TikTok Media Buying Certification Exam

Where in ads manager can you create custom reports for a campaign?

A. Audience Insights

B. Video Insights

C. Analytics

D. Tools

C. Analytics

Which is the expected outcome for advertisers that use the Maximum Delivery budding strategy?

A. Achieve a pre-determined frequency cap

B. Utilize the budget in full

C. Ensure ad delivery to all targeted users in the first day

D. Ensure lower volatility in costs per result

B. Utilize the budget in full

Which are benefits of using Business Center? (Select all that apply)

A. Ability to collaborate with advertiser's agency

B. Set different roles and permissions for team members

C. Access to preferred auction status in ads auction

D. Set budgets across multiple campaigns

A. Ability to collaborate with advertiser's agency & B. Set different roles and permissions to team members

Which measurement solution should be selected to understand if a campaign has increased purchase intent?

A. Sales Lift

B. Brand Lift

C. Post-purchase survey

D. Media mix modeling

B. Brand Lift

A Spark ad is receiving negative comments, and the advertiser is concerned about overall brand safety. Which steps can the advertiser take to combat negative comments? (Select all that apply)

A. Add blocked word filters to TikTok Ads Manager acct

B. Create a new TikTok Ads Manager acct.

C. Decrease ad spend on the Spark Ad

D. Ask the creator to turn off comments on their organic post

A. Add blocked word filters to TikTok Ads Manager account & D. Ask the creator to turn off comments on their organic post

Which tools can advertisers use to help with the creation of scripts for TikTok Ads? (Select all that apply)

A. TikTok Ads Manager

B. TikTok Business Center

C. Creative Assistant

D. CapCut

C. Creative Assistant & D. CapCut

Which of the following is an example of Split Testing?

A. Using two different sets of creatives for a specific campaign

B. Selecting a TikTok ad placement and a Pangle placement for a campaign

C. Increasing the budget mid-campaign to increase reach

D. Terminating one ad group within the campaign while the campaign is in-flight

A. Using two different sets of creatives for a specific campaign

Which of the following is true for Spark ads?

A. Ability to promote organic videos as paid media ads

B. Ability to reduce auction costs across campaign

C. Ability to bypass the ad review process for ads

D. Ability to limit the video to only the followers of the advertiser on TikTok

A. Ability to promote organic videos as paid media ads

Which is true for the audience insights tool?

A. It provides audience data only related to your ad account

B. It provides recommended bidding for specific audiences

C. It provides audience data from 6 months ago

D. It provides potential and reached audience data

D. It provides potential and reached audience data

Which is an example of creative fatigue?

A. Cost per acquisition decreasing

B. Reduction in conversions vs. click-through rate

C. CPM increasing for the campaign

D. One set of creatives is outperforming another set in the same campaign

B. Reduction in conversions vs. click-through rate

Which are types of events that the TikTok Pixel measures? (Select all that apply)

A. Add to Cart

B. Unsubscribe

C. Place an Order

D. Click to Call

A. Add to cart & C. Place an Order

Which is a benefit of using Interactive add-ons in an ad?

A. Increases user engagement with the ad

B. Drives more traffic directly to profiles

C. Guarantees a minimum number of views on the ad

D. Lowers Cost per action for performance campaigns

A. Increases user engagement with the ads

An advertiser wants to measure the impact of TikTok advertising on their brand recognition. Which measurement methodology should they use?

A. Multi-touch attribution

B. Conversion lift study

C. Brand Lift Study

D. In-store sales lift

C. Brand lift study

What does the TikTok ad platform optimize for when Focused view optimization is enabled under the Video views objective? (Select all that apply)

A. Viewers most likely to view the video ad for longer than six seconds

B. Viewers most likely to purchase the product

C. Viewers most likely to watch a similar type of video

D. Viewers most likely to engage with the ad within the first six seconds

A. Viewers most likely to view the video ad for longer than six seconds & D. Viewers most likely to engage with the ad within the first six seconds

A children's toy advertiser prefers their ad to only appear next to content that is absent of mature themes. Which Inventory filter should they choose?

A. Full Inventory

B. Standard Inventory

C. Limited Inventory

D. Special Inventory

C. Limited Inventory

An advertiser saw an organic post from a creator talking about their product. Which TikTok ad product would allow the advertiser to leverage the original organic post in their own TikTok ad campaign?

A. Spark Ads

B. Lead generation ads

C. Community interaction

D. Top Feed

A. Spark Ads

A mobile gaming advertiser wants to optimize their ad to target those who are likely to spend more. Which bidding optimization should they use?

A. App Event Optimization (AEO)

B. Cost Cap

C. Value-Based Optimization (VBO)

D. Maximum Delivery

C. Value-Based Optimization

An advertiser is worried about negative comments on their ads, what feature in Ads Manager should they use to moderate comments?

