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This 2023 TikTok Ads Strategy Breaks All the Rules - But Works 10x BETTER

This 2023 TikTok Ads Strategy Breaks All the Rules - But Works 10x BETTER

In this video, you'll learn how to transform your TikTok ad results from lackluster to highly effective by following a simple five-part formula and breaking a common rule that most gurus preach. Matt Johnston, an expert in TikTok ads, shares his proven strategy that has generated over 10 billion video views and millions of dollars in sales. By implementing this strategy, Matt has achieved outstanding results, including click-through rates that were 10 times higher and a five times return on ad spend. In less than 15 minutes, you can learn how to replicate these results for your own TikTok ad campaigns.

Why TikTok Ads?

You might be wondering why you should invest in TikTok ads when other platforms like Facebook, Instagram, and YouTube still exist. According to Matt, while these platforms still work, they are becoming more challenging and expensive. With the recent changes in data privacy due to iOS 14, Facebook ads' effectiveness has decreased. Google ads have always been expensive, and YouTube ads are also becoming pricier. On the other hand, TikTok ads are currently more affordable and effective, especially as the platform continues to grow and attract a broader audience.

Breaking the Native Creative Myth

There is a common misconception that the best ad creative should be native to the platform. However, Matt argues that this is not true for TikTok ads. Instead, he suggests making ads look more professional and high-quality to stand out from the rest of the TikTok content. By using good cameras, incorporating cinematic features like depth of field and lighting, and shooting videos in a YouTube aesthetic style, your ads will grab people's attention as they scroll through their feeds. It's all about pattern interrupting and providing something different and visually appealing.

The Five-Part Formula for TikTok Ads

To create effective TikTok ads, Matt recommends using a script formula called the "five T's":

  1. Tease: Start your ad with a secret or something intriguing to capture the viewer's attention and encourage them to watch the entire ad.
  2. Tell a Story: Share a relatable story that highlights the pain points your product or service solves. This helps create an emotional connection with the viewer.
  3. Turning Point: Introduce the unique mechanism or solution that you discovered, which turned your situation around.
  4. Teach: Provide valuable content and teach the viewer something related to your product or service. Break it down into three clear and concise steps or points.
  5. Transition: End your ad with a clear call to action. Encourage viewers to take the next step, whether it's visiting your website, signing up for a free trial, or making a purchase.

By following this script formula, you can create engaging TikTok ads that capture your audience's attention, evoke emotions, and ultimately drive action.

Targeting the Right Audience on TikTok

When it comes to targeting your TikTok ads, Matt recommends being specific and strategic. While the algorithm is still not as advanced as other platforms, you can narrow down your audience based on age and geographical location. If your target audience is not limited by any specific age group, you can leave it more open. However, it's crucial to provide clear instructions to the algorithm to optimize your targeting.


TikTok ads, TikTok advertising, TikTok ad strategy, TikTok ads formula, pattern interrupt, native creative, TikTok ad targeting, TikTok ad script


  1. Is TikTok only for advertising to teenagers and younger audiences?

    • No, TikTok's user base is evolving and expanding. Over 53% of TikTok users are over 30 years old, indicating a broader demographic range for potential advertising opportunities.
  2. Do shorter TikTok ads perform better?

    • Contrary to popular belief, longer ads have been found to be more effective on TikTok. Rather than shortening your ad, focus on capturing and maintaining viewers' attention by utilizing pattern interrupts, engaging storytelling, teaching valuable content, and strong calls to action.
  3. Can I use high-production-value videos for TikTok ads?

    • Yes, you can. While TikTok's platform is known for its user-generated content, creating ads with higher production values, such as utilizing good cameras, cinematic features, and professional aesthetics, can make your ads stand out and attract attention in the feed.
  4. How should I target my TikTok ads?

    • It's essential to be specific with your targeting on TikTok. You can leverage age and geographical filters to narrow down your audience. Being precise with your targeting instructions to the algorithm can improve the effectiveness of your ads.
  5. Can TikTok ads be used for intent-based advertising?

    • Yes, TikTok is emerging as a platform where users search for specific content, similar to Google's search engine. This provides an opportunity for intent-based advertising, allowing you to reach users actively looking for products or services related to your niche.
  6. Are longer TikTok ads more expensive?

    • The length of the ad does not significantly affect the cost of TikTok ads. Instead, focus on creating engaging and impactful ads that effectively communicate your message and drive desired actions from viewers.