Ad Targeting

TikTok Ads Manager supports the following targeting dimensions:


Audience

Include

Create a Lookalike or Custom Audience (Customer file, Engagement, App Activity, Website Traffic).


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 DMA (US Only). 


Language

Delivery to users based on app language.

Interests and Behaviors

Interests

Deliver to users based their higher interaction with certain Interests. e.g. "Gaming" 


Purchase Intent

Deliver to audiences 'in-market' who are users actively researching or purchasing one specific category of product or service. e.g. Travel Intent


Behaviors

Deliver ads based on user's recent in-app Behavior's such as interactions with videos or creators.  Video behaviors include watching, liking, commenting and sharing videos by category. e.g. "Food", "Fashion". Creator interactions include following or viewing creator profiles by category. e.g. "Travel", "Sports"


Hashtags

Deliver ads to people who have engaged with hashtags over the past 7 days.

Device

Connection Type

WIFI, 2G, 3G, 4G, 5G


Operation System

iOS & Android


Operation System Version

Deliver ads to users based on software version. e.g. iOS 10.0 or above, Android 4.0 or above.


Device Model

Delivery ads to users based on user's device model.


Device Price

Deliver ads to users based on device pricing, ranging from no limit to $1000+.


Carrier

Deliver ads to users based on mobile phone carriers.

Smart Targeting

Targeting Expansion

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.


Automatic Targeting

Dynamically allow TikTok to optimize targeting audiences to potentially get lower CPA or more conversions during ad delivery. Available only for Traffic, App, Lead Gen, Community Interaction, Conversion Web Objectives.


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.


Note: Targeting by location will depend on placements and available locations for each app.


Additional Details: For more details on the logic between different dimensions and audiences when multiple audiences are selected, please refer to the following table:


Demographics and Household Income

Devices

Interests

Behaviors

Custom Audiences

Demographics and Household Income

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



Content