Best practices for Smart+ Web Campaigns

The following best practices can help you get the most out of your Smart+ Web Campaigns:

• Data connections: Set up TikTok Pixel and Events API. For web ads, we also recommend catalog adoption to benefit Smart+ Catalog Ads.

• Creative quality and quantity: Add at least six creative assets during campaign creation and let Smart+ handle creative optimization from there.

• Campaign management: Let your Smart+ Campaign run for at least seven days. For best results, start with at least 10x your historical CPA for comparable objectives.

• Measurement: Leverage split testing to validate the performance lift of your Smart+ Campaigns.

You can set a target bid with your Smart+ Campaigns to achieve better efficiency with your advertising. Smart+ Web Campaigns that use either Target CPA or Minimum ROAS should also take into account the following recommendations:

• Campaign creation: To get the best performance, we recommend you set a target CPA or minimum ROAS according to similar campaigns that use maximum delivery. You should ideally set a daily campaign budget of 30 times your historical CPA and no less than 10 times your historical CPA.

• Campaign management:

  • During the first 7 days of campaign delivery, any edits to the bid, audience, or creative may impact the learning phase. We advise letting campaigns run for seven days without any significant edits.

  • After the first 7 days, you may edit your bid by 15 percent every 2 days until the campaign is performing as desired.

• Tips to improve budget delivery:

  • If campaigns are using viewthrough attribution and not exhausting budget as desired, try toggling off viewthrough tracking as it may lead to more delivery.

  • If your campaign is regularly exhausting 90 percent or more of your daily budget, you may increase your daily budget by up to 30 percent to increase volume while maintaining performance.