TikTok Media Buying Certification study guide

Tab Description

Creative Tools Video Editor is a video editing tool that you can use to
edit and customize your content with TikTok styled
elements, including royalty-free music, text fonts, text
colors, and other creative dimensions
Video Templates offer various ad templates that create
new creative assets by uploading existing photos, texts,
and videos
Script Generator is a tool that generates ad scripts by
leveraging the power of smart technology. Simply input
your industry, product name and description, and the
Script Generator generates ad scripts broken out into
scenes, with on-screen visual, voiceover, and text-overlay
recommendations
Commercial Music Library (CML) is a searchable
directory of audio cleared for commercial use in TikTok
ads and general use in organic videos. Filter for various
themes, genres, moods, and durations to find a track
most suitable for you. The CML’s Artist Impact Program
brings more music from global artists to the CML and
provides an opportunity for artists to monetize their music
on TikTok.

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TikTok Media Buying Certification study guide

Tab Description

Education Creative Tips Finder is a hub for TikTok creative best

practices. It includes the foundational TikTok Creative
Codes, which are six creative principles to help you make
effective ads. There are also industry-specific insights to
find creative inspiration, refine your idea, or production tips
when creating your video
Creative Strategies is a knowledge hub that contains
creative playbooks by vertical and tips for creating made-
for-TikTok content
Creative Expert Courses are on-demand e-learning video
courses that help you become more proficient in TikTok
creative video development.

Creative Assistant Creative Assistant, a virtual assistant available through a

chat interface in the Creative Center, can support you
with TikTok creative inspiration, insights, script
generation, and best practices.

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TikTok Media Buying Certification study guide

TikTok Marketing Partners

The TikTok Marketing Partners Program (TMP Program for short) is a set of TikTok-
approved partners who can help advertisers run more successful marketing campaigns on
TikTok. The program helps marketers tap into a diverse set of third-party companies with
specialized knowledge and resources. Partners participating in the program are awarded a
category-specific badge that signifies expertise in that area. The TMP Program currently
comprises of five badge categories: Agency, Campaign Management, Creative,
Measurement, and Commerce. TMP partners offer solutions that range from SaaS and full-
service to hybrid models. Partners offer flexible ways of working together to hit goals for
your marketing campaign.

Agency Performance marketing agencies excelling at both media

buying and creative for clients on TikTok.

Creative Supports businesses with end-to-end TikTok creative

processes and collaborating with clients to ideate and
produce impactful ad creatives.

Campaign These technology partners help advertisers launch, scale and

Management optimize campaigns at scale.

Measurement Measure the impact of TikTok campaigns for advertisers both

online and offline.

Commerce Makes it easier for merchants to advertise on TikTok and set

up data connections.
TikTok Media Buying Certification study guide

Overview
TikTok provides a continuous feed of dynamic, full screen, sound-on videos to a highly
engaged user base. This presents a valuable way for advertisers to meaningfully connect
with customers. Today's most forward thinking businesses are capitalizing on this
opportunity to reach consumers by creating authentic content that entertains, educates,
and empowers.
Creative best practices
Leveraging TikTok-first creative is key to finding success on the platform. 74% of viewers
find TikTok-first ads captivating, surpassing ads not tailored for the platform.1 Compared to
ads on alternative platforms, TikTok-first ads:

Have Have a Drive

83
higher
% 52
higher ad
% 3.3x
more user actions, such
engagement completion as clicks, likes, and
rate.2 rate.3 shares.4

1. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast, 2. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast, 3. TikTok
Marketing Science [US,UK] Understanding the strength of TikTok ads 2022, conducted by Magna, 4. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast.
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TikTok Media Buying Certification study guide

TikTok has distilled key best practices in the Creative Codes to help your content engage
TikTok users and drive maximum impact:

Think TikTok- TikTok-first means creating content that takes cues from your own
first For You Feed and co-creating with TikTok's communities. Given the
highly personalized nature of users' For You Feed, attention-
grabbing ads are those that seamlessly align with users'
expectations. Notably, TikTok users exhibit a 3.7x higher trust in
content featured on their For You Feed compared to content on
similar platforms.1

Connect with Join in on trends - Leveraging trends on TikTok allows businesses

trends to craft content that resonates with their audience and provides an
easy template to follow. By adding a unique spin to popular trends,
advertisers can connect with viewers and maintain relevance.

Be production- Full-screen vertical video - Harness the full-screen, vertical format

principled of TikTok's creative canvas. Shoot content in high definition (720p
or higher) and ensure it stays within the designated safe zone to
avoid overlap with the in-app user interface.

