About Ad Targeting in TikTok Ads Manager

Allows you to reach people based on their:

• Age: 13-17, 18-24, 25-34, 35-44, 45-54, 55+

• Gender: Male, Female

• Location: Deliver to people based on their location (Country/Region, State/Province, City, and Designated Market Area/DMA (US Only)).

• Language: Target ads for people based on the language of their TikTok app and/or their predicted language based on the content viewed.

• Spending power: Deliver ads to people based on their purchase behavior through TikTok ads.

• Household Income: Deliver ads to users based on household income (US Only).

Learn more about age and gender targeting and about the age restrictions that exist when advertising to people under the age of 18.

Audience targeting is an ad targeting solution that can be used as a criteria for including or excluding specific segments. Learn more about each custom audience:

• Customer file

• Engagement

• App Activity

• Website Traffic

• Shop Activity

• Lead Generation

• Business Account

Interests and behavior targeting allows you to reach people based on:

• Interests: Deliver to people based on their higher interaction with certain interests. For example, gaming.

• Purchase intent: Deliver to people who are actively researching or purchasing one specific category of product of service. For example, travel intent.

• Behaviors: Reach people based on recent-in app behavior such as interactions with videos or creators. Video behaviors include watching, liking, commenting, and sharing videos by category, such as food or fashion. Creator interactions include following or viewing creator profiles by category, such as travel or sports.

• Hashtags: Reach people based on hashtags they viewed in TikTok over the past 7 days.

Learn more about interest targeting, purchase intent targeting, behavior targeting for more examples.

Allows you to reach people on their device type, carrier, Internet service providers, and network.

• Connection type: WIFI, 2G, 3G, 4G, 5G

• Operation system: iOS & Android

• Operation system version: Deliver ads to people based on software version. For example: iOS 10.0 or above, Android 4.0 or above

• Device model: Deliver ads to people based on the user's device model

• Device price: Deliver ads to people based on device pricing, ranging from no limit to more than $1000.

• Carrier: Deliver ads to people based on mobile phone carriers.

• Internet Service Provider (ISP): Deliver ads to people based on their most frequently used ISPs in the past 30 days. Note: 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.

This targeting solution helps you expand your targeting criteria to deliver outside your designated audience settings.

• 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.

Learn more about smart targeting and which targeting recommendations are best for your campaign.