Ad Targeting allows you to show your ads to certain users by audience, demographics, interests, behaviors, and devices. Once you set up targeting, our smart system will optimize ad delivery against your campaign objective.
Targeting by location will depend on placements and available locations for each app.
Note: If you are advertising an age-restricted product or service, some target settings may not be available. Learn about advertising to people under the age of 18.
TikTok Ads Manager supports the following targeting dimensions:
Audience | Include | Create a Lookalike or Custom Audience (Customer file, Engagement, App Activity, Website Traffic, Shops Activity, Lead Generation, Business Account) |
| Exclude | Exclude Lookalike or Custom Audiences |
Demographics | Gender | Male, Female |
| Age | 13-17, 18-24, 25-34, 35-44, 45-54, 55+ |
| Location | Deliver to users based on their location: Country/Region, State/Province, City, and Designated Market Area/DMA (US Only) |
| Language | Deliver to users based on app language |
| Household Income | Deliver ads to users based on household income (US Only) |
| Spending Power | Deliver ads to users based on the user’s purchase behavior through TikTok ads |
Interests and Behaviors | Interests | Deliver to users based on their higher interaction with certain Interests. For example: Gaming. |
| Purchase Intent | Deliver to in-market users who are actively researching or purchasing one specific category of product or service. For example: Travel Intent. |
| Behaviors | Deliver ads based on the user's recent in-app Behavior such as interactions with videos or creators. Video behaviors include watching, liking, commenting, and sharing videos by category. For example: Food, Fashion. Creator interactions include following or viewing creator profiles by category. For example: Travel, Sports. |
| Hashtags | Deliver ads to users who have engaged with hashtags over the past 7 days |
Device | Connection Type | WIFI, 2G, 3G, 4G, 5G |
| Operating System | iOS & Android |
| Operating System Version | Deliver ads to users based on software version. For example: iOS 10.0 or above, Android 4.0 or above |
| Device Model | Deliver ads to users based on the user's device model |
| Device Price | Deliver ads to users based on device pricing, ranging from no limit to more than $1000. |
| Carrier | Deliver ads to users based on mobile phone carriers. |
| Internet Service Provider (ISP) | Deliver ads to users based on their most frequently used ISPs in the past 30 days. (ISP Targeting is approximate and its accuracy is based on the mapping of the internet protocol address of the user to known IP addresses of ISPs.) |
Smart Targeting | Smart Interest and Behavior and Smart Audiences | Expands your targeting settings when the system predicts it will be hard to deliver ads based on your initial targeting selections to reach a larger audience who are more likely to convert, thus extending your delivery cycle |
| Targeting Recommendations | TikTok will recommend Interests and Behaviors to leverage in your campaign based on Industry and account performance while you are creating your ad group. |
The following dimensions are available when multiple audiences are selected:
| Demographics, Household Income, and Spending Power | Devices | Interests | Behaviors | Custom Audiences |
Demographics, Household Income, and Spending Power | AND | AND | AND | AND | AND |
Devices | AND | AND | AND | AND | AND |
Interests | AND | AND | OR | OR | AND |
Behaviors | AND | AND | OR | OR | AND |
Custom Audiences | AND | AND | AND | AND | OR |
Learn how to save your targeting settings.