Best practices for Product Shopping Ads

With Product Shopping Ads, we take product images and information from the advertised product's Product Details Page (PDP) and show these product images to users in Shopping Center and Search.

Product Shopping Ads are available to all TikTok Shops sellers in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, the United States, and the United Kingdom.

Create Product Shopping Ads on TikTok Ads Manager. Learn how to advertise using product images from TikTok Shop.

• Use All Products vs Selected Products: Aim to have at least one active campaign with All Products to maximize the opportunities of having the ad shown in relevant moments. The more products you select, the higher the chance of getting your product exposed. Create campaigns with Selected Products when you have specific products with deals or new products in order to allocate a dedicated budget.

• Add relevant search keywords to the product name and enhance the product's first image: In Seller Center, optimize the product's name with relevant keywords in the product title. Select an enhanced image for the product's first image.

• Set competitive bids: When you use the Highest Gross Revenue bidding, set the initial budget at $50 or 20 times your expected cost per purchase. Adjust your budget gradually. Set the Minimum ROAS threshold based on your business requirements.

• When to increase the daily budget: Increase the budget when the recent budget utilization exceeds 80% and performance is satisfactory. The system does not always spend close to 100% of the budget to avoid overspending.

  • If you use the Highest Gross Revenue bid strategy, increase the budget by 30% once per day and observe the ROAS changes. If the ROAS is still higher than your expectation, you can keep increasing the budget step by step.

  • After you increase the budget, you may see a slight decrease in ROAS before it recovers. Observe the ROAS for 2-3 days to look for stabilization.

  • Set a minimum ROAS threshold and increase the budget once the ROAS achieves the minimum ROAS threshold. You can aim to get higher gross revenue.

• When to evaluate results: If you obtain two purchases from the ad group, do not evaluate the performance right away. Test by increasing the budget on the Highest Gross Revenue bidding or decreasing the Minimum ROAS threshold to help the algorithm learn and pass the learning phase. Evaluate the results after 10-20 purchases.

• Simple troubleshooting steps: If your ads are not spending, check your account balance to see if the balance decreased to $0.

  • If your ad is not spending enough:

    • Check your account balance.

    • Check the amount of products.

    • Check your targeting and whether the audience estimation is narrow.

  • If ROAS suddenly dropped:

    • Check if the product offers/deals are still competitive, in stock, and available for purchase.

    • Change the product name, and add relevant keywords to the product name.

    • Change the product image.

  • If ROAS suddenly increased:

    • Observe for 1-2 days before you take action.

    • If you are using the Highest Gross Revenue bid strategy, increase the budget by 30% once per day and observe the ROAS changes.

    • If you are setting Minimum ROAS expectations, check how much of the budget has been utilized. If more than 80% of the budget has been used, increase the budget. Review the account balance. When the account balance is lower than three days of average spending, add money to the balance.