In 2025 TikTok is still reigning supreme in the social media landscape, so the TikTok Ads Manager is a must have for marketers looking to grow their brand and reach their audience where they are most engaged. With billions of users worldwide mastering this powerful advertising platform isn’t just an option – it’s a necessity for businesses that want to stay in the game.

This guide will take you through everything you need to know about the TikTok Ads Manager from setup to advanced optimization. By the end you’ll be equipped to create, manage and optimise TikTok ads that drive real results for your business.

Getting Started with Ads Manager

The journey to TikTok advertising success starts with setting up your TikTok Ads Manager account, the central hub for all your advertising activities on the platform. This powerful control panel lets you create, manage and analyse campaigns with your team.

Creating Your Account

As part of my role, I manage TikTok Ad accounts for Booscala, ensuring campaigns are efficiently structured and optimized for performance. This hands-on experience offers valuable insights into best practices for setup and ongoing management.

To start publishing and targeting audiences on TikTok you need to create your TikTok Ads account. This first step opens up the entire advertising capabilities of the platform and sets the foundation for growing your brand on TikTok.

The process is simple:

1. Go to TikTok for Business portal

2. Click “Create an Account”

3. Follow the prompts to sign up

4. Verify your business information

If you’re working with a TikTok representative they may provide you with a dedicated link to streamline this process especially for large business arrangements.

Navigating the Dashboard

Once your account is live you’ll have access to a central dashboard that’s your command centre for all TikTok advertising activities. Here you can:

• View all active and past campaigns

• See real time performance metrics

• Access automated optimisation suggestions

• Manage creative assets and targeting options

Using Support Resources

TikTok has plenty of resources to help you get started. The Business Help Centre has setup instructions and best practices and the onboarding guide takes you through each feature step by step. These resources will get you up and running with TikTok advertising in no time.

Team Collaboration

A great feature of the TikTok Ads Manager is the collaboration capabilities. You can:

• Request access to ad accounts or assets from partners

• Grant permissions to team members or agencies

• Share campaign data with stakeholdersThis collaborative environment lets you make marketing history with your team, breaking down silos between creative, analytical and strategic functions.

Setting Up Your TikTok Ads Manager Account

Creating a TikTok Ads account is the first step to unlocking the platform’s marketing powers and setting up for success.

Registration Process

To register for a TikTok Ads Manager account:

1. Select your region and business location

2. Enter your business credentials

3. Complete the verification process

4. Accept the terms of service

You can access the platform as a self-serve advertiser or through an enterprise solution with TikTok representative assistance.

Creating a Business Account

Creating a business account is required to access TikTok for business tools and set up ad accounts. A business account unlocks advanced features including:

• TikTok Business Center access

• Multi-user management

• Asset sharing

• Brand safety controls

Business Center Integration

The TikTok Business Center is your central hub for managing assets, campaigns and team access. This powerful tool lets you:

• Share creative assets across campaigns

• Manage permissions for team members

• Organise workflows between internal teams and external partners

• Sync your ad account with your business goals

This integration ensures your marketing strategy is aligned across all TikTok advertising activity.

Asset Management

Asset management is key to campaign success. Through your TikTok Ads Manager account you can:

• View and share campaign assets with team members

• Organise creative materials by campaign or objective

• Track asset performance across multiple campaigns

• Update creative elements in real time

This centralised approach to asset management promotes teamwork and streamlines campaign execution so you can get the most out of your TikTok Ads Manager account.

Creating Ads to Grow Your Brand

Now that your TikTok Ads Manager account is set up it’s time to create TikTok ads that will capture your audience and drive real results for your business.

Campaign Structure

TikTok ads are structured in a three tier hierarchy:

1. Campaign Level: Where you set your advertising objective (Awareness, Consideration or Conversion)

2. Ad Group Level: Where you define targeting, placement and budget

3. Ad Level: Where you upload your creative assets and craft your message

This structured approach gives you precise control over every aspect of your advertising strategy so you can grow your brand efficiently.

Budget and TargetingControl your budget and reach customers with precision targeting to get the most out of your investment. TikTok Ads Manager offers:

• Daily or lifetime budget options

• Flexible minimum spends (from $20)

• Demographic targeting (age, gender, location)

• Interest and behavior-based segmentation

• Device type targeting

These features ensure your ads reach the right people at the right time so every dollar counts towards your business goals.

Creative Optimization

TikTok’s Automated Creative Optimization lets you test multiple creative elements at once. Upload:

• Video clips

• Images

• Ad copy

• Call-to-action buttons

The platform will dynamically combine high-performing combinations in real-time so you can see what works best for your audience.

