Best practices for budget

Your ad budget can make up a large portion of your marketing spending. Use these tips to help you consider the best budget and strategy when you set up a campaign on TikTok Ads Manager.

Tips to select your ad budget

The following tips will help you set your budget:

• For your campaign budget, leave it open initially.

• Use the daily budget instead of lifetime budget for your ad group budget.

• When selecting bid cap or cost cap as your bidding strategy, your initial budget should be at least 10 times the targeted CPA.

• When you are running a conversions campaign and you select conversion as your optimization goal and Maximum Delivery as your bid strategy, your initial budget should be at least 20 times the target CPA and no less than $100 USD. Refer to the daily average ad spend for previous ad groups in your account to determine what budget you should set.

Tips to optimize your budget

• When you are running a conversion campaign and select conversion as your optimization goal, don't make any targeting, bid, or budget changes before it passes the learning phase. Learn more about the learning phase.

• Keep your budget within the 50% range of your previous budget after passing the learning phase.

• Wait at least 2 days to make targeting, bid, or budget changes to allow the campaign time to adjust.

• If you set up or change a Maximum Delivery bid strategy in the middle of the day, there might be a spending discount based on the actual remaining effective hours of delivery.