About Ad Targeting

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

Target ads to users based on the language of their TikTok app and/or their predicted language based on the content viewed.

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.

Demographics, Household Income, and Spending Power

Devices

Interests

Behaviors

Custom Audiences

Demographics, Household Income, and Spending Power

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Devices

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Interests

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Behaviors

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Custom Audiences

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