In this article, you will learn best practices to help maximize your TikTok Shop sales using Video Shopping Ads (VSA).
To learn how to connect TikTok Shop to your TikTok Ad Account for advertising purposes, please see more details here.
TikTok Shop Product Selection
- Prioritize advertising top-selling TikTok Shop SKUs to boost sales.
- Include new products or non-best sellers to test market potential and bring higher exposure to these products.
- Try advertising a mix of products at different price levels:
- Low-priced items may have lower cost per action (CPA), but also lower ROAS.
- High-priced items may have lower conversion rate (CVR), but higher ROAS.
- If you’re using a multi-products format, ensure affiliate marketing that the selected products are cohesive (for example, products are part of the same product range, products are complementary, etc.).
Video Creatives
- We recommend using a minimum of 5-7 ad video creatives per ad group.
- Note: We strongly recommend using as many video creatives as possible to create ads. You can achieve this by creating multiple ad groups within a campaign. Many successful sellers have hundreds of active video creatives, or more, at any given time.
- You can use a video from your TikTok Account, an affiliate authorized video, or a video uploaded from your local drive to use in your ad.
- Leverage affiliate creatives in your ads at scale to maximize ad performance.
- Make sure the video is relevant to the TikTok Shop product(s) being advertised.
- If using the multi-product format for Video Shopping Ads, ensure the video is relevant to the product range advertised.
- Add at least 3-5 new creatives to each affiliate ad group once a week or when experiencing decreasing CTR or engagement with the ad.
- Create urgency by emphasizing TikTok Shop limited-time promotions.
- TikTok Account identity: You can leverage one or more TikTok Accounts via separate Ads (or videos) under the same Ad Group. The TikTok Account will be featured in the ad. You can choose to use a TikTok Account owned by you, or get authorization to use other TikTok Accounts.
- Note: Product Anchor Link is the default call-to-action due to historically strong conversions and click-through rates. You can select from 1-20 products for each video ad. The information on the product link and link destination are synced automatically from your TikTok Shop.
Ad Group Structuring
- Try creating different ad groups based on different audience targeting and different types of products.
- Example: A shoe seller can create one ad group for men’s sneakers, one ad group for men’s sandals, one ad group for women’s loafers, etc.
Audience Targeting
- Ensure the age targeting is set at 18+
- Select your core target audience for Video Shopping Ads with automated broad targeting.
- Advanced audience targeting: Our system capabilities will automatically optimize ad delivery within the selected target audience, including broad audience selection.
- Understand the category of products sold and the nature of your followers to develop your audience strategy.
- Available Demographics: Location, Gender, Age Group, and Language
- Geo-targeting is limited to the TikTok Shop’s selling location.
- Optional: Within the country, you can further specify more granular geo-targeting (for example, province/state).
- Note: We recommend limiting age targeting to above 18 years of age to achieve the best conversion results (as users under 18 years of age will not be able to purchase).
- Optional: Include targeting groups with certain interests, video interactions behavior, creator interactions behavior, hashtag interactions behavior,custom audience, a lookalike audience, device.
- Optional: Leverage Shop Activity Audience to target users that have interacted with your TikTok Shop, ensuring at least a Fairly Broad or Balanced audience size to optimize ad delivery.
Budget and Schedule
- Use a daily budget and run ads for at least 7 days.
- If using TikTok Shop Video Shopping Ads for the first time for the advertised product, make sure that you have a sufficient budget to start (for example, try having at least 10x of your target CPA for the ad group).
- Ensure your budget at the campaign level is equal or greater than the total budget of all ad groups within the campaign to prevent ad delivery instability
- Begin running ads at least two weeks before a key shopping day or tentpole moment:
- Gradually scale up your ad budget by about 20-30% per day leading up to the sale day.
Bidding Strategy
- Set Highest Gross Revenue or Maximum Delivery to automatically maximize sales at the set budget level.
- If CPA is a concern, use Target CPA bidding strategy.
- Set CPA at 20-30% higher than your intended CPA if starting ads from scratch to help ramp up ad performance effectively.
Optimization Goal
- We recommend optimizing the ads for Gross Revenue or Purchases in most cases. Higher optimization goals like Checkouts Initiated and Clicks are only recommended if trying to pass the learning phase quicker with a minimal budget.
- Full-Funnel optimization goals available
- Gross Revenue optimizes for higher Gross Revenue and return on ad spend (ROAS)
- Gross Revenue optimization is recommended if your goal is to increase your overall TikTok Shop revenue.
- Purchases optimizes for a higher number of orders
- If concerned with Customer Acquisition Cost (CAC), exclude past purchasers in audience targeting to gain new ones.
- Checkouts Initiated optimizes delivering to users who are most likely to initiate cart checkout.
- Click optimizes for upper-funnel discovery.
- Note: Compared to Purchases optimization, Gross Revenue optimization for TikTok Shop optimizes for higher return on ad spend (ROAS) in addition to identifying people who are more likely to take a purchase action. For more information, refer to Gross Revenue Optimization for TikTok Shop.
- Test using a mix of ROAS optimization (Gross Revenue) and CPA optimization (Purchase) for different use cases.
