TikTok Ads: From the Panel to Conversion

Platform-native advertising, from the three-layer structure of TikTok Ads Manager and Events API setup to Spark Ads and conversion optimisation.

Duration: 2 days
Format: On-site / Online
Level: Beginner to advanced
Category: Advertising & Performance

Advertising that works on TikTok is not a copy of advertising elsewhere. The format, the audience behaviour and the algorithm all work differently. In this programme we build the panel from scratch, put the measurement layer in place, and then produce campaigns that speak the platform's own language.

Who it is for

Brand and e-commerce teams allocating budget to TikTok for the first time
Specialists experienced on Meta who are moving into TikTok
Marketers with app-install or lead-generation goals

By the end of this programme

Set up a TikTok Business account, Ads Manager and business verification from scratch
Install and verify the TikTok Pixel and Events API
Separate the campaign, ad group and ad layers correctly
Build platform-native behavioural and lookalike audiences
Choose between In-Feed and Spark Ads based on the objective
Use Creative Center for trend and competitor analysis

Programme content

Getting into TikTok Ads Manager and setting up the panel

The limits of in-app "Boost", the difference between Business Suite and Ads Manager, the three layers of the panel and business verification.

TikTok Pixel and Events API setup

Why running ads without a pixel wastes budget; manual installation, e-commerce integrations and server-side sending via the Events API.

Campaign objectives

Where awareness and reach, traffic, video views, lead generation, app promotion and conversion campaigns each apply.

Audience strategy

Saved, custom and lookalike audiences; behavioural targeting based on watched video categories, engagement and hashtags.

Campaign setup — hands-on

Objective selection, ad group settings, budget and scheduling, creative upload and going live.

Advanced conversions and e-commerce

Defining conversion events, catalogue ads, TikTok Shop integration and purchase-focused optimisation.

Bidding strategies and performance goals

Cost cap, lowest cost and value-based bidding; managing the learning phase and budget increases.

Measurement, analysis and reporting

Reading view metrics alongside click and conversion data; spotting creative fatigue; setting up reporting.