Considerations for Video Shopping Ads (for TikTok Shop)

Last updated: July 2024

Note: The Video Shopping Ads (VSA) feature is already available to all TikTok Shops. There are two ways you can connect TikTok Shop to Ad Account for advertising purposes:

  1. In Seller Center, connect one or multiple Ad Accounts for advertising purposes. For the steps, refer to How to Set Up Shop Ads in Seller Center.

  2. In the Business Center, request access to one or multiple TikTok Shops for advertising purposes. For the steps, refer to Requesting TikTok Shop Access from Business Center.

Note: To run Video Shopping Ads with TikTok Shop, you do not need to create a Catalog, and you do not need to create a Pixel.


Advanced Targeting

Our system capabilities will automatically optimize ad delivery within the selected target audience, including for broad audience selection. At the same time, we provide granular targeting options.

  • Available Demographics: Location, Gender, Age Group, and Language

    • Geo-targeting is limited to the TikTok Shop's selling location.

    • Optional: Within the country, an advertiser can further specify more granular geo-targeting (for example, province/state).

    • Note: We recommend limiting age targeting to above 18 years of age to achieve the best conversion results (as users under 18 years of age will not be able to purchase).

  • Optional: Interests, video interactions behavior, creator interactions behavior, hashtag interactions behavior, custom audience, a lookalike audience, device.

  • Optional: Shop Activity Audience is now fully launched.

Note: We recommend that advertisers ensure the target audience size is Fairly Broad or Balanced.


Full-Funnel Optimization Goals

Product Sales Objective now supports a range of full-funnel optimization goals for your video ad. Note: Product Sales Objective now supports a range of full-funnel optimization goals for your video ad:

  • Gross Revenue Optimization to optimize for higher Gross Revenue and Return on Ad Spend (ROAS)

  • Purchases to optimize for more orders

  • Initiate Checkout to optimize the ads for people who are most likely to check out an item

  • Click to optimize for upper-funnel discovery

Compared to Purchase optimization, Gross Revenue Value-Based Optimization (VBO) for TikTok Shop will not just look for people who are more likely to take a purchase action, but also maximize Gross Revenue. By directly optimizing for Gross Revenue, VBO will be more likely to bring a higher Return on Ad Spend (ROAS) for your TikTok Shop. For more information, refer to Gross Revenue Optimization for TikTok Shop.


TikTok Account Flexibility

Note: You can now leverage one or multiple TikTok Accounts via separate Ads under the same Ad Group! The TikTok Account will be featured in the ad. You can choose to use a TikTok Account owned by you, or get authorization to use other TikTok Accounts.


Creative Formats

Product Anchor Link is the default call-to-action due to historically strong conversions and click-through rates. You can select from 1-20 products for the ad, giving you flexibility. The product information and destination are synced automatically from your TikTok Shop. You can use a video post taken from the TikTok Account, or upload a video, for the ad.