Introducing Smart+

Faced with an increasingly fragmented media landscape and a collapsed purchase funnel, businesses are constantly looking for more efficient and effective ways to drive performance.

Introducing Smart+, a new, AI-powered performance solution designed to maximize returns by automating campaign management across targeting, bidding, and creative.

As an end-to-end performance solution, Smart+ campaigns offer three major benefits to advertisers:

• Better performance: Build high-performing campaigns with machine learning and predictive AI that achieve your business goals.

• Operational efficiency: Create a Smart+ campaign and let TikTok handle the rest. Smart+ creates and manages your ads to save you effort.

• Creative made easy: Reduce creative fatigue and costs by automating how your creatives are shown to your audience.

How it works

Smart+ automates the performance advertising process across targeting, bidding, and creative to deliver the right ad to the right person to offer the best performance. Simply input your assets, budget, and targeting goals and Smart+ automatically creates or selects the best creative asset (with the help of TikTok Symphony), chooses the right audience, and puts the best ad in front of the right customer at the right time.

Key features of Smart+ include:

• Simplified setup: Access Smart+ through one simple entry point in TikTok Ads Manager. With little time and effort, you can put Smart+ to work for you.

• Optimal campaign management: Leverage the right settings and best practices from the start; predictive AI will optimize your campaign to deliver improved performance based on your KPIs.

• Automated creative: Automate various elements of your ad creatives like videos, text, and call-to-action to prevent creative fatigue. Smart+ will shift budgets towards the most performant creative so you can see better results, faster.

There are three types of Smart+ Campaigns designed to help you achieve your business objectives, whether that's driving sales, quality leads, or app actions:

Smart+ Web Campaigns

Smart+ Web Campaigns drive web traffic and increase lower-funnel actions such as sales. In closed beta tests, 71% of advertisers saw at least 10% better performance with Smart+ Web Campaigns than their existing business-as-usual setup. For advertisers optimizing for purchase value, Smart+ Web Campaigns delivered a 53% higher return on ad spend (ROAS).¹

E-commerce businesses can also use Smart+ Catalog Ads, an extension of Smart+ Web Campaigns, to automate and optimize their campaigns for prospective shoppers and repeat buyers. In tests, Smart+ Catalog Ads outperformed manually created campaigns for 78% of advertisers.¹

Smart+ App Campaigns

Smart+ App Campaigns combine automation, precision, and scalability to take your campaigns to the next level. In closed beta tests, 80% of advertisers saw better results than manual campaigns, with an average 14% reduction in cost per conversion.¹ Automated creative features include Recommended Ads, which automatically suggests top-performing videos from past campaigns, and Multilingual Tool, which auto-translates creatives based on user language for global audiences. These features help save time while maximizing impact.

Smart+ Lead Generation Campaigns

Smart+ Lead Generation Campaigns have been shown to generate leads and build stronger brand relationships that lead to conversions. During beta tests, 69% of users followed through on what they signed up for, and 71% of advertisers achieved better performance than manual campaigns. We also saw a 78% increase in conversions when a cost-cap bidding strategy was used.¹

1. TikTok Internal Data from Smart+ Closed Beta testing, Global 2024