Objectives Demander sets
| Plan objective | TikTok objective | Optimisation and billing |
|---|---|---|
| Awareness | Reach | Reach, billed per thousand impressions |
| Traffic and retargeting | Traffic | Clicks, billed per click |
| Engagement | Traffic | Clicks; TikTok’s own engagement objective optimises for follows and profile visits, so it is not used |
| Video views | Video views | Engaged views, billed per view |
| Leads and conversions | Website conversions | A TikTok pixel event (form, registration and similar), oCPM |
Product sales campaigns need a TikTok catalogue or shop and are not built.
How campaigns are built
Campaigns are created disabled, with campaign budget optimisation; TikTok’s minimum is about 50 USD a day. Every ad needs a video: Demander uploads the rendered MP4 and a cover image to TikTok by URL, then creates the ad under your TikTok identity. Ad text is 1 to 100 characters without emoji, and Demander strips emoji before sending.
Targeting covers countries, languages, age groups and TikTok’s numeric interest categories. City and region ids are not mapped, so office geofences fall back to country level with a warning. Realistic AI-generated content has to be disclosed on TikTok, and political ads are banned there worldwide.
Conversions and bidding
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01
Offline events from your CRM
An account moving into sales, a new opportunity, a won deal and the conversions you mark go to TikTok every hour in live mode, with the ttclid from a consented visit or a hashed e-mail of a contact who consented. You add your CRM event set id to the connection.
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02
Pixel for lead and conversion goals
Website conversion campaigns optimise for a TikTok pixel event, so the connection needs your pixel id.
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03
Bidding
Maximum delivery is the default. Demander-managed bids set a target cost per result in CPC, CPM or oCPM, matching the billing event. TikTok advises a budget of at least 10 times the CPA bid and publishes no bid minimums.
Access and approvals
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01
What you do
Authorise your advertiser account in TikTok’s business portal and pick it in Demander; currency and time zone are detected. You also set the identity your ads run under.
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What TikTok requires of Demander
TikTok reviews the developer app and the permission groups it uses: account and ads management, creative upload, reporting, audiences and offline events. Rate limits start at 10 requests a second per app and rise on request, one level at a time.
When TikTok enters the plan
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01
By product
The planner adds TikTok for consumer and e-commerce products and for marketing and AI tools. For other B2B products it stays out unless you add it.
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02
By seniority
Platform fit is scored per persona seniority, and TikTok scores lowest of the eight platforms for founders, executives and VPs, so little budget goes there for senior buyers.
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By results
Budget allocation follows pipeline value across platforms, so TikTok spend that produces no opportunities loses budget to platforms that do.
Questions people ask
Is TikTok worth it for B2B campaigns?
For account-based work, rarely: TikTok cannot target by job or company. It can work for video awareness, for SMB buyers and in some tech segments. You can add TikTok to any plan or remove it, whatever the planner proposed.
Do I need to make videos for TikTok?
No. Demander renders short MP4 storyboard videos from your messages, in your brand, and every TikTok ad uses one of them.
Can Demander post to our TikTok profile as well?
Yes, through TikTok’s Content Posting API, which is a separate TikTok app. Until TikTok has audited it, posts are private. See organic networks.