Platform Integrations

TikTok Ads Manager connects with other platform features to supercharge your marketing:

• TikTok Shop: Create shoppable ads that drive sales

• Creator Marketplace: Find and partner with influencers

• Business Center: Share assets and manage campaigns across teams

These integrations give you access to new products and solutions to take your TikTok ads to the next level.

Testing and Optimization

To really grow your brand on TikTok you must:

• Test different creative approaches

• Adjust targeting based on performance data

• Optimize campaigns for better results

• Learn from your wins and failures

TikTok Ads Manager has the tools and insights to refine your strategy over time so you can see continuous improvement in your campaigns.

TikTok Ads for Business Goals

The real power of TikTok Ads Manager is in aligning your ads with business goals through tracking and analysis.

Unified Dashboard

Track key metrics of your TikTok ad accounts and campaigns in one place to see how you’re doing. This central view shows:

• Impressions and reach

• Engagement rates

• Click-through rates

• Conversion metrics

• Cost per result

Having all this in one place means you can quickly see how your campaigns are performing and make data-driven decisions.

ROI Optimization

Use the insights to optimize ads and improve ROI for your business to achieve your goals. TikTok Ads Manager lets you:

• Find high-performing audience segments

• Allocate budget to top-performing creatives

• Adjust bidding based on results

• Refine targeting to reduce waste

These optimization features mean your ad budget is always working towards your business goals.### Monitoring Creators and Commerce

Business Center gives you visibility beyond ads, so you can monitor creator collaborations and commerce activities. This holistic view helps you:

• Track influencer campaign performance

• Measure TikTok Shop sales attributed to ads

• See organic content performance alongside paid

• Identify cross-promotion opportunities

With this insight you can create a cohesive strategy that uses all of TikTok.

Team Collaboration and Permissions

Set permissions and group assets for team collaboration. TikTok Ads Manager lets you:

• Assign roles to team members

• Control access to sensitive data and settings

• Group campaigns by product, region or objective

• Share reports with stakeholders

This structured approach to permissions ensures security while enabling team collaboration.

Advanced Tactics for Ad Performance

To really get the most out of TikTok ads you need to implement advanced tactics beyond the platform.

SEO Strategies

Use SEO strategies to improve your website visibility on search engines like Google and drive organic traffic to your TikTok ads. This integrated approach includes:

• Optimizing landing pages for keywords

• Creating content for search engines and social media

• Brand message consistency across platforms

• Using TikTok content to improve search rankings

By aligning your TikTok ads with broader SEO efforts you create multiple paths for customers to find your brand.

Keyword Research

Conduct keyword research to find high traffic, low competition keywords and target relevant keywords in your TikTok ads. This research should inform:

• Ad copy and captions

• Hashtag strategy

• Video content themes

• Landing page optimization

Including these keywords in your TikTok content creates synergy between your social and search presence.

Competitor Research

Research competitor keywords and ad performance to find opportunities for content optimization and improvement. Look for:

• Gaps in competitor content you can fill

• Successful creative you can copy

• Underserved audience segments

• Trending topics in your industry

This competitor intel helps you position your brand better in the TikTok ecosystem.

Content Structure

Optimize your ad content and structure for engagement and conversion. Consider:

• Hook in the first 3 seconds

• Clear messaging

• On-screen text to support key points

• Clear call to actionThese structural optimizations will work for your content on TikTok and any linked landing pages.

On-Page and Off-Page Techniques

Apply on-page and off-page SEO techniques to your TikTok ads:

On-page:

• Clear calls to action

• Optimized product descriptions

• Keyword placement

• Mobile-friendly landing pages

Off-page:

• Backlinks from TikTok campaigns

• Influencer collaborations for link building

• Shareable content that generates natural links

• Cross-promotion across platforms

By doing these advanced tactics you’ll create synergy between your TikTok ads and broader digital marketing.

Conclusion

Using TikTok Ads Manager is no longer optional for brands who want to be seen and get results in 2025 and beyond. Follow this guide from setting up your TikTok Ads Manager to advanced optimization and you’ll be ready to grow your brand and achieve your business goals.

Remember success on TikTok requires technical expertise and creative excellence. Use the platform’s features to target your audience but never lose sight of the authentic content that makes TikTok unique.

Start your TikTok ads journey today and tune into TikTok World Live to see new products and solutions that can help you further. With TikTok Ads Manager as your foundation you’re ready to make marketing history with your team and connect with audiences that drive real business results.

If you're in the beauty industry and need expert support, Booscala offers hands-on TikTok ad management tailored to drive engagement and sales.