How to promote an app using Value-based Optimization

VBO for app goes beyond App Event Optimization by targeting users who are most likely to generate higher Purchase value or Ad revenue value.

Eligibility criteria

Before you begin, Value-based Optimization (VBO) will only be available when you meet certain requirements.

• Purchase value: Have generated at least 30 unique purchase conversion events with value over any consecutive 7 days on TikTok, News Feed App Series placements, or Pangle.

• Ad revenue value: Have enabled real-time ad revenue postback with TikTok on a mobile measurement partner (MMP). Learn more about the MMP set up requirements for ad revenue value.

  • Note: Ad revenue value is still in development and not available to all advertisers at this time.

How to promote an app using Value-based Optimization

1. Go to TikTok Ads Manager.

2. Select one of the following supported advertising objectives:

   1. App promotion: Choose App install as the campaign type.

   2. Toggle on Smart+ (Recommended). Tip: If you want to use the Target ROAS bidding strategy, you will need to enable Smart+.

3. Click Continue.

4. Select an Android app.

5. Enter your budget preferences.

6. Select Value as the Optimization goal.

7. Choose either Purchase value or Ad revenue value under Select value.

   1. Note: Ad revenue value is still in testing and not available to all advertisers at this moment.

8. Select a bid strategy from either Highest Value or Target ROAS.

   1. Highest Value is the default bidding strategy if you don't enter a Target ROAS value and is available for both manual and Smart+ campaigns.

   2. If you want to use Target ROAS, choose between Day 0 ROAS or Day 7 ROAS, then enter the value you want to achieve. This option is only available on Smart+ campaigns.

9. Complete the remaining settings and submit your VBO app campaign.

Learn about tips for Value-based Optimization for app.