Lab / Ads Platform Manual

TikTok Ads Launch Kit

TikTok’s algorithm thrives on creative velocity and strong conversion signals. This kit covers how to prepare assets, partner with creators, and ensure measurement fidelity.

Flight plan

  • Segment campaigns by objective: Reach, Traffic, Lead, App Install, or Conversion. Avoid mixing optimization events within one campaign.
  • Adopt ad group naming: [Objective]-[Audience]-[Offer]-[Iteration].
  • Enable automated creative optimization for discovery flights; use manual placements for retargeting.

Creative operating system

  • Maintain a creative sprint cadence: drop 3-5 new assets each week. Use the “3-second hook, 15-second story, 3-second CTA” framework.
  • Leverage Spark Ads to whitelist top-performing organic posts or creator collaborations.
  • Generate scripts and storyboards with clear product demos, native captions, and trending audio guidance.

Creator and community strategy

  • Source creators through TikTok Creator Marketplace or vetted agencies; capture usage rights durations in contracts.
  • Provide creative briefs with mission goals, messaging pillars, and compliance guardrails.
  • Monitor comments for product questions and respond within 1 hour during launch windows.

Pixel, events, and API

  • Install TikTok Pixel via GTM and map standard events (ViewContent, AddToCart, CompletePayment, SubmitForm).
  • Enable Advanced Matching and Conversions API (Events API) for deduplication and improved attribution.
  • Test events using the TikTok Events Manager diagnostics prior to go-live.

Optimization and reporting

  • Daily: Monitor learning phase and CPA fluctuations; pause underperforming creatives with low view-through rate.
  • Weekly: Review creative insights (hook rate, 6s view rate) and refresh assets accordingly.
  • Monthly: Evaluate conversion lift or brand lift studies to benchmark incremental impact.

Pre-launch checklist

  • Pixel and Events API verified with deduplication IDs.
  • Creative backlog prepared for at least 3 weeks of rotations.
  • Creator usage rights documented, Spark Ad codes collected.
  • Spend alerts configured and dashboards ready for real-time pacing.