Introducing

Getting Started with

Lead Generation
on TikTok
Getting Started with Lead Generation on TikTok

Meet TikTok Lead Generation,

a next-gen solution built for the new way people discover and connect with
businesses. Turn tuned-in audiences into high-value customers today.

MARKETING OBJECTIVE

Awareness

Interest

Consideration

Lead
Conversion
Gen

Loyalty

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Getting Started with Lead Generation on TikTok

Our Lead Generation Solutions

TikTok has two types of Lead Generation solutions:

Native Lead Generation Website Lead Generation

Capture leads on an (in-app) Instant Redirect users to an external

Form within TikTok, and sync leads to landing page and capture leads on
your CRM in real-time* your website

CRM www CRM

BEST FOR: BEST FOR:

• Decreasing user form friction • Boosting traffic to your site

• Building customer/email lists • Qualifying leads via your site
• Instant lead capture • More detailed qualifying info/
• Real time CRM sync questions (i.e., age, credit score)
• Surveys with <10 questions

Learn more about Native Lead Learn more about Website Lead
Generation here. Generation here.

* We recommend connecting your CRM to TikTok for real-time lead sync

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Getting Started with Lead Generation on TikTok

Why Lead
Generation on
TikTok?

We’ve got the data points and

industry stats to help you decide if
TikTok is the best digital platform for
you to find your next customer.

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Getting Started with Lead Generation on TikTok

TikTok # Premium # Full Screen

Premium is a # Immersive # Engaging

# Sound On # Mobile app

Source: TikTok Marketing Science Global
Shopping Ad Products Study 2022
conducted by Material
# Video Platform

TikTokers are more

likely to take action*

are likely to purchase from

the advertised brand after
57% viewing a TikTok Lead
Generation ad on the
platform.

felt like the Lead

69% Generation ads on TikTok

“catches their attention”

feel like Lead Gen ads

1in2 on TikTok do not feel
like "ads"

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Getting Started with Lead Generation on TikTok

Getting
Started

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Getting Started with Lead Generation on TikTok

Creating a foundation
for success with Lead
Generation
There are three key elements to deploying a
successful Lead Generation strategy on TikTok.

Creative

Measurement

Full Funnel

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Getting Started with Lead Generation on TikTok

01

Creative

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Getting Started with Lead Generation on TikTok

Creative is the 47% of a brand’s sales lift from

advertising is the consequence of

key ingredient
the creative, more than any other
advertising element.1

Source 1: Nielsen Catalina Solutions, 2017, Period 2016 - Q1 2017, analysis of nearly
500 campaigns across all media platforms

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Getting Started with Lead Generation on TikTok

Get Familiar
with TikTok

• Get an understanding of the app (like

swiping through the For You Page!)

• Know your audience, the trends, styles,

and hashtags that are happening within
your auto and local communities

• Get a sense of the editing style, pacing,

use of music and narration in your
favorite TikTok content

• Use [Link] to get a bird’s

eye view of what's happening with your
audience, what's hot in your industry,
and what's going viral on TikTok in your
part of the world

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Getting Started with Lead Generation on TikTok

Repurpose your existing brand

assets, but make it TikTok
To access TikToks creative tools, go to
[Link] and click assets > creative > create

TikTok Video Editor

Add popular TikTok music
to your video and use
editing tools such as the
video cropper and object
removal tool.

Smart Video
Upload images and video
clips to generate a video.

FEATURED PRODUCT: TikTok Creative Tools

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Getting Started with Lead Generation on TikTok

Take repurposing to the

next level with Spark Ads
Spark Ads is a native ad display format featuring
authentic TikTok accounts and organic functionalities for
your ad on the For You Page.

TikTok Ad Formats Organic Posts

Spark
TopView User Posts
In-Feed Ads
Ads Branded Account
Videos

With Spark Ads, brands can grow through real

connections with TikTok's community by delivering
native content for greater authenticity.

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Getting Started with Lead Generation on TikTok

Pro Tip:

For Lead Gen

Making TikToks is campaigns, the more

specific and actionable
your CTA is, the better.
as simple as 3x3
Schedule a
Learn More
call today

61% Of Most Effective In-Feed Videos

Use Half Or More Of These Tips
More specific Less specific

Tip#1 Tip#2 Tip#3

Ride The Leverage

Frame The Power
Latest
Vertically Of Sound
Trends

Tip#4 Tip#5 Tip#6

Overlay Get Include A

Concise & Your Key Strong
Informative Message CTA
Text out Early

Tip#7 Tip#8 Tip#9

Follow
Break The Keep Creators
4th Wall By Your Story that align
Addressing Real & with your
Viewers Entertaining brand
Directly ethos

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Getting Started with Lead Generation on TikTok

Key questions to ask yourself

when adapting brand assets
Questions Action

Do I have music that Make sure you have the rights, find
could work? a substitute (could you work with
a creator to build your own?) using
the commercial music library

Does this feel natively Strip out the polish by re-creating

TikTok, or does it look or splicing in extra scenes.
like a television advert?

