TikTok published a best practices guide on how to optimize your ad campaigns and bidding strategies for maximum performance.
The 13-page guide includes tips and recommendations for:
Account structure Campaign settings. Data connections. creative attribution measurement
Why we care. If you’re planning to run campaigns on TikTok this year, you should check out this guide as the tips provided come straight from the platform. However, it’s important to note the source of this information and that certain tips may put TikTok’s interests ahead of advertisers.
Advertising account optimization. As part of a nurturing account strategy, TikTok recommends making sure your ad account is structured towards the end-to-end user journey, for example:
Use only one ad account. Combine and diversify ad groups.
Nurtured account strategy. TikTok recommends starting with top-funnel conversion events (not immediately starting with lower-funnel events) and repeating the process for each new ad group. The platform claims this is the “key to scalable growth and long-term performance.”
Data connection settings. TikTok claims that by using its data connections to measure and learn from consumer actions on your website, you can maximize your chances of conversions.
Setting and scaling your budget. TikTok recommends following its best practices to maximize the effectiveness and efficiency of using your budget. The platform notes that it is recommended to set budgets for both campaigns and ad groups.
Offer strategy. The bidding strategy you select tells the TikTok system how to bid for you in the ad auction, so the platform advises you to select a bidding strategy that best matches your primary KPI for campaign efficiency.
Advertising fatigue. When you reach the maximum number of people interested in your ad, you may experience ad fatigue. TikTok has some advice on what actions you can take if this happens.
attribution TikTok recommends using click attribution along with visual attribution to get a comprehensive view of your campaign.
What TikTok says. TikTok said in a statement:
“Make sure your campaigns are set up right so you can get repeatable and reliable results with ease. Use the best practices in this guide as your building blocks for success on TikTok.”
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deep dive Read TikTok’s optimal web performance good practice guide in full for more information
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