Hybrid Bidding allows performance advertisers to switch between Maximum Delivery and Cost Cap bid strategies while an ad group is actively spending. This capability unlocks flexibility for advertisers to align their bid strategy to marketing priorities during specific timeframes without needing to launch additional ad groups. Advertisers can switch from Cost Cap to Maximum Delivery bidding when their priority is to maximize scale and vice-versa when their priority is to achieve efficient and stable CPA outcomes. Advertisers can switch between bid strategies within an ad group's edit page.
Benefits of Hybrid Bidding
It eliminates the need for advertisers to create new ad groups when they want to switch bid strategies to align with their seasonal priorities, reducing manual effort and saving time. For example, an advertiser who wants to prioritize scale during a promotional event has the ability to switch from Cost Cap to Maximum Delivery bid strategy and revert to Cost Cap bidding after the event ends.
Advertisers who find it challenging to achieve consistent CPAs using Maximum Delivery can switch their existing Maximum Delivery ad group to Cost Cap bidding to achieve CPA stability.
Supported objectives
Hybrid Bidding supports performance objectives including Web Conversions, Product Sales (TikTok Shop is not currently supported), App Promotion (MAI, AEO, iOS, DC, Android), Lead Generation, and Traffic on TikTok and Pangle. Hybrid Bidding does not currently support Value Based Optimization (VBO).
Best practices:
Switching from Maximum Delivery to Cost Cap bid strategy:
Change to the bid strategy should be made after the ad group has accumulated at least 5 conversions and run for at least 3 days.
Cost Cap bid should be set to the average CPA that the ad group achieved in the past 3 days using Maximum Delivery.
Advertisers can set a higher Cost Cap budget since TikTok will optimize delivery toward their target CPA, helping advertisers achieve stable and efficient CPA outcomes.
Switching from Cost Cap to Maximum Delivery bid strategy:
Changes to the bid strategy can be made at any time.
Advertisers should set their budget to the amount they are willing to spend.