Stick to a Have a great hook and call to action - Effective TikTok videos rely
structure on storytelling. Begin with a captivating hook to grab users'
attention within the first few seconds, follow up with an informative
body to convey the message, then conclude with a strong call-to-
action. This structure ensures maximum engagement and impact
with the audience.

1. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast.
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TikTok Media Buying Certification study guide

Hold attention Use production techniques such as dynamic transitions,

with stimulation movement, text overlays, and subtitles to make ad creatives more
engaging by capturing viewers' attention and adding personality to
the content.

Build with sound Use platform-native features - TikTok is a sound-on platform,

making it important for brands to select music or soundbites that
align with their identity. The Commercial Music Library offers
licensed sounds suitable for commercial use. Videos can also
incorporate voiceovers and narratives to enhance brand
storytelling.

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TikTok Media Buying Certification study guide

Ways to produce creatives for TikTok

There are multiple ways to generate impactful creative assets for the TikTok platform.
Depending on the resources and the skillsets of the advertiser, creative can be built in-
house or through working with an agency or a creator.

Use creative tools

You can make creatives yourself using TikTok's in-app Video editor, web Video editor, or a
third-party video editing tool such as CapCut. You have access to the in-app Video Editor
directly in the TikTok app. Here, you can shoot new clips, use existing video clips, find
suitable music, add text overlays, and publish directly to your Business Account. The TikTok
web Video Editor provides similar features with the convenience of operating on desktop.
When using third-party editor tools, TikTok has built-in integrations with tools partners that
allow you to create directly in the third-party partner UI and publish directly to TikTok
Business Accounts without needing to download and re-upload finished creatives to
TikTok.

In Ads Manager, TikTok provides a tool called Smart Creative to tackle creative fatigue.
Smart creative will auto-select top-performing creatives to prioritize in delivery. You can
input up to 30 videos/images, 5 text overlays, and 3 CTAs from which Smart creative can
mix and match to optimize creative performance. It's available for Traffic, App promotion,
Website conversions, and Lead generation objectives.

Work with a creator

To tap into TikTok's vibrant creator community, leverage channels for finding and hiring
creators, such as the TikTok Creator Marketplace and the TikTok Marketing Partners
Program. Visit the Creative Center to explore these tools and connect with creators
effectively.

Work with an agency

Find creative agencies to work with through the TikTok Creative Exchange or the TikTok
Marketing Partners Program, which both feature directories of expert partners in video
production. These agencies can create new TikTok-first assets or adapt existing creative
assets to ensure they feel native to our platform, adhering to our creative best practices.

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TikTok Media Buying Certification study guide

Ad creative specs
TikTok is unique compared to other platforms because our ad format is exclusively in video
form. TikTok provides guidelines around video resolution, aspect ratios, file type, file size,
image dimensions, character limits, and other ad specifications in the TikTok Business
Help Center.

Spark ads
Spark Ads are an ad format that allows you to turn organic content into ads while retaining
the quality of organic videos. You can spark videos from your own TikTok Business Account
or a creator's account, with permission from the creator. Spark ads are automatically
delivered to both paid ads traffic and organic traffic (For You Feed, Follow Feed, Account
Profile Page, Search Result Page, and Pin and Playlist). However, the posting account of
the original video can turn on Ads Only mode in-app after posting to hide the Spark ad
video in organic traffic.

Benefits of Spark ads

Authentic and unique To solidify your brand image and foster direct
brand experiences connections with users by linking to your TikTok profile
page
Leverage TikTok's in-app video shooting capabilities for
a truly authentic experience for users.

More features Music clickability, so users are able to use the brand's
compared to other ad sound to make new TikTok videos
formats Duet and Stitch features allow users to interact with your
brand to spread the campaign in the community.

Utilize both organic and All paid video views, comments, likes, shares, and
paid strategies together followers that are gained via Spark ads will accumulate
to the organic post
Spark ads can help advertisers build long-lasting
connections and sustain customer loyalty to potentially
impact future lead generation or conversion actions
Tap into creators' community to expand your audience.

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TikTok Media Buying Certification study guide

There are three ways to run a campaign using Spark ads:

Spark an existing video from your own TikTok Business Account

Link your TikTok Business Account with your TikTok Ads Manager OR Business

Center account

Select the linked Business Account in Ads Manager and designate which video to

spark

The campaign will go live with a Spark ad associated with the brand's TikTok

account.

Spark an existing video from a creator

Choose an existing TikTok video and and get the video code from the content owner

on TikTok

Apply the video code in TikTok Ads Manager or via a TikTok representative on the

Reservation Ads Platform for a campaign

Campaign will go live with a Spark ad alongside the creator's account where video is

posted.

