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:
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.
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.
How to Use Interactive Add-Ons for Product Sales
Create a new campaign with Product Sales objective with TikTok Shop product source.
At the ad group level, select Video Shopping.
At the ad level, select Create Interactive Add-Ons.
Product Card
Main Use Case
Overlay appealing product images onto the video ad.
User Journey
In the first 2 seconds, only the Product Anchor Link appears. Upon clicking, Product Detail Page (PDP)/Product Listing Page (PLP) (that shows all purchasable products selected during ad creation) opens over the video.
After 2 seconds, only the Product Card appears (showing the first three purchasable products selected during ad creation). Upon clicking, PDP/PLP (that shows all purchasable products selected during ad creation) opens over the video.
Show or hide product price.
Show product description, brand name, or neither.
After 2 seconds, only the Product Card appears (showing the first three purchasable products selected during ad creation). Upon clicking, PDP/PLP (showing all purchasable products selected during ad creation) opens over the video.
Customizable Information
Show or hide product price.
Show product description, brand name, or neither.
Display Card
Main Use Case
Create multiple different ads using the same video with different display card images.
User journey
Initially, only the Product Anchor Link appears. Upon clicking, PDP/PLP opens the video.
After that, only the Display Card appears. Upon clicking, PDP/PLP opens the video.
Customizable Information
Upload image
Display time: Select duration before Display Card appears (2-10 seconds)
Voting Sticker
Main Use Case
Enhance the interactions of the ads, dive into preferences, and drive more engagement.
User journey
The Voting Sticker and the Product Anchor Link appear together, from the start of the video.
User votes by clicking the Voting Sticker.
Upon clicking the Product Anchor Link, PDP/PLP opens over the video.
Customizable Information
Sticker title
Voting Option A text and color
Voting Option B text and color
Sticker display angle
Sticker placement
Sticker size
Countdown Sticker
Main use case
To heat the upcoming and current ongoing events.
User journey
The Countdown Sticker and the Product Anchor Link appear together.
Upon clicking the Countdown Sticker or the Product Anchor Link, PDP/PLP opens over the video.
Customizable Information
Sticker title
Countdown deadline
Sticker color
Sticker display angle
Sticker placement
Sticker size
All-in-One Reporting Metrics
Basic Data
Reach: The number of unique users who saw your ads at least once.
Clicks: The number of clicks on your ads.
Video Play
Video Views: The number of times someone started playing your video. Replays will not be counted.
6-Second Video Views: The number of times your video was played for at least 6 seconds, or played in full. Replays will not be counted.
Video Views at 100%, 75%, 50%, 25%: The number of times the video was played at 100%, 75%, 50%, and 25% of its duration. Replays will not be counted.
Average Watch Time per Video View: The average amount of time your video was played per single video view, including any time spent replaying the video.
Engagement
PaidProfile Visits: The number of profile visits the paid ad drove during the campaign.
Shop Event
ROAS (Shop): The total return on ad spend (ROAS) from purchase events that are attributed to your ads.
Purchases (Shop): The number of purchase events that are attributed to your ads.
Checkouts Initiated (Onsite): The number of initiate checkout events that are attributed to your ads.
Product Page Views (Shop): The number of product details page view events that are attributed to your ads.
Shop Purchases vs. Product Sales Objective Creation Flow
Shop Purchases:
No need to select the Product Source.
Optimization goals are fully displayed.
Product Sales:
Need to select the Product Source as TikTok Shop.
Optimization goals are to be selected from a drop-down menu.
Optimization Goals
Shop Purchases: Available optimization goals: Click, Initiate Checkout, Purchase
Product Sales: Available optimization goals: Click, Initiate Checkout, Purchase, Gross Revenue
Default Format
Shop Purchases: Product Card is the default format unless Product Anchor Link is selected.
Product Sales:
Product Anchor Link is the default format. Product Card is an optional interactive add-on.
TikTok Post Requirement to use Product Anchor Link (PAL) format
Shop Purchases: Must use existing TikTok Post
Product Sales: Not necessarily need to use existing TikTok Post
TikTok Account Post Requirement for PAL
Shop Purchases: Must have a TikTok Account post with a product link that matches the product selected in the ad.
Product Sales:
A TikTok Account post can be used, or the advertiser can upload videos in TikTok Ads Manager.
If a TikTok Account post is used, it is not required to ensure that the post has a product link.
If the TikTok Account post has a product link, it is not required to ensure that the product link matches the product selected in the ad.
# of Products Supported
Shop Purchases: Only supports Single Product Anchor Link
Product Sales: Supports both Single and Multi Product Anchor Link (from 1 to 20 products)
Feature Selection
Shop Purchases: The option to "Use product link" is shown.
Product Sales: The option to "Use product link" is not shown, as the Product Anchor Link is the default format.
# of Products Selection
Shop Purchases: Need to select Single or Multi when choosing the number of products.
Product Sales: No need to select Single or Multi when choosing the number of products - single or multi-product anchor links will automatically be activated depending on the # of products.
Note: Upcoming features are launched on Product Sales Objective.