Is my logo native or Take it out of the first 3 seconds

artificial? and find a more subtle home for it
if possible.

Is there a trend I could Participate in trends that resonate

join in on TikTok? with your audience and brand.

Can I work with a creator Use the Creator marketplace to

to land this message in a recruit Creators who can make
fun way? your message TikTok friendly.

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Getting Started with Lead Generation on TikTok

02

Measurement

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Getting Started with Lead Generation on TikTok

Why Measurement is
Foundational for Success
Having a strong measurement foundation will not only help to increase your
ROAS but will improve downstream decisions and campaign functionality.

Measure ROI to inform

budgeting decisions

Budgeting It’s critical to understand how a

channel is performing so marketers
can efficiently allocate media
budgets across channels

Unlock TikTok’s Automated

Solutions

Measurement signals are the

Automation foundation of machine learning
products across bidding,
targeting, creative optimization,
etc. Without measurement, these
products won’t work!

Inform Optimization Decisions

Understanding how a particular
Optimization campaign, ad, or creative is
performing is critical in helping
with day-to-day optimizations to
improve performance

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Getting Started with Lead Generation on TikTok

The three key metrics Lead

Generation advertisers use
to measure performance
Before setting up a Lead Generation campaign, it’s important to determine
which metrics matter to you, based on what stage of the lead-to-sale
journey you’re optimizing for

Metrics available on TTAM Metric calculated by the advertiser

Unqualified

Qualified Customer
User
Lead Count Quality Acquisition
(CPL or CPA) (CPQL) (CPAL)
Use cost-per-lead Use cost-per- Use cost-per-
(stated as CPA in qualified-lead acquired-lead
Ads manager) if (CPQL) If you’re (CPAL) If you’re
you’re optimizing optimizing for optimizing for
for a high volume lead quality paying customers
of leads from your lead
generation
campaigns

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Getting Started with Lead Generation on TikTok

Lead Gen
Measurement Solutions
There are additional solutions to put in place depending on which lead
generation solution you choose to help drive better performance results and
provide more accurate reporting

Native Lead Generation Web conversions

mid-funnel

CPL/CPA TikTok Pixel

Setting up the TikTok Pixel and identifying full-
funnel website actions to track and optimize for
will help improve cost-per-lead (CPL).

CPQL

CRM Integration
lower-funnel

Utilize your CRM to track leads and understand

CPAL
the profile of your qualified lead and acquire
lead. Use these profiles and characteristics
to optimize your targeting capabilities when
running ad campaigns.

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Getting Started with Lead Generation on TikTok

Lead Management
TikTok offers four options to manage your leads with a Native Lead Generation strategy.

01 02

CSV Download TikTok Leads Center

Access all your leads data Easily manage and
in versatile, downloadable organize your leads in
spreadsheets TikTok’s Leads Center
platform

03 04

Partner CRM Custom API

Integration Integration
Integrate with key CRM For more advanced
partners, like Zapier and businesses, use the
Leadsbridge to instantly custom API integration
and seamlessly connect with Webhooks
new leads with HubSpot

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Getting Started with Lead Generation on TikTok

TikTok Pixel Why are signals important?

The Web Conversion objective for
The TikTok pixel, with first party cookie
lead generation leverages signals
enabled, is a small piece of code that you can
from the Pixel which improve
install on your website. Once installed, the performance for your campaign.
pixel will track specific events, such as when
someone submits a form on your website.

Stacy clicks on an ad for Loan Services

She checks her eligibility on your website

Pixel sends signal to algorithm

Pixel finds more TikTokers like Stacy

(most likely to apply for a Loan)
*Decreases CPA and Increases CVR

Measure Optimize Target

Measure results Conversion signals Build audiences
and understand fuel TikTok's algorithm for retargeting and
how campaigns are to find users most drive users down
performing. likely to convert. the funnel.

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Getting Started with Lead Generation on TikTok

Use your Pixel events to prepare

for a full-funnel approach
Soon, we’ll discuss the importance of investing in a full-funnel campaign strategy to
reach and nurture potential leads with the goal of improving lower-funnel conversion
rates. To do this, you’ll need to identify metrics that matter at each stage of the funnel.

