In brief
Placements are the places where the ad can be shown: TikTok (including search results) and, depending on the objective, the TikTok Ad Network, a set of partner apps. You also set the interactions allowed on the ad and a level of brand safety and suitability.
Why it matters
- More placements = more reach, but not always the same quality.
- Allowing comments or not changes the ad’s image.
- Safety filters reduce the risk of appearing next to content that doesn’t suit your brand.
The steps
- In the ad group, open Placements.
- Check the eligible placements: TikTok is always included; tick the ad network if you want to extend reach.
- Under Audience interactions, choose whether to allow: organic comments, comments, video download, video sharing.
- Open Brand safety and suitability: the inventory filter (“Standard”, “Expanded” or “Limited”), category exclusions, industry sensitivity and the exclusion list. These settings apply to ads in the feed and in search.
Pitfalls to avoid
- Turning on the partner network without tracking performance by placement.
- Turning off comments out of reflex: you lose social interaction.
- Never checking the brand safety level.
Frequently asked questions
Why is the TikTok placement always ticked? Because it’s the product’s base placement.
Is the ad network useful? It adds reach, sometimes at a lower cost; compare the results.
Key takeaways
- TikTok always included; partner network optional.
- The interactions you allow are part of the ad’s image.
- Brand safety is set with filters.
Practice in TRIALO
In Placements, turn the partner network on then off and untick comments: observe the summary and the audience.