A. Comment Management tool

B. Ads Integrity Suite

C. Ads group

D. Campaign Budget Optimization

A. Comment Management Tool

An advertiser wants to advertise on TikTok and reach a broader audience for their brand. Which of the following Billing event (Bidding method) may best serve their needs for this campaign?

A. CPA

B. CPC

C. CPV

D. CPM

D. CPM (Cost Per Millies)

An advertiser provided a sample of their new product for free to a popular creator on TikTok. When the creator showcases the product and discusses it in their video, it is considered?

A. Organic content

B. Branded content

C. Not allowed, because the product is free

D. A web ad

B. Branded content

An advertiser wants to reach their own customers on TikTok. They have a list of their customers from their customer relationship management (CRM) system they can use to build their targeting list. Which of the following TikTok features should they leverage to accomplish this?

A. Lookalike audience

B. Custom audience

C. Smart performance campaign

D. Smart targeting

B. Custom Audience

An advertiser just started their web conversion campaign to drive users to their website. However, the conversion cost is fluctuating during the first two weeks of the campaign. Which is the likely cause of this?

A. TikTok Ads platform is initiating the learning phase to optimize the bid and targeting to best achieve the stated objective

B. The bid price is too low and the TikTok ads platform is adjusting creatives to meet the stated bid

C. The ad creatives are resonating with specific audiences and causing bid prices to fluctuate over time

D. The campaign budget is too high and the TikTok ad platform is adjusting budget allocation across different campaigns

A. TikTok ads platform is initiating the learning phase to optimize the bid and targeting to best achieve the stated objective

An advertiser is leveraging TikTok lead generation ads to build their own leads capture form on their e-commerce website. The web form they created was rejected by the TikTok ads review process. Which of the following fields on their web form may have caused ad rejection?

A. Name

B. Country

C. Product preference

D. Drivers License Number

D. Drivers License Number

A mobile app advertiser is worried about campaign costs and wants more control over their bid price for conversion events on TikTok. Which bidding or optimization strategy should they use?

A. Maximum Delivery

B. App Event Optimization (AEO)

C. Lowest Cap

D. Cost Cap

D. Cost Cap

Which are features of a TikTok Business Account? (Select all that Apply)

A. Business page

B. App download link

C. Video Editor

D. Lead generation ads

A. Business Page & B. App download link

TikTok Business Account

A profile with extra features to help your business represent itself and support customers. Includes contact info, direct links to app download, organic lead generation, post scheduling and business analytics.

TikTok Business Center

Used when multiple people, such as employees or agencies, need access to your properties. Allows you to add, remove, and manage user permissions across assets for running campaigns.

TikTok Ads Manager

The platform you use to create ad campaigns, manage creatives, and analyze performance.

TikTok Creative Center

A catalog of creative resources including latest trends, ad examples, best practices, and tools for high quality content generation.

Why use TT Business Center?

Collaboration, Centralization, and Accountability

Key features in TT Ads Manager

1. Dashboard (summary data & create ads)

2. Campaign (active & non-active campaigns)

3. Tools (manage ad resources)

4. Analytics (create ad reports & review insights)

Key features in TT Creative Center

1. Inspiration (top ads dashboard, spotlight, keywords, patterns, products)

2. Trends (Hashtags, songs, creators, videos)

3. Creative Tools (video editor, templates, script generator, commercial music library)

4. Education (Creative tips finder, strategies, expert courses)

5. Creative Assistant (Virtual chat interface)

TikTok Marketing Partners (TMP)

TT Approved partners who can help advertisers run more successful campaigns on the platform.

3 Ways to produce creatives for TikTok

1. Use creative tools (in app editior, Web editor, third-party editor ex. CapCut)

2. Work with a creator

3. Work with an agency

Spark Ads

An ad format that allows you to turn organic content into ads while retaining the quality of organic videos

Benefits of Spark Ads

1. Authentic/unique brand experience

2. More features compared to other ad formats

3. Utilize both organic & paid strategies together

Two Key sections of TT's Ad Policy

1. Prohibited or restricted products and services

2. Policies specific to ad creatives and landing pages

Branded Content

Creator-generated content that promotes a third-party brand, its products, or services in exchange for payment or other incentives.

If you're promoting your own brand or business, your video will be labeled as _____

Promotional Content

If you're posting branded content on behalf of another business, your video will be labeled as _____

Paid Partnership

TopView Ad

First Ad Seen upon opening the TT App

Top Feed Ad

First In-feed Ad

Pulse ad

Places adjacent to trending and brand suitable content (Types: Max Pulse, Category Lineup, Seasonal Lineup, Pulse Premiere)

*Benefits: Appear next to attention-grabbing content, ensures brand suitability

Reach & Frequency

Reserve inventory in advance, ensuring predictable reach and controlling frequency with fixed pricing.

Brand Auction

Offers flexibility and cost-efficiency for standard in-feed ads through the auction buying type

Branded Mission

Crowdsources authentic content from creators and transforms them into ads to drive impressions.

