Best practices for campaigns

You can set-up a campaign based on your marketing objective. Visit How to set up an ad campaign in TikTok Ads Manager to learn more. If you want to build a campaign or optimize an existing ad group, here are the best practices for campaigns:

Tips for getting started with campaigns

• We recommend that you avoid bulk copying too many ad groups at one time, especially for accounts with a history of weak performance during the learning phase.

• Keep an equal number of learning phase groups and post-learning phase groups running simultaneously on one account. We do not recommend that you have the majority of your ad groups in the learning phase.

• We suggest that you do not bulk copy an ad group that was just created. This will not help your ad group pass the learning phase quicker and may harm the actual performance.

• We do not recommend duplicating ad groups. We suggest creating and running diverse ad groups at the same time on one account.

Tips for optimizing campaigns

• Use different combinations of targeting, OS, and creatives across different ad groups to help support exploration. This is how the platform learns which ad group performs best.

• If your ad group's performance declines, such as a drop in traffic or increase in CPA, make adjustments to the targeting, bid, or creative instead of creating a new ad group.

• If an existing ad group does not pass the learning phase, optimize the creative, broaden the targeting, or increase the bid.