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TikTok Media Buying Certification study guide

Spark a creative in your ad account and post it organically to your Business Account

Create a new video

Upload the video to TikTok Ads Manager and choose your TikTok Business Account

The campaign will go live with a Spark ad that is uploaded to the associated your

TikTok Business Account.

Linking logic for Business Account, Business Center, and Ads Manager for Spark ads

A single TikTok ad account can manage only one TikTok Business Account

A Business Center account can manage one or multiple TikTok Accounts (Business

or Personal). Multiple agency users can access a client's TikTok Account in their

TikTok Ads Manager

Multiple marketers can create Spark Ads for one or multiple brands' TikTok accounts.

How to buy Spark ads

Spark Ads are available for both TopView and Standard In-Feed Ads. TopView can be

purchased via a TikTok representative with the Reach & Frequency buying type. For

Standard In-Feed Ads, both Reach & Frequency and auction buying types are available via

TikTok Ads Manager.

Note: Both TikTok community guidelines and TikTok ad policies apply to sparked content.
TikTok Media Buying Certification study guide

Overview
As an advertiser on TikTok, you are TikTok advertising policies are largely
responsible for your ads. This means organized into two key sections:
complying with all laws, rules, and
regulations that apply to your region
1 Prohibited or restricted products
(including any advertising codes, such as
and services
the CAP Non-broadcast Code in the UK) to
ensure the creation and promotion of
honest, safe, and respectful ads.

2 Policies specific to ad creatives and

landing pages
Additionally, you must comply with our
Terms of Service, Community Guidelines,
ad policies, and other general policies
found in the Business Help Center
governing the use of TikTok services.

TikTok has classified most products and services into one of the following categories:

Prohibited
Not allowed in any countries or regions.

Restricted
Allowed in some countries or regions on limited
basis (e.g certification, age, targeting, etc.).

Allowed
Allowed in some countries or regions (ad
Review process still applies).

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TikTok Media Buying Certification study guide

Prohibited products and Restricted products and

services services
In general, TikTok prohibits the advertising Some products or services are considered
of the following products and services "restricted," requiring additional approval
before ad campaigns can be activated on
Animals, animal parts, or product TikTok. Details regarding restricted
Adult sexual products, services, and products or services can be found in
entertainmen TikTok's Business Help Center. Market-
Casinos & gambling game specific prohibitions and restrictions can be
Cigarettes & tobacco product found in links below
Counterfeiting & pirac
Drugs and paraphernali North Americ
Police/military gear & equipmen Latin Americ
Political ad Europe, UK & Israe
Unsuitable businesses, products, or Eastern Europ
service Middle East, Turkey, Africa, Pakista
Unacceptable business practice Northeast Asi
Weaponry and weapon part Southeast Asi
Covid-19 ads Oceania

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TikTok Media Buying Certification study guide

Ad review process
All ads undergo our ad review process before going live on TikTok. The process is typically
completed within 24 hours. Once an ad has been approved and published, you will receive
a notification. If the ad is rejected, you will be prompted to make changes for resubmission.
You can check your ad review status at the ad group level in the Campaign tab of Ads
Manager.

Review area Review details

Landing page Landing page contains valid information

For example, e-commerce and financial service ads must
display valid information about the company in a visible
location, including but not limited to who runs the site,
privacy policies, prices displayed in local currency, terms and
conditions, and business license
Landing page is mobile-friendly
No prohibited products are displayed on the landing page
Landing page cannot request sensitive information from visitors
in order to access the site
For example - the site cannot demand users provide credit
card information prior to accessing the site.

Ad messaging Products featured in the ad match the products on the landing

page
Text in the ad is consistent with what is shown in the ad video
or images
Display name in the ad is consistent with branding on the
landing page.

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TikTok Media Buying Certification study guide

Review area Review details

Ad language Official ad language policies differ by country. Please see details

in Business Help Center
All countries/regions selected in an ad group's Targeting >
Location module need to share at least one acceptable
language
The ad's text/caption matches one acceptable language in ALL
the countries/regions targeted by an ad group
The spoken words in your ad's video match the acceptable
languages in ALL the countries/regions targeted by an ad group
Any subtitles and written words in your ad's videos or images
match the acceptable languages in ALL the countries/regions
targeted by an ad group
The language on any landing page or app store page linked to
your ad matches the acceptable languages in ALL the countries/
regions targeted by an ad group
Use multiple ad groups to target locations that have different
acceptable languages.

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