TikTok Ads Targeting: Broad, Interests, Lists
TikTok’s recommendation system is the reason the app works, and it does much of the targeting for you. Interests and behaviours help early on. Custom audiences from your own data and lookalikes do the rest.
How should you target TikTok ads?
Start broad with location, language and age, and let the system find viewers from engagement and conversions. Use interests and behaviours, such as people who watched videos about a topic, to help a new account. Add custom and lookalike audiences once you have data. Your creative narrows the audience further.
| Audience | What it is | Best for |
|---|---|---|
| Broad | Location, language, age | Most campaigns with good tracking |
| Interests and behaviours | Topics people watch, like or follow | New accounts with little data |
| Custom audience | Customer lists, site visitors, video viewers, profile engagers | Retargeting and exclusions |
| Lookalike | People similar to a source audience | Prospecting from your best customers |
Which custom audiences should you build?
- Website visitors from the TikTok Pixel, by page and recency.
- People who watched most of your videos.
- People who engaged with your business profile.
- Lead form openers who didn’t submit.
- Customer lists from your CRM, for exclusion and lookalikes.
Can you reach B2B buyers on TikTok?
Not by title or company. Reach them through content: videos about a problem only your buyer has will be watched mainly by that buyer. Use behaviour targeting around business topics, retarget site visitors, and use founder posts as Spark Ads. For role targeting, compare Meta Ads targeting and LinkedIn.
Who should you exclude?
Customers, recent converters and employees. Also exclude regions and languages you don’t serve. In Canada, run French ads for Quebec in their own ad group; see selling in Quebec. Age restrictions apply to some categories; check TikTok’s policies.
Broad audience, specific video.
Let the system search widely and let the opening line pick out your buyer.
How do you set up audiences?
- Install the Pixel and build visitor audiences.
- Upload a customer list for exclusions and lookalikes.
- Run one broad ad group and one interest or behaviour ad group.
- Add a retargeting ad group once visitor audiences fill.
- Compare cost per result after two weeks.
Budget each ad group above the minimum; see TikTok Ads cost.
Frequently asked questions
How does TikTok ad targeting work?
You set location, language and age, optionally interests, behaviours and custom audiences. TikTok’s system finds likely responders within that.
Should I use broad targeting on TikTok?
Often yes, once tracking works. Use interests and behaviours to help new accounts.
Can I retarget website visitors on TikTok?
Yes, with custom audiences built from the TikTok Pixel.
Does TikTok have lookalike audiences?
Yes. Build them from customer lists, visitors or engagers.
Can I target B2B job titles on TikTok?
No. Use content that speaks to your buyer, behaviour targeting and retargeting instead.
Who should I exclude on TikTok?
Customers, recent converters, employees and regions you don’t serve.