Marketers / Marketing Cloud

Integrating TikTok Ads With Marketing Cloud

By Lauren Metcalf

Branded content with Cezium

TikTok is one of the largest social media platforms in the world, with over one billion active monthly users. In the current period of decreased spending across all platforms, TikTok are thriving, predicting $18.8B in global advertising revenue in 2023.

However, Salesforce Marketing Cloud Advertising Studio does not integrate with TikTok, leaving a huge gap in the market  – until now. Introducing TikTok AdZ, a brand new app designed specifically to capitalize on the video social platform.

Why Advertise on TikTok?

TikTok has exploded in popularity over the last few years, especially with younger audiences. And it has caused a huge shift in the lives of those users, with a lot of people now searching for recommendations on TikTok rather than Google. For them, it provides more personalized answers which feel more “real”.

While advertising on TikTok costs more than Meta, the conversion rates are much higher on TikTok. This could be explained by the personalized nature of the platform, and also because the ads are more smoothly integrated into the app’s user interface, appearing more like content than ads in most cases.

Although, advertising on TikTok is not always with the sole aim of selling. You can also use the platform to grow your brand following, which will in turn create more awareness and organic reach.

What is TikTok AdZ?

The app, created by Cezium, integrates your TikTok advertising with your marketing and CRM data. It fills the TikTok-shaped gap in Advertising Studio, and goes beyond – adding value to your TikTok advertising in four ways:

  • Acquisition: Increase brand awareness, capture leads, and boost your launches.
  • Nurturing: Upsell / cross-sell, retarget customers, and hyper-personalize.
  • Retention: Reactivate lapsed customers, get feedback, and extend your campaign reach.
  • Media Bidding Optimization: Reduce ad costs with suppression and only invest in engaged customers.

Usually, you would need a mobile advertising ID to advertise, however most brands don’t have this information for their contacts. The app allows you to match targeted ads to the data that you do have: phone numbers and email addresses.

Let’s explore some of the other features…

Target Using First-Party Data

With the depreciation of third-party cookies, it is essential that you change your marketing tactics. TikTok Adz enables you to use the first and second-party data you have on your contacts to activate advertisements to the right customer, at the right time.

This increases the likelihood of conversion while staying compliant with consumer privacy laws.

Growth of Brand Awareness

Having a large following on TikTok enables organic reach and more brand awareness, in turn benefiting your company as it is more likely to be recognized and trusted.

Using TikTok AdZ, you can create a custom audience of your existing customers or email subscribers to then target with ads encouraging them to follow your TikTok account. This can be done through exclusive promotions, influencer campaigns, and product demos, and will help to build a strong follower base. 

Audience Matching

Not only can you target those in your system, but also those who are similar to your existing audience!

By selecting audiences from data extensions, you can use TikTok’s lookalike audience feature to target users who share similar characteristics to your existing audience. This enables you to have the most chance of conversion and ensures that you are providing them with relevant content.

Audience Suppression

In the current climate of ‘do less with more’, your thoughts may be firmly focused on your advertising budget. With TikTok AdZ, you can suppress unsatisfied customers to ensure that your spend is optimized. 

This can be done by identifying any customers with a poor rating or those who have complained recently. You can then remove them from any campaigns you are running, in turn enabling you to target those audiences which are more likely to convert.

Use TikTok in Journey Builder

By using your unified data, you can make every engagement contextual, personalized, and human across marketing, commerce, service, and sales. This makes the experience even easier, with multi-step automation to segment contacts into the desired paths.


There are so many ways in which TikTok AdZ can help you take your personalization to the next level, including:

  • Geotargeting
  • Upselling and cross-selling
  • Seasonal promotions
  • Abandoned browse retargeting
  • Abandoned cart recovery
  • And more!


As one of the largest social platforms in the world, you should be investing in TikTok – but you need to do it in the right way. With TikTok Adz, exploring this exciting advertising space will be much smoother, with all the features you could ever need to create personalized and effective ads targeting the correct people  on TikTok.

The Author

Lauren Metcalf

Lauren is Content & Services Delivery Lead at Salesforce Ben.

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