How to promote a website using Value-based Optimization

Promoting a website with Value-based Optimization (VBO) Conversion ads in TikTok Ads Manager helps you find the most relevant audience type that will likely generate a higher return on ad spend (ROAS). Learn about Value-based Optimization for web.

Before you begin

(VBO) for web will be available when you have obtained at least 20 attributed unique complete payment events with value and currency over any consecutive 7 days on TikTok, Pangle, or Global App Bundle placements.

Note: Make sure you are posting back complete payment events with value and currency parameters either through Custom event using parameters, Events API, or the TikTok Event Builder.

Learn about the specifications for Value-based Optimization for web.

How to promote a website using Value-based Optimization

To promote a website using VBO:

1. Go to TikTok Ads Manager.

2. Click Create ad.

3. Choose Sales as your advertising objective.

4. Select Website, then choose campaign type

   • Manual campaign: Create campaigns using the standard workflow to have precise control over ads setting. Note: For Manual campaigns only, you can turn on your catalog to select those products during ad creation. If you don't have a catalog, you may create one during ad creation.

   • Smart+ campaign: Manage campaigns automatically for ad placements, audience targeting and more to improve ad performance and optimization.

   • Search campaign: Create campaigns with keywords and serve ads within TikTok's search result page.

5. Click Continue.

6. In the website/Optimization location section choose External website.

7. Choose your TikTok Pixel.

8. Select Complete Payment from the Optimization event drop down menu.

9. In the Placements section choose between Automatic placement or Select placement. You can choose one or a combination of TikTok, Pangle, or Global App Bundle for Select placement.

10. In the Bidding & Optimization section, choose Value as the Optimization Goal.

11. Select a Bid Strategy from either Highest Value or Minimum Return on Ad Spend (ROAS).

    • Highest Value is the default bidding strategy if you don't enter a Minimum Return on Ad Spend bid.

    • If you want to use the Minimum ROAS strategy, enter the Revenue on Ad Spend you want to achieve.

Complete the remaining settings and submit your VBO web campaign.