Getting started with LIVE Shopping Ads

Last updated: August 2024

LIVE Shopping Ads help people on TikTok discover and watch your LIVE videos, browse and buy your products. LIVE Shopping Ads allow you to bring more traffic to your shop and products on TikTok.


Note: The LIVE Shopping Ads feature is available to all TikTok Shops.

Before you begin

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. Learn 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. Learn about Requesting TikTok Shop access from Business Center.

Note: To use LIVE Shopping Ads, you must already have TikTok Shop set up. Learn how to set up TikTok Shop using TikTok Seller Center.

How to create LIVE Shopping Ads

  1. Go to TikTok Ads Manager.

  2. Start a new Campaign. Select Product Sales for your ad objective and choose TikTok Shop for your product source.

  3. Complete the Campaign Settings.

  4. In the Shopping ads type section, click LIVE Shopping Ads.

  5. Choose your Identity. If your TikTok account is connected, you can use posts or LIVE videos from this account for your ads. If you don't have a connected account, you can request access from a Business Center or create a new account.

  6. Choose the TikTok Shop you want to promote. If you don't want to specify a TikTok Shop, you can promote a product showcase instead.

  7. In the Audience targeting section, choose your audience size. Make sure your age selection is set to 18+. We recommend that you ensure the target audience size is Fairly Broad.

  8. In the Budget & Schedule section, choose a start and end date and time for your Live Shopping Ads to match your LIVE session schedule.

  9. In the Bidding & Optimization section, choose your optimization goals. You can choose the following goals depending on your ad group settings:

    • Click

    • Viewer Retention

    • Product Click in LIVE

    • Initiate Checkout

    • Purchase

    • Gross Revenue

  10. Click Advanced settings to choose a bidding strategy for your campaign. You can choose the following:

    • Highest Gross Revenue / Maximum Delivery

    • Min ROAS / Cost cap

  11. Click Next.

  12. In the Ad format section, choose the video you want to use for your ad. Click Real-time LIVE to use your livestream, or click Single video to use one of your existing videos.

  13. Complete the rest of your ad settings.

  14. When you're finished, click Submit.

Your ad will appear in the TikTok feed, Shopping Center and search. When someone clicks on your LIVE shopping ad, they will visit the video or livestream you selected. You can see metrics for your LIVE Shopping Ad in the Campaigns tab in Ads Manager, or in the ads dashboard in Seller Center.