Best practices for getting started with traffic campaigns
Advertisers choose the traffic objective for TikTok ads to drive customers to a destination such as a website or a mobile app. With the traffic objective, brand campaigns can drive site visits and extend brand awareness, while performance campaigns can drive awareness and intent before exposing the audience to a conversion campaign. Consider the factors for approaching your traffic campaign strategy:
Traffic optimization
Bidding strategy
Creative diversity
Duration matching
Product mix
Choose the right traffic optimization
To get the best results from your traffic campaigns, you need to select the right traffic optimization. Your choice should align with your customer's consideration cycle, which is the time it takes for them to make a purchase.
Starting optimization objective | Consideration cycle | Campaign goal |
|---|---|---|
Clicks | Short | Efficiency |
Landing page views | Short | Low bounce rate and deep engagement |
Engaged sessions | Long | Low bounce rate and deep engagement |
Start by running a split test between clicks, landing page views, and engaged sessions to see which objective performs best for your specific needs.
Set your bidding strategy
Begin with the Maximum delivery auto-bidding strategy. This approach helps you get the most results for your budget. Manually adjusting bids can sometimes lead to poorer click-through rates (CTR) and higher cost-per-click (CPC), so starting with an automated strategy is recommended.
Diversify creative supply
Use a mix of static images and video creatives in your campaigns. A blended approach can lead to a higher click-through rate and better overall return on ad spend (ROAS). For example, repurposed static imagery from your Catalog can perform well in traffic campaigns.
Match campaign duration
Run your traffic campaigns for the entire duration of any promotion you are running. It is especially important to coordinate the timing of your traffic campaigns with any lower-funnel conversion campaigns to maximize your results.
Vary your product mix
For the greatest return on ad spend, run your traffic campaigns in combination with lower-funnel campaigns, such as conversion campaigns. This product mix helps capture users at different stages of the purchasing journey and can potentially lead to higher ROAS.