TikTok Event* Website Action

When a visitor views a specific page such as a
View Content
Vehicle Detail Page, inventory page, or offer page

When a visitor uses the contact feature to call or

Contact
text with inquiries

Submit Form When a visitor fills an order form or inquiry form

Complete When a visitor signs up for something, such as an

Registration account registration

These are examples of full-funnel events you can track. See here for more options.

Step 1 Step 2
Map sequential steps that a customer may take on your Create campaigns with
website to convert with the appropriate TikTok event the right Conversion
types and set them up in TikTok Events Manager, on your objective and analyze
website via custom code, or in your MMP. event performance.

As a general rule of thumb, these events are required in

order to achieve a good level of conversions:
• View Content from upper funnel
+ ≥ 1 event(s) from mid funnel (i.e. contact)
+ ≥ 1 event(s) from lower funnel (i.e. submit form)

The more events you measure, the more granular your

reporting will be, which helps you better understand where your
customers are dropping off.

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Getting Started with Lead Generation on TikTok

03

Full-Funnel

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Getting Started with Lead Generation on TikTok

Acquiring customers through lead

generation is a full-funnel process
and TikTok can help along the way.

01 Brand Awareness 02 Prospecting

Reach users on TikTok and add Qualify if your leads are potential
educate them on you business customers
solution.

04 Optimize 03 Nurturing
Convert your leads with the Once you've qualified your
intended action and optimize leads, begin to bring them down
your campaigns based off your the funnel through relationship
previous learnings. building

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Getting Started with Lead Generation on TikTok

Here is how your strategy

will mature over time
101 201 301

Focus on Brand Focus on Lead

Business Awareness and
Focus on Lead
Quality and
Goal Nurturing
Prospecting Optimizing

Lead Generation
Video Views and focused on Lead
Lead Generation
Lead Generation Quality
Objective Optimize for contact,
Optimize for video Optimization
submit form,
views and lead Optimize for the
complete registration
volume highest quality
leads

Level up in Level up in
Primary VV + CPL/CPA our future our future
KPIs playbooks playbooks

• Video View • Video View • Video View

Objective Objective Objective
Key • Lead Generation • Lead Generation • Lead Generation
Products • Auto-targeting • Auto-targeting • Auto-targeting
• Lowest Cost • Lowest Cost • Lowest Cost

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 Getting Started with Lead Generation on TikTok

Diversify Optimization
Strategy Over Time
YOU ARE HERE 201 301

Nurturing Optimizing
Lead Nurturing Lead Generation Optimizing
Generation Lead (Lead Quality
Prospecting Generation Optimization)
Lead Generation
(Retargeting) (Lead Quality
(Retargeting) Optimization)
Lead
Generation
(Broad
Targeting/ Nurturing
Prospecting
auto-targeting) Lead Generation
Lead
Generation Prospecting (Retargeting) Nurturing
Share Of Budget Spent

Lead Lead Generation

(Broad
Generation (Retargeting)
Targeting/
auto-targeting) (Broad
Targeting/
auto-targeting) Prospecting
Lead
Generation Prospecting
(Broad Lead
Brand Targeting/ Generation
auto-targeting) (Broad
Awareness
Targeting/
Brand auto-targeting)
Video View Awareness Brand
Video View
Awareness
Video View
Brand Brand
Awareness Awareness
Video View Video View

Lead Generation Lifecycle

Don’t have the budget Try building brandawareness with a TikTok organic account.
to run Video Views? Go to “Organic and Paid” slide for more info

Note: This is a directional example. Allotted percentages can differ depending on your specific use case.

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Getting Started with Lead Generation on TikTok

101

Start with
building
your Brand
Awareness
and Lead
Volume

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Getting Started with Lead Generation on TikTok

How does Lead Generation fit into

your holistic media plan?
100%
BUILD UP YOUR BRAND TARGET TO DRIVE INTENT & CONVERSION
BUDGET %

0%

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8

Video Views
Use always an campaign strategy drive
brand awareness and education.

Lead Generation
Generate results for lower funnel
objectives.

Audience strategies:

• Start with broad targeting to expand

your reach for higher lead volume
• Build audiences with your upper-funnel
activities to test & optimize your
Performance campaign

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Getting Started with Lead Generation on TikTok

Generate brand awareness to

increase interest and move users
down the funnel
The Video View objective allows you to Optimizing for Video Views can
drive brand impact by optimizing for increase awareness and interest in your
both video views and interactions. brand and can help lower the barrier
to users submitting information when
seeing a lead generation ad campaign.