*Guaranteed delivery, crowdsource creativity, earn organic traffic and paid impressions

Web Conversion Ads

Drives conversions to your website, promoting actions like making a purchase or adding an item to the cart.

Video Shopping Ads (VSA)

Specific type of website conversion ad format - seamlessly integrates your product catalog directly within the video ad

*Benefits: tailors the products shown, automatically selects the best-fit landing page, reduces creative production costs and showcases products more prominently.

App Promotion Ads

Aims to drive app installs or re-engage existing app users

Lead Generation Ads

Utilizes TikTok Instant Form to collect leads for your business

Pixels

Industry-standard solution involving adding a piece of code to your website that shares event and optimization data.

Events API

Server-to-server (S2S) integration that provides a more reliable connection between TikTok and your website marketing data

Manual Advanced Matching

The passing of customer information to TT from your website. Provides flexibility to configure what information and for which events you want to pass to TT

Automatic Advanced Matching

When advertisers instruct TT to automatically identify form fields on pages where Pixel is installed, and to hash and collect email and phone numbers entered on those pages for measurement, optimization, and targeting of your campaigns.

Ad Group

At the ad group level, you can define your ad placement, choose your target audience, apply brand safety controls, set your budget, and decide on a bid and optimization strategy.

Ad

At the ad level, you can upload and manage ad creatives. You can also select interactive add-ons, call-to-actions, designation pages, and manage Spark ads.

Learning Phase

The learning phase describes the time it takes for TT's delivery algorithm to learn how to best deliver your ad.

Split Testing (A/B Testing)

Testing two different versions of ads to determine which one performs better

*Benefits: Tool automatically duplicates campaign settings, 90% confidence rate, winning ad continues to run with just one click

Brand Safety

Set of measures that aims to protect the image and reputation of brands.

Inventory Filter

Full Inventory: Excludes content that goes against community guidelines

Standard inventory: Excludes content that includes the glamorization of mature themes

Limited Inventory: Most stringent level of filtering

Comment Management Tool

Allows users to view, export, hide, filter, like, reply and pin comments.

Campaign Budget Optimization (CBO)

Feature that allows you to optimize budgets at the campaign level instead of the ad group level.

Smart Performance Campaign (SPC)

Designed to run performance campaigns at scale with less manual steps. TT automatically optimize settings based on data

Broad Targeting

Reaching a wide range of potential audiences by setting the minimum number of targeting constraints for an ad. Provides four main dimensions - Demographics, Device, Interests, Behavior

Advanced Targeting

Involves creating "Custom Audiences" to show ads to individuals who are already familiar with your business to retarget, exclude recent customers, or create Lookalikes for prospecting

Lookalike Audiences

Targeting users who share similar characteristics with existing customers

Narrow: Highest level of similarity, reduced reach

Balanced: Moderate potential reach & similarity

Broad (recommended): Increase potential reach & moderate similarity

Bidding Strategy

A price you submit in the Ads Manager auction to secure placements

Maximum Delivery

Aims to drive the highest number of results from an ad group budget, regardless of the final cost per result

Cost Cap

Keeping the average cost per result around or lower than the bid, regardless of the budget

CPM (Cost per Millie)

The bid is the price you are willing to pay for one thousand impressions

oCPM (Optimized Cost per Millie)

The bid represents the price you are willing to pay for one thousand impressions, targeting users who are likely to complete a conversion event.

CPV (Cost per View)

Pay per Focused View, which is when a user views your ad for at least 6 seconds or interacts with the video

CPC (Cost per Click)

cost of the number of clicks received

App Event Optimization (AEO)

Helps you reach users who are more likely to complete in-app events (purchase, subscribe, etc)

AEO Once = Optimizes and measures based on a single purchase per user

AEO every = based on multiple purchase events per user

Value-Based Optimization for App (VBO App)

Optimizes ad delivery for you as an app advertiser for targeted users likely to generate a higher return on ad spend (ROAS)

Highest value: Spends entire budget while maximizing value

Minimum ROAS: Meet or surpass your target ROAS by targeting high-value customers

Value-Based Optimization for Web (VBO Web)

Functions similarly to VBO App except that standard web conversion ads optimize for complete payment events, so the system targets people who are likely to convert, regardless of purchase value per transaction.

Brand Lift Study

Measure the incremental brand impact of your campaign (Ad recall, awareness, familiarity, attitude, etc.

Conversion Lift Study

Uses historical data from high-performing campaigns in order to determine the minimum group size needed to run a study.

Offline Sales Lift

Uses Neilsen census data to measure the influence of TT ads on offline sales at physical stores

Post-Purchase Survey (PPS

Integrated into e-commerce websites to understand how customers discover your products

Multi-touch attribution

A comprehensive view of your customer's path-to-purchase and identifies the most impactful channels

Mobile Measurement Partners (MMP)

third-party measurement providers that can attribute, collect, and organize app data to provide a comprehensive view of campaign performance (Clicks, installs, engagement, revenue, etc.)