Campaign Optimization Checklist & Troubleshooting
Last updated, May 2024

Optimizing your campaign on TikTok Ads Manager requires some key considerations regarding budget, bidding, and creatives. Follow this simple checklist to help guide you on campaign optimization and troubleshooting.

Optimization Checklist


  • Leave your campaign budget open and use Daily Budget instead of Lifetime Budget at the ad group level.

  • Aim for an initial Daily Budget of at least (20 x your target CPA).

  • When making changes to your ad group budget, allow at least 2 days for the ad group to adjust before making any further changes to the ad group.

Note: Learn more about budget best practices.


  • Set your bid as your target cost per action (CPA).

  • Avoid editing your bid and targeting more often than every 2 days.

  • When changing your bid, stay within 20% of the current bid.

Note: Learn more about bidding best practices.

oCPM (Optimized Cost Per Mille)

  • Avoid editing your ad group (budget, bid, targeting, creative) until the ad group passes the learning phase

  • Keep changes to your ad group budget within a 50% range of the current budget.

Note: Learn more about all bidding methods.


  • Try our creative tools such as Smart Video to efficiently design new creatives. 

  • Aim for diverse creatives. Try not to add multiple of the same or very similar creatives. 

  • Update your creative at least every 7 days to keep your creatives fresh. 

  • When adding new creatives, add them to an existing ad group to extend its lifetime. 

  • If you have at least 10 ad creatives, try using  Automated Creative Optimization

  • Make sure your creatives meet our video ad specifications

    and image ad specifications

Note: Learn more about creative best practices.


  • If your ad groups are receiving few or no impressions, check if:

  • Ads are approved.

  • Ad groups and ads are active.

  • Ads are scheduled according to your account’s time zone.

  • The resolution of the video creative is below 640 x 640 pixels.

  • You have enough funds in your account.

  • You may be targeting too narrow of an audience. Broaden your targeting to reach more potential users.

  • The bid is too low. Try increasing your bid to optimize for competition. Learn more about bidding best practices

  • If you notice your overall ad group performance is declining, try making adjustments to the targeting, bid or creative.