1 Video Views
Finds users who will both view and
interact with your ad

2 Lead Generation with

Broad and Retargeting
Finds users who will submit your
native or web form

3 Lead Generation with

Make staying up-to-date Lead Quality Optimization
with TikTok trends easier Finds the highest value users
than ever with
[Link]

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Getting Started with Lead Generation on TikTok

Utilize Lead Generation with Broad

Targeting to maximize lead volume
Setting up a Lead Generation In addition to this strategy maximizing
campaign with broad targeting lead volume, it will also train TikTok’s
settings, like turning on auto-expansion engine on which type of user profiles
or enablingnAuto-targeting, will allow are most likely to convert on your ad.
your campaign to reach as many
potential leads as possible.

1 Video Views
Finds users who will both view and
interact with your ad

2 Lead Generation with

Broad and Retargeting
Finds users who will submit your
native or web form

3 Lead Generation with

Try using auto-targeting to
Lead Quality Optimization
expand your reach
even further. Lead Gen Finds the highest value users
advertisers who use
auto-targeting see a 26%
decrease in CPA¹ 1 Auto Targeting is not recommended for clients who need to
exclude custom audiences.
1 Source: TikTok Lead Generation & Auto Targeting Study 2022

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 Getting Started with Lead Generation on TikTok

Start with a Brand Awareness

and Lead Prospecting strategy
to Inform Lower Funnel Strategy
Down the Line
How to Execute: Start With the Basics & Stay Broad

TikTok’s ad engine will be:

• Learning which audiences work best
• Accumulating signal
In This Phase
• Letting the Algorithm adjust
• Establishing caselines
• Identifying where we can drive efficiencies over time

• Ensure all events of your customer journey are mapped out in

Ensure your
your Pixel event
Pixel is Properly
• Try to install Pixel for video view and native solution lead
Installed
generation

Begin with • Daily Budget

the Most • Lowest Cost
Straightforward • Target Broad (targeting expansion or auto-targeting)
Setup • Use TikTok-first creatives, 3-5 within each ad group

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Getting Started with Lead Generation on TikTok

Lead Gen Best

Practices
Bidding & Budgeting
• Set your budget @ 10x your • Optimize your total spend with
expected CPA. As you’re getting Campaign Budget Optimization. If
started, use a Lowest Cost bidding you're working with multiple ad groups
strategy with a daily budget set at in your campaign, we recommend
10x your expected CPL. using Campaign Budget Optimization
to easily and automatically optimize
• To best scale your spend, increase your overall spend.
your budget at a maximum of 50%
per day. If you're looking to increase
your budget by more than that,
increase your budget over the course
of a few days.

Targeting Creative
• Make things easier with Auto • 3-5 is the magic number. When
Targeting. Automatically and building your ad groups, add
dynamically optimize your targeting around 3-5 creatives within the
delivery settings according to your group. Too few ads (1) will limit
objective, ad delivery, content of your the ad delivery of the ad group
ads, past campaign data, and more. and too many (10) will limit the
exploration of the ads. Once
After turning on
Toggle on Targeting creative fatigue begins to occur
Auto Targeting Lead
Gen advertisers saw a Expansion too. If (which tends to occur after 5-7
you’re not using Auto days), we recommend uploading
26% Targeting, toggle on
Targeting Expansion to
new creatives to refresh your ad
[Link] of a few days.
Decrease in CPA1 further improve reach.

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Getting Started with Lead Generation on TikTok

Key solutions
and
considerations
across the
funnel
Deep-dive into the must-have Video
View and Lead Generation campaign
features that will help you achieve
success

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Getting Started with Lead Generation on TikTok

Meet Focused View

Focused View is the evolution of the video view objective on TikTok which allows you to
drive brand impact by optimizing for both video views and interactions.

With focused video views you can:

Maximize 6s video views: maximize plays
of your video ads to users most likely to
watch for 6s continuously

Maximize engagement: Go beyond likes,

shares and comments and show ads to

How Focused View Works:

The Focused View objective will deliver ads
to users who are most likely to actively
engage with an ad— by viewing it for more
than 6s OR by interacting with the video
(whichever comes first).

+29%
stronger emotional responses to ads
on TikTok than other platforms

+1.6x
Direct interactions on ads such • Likes
Engagement:
• Click (Includes
as “likes” are higher on TikTok • Shares hashtag, anchor,
compared to other platforms • Comments music, and
interactive add
on clicks)
Source: TikTok Marketing Science US Brand Building Studyl 2022, conducted by Dirt

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Getting Started with Lead Generation on TikTok

Leverage Automatic Targeting

to simplify andoptimize your
campaign delivery
Automatic Targeting allows intelligent targeting across your campaign
objectives to reach relevant customers at scale.

