When you create ads through your TikTok Ads Manager account, you will place bids at the ad group level and set budgets at the ad group or campaign level. Even if you have already placed a bid or determined a budget, you may still have some questions regarding the benefits to bidding is or the specifics around setting a budget.

Bidding is a way to control your cost per action and determine how competitive your ads are in the auction. You want your bid to be competitive, but you also want to make sure you are achieving your efficiency goals. We encourage you to think about bidding as a tool that can help you achieve your goals.

Learn more about bidding strategies.

While there are many ways to optimize your budget, the simplest way to set your campaign's budget is to No Limit, so that your budget will not impact how the system works to find the most relevant audience for your ads. The minimum budget is $50 at the campaign level and $20 at the ad group level.If your ad group is out of budget or stops delivering:

• Add more balance to your account, so that your campaign can continue to run.

• For your current campaign/ad group, increase the campaign/ad group budget.

If you are using Cost Cap bidding and are unable to spend your campaign and/or ad group budget, it is likely that your CPA bid is too low. Consider increasing your CPA bids to unlock additional spend or switch to Maximum Delivery bid strategy, since it does not require a bid and will seek to generate the highest number of actions your budget can support.