Video Shopping Ads is available to all TikTok Shops. There are three ways you can connect TikTok Shop to Ad Account for advertising purposes:
In the Business Center, request access to one or multiple TikTok Shops for advertising purposes. For steps, refer to Requesting TikTok Shop Access from Business Center.
Or in Ads Manager, link a TikTok Account with Showcase permission authorized. For the steps, refer to How to get Showcase permission.
Or in Seller Center, connect one or multiple Ad Accounts for advertising purposes. For steps, refer to How to Set Up Shop Ads in Seller Center.
Use these best practices to help maximize your TikTok Shop sales using Video Shopping Ads.
Use Product Sales objective
Go to TikTok Ads Manager and start a new Campaign.
From the Campaign creation page, select Product Sales as the objective.
Select TikTok Shop as the Product Source, then complete the campaign settings.
TikTok Shop Product Selection
Prioritize advertising top-selling TikTok Shop SKUs to boost sales.
Include new products or non-best sellers to test market potential and bring higher exposure to these products.
Try advertising a mix of products at different price levels:
Low-priced items may have lower CPA, but also lower ROAS.
High-priced items may have lower CVR, but higher ROAS.
If you're using a multi-products format, ensure that the selected products are cohesive (for example, products are part of the same product range, products are complementary, etc.).
Ad group structuring
Avoid having similar ad groups (for example, same targeting, same product, same creative, etc.). This may lead to sub-optimal campaign performance since ad groups compete with each other for the same objectives.
Instead, try creating different ad groups based on different audience targeting and different types of products.
Example: A shoe seller can create one ad group for men's sneakers, one ad group for men's boat shoes, one ad group for women's office shoes, etc.
Audience Targeting
Select your core target audience for TikTok Shop Video Shopping Ads with automated broad targeting:
Understand the category of products sold and the nature of your followers to develop your audience strategy.
Ensure the age selected is 18+ for enhanced audience targeting expansion.
Creative
We recommend having 3-5 ad creatives minimally per ad group.
Make sure that the creative is relevant to the TikTok Shop product(s) being advertised.
If using the multi-product format for Video Shopping Ads, ensure the creative is relevant to the product range advertised.
Test using a mix of product anchor links and product card formats to enrich the user journey.
Explore interactive add-ons to widen the creative variety and counter creative fatigue.
Add a new creative into the ad group ideally once a week or when noticing creative fatigue (for example, decreasing CTR or engagement with the ad).
Create urgency by emphasizing TikTok Shop limited-time promotions.
Budget and schedule
Use a daily budget and run ads for at least 7 days.
If using TikTok Shop Video Shopping Ads for the first time for the advertised product, make sure that you have a sufficient budget to start (for example, try having at least 50x of your target CPA for the ad group).
Avoid having less budget at the campaign level vs the total of ad groups' budgets to prevent ads delivery instability.
Begin running ads at least 2 weeks before your mega sale day:
Gradually scale up your ad budget e.g. by 30% per day leading up to the sale day.
Consider running Live Shopping Ads in parallel to highlight upcoming promotions and encourage audiences to "save the date."
Bidding Strategy
Set "Highest Gross revenue" or "Lowest Cost" Bidding to automatically maximize sales at the set budget level.
If CPA is a concern, use "Cost Cap" bidding strategy.
Set CPA at 20-30% higher than your intended CPA if cold starting ads for a smarter performance ramp-up.
Optimization Objective
Try optimizing the ad content for Gross revenue or Purchases.
Test using a mix of ROAS optimization (Gross revenue) and CPA optimization (Purchase) for different use cases.
How to get started
To connect your TikTok Shop to Ad Account, refer to Requesting TikTok Shop Access from Business Center for the steps.
Next, to create Video Shopping Ads, refer to Video Shopping Ads with TikTok Shop.
FAQs
Do I need to create a separate catalog?
No, you do not need to create a separate catalog. You just need to connect your TikTok Shop to your Ad Account. For steps, refer to Requesting TikTok Shop Access from Business Center.
Do I need to set up pixel tracking?
No, you do not need to set up pixel tracking. You just need to connect your TikTok Shop to your Ad Account. For steps, refer to Requesting TikTok Shop Access from Business Center.