Why use Automatic Targeting

Automatic Targeting? is right for you if

Effortless enablement You’re looking to find new,

engaged audiences on the
Automatic & dynamic platform
optimization
You’re looking for seamless,
Tailored specifically for easy-to-use targeting
you (and your advertising solutions
objective, ad delivery,
content, past campaign data, You’re targeting 18+ users
& industry signal)

Lead Gen advertisers using

Automatic Targeting on average
saw a:

1
Auto Targeting is not recommended for clients who need to exclude
+26%
Reduction in CPL compared to advertisers
custom audiences.
using interest/behavior targeting1
1
Source: TikTok Lead Generation & Auto Targeting Study 2022

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Getting Started with Lead Generation on TikTok

Form Best Practices

01 Visuals help!
Add a logo, header image, and footer
image to showcase your business and
products / services more effectively to
users

02 Be conscious of number of questions

If you’re looking to generate more lead
volume, set a maximum of 6 questions

03 Use logic settings and custom questions

With the advanced form, use logic settings
to switch up questions based on how
someone responded to the first question.

04 Link to your privacy policy

Link to your privacy policy in your form to
guarantee that any personal information is
collected is secure and in accordance with
local laws.

05 Include a review screen

This will help with higher intent

06 Don’t forget to say ‘thank you’!

including a thank you message and
specifying what the next steps are and
how/when you'll get back to the user

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Getting Started with Lead Generation on TikTok

Ad Policy
You’re ready to get started with Lead
Generation on TikTok. But first, be
sure to understand your advertiser
responsibilities when it comes to
keeping TikTok a safe and respectful
platform for all.

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Getting Started with Lead Generation on TikTok

What is Ad Policy?
Advertisers on TikTok are responsible for their ads. This means complying with all
applicable laws, rules and regulations that apply to the targeted regions and creating
honest, safe, and respectful ads.

Additionally, advertisers must also comply with TikTok's Terms of Service and Community
Guidelines, and all of TikTok's policies found in the Business Help Center governing the
use of their services.

Create/Edit Ad

Submit Ad

Ad Reviewed by
TikTok

Ad Rejected Ad Approved

Understand Reason
for Ad Rejection Ad Runs

Please click here for the latest updates on advertising policy requirements.

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Getting Started with Lead Generation on TikTok

Ad Review Checklist
Here's a checklist to consider when creating or modifying your ad. Make sure
your ads are following these tips to ensure a smoother review process. For
more information please click here.

Language: ensure language in your ad creative and copy are

accepted in your target location(s).

Grammer: Remove any symbols, incorrect spelling, or gimmicky use

of spelling in your ad creative, ad copy, and display name.

Appropriate Call-to-Action: Avoid copy or creative which advises

users to take actions that aren't supported on the app, like swiping up
to download or displaying a mouse cursor.

Creative Specs: Make sure you're using high quality media that
meets TikTok's image specifications and video specifications.

Consistent Branding: Make sure that your ad creative and display

name are consistent with your landing page.

Consistent Product Offerings: Ensure that any products featured in

an ad are consistent with those shown on your landing page.

Copyright Considerations: Avoid using any elements without

required permission in both your ad and your landing page. This
includes brands, hashtags, copyrighted media, imitations and
replicas. If you have proper authorization, upload your authorization
documentation in the Account Settings under Business Verification.

Audio: Ensure your video ad includes background audio (music or

sound) that is clear and coherent. Audio is required for video ads.

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Getting Started with Lead Generation on TikTok

Special Ads Toggle

The Special Ads Category Toggle allows advertisers to designate when they are creating a
campaign in the categories of Housing, Employment or Credit.

In conjunction with TikTok's Anti-Discrimination Ad Policy, this tool helps advertisers with
their responsibility to not discriminate unlawfully by removing select ad targeting options.

Housing
Rentals or sales of houses, apartments or other properties &
rental listing services.

Employment
Jobs or employment opportunities, job listing services, job
search services.

Credit
Credit, loans, long-term financing or other opportunities related
to credit and lending.

How do I turn on the Toggle?

The Special Ads Category Toggle is selected in

Settings when setting up a new
Campaign in TikTok Ads Manager.

Advertisers can choose select Housing,

Employment, or Credit based on the category
that their campaign falls into.

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