Meet Smart+

Smart+ makes it easier to keep up—it's efficient and built for real results. It finds the right people, learns from engagement, and delivers what works to maximize your performance.

By connecting brands with the right audiences and the communities they care about, Smart+ helps you keep pace with your customers and stay ahead in a fast-moving environment.

Smart+ maximizes business returns through three major benefits:

• Return on investment: Reach customers faster with AI-driven, flexible, high-performing campaigns, helping you achieve your unique business goals.

• Return on effort: Save time by embracing a fully automated workflow that builds and optimizes ad groups and ads based on best practices and your campaign goals. No manual setup, no guesswork.

• Return on creative: Optimize existing creatives or start fresh using your product catalog and TikTok’s AI-powered generation to reduce creative fatigue and costs.

How Smart+ works

Smart+ is an automation solution that can be fine-tuned across targeting, creative, placement, and budget to maximize performance for every objective.

• Targeting: Smart+ allows you to define your targeting parameters, including location, age and language. You can further guide automatic targeting with custom audiences or interest targeting, or switch to manual targeting for full control.

• Budget & bid: Let our system fluidly optimize your budget with automated Campaign Budget Optimization (CBO), or set your own budget and bidding strategies for each ad group.

• Placement + brand safety: Reach more users and simplify placement control by letting Automatic Placement do the hard work. Merged with the brand safety module, auto-placement will help expand your impact.

• Campaign structure & creative flexibility: Build campaigns with up to 30 ad groups per campaign, 30 asset groups per ad group, and 50 creatives per asset group, which allows you to pair text with specific creatives and drive traffic to multiple URLs.

• Reporting: Leverage enhanced creative-level reporting to analyze performance across three key dimensions: Creative, Text, and Enhancement, enabling you to identify winning creative combinations.

• Ad-level operations: Use the ad-level view to gain clear performance visibility and streamline operations at both the asset group and individual creative levels.

Built for every business goal

Smart+ powers all performance-related objectives, from driving sales and traffic to app promotion and quality lead generation with automation that you can fine-tune to meet your needs and ignite growth.

Smart+ Sales Campaigns

Smart+ Sales Campaigns are designed to drive lower-funnel actions such as sales. For advertisers with a product catalog (e.g., commerce, hotels, flights, destinations), Smart+ Catalog Ads is a game-changer.

Smart+ Catalog Ads pairs end-to-end campaign automation with catalog intelligence to convert static catalogs into optimized shoppable ads to drive sales to your website or app.

Powered by automation, Smart+ Catalog Ads save time, personalize ads dynamically, and maximize ROI by leveraging your catalog as an always-on sales driver. In closed beta tests, advertisers saw a 36% drop in cost per acquisition (CPA) versus manual campaigns.¹

Key benefits:

• Always-on: Engage high-intent shoppers by setting daily budgets to ensure your products stay top-of-mind and drive consistent conversions.

• Personalization: Connect your catalog to your ad creative to match the most relevant content to shoppers based on their preferences and behaviors.

• Website + app optimization: Drive measurable conversions by delivering personalized product ads that adapt to shopper behavior across your website, app, or both.

Smart+ App Campaigns

Smart+ App Campaigns introduce new levels of automation and measurement to help app marketers build sustainable growth. With flexible bidding strategies, you can align campaigns to specific goals across the app marketing lifecycle, whether you're focused on maximizing installs or optimizing for specific outcomes like ROAS. You can also leverage Target ROAS and Cost Cap to deliver precise optimization and the control to achieve your ROAS and CPA targets efficiently.

Finally, you can enhance your strategy with near real-time conversion reporting for iOS, giving you unmatched visibility into performance and unlocking more advanced strategies.

Smart+ Lead Generation Campaigns

Generating leads is a balance of quality and quantity, and TikTok's Smart+ Lead Generation delivers on both. The solution offers multiple pathways to capture interest, from Instant Forms and Web Forms to Messaging and Call Ads, along with specialized formats like Automotive Ads.

Deep funnel optimization increases the quality of leads and deeper-funnel conversions, while goal-based bidding solutions such as Cost Cap allow businesses to align spend with performance goals, ensuring efficiency at scale. Together, these capabilities make it easier for brands to grow engaged leads, capture discovery moments, and generate demand in ways that are uniquely powered by TikTok.

Supercharge your Smart+ campaigns with TikTok Symphony Automation

Smart+ now features Symphony Automation, bringing TikTok's generative AI tools directly into Smart+. This allows advertisers to generate fresh assets, enhance existing creative, and keep campaigns performing at their best—all seamlessly within the Smart+ workflow.

Symphony Automation currently offers two solutions: Recommended Creatives and Automatic Enhancements. Recommended Creatives provides advertisers with recommendations on which assets from their library will perform the best against their campaign, as well as generate TikTok-ready videos from their product URL to combat creative fatigue with minimal effort.

Automatic Enhancements optimizes existing assets in a single click, improving video and image quality, resizing for TikTok's vertical format, refreshing music or hooks, and even translating and dubbing content into 50+ languages.

• Learn more about Symphony Automation

Ready to try out the latest features?

Contact your TikTok account manager to take advantage of early access, or download our one-sheet for guidance on how to create both fully automated and manual campaigns.

Source:

1. TikTok Internal Data, Smart+ Catalog Ads Closed Beta testing, Global 2025