How to Create TikTok Ads for Small Business

For Australian small business owners, TikTok is no longer just an app for teenagers; it is a powerful discovery engine. With over 8 million active Australian users, TikTok Ads allow you to bypass the noise and put your products directly in front of a highly engaged, local audience ready to shop.

Prerequisites: What You’ll Need Before Starting

Before we dive into the dashboard, ensure you have the following ready:

• A TikTok Business Account: If you have a personal account, you can switch to 'Business' in the settings for free.
• An Australian Business Number (ABN): You will need this for tax purposes and account verification.
• A Valid Credit/Debit Card: For ad spend billing.
• Video Content: Vertical (9:16) video assets, ideally 15-30 seconds long.
• A Clear Destination: Your website URL or a specific landing page.

---

Step 1: Create Your TikTok Ads Manager Account

Head over to the TikTok Ads Manager website. Click 'Get Started' and enter your email or phone number. When prompted for business information, ensure you select Australia as your country and AUD as your currency.

Step 2: Set Up Your Payment Information

Before TikTok lets you run ads, you need to verify your payment method. Go to 'Payment' under the 'Assets' or 'Settings' tab. You can choose between 'Automatic Payment' (billed after reaching a certain threshold) or 'Manual Payment' (pre-loading funds).

Step 3: Install the TikTok Pixel

This is the most critical technical step. The Pixel is a small piece of code you place on your website to track what people do after clicking your ad.

• Go to Assets > Events.
• Click on Web Events and select 'Set Up Web Events'.
• Choose 'TikTok Pixel' and follow the prompts. If you use Shopify, WordPress, or Wix, there are easy 'Partner Integrations' that do the coding for you.

Step 4: Create a New Campaign

Click the 'Campaign' tab at the top and hit the 'Create' button. You will be asked to choose between 'Simplified Mode' or 'Custom Mode'. As a business owner looking for the best ROI, we recommend Custom Mode as it gives you full control over your budget and targeting.

Step 5: Choose Your Advertising Objective

TikTok categorises objectives into three stages: Awareness, Consideration, and Conversion.

• For local service businesses (Plumbers, Lawyers): Choose 'Lead Generation'.
• For E-commerce stores: Choose 'Website Conversions'.
• For brand new cafes/shops: Choose 'Traffic' or 'Community Interaction'.

Step 6: Define Your Ad Group and Targeting

This is where you tell TikTok who should see your ad. Under the 'Targeting' section:

• Location: Set this to 'Australia' and then drill down to 'Queensland' or specifically 'Brisbane' if you only serve local customers.
• Interests and Behaviours: Don’t go too narrow. TikTok’s algorithm is incredibly smart; often, selecting broad interests related to your business is better than over-filtering.

Step 7: Set Your Budget and Schedule

TikTok has a minimum daily budget of $20 AUD at the Ad Group level. You can set a start and end date or let the ad run continuously.

Step 8: Choose Your Ad Placement

By default, TikTok selects 'Automatic Placement'. This may show your ads on their partner apps (like Pangle). For the best results in the Australian market, we recommend selecting 'Select Placement' and unticking everything except TikTok. This ensures your video only appears in the main TikTok feed.

Step 9: Upload Your Creative

Now for the fun part. Upload your video. Remember, TikToks shouldn't look like traditional TV commercials. They should look like organic content.

• Aspect Ratio: 9:16 (Vertical).
• Safe Zone: Keep text and logos away from the bottom and right side of the screen where the caption and profile icons sit.

Step 10: Write Your Caption and Call to Action (CTA)

Your caption (Text) is limited to about 100 characters. Keep it punchy.

• Good Example: "Best coffee in Newstead? ☕️ Come see us today!"
• CTA: Choose from the dropdown menu. 'Learn More' or 'Shop Now' are standard, but 'Book Now' works great for local services.

Step 11: Review and Submit

Double-check your links, your targeting, and your budget. Once you hit 'Submit', your ad goes into a review process. This usually takes between 2 to 24 hours.

---

Pro Tips for Success

• The 3-Second Rule: You must grab attention in the first 3 seconds, or users will swipe past. Use a "hook"—a question or a bold statement.
• Sound is Mandatory: Unlike Facebook, TikTok is a "sound-on" platform. Use trending audio or a clear voiceover.
• Test Multiple Creatives: Don't just run one video. Upload 3 different versions to see which one performs best. TikTok will automatically spend more of your budget on the winner.

Common Mistakes to Avoid

• Using Copyrighted Music: If you use a song from the radio without a commercial license, your ad will be rejected. Use TikTok's 'Commercial Music Library'.
• Too Much Text: Keep on-screen text minimal and centered.
• Hard Selling: Users hate being sold to on TikTok. Try to educate or entertain first, then offer your product.

Troubleshooting

• Ad Not Delivering? Check if your account has been topped up with funds or if your bid is too low. If you set a 'Cost Cap' and it's too restrictive, TikTok won't show your ad.
• Ad Rejected? Click on 'View Details'. Usually, it's due to "Sensitive Content" or using a non-commercial song. Edit and resubmit.
• Low Conversion Rate? Your ad might be great, but your website might be slow or hard to use on mobile. Check your site speed.

Next Steps

Once your ads are running, don't just leave them. Check your dashboard every 2-3 days to see which videos are getting the most clicks.

Setting up your first campaign can feel overwhelming, but the results for local Brisbane businesses can be transformative. If you'd rather have the experts handle the technical setup and creative strategy for you, we're here to help.