (2024). Discover Trends. https://ads.tiktok.com/business/creativecenter