App promotion
Available bidding strategies for Value-based Optimization for app
There are two available bidding strategies for Value-based Optimization for app:
1. Target ROAS is a goal-based bidding strategy, available exclusively with Smart+.
2. Highest Value is a spend-based bidding strategy.
Consider the following when choosing between the Target ROAS and Highest Value bidding strategies:
Bid strategy | Target ROAS | Highest Value |
|---|---|---|
Value proposition | Target ROAS is a goal-based bidding strategy, available exclusively with Smart+. Target ROAS helps deliver results at your targeted CPA and ROAS by balancing cost and volume. | Highest Value is a spend-based bidding strategy. Highest value helps deliver the highest volume of conversions possible while maximizing your budget. |
When to use | Ideal for advertisers with strict and clear ROAS KPIs | Ideal if advertisers want to scale fast and have a flexible KPI, or looking to understand the ROAS they can achieve |
Goal | Primary KPI: Strictly controlling Cost Per Result or targeting a specific ROAS goal Secondary KPI: Spending your entire budget is secondary | Primary KPI: Maximizing volume and spend Secondary KPI: Controlling Cost Per Result is secondary |
Budget settings | Use more than 30x of your historical CPA (every) or more than 3x your historical average campaign budget | Input your target spending (the budget that you plan to spend) |
Bid settings | Input your target Cost Per Result and ROAS
Tip: We recommend starting with a target that is based on your TikTok performance in the last 7 days (for example, TikTok ROAS in the last 7 days based on the same target region and same optimization event). | Not applicable: bid is not required |
Delivery expectations | - Daily spend may fluctuate - Actual cost per result or ROAS will be controlled around or lower than the bid provided | - Daily spend is stable - Daily cost per result may fluctuate in response to the changes in the competitive environment |