Best practices for Product GMV Max
Product GMV Max is an automated TikTok shop ads solution that optimizes both paid and organic traffic to maximize product-level GMV. For an overview, see About Product GMV Max.
This article shares best practices for selecting products, setting campaigns, and managing creatives to improve delivery and performance.
Product selection
Use all available products - Broader product inclusion helps maximize delivery and GMV. Review total shop GMV to identify incremental gains after activation.
Prioritize well-selling products - High-performing products bring greater incremental GMV. Smaller products' gains may be too minor to notice due to daily GMV fluctuations.
Campaign settings
Set an appropriate ROI target - Recommended ROI = Historical non-LIVE GMV ÷ Historical ad cost. Lower ROI targets boost delivery and GMV, while higher targets may limit spend. Follow the system's recommended ROI or set a slightly lower target for optimal results.
Set a sufficient budget - Recommended budget = 2 × Historical non-LIVE GMV ÷ ROI target. Keep budget consumption below 80% and increase budgets when performance improves.
Avoid frequent ROI changes - GMV Max optimizes ROI daily. Frequent changes interrupt learning. Keep each ROI setting for at least three full days before making adjustments.
Follow platform's beginner-friendly recommendations - If you don't have previous performance data, use the system's front-end recommended ROI and budget as your starting point to ensure stable delivery and learning.
Creative optimization
Use Auto-select videos - Automatically explores all existing and future videos with no cap. Recommended over manual selection for better efficiency and reach.
Include affiliate videos - Affiliate videos often perform better and improve incremental GMV.
Post more anchored videos - The more videos with product anchors, the greater GMV potential. Link additional TikTok accounts and add Spark Ads posts to the Creative Library.
