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Best practices for LIVE Shopping Ads creatives

Last updated: July 2025

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:



It's recommended to test out both LIVE creative and video creative.

LIVE to LIVE

  • Always welcome new viewers and keep content exciting to increase LIVE stay time and encourage purchasers.

  • Constantly callout promotions since there are constantly new audiences within the liveroom.

  • Maintain LIVE-to-LIVE ad creative to stabilize Return on Ad Spend (ROAS) in the event that Video to LIVE under performs.

  • Consistently view your livestream dashboard for additional livestreaming insights.

  • Experiment with different LIVE hosts and monitor how well they each engage with your audience. A good LIVE host is key to driving good performance.


Video to LIVE

  • Videos which organically perform well and align with the content in the liveroom tend to result in higher conversions.

  • Based on the products which will be promoted in the livestream, identify top-performing organic videos which feature the promoted products, then create Video to LIVE with these videos.

  • Redesign selected videos if performance is poor or if they are not consistent with the products being promoted in your LIVE.

  • Consider creating more video content that invites people to join LIVE.

  • Refresh creatives regularly in order to keep content up to date.


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