TikTok Custom Audiences & Lookalikes

Broad targeting is great for scale. But Custom Audiences are for profit. You need to feed the machine with your high-value data.

1. Customer File (The Gold Mine)

Take your list of customers (Email, Phone Number). Upload it to Assets → Audiences. Match Rate Hint: TikTok needs phone numbers more than emails. Most users sign up with a phone. Usage:

• Exclusion: Exclude "Past Purchasers" from your prospecting campaigns. Stop wasting money showing ads to people who already bought.
• Upsell: Create a campaign just for "Past Purchasers" with a new product.

2. Engagement Audiences (The Retargeting Pool)

You can target people who:

• Watched 75% of your video.
• Clicked your profile.
• Shared your video. Strategy: Create a "Warm Audience" of anyone who watched 6s+ of your videos in the last 30 days. Retarget them with a "Hard Offer" (Discount).

3. Lookalikes (The Scaling Tool)

Take your "Customer File." Create a "Lookalike."

• Narrow (Specific): Top 1-5% match. Good for high intent.
• Broad (Reach): Top 10% match. Good for scale. Recommendation: Start with a "Balanced" Lookalike (Top 5%).

Summary

Don't just rely on "Interest Targeting." Interest targeting is a guess. Custom Audiences are facts. Upload your list today.