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About TikTok Messaging Ads

TikTok Messaging Ads allow prospective customers to start conversations with businesses through TikTok Direct Messages and Instant Messaging Apps.

With Direct Messaging Ads, users are kept in the TikTok app, and directed to TikTok's direct messaging feature to start chatting with advertisers.

With Instant Messaging Ads, users are redirected outside of TikTok to the third-party messaging app, such as Facebook Messenger and WhatsApp, to start chatting with advertisers. [Note: for the scope of this article, it will focus on Instant Messaging Ads]

TikTok Messaging Ads are a good solution for advertisers looking to:

- Reach new customers: Tap into a new audience and meet new customers by leveraging the power of TikTok's vibrant community.

- Shorten the path-to-action: Two-way communication allows customers to get what they need from business to make a decision and take action faster.

- Qualify leads immediately: Screen for prospects that are likely to convert immediately.

- Put their customers at the center: Be where your customers are and build lasting business relationships with new and existing customers for higher lifetime value.

Before you begin with TikTok Instant Messaging Ads

- Blip works with TikTok to enable you to set up campaigns with deeper optimization goals and better performance.

- You will need to set up the TikTok integration on Blip before being able to select Conversations optimization and choose your messaging event.

- If you are using WhatsApp, you will need to use a unique phone number for the WhatsApp Business API that is not used in any other WhatsApp personal or business accounts. You can sign up for the WhatsApp Business API directly on Blip.

How to enable integration on partner platform

With Click Tracker, brands have greater visibility into the performance of their Click To WhatsApp ads in the conversational flow. They can track how many conversations were generated and how many conversions occurred within the conversational flow.

To enable sending conversion signals from users in the conversational flow to TikTok, Blip now offers integration with the Messaging Ads Events API. With this integration, it will be possible to improve the performance of Click-to-Whatsapp campaigns and optimize the effectiveness of creatives on your social networks.

Login to Blip Portal

After logging into the Blip Portal, open the contracts list in the upper left corner.

Select an contract

Select the contract you want to access.

Select an ChatBot

Select the ChatBot responsible for receiving the consumer who clicks on the ad.

Select the Growth tab

Open the Click Tracker

In the left sidebar, click on Click Tracker. In this section, you will find the place to connect with partner APIs, as well as track the performance data of your Click-to-WhatsApp ads.

Navigate to connection

To integrate Click Tracker with the Messaging Ads Events API, click on ‘TikTok’ tab, than click 'Connect.

Check to accept the Terms of Consent.

Approve the required permissions.

Choose your TikTok Lower Funnel Event
Click on Events to open all TikTok Lower Funnel options and select one.

Connect advertiser account

Click 'Access account' to choose the advertiser account you wish to integrate with Messaging Ads Events API

Connect event set

Choose the Event Set for sending the conversions. Click 'Connect event' and you will receive a green notification on the bottom left of the screen that says 'Event connected successfully!'

And then click the 'X' on the top right of the pop-up window to complete the integration.

If you don't have an Event Set created yet or want to create a new one, you can follow the steps below:

Choose a name for your Event Set and enter it in the text box:

Click on "Create new event" button:

And so your event will be created:

All set! The integration is complete, and the conversion signals are configured and ready to be sent to TikTok.

Now, you can analyze the performance of your ads on Blip report and TikTok Ads Manager (TTAM) and optimise your campaigns.

How to report results on Blip

Started Conversations: This metric represents the number of conversations initiated by people who clicked on an ad and sent the first message.

Total Conversions: This metric represents the total number of users who reached the conversion event in the chat flow.

Average Conversion Rate: This metric represents the percentage of started conversations that resulted in total conversions

Report download in Blip

It’s possible to track the main information from TikTok message ads on Blip by downloading the report. To download the .csv file, simply select the “TikTok” tab in Click Tracker and click the “Conversion Report” button.

The available data in the report includes:

User Id
Ad Id
Ad Advertiser Id
Date Conversation
Date Conversion
Bot Id
TiktokId
Conversion Event
Current Event

With this data, it becomes easier to perform detailed measurement of conversions per ad and also select specific leads for actions such as launching re-engagement campaigns.

How to set up TikTok Messaging Ads

TikTok Instant Messaging Ads is currently in Open Beta testing. Please reach out to your representative to get allowlisted first before creating the campaigns.

