Audience best practices for LIVE Shopping Ads
Beginning July 2025, GMV Max will be the default and only supported campaign type for TikTok Shop Ads. To create ads using the Sales objective and your TikTok Shop as the sales destination, you can create a GMV Max campaign. Learn more about this change. To create ads for your shop:
Keep audiences broad by limiting age targeting to 18+ to achieve the best conversion results. This is a useful setting to keep your audiences broad since individuals under 18 are not able to buy from TikTok Shop.
Use the Available audience estimator to determine if your audience pool is sufficiently large.
Use the Shop Activity audience to reach audiences based on past behavior. Note: Audiences based on past activity might be too narrow for a short-duration livestream, so it's recommended to have a separate ad group with a broader audience.
If people who recently purchased your products don't seem likely to purchase again, consider audiences based on Product Detail Page (PDP) View, Add To Cart, and Initiate Checkout events in the past 30 days, excluding people who have purchased in the last 7 days.
