TikTok Custom Audiences: The Complete Guide

With all of the platform’s unique and engaging features, we’ll take a deep dive on all for a better understanding. Together, let’s go for a closer look into TikTok Custom Audiences.

Let’s bring focus on TikTok Custom Audiences for advertising purposes. Even with the threatened shutdown of the platform, it’s still thriving like never before. With all of the platform’s unique and engaging features, we’ll take a deep dive into a better understanding.

We’ll see what it is, gather and define all of the features it possesses and find a way to better manage the different audiences. 

Time to get started!  

What is TikTok Custom Audience? 

Custom Audience for TikTok is best defined as an ad targeting option that allows advertisers to find consumers who are already engaged with your business. 

It’s a powerful tool, to say the least! Why? This is simply because it’s super helpful for remarketing and reinforcing communication. It allows the possibility for advertisers to meet the following needs. 

  • Reaching repeat customers 
  • Increase the present following 
  • Expand on app engagement 
  • Create a similar or “lookalike audience” 

These are the Key Features of TikTok Custom Audiences

What sets this feature apart? With so many other large platforms such as Amazon and Walmart, it can be hard to know the different offerings each one possesses and how they can positively contribute to the functioning of your business. 

These are the following features that put TikTok Custom Audiences on the map for advertisers.

Customer File: You can now use your own customer file to create your own custom audience. Pretty cool, right? 

Once your customer file is uploaded and matched, the customers who overlap with the other app users will be filtered out and then formed into their own custom audience. In simple steps that are easily guided on the platform, all will be able to add this to their process smoothly. 

Engagement: This is a unique feature that allows advertisers to create a whole audience of users who have already engaged with your content previously. This is also achieved across all of the TikTok ads’ family of apps. 

To go further in the explanation, this engagement is for the users that have been involved with both the clicks and the impressions. Plus, you’re able to create a list tailored to those who have previously shown interest and have purchased the product of discussion. 

Best of all, it’s also auto-refreshed which will also be explained in further detail later. 

App Activity: What’s great about app activity is that it allows you to create a custom audience of users who have completed certain events within your app. An event in this case is equivalent to the action taken within the app. 

These are the following events that are accepted. 

  • Activate 
  • Register 
  • Purchase 
  • Day 2 Retention 
  • Checkout 
  • Add to Cart 
  • View Content 

This particular feature allows you to target TikTok ads to those who have previously used your app and want to continue to communicate your business to them. When advertisers do this, the receptivity is much greater and guaranteed because this is an audience who was able to be targeted successfully before. 

However, it should be addressed that there is a prerequisite for using this feature. Before beginning, make sure to configure the app events and access to post back any event data to TikTok on the third-party tracking platform. Otherwise, this might not work. 

After this part of the feature is turned on, the “Install” portion of the event will be posted back by default unless other events are configured. 

Website Traffic: This feature allows you to create an audience of users who have not only visited your website, but have also taken a specific action on your website. 

These specific actions can be any of the following: 

  • View content 
  • Button click 
  • Purchase 
  • Form Submission 
  • Consult 
  • Start Trial 
  • Contact

Pro Tip: When building out your website, make sure to add these different options to give the customer more of a reason to take these actions. Which of the above do you think make the most sense for your website? Let us know!

This feature also takes a look at those who have taken action on the website, but they haven’t necessarily gone all the way to make a purchase. 

There’s also a prerequisite to this feature! Make sure to set up TikTok Pixel so that you can define the event you really want to track. 

How Do You Manage TikTok Custom Audiences? 

There are four simple steps you can actually follow to ensure that the custom audience really is managed successfully. Here’s how! 

  1. Apply Audience 

You have the option to visit the audience section and apply your audience to the ad group. Another way is to go to the ad group section directly and apply your audience.  

  1. Delete 

If you no longer want the audience you created, feel free to delete it without any hassle at all. 

  1. Disconnect With Ad Groups 

The same can be said for ad groups. If you no longer want that audience on an ad group, feel free to remove and delete it. 

  1.  Audience Detail

 Audience Detail can be obtained and managed in the following three ways. 

  • Audience application details 
  • Disconnect the ad group
  • Audience history 

What Does Custom Audience Auto-Refresh Entail? 

There are actually three types of custom audiences that support auto-refresh, which help to give data in live time to benefit you. They are the following. 

  • Engagement 
  • App activity 
  • Website traffic 

However, for them to have auto-refresh be set up, you have to meet the following conditions. 

  • Make sure your ads have been running over the past 30 days. 
  • You need to make sure you’ve created a custom audience for either the engagement, app activity or website traffic. 

Final Thoughts 

What’s the final consensus? 

TikTok is giving access to advertisers and TikTok agencies to allow them to customize and create their audiences, which we find is a great and direct way to meet your target market. By having this method on hand, it will allow any advertiser to quickly and easily find or measure results. 

Have you used TikTok Custom Audiences before or do you plan to in the near future? Let us know your thoughts and how the results truly benefited you!

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