Campaign level

Step 1 - Log on to TikTok Ads Manager, go to campaign and click on "Create"

Step 2 - Choose "Lead generation" as your campaign objective

Ad group level

Step 1 - Choose "Instant messaging apps" as your "Optimisation location" and select your Instant messaging app (Messenger or WhatsApp), or use a customized URL

Note: If you do not see this option, it's likely you have not been allowlisted. Please apply for allowlisting first before proceeding further.

If you have selected Messenger, add in your Facebook Page ID

If you have selected WhatsApp, add your WhatsApp business API number

If you selected Instant Messaging URL, you will fill in the URL link at the ad creative level.

Step 3 - "Dayparting" feature is by default on.

Please select the day/time when you can respond to messages to ensure better user experience

Budget: clients can set a daily budget per their preference.

Step 4 - Choose an optimisation goal "Conversations" (Recommended) or "Click"

Optimisation goal "Conversations"

'Conversations' option will be greyed and unable to select if no event sets have been created before. Please set up messaging event sets through Events Manager (or refer to steps in the below section) or through a supported Message Management Tool (MMT).

Ensure you select the correct Messaging event set which has been automatically generated on your MMT. If you've selected "Conversations" as your optimization goal, choose the corresponding Messaging Event Set from the drop down list.

For a unique event set created after November 7th, with selected MMTs, the event set will be automatically matched and populated according to the FB page ID or WhatsApp number provided earlier. Unique event set is created per Ad account ID x IMA account ID (FB page ID or WA number) pairing.

Optimisation goal "Click"

Click optimisation is available for all Instant Messaging Apps and for clients who have not integrated with MMTs

Ad level

Step 1 - You can choose to use a TikTok identity to deliver Spark Ads but it is not mandatory

Step 2 - In the "Text" section, please make it clear that users can click on the ad CTA to send a message to advertiser

As best practice, you might want to include a soft call to action in your caption, asking users to "Message now if you're interested / to get in touch!" etc.

Step 3 - Set a destination.

For Whatsapp and FB Messenger, this field will be automatically filled. To edit, please return to Ad Group level.

For others (i.e. LINE, Zalo), please input your Instant Messaging URL.

If you have selected Clicks optimisation with Instant Messaging app (Messenger/WhatsApp) as the optimisation location, you can choose to add your message event set for additional tracking.

Click "Publish all" and you are done!

Create Message Event Set via TikTok Events Manager

Step 1 - Go into TikTok Events Manager

Select Tools, then choose Events to enter Events Manager.
Under "Data Sources", select "Connect data source" from the left navigation bar.

Step 2 - "Choose "Messaging" and click "Next"

Step 3 - "Select setup methods "Automatic setup with partner platform".

Connect to a MMT by selecting from popular MMT platforms as listed below or search for another.
Follow the integration flow on MMTs to finish the set up.

Step 4 - Event Set created

Once done, TikTok Events Manager (TTEM) will display the event set created on your MMT.

How to report results on TikTok Ads Manager

You will be able to see "Cost per results (conversations)" in the reporting section to monitor the campaign performance

You can also go to "Custom columns" and choose Messaging Event

Select Conversations (Instant messaging app) to report on performance

FAQ

Which conversion events are sent to TikTok?

Currently, the events sent are:

Instant Message: Events triggered by each message exchanged in the conversation (from bot to user and user to bot).

Lower Funnel: These are various events listed by TikTok that are triggered when the user completes the conversion event associated with the builder. Currently, these events mark the end of the conversation session.

How often are conversion signals sent to the API?

They are sent when a user starts a conversation and continues sending messages to reach the conversion event

What is the total time for each open session?

At Blip, we consider the duration of each session to be 7 days.

What happens if a consumer starts two conversations within less than 7 days?

If a consumer contacts twice from Click-to-Whatsapp ads, we will send two initiated conversation events and maintain a single open session, renewing the 7 days from the date and time of the last initiated contact.

Can I customize my conversion point, like in Meta Click To WhatsApp ads?

You should select a conversion point in your chat flow and designate it as a conversion event. When a user reaches this event, we will send it to TikTok for optimization.

How is a TikTok conversation identified?

We identify conversations initiated by TikTok as any message containing a TikTok ID in the format @${track_id}.

For more information, visit the discussion on this topic in our community or watch the videos on our channel. 😃