About the new Product Sales advertising objective
Last updated, May 2024

Existing Shop Purchases advertisers will be able to access Video Shopping Ads (for TikTok Shop) and LIVE Shopping Ads under the Product Sales objective. To learn more about Video Shopping Ads (for TikTok Shop), refer to How to Create Video Shopping Ads (for TikTok Shop), and to learn more about LIVE Shopping Ads, refer to How to Create LIVE Shopping Ads.


Both Video Shopping Ads (for TikTok Shop) and LIVE Shopping Ads are now automatically available to all advertisers registered in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, Vietnam, and China. If your Ad Account is not able to see the Product Sales objective with the TikTok Shop product source, please first connect TikTok Shop to the Ad Account for advertising purposes in either of the following ways:

  1. 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.

  2. In the Business Center, request access to one or multiple TikTok Shops for advertising purposes. For steps, refer to Requesting TikTok Shop Access from Business Center.


Since April 2023, we have sunsetted Dynamic Showcase Ads and Collection Ads.


Core functionalities and benefits of Dynamic Showcase and Collection Ads have been incorporated into Video Shopping Ads under the Product Sales objective. New optimization features and formats are also introduced to help you succeed in your marketing campaigns. Video Shopping Ads (for Catalog) is now automatically available to all web advertisers globally through open beta testing. The App use case is only available to selected advertisers for closed beta testing. To know more about creating Video Shopping Ads, refer to How to Create Video Shopping Ads (for Catalog).


Overview

As part of our initiative to streamline the ad-buying process and clarify the use case for each advertising objective, we will be introducing Shopping Ads. On TikTok Ads Manager, this will be a new campaign objective called Product Sales.


About the Product Sales advertising objective

The Product sales advertising objective unifies all of TikTok Ads Manager's e-commerce ad-buying solutions such as Video Shopping Ads and LIVE Shopping ads into a single entry point.

Video Shopping Ads and LIVE Shopping GIF

Key updates

The solutions available under the Product Sales objective are Video Shopping Ads (for TikTok Shop), Video Shopping Ads (for Catalog), and LIVE Shopping Ads.


Note: Shopping ads type availability may vary across accounts due to market and advertiser eligibility.


Video Shopping Ads (for TikTok Shop) and LIVE Shopping Ads are now automatically available to all advertisers registered in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, Vietnam, and China. If your Ad Account is not able to see the Product Sales objective with TikTok Shop product source, please first connect TikTok Shop to the Ad Account for advertising purposes in either of the following ways:

  1. 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.

  2. 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.


Video Shopping Ads (for Catalog) is now automatically available to all web advertisers globally through open beta testing. The App use case is only available to selected advertisers for closed beta testing.


Please contact your TikTok representative if you are interested in finding out more about any of the solutions.


We moved the iOS 14 dedicated campaign toggle from the ad group to the campaign level. Turning on this toggle will let you track or optimize ad delivery exclusively for iOS 14 conversions. If the toggle is off, your ads will not reach devices using iOS 14.5 or later iOS versions.

iOS 14 dedicated campaign toggle JPG

Note: If the Product source for your Product Sales campaign is a TikTok Shop, there is no iOS 14 dedicated campaign toggle, since the toggle is irrelevant.


You will now select your Product source at the campaign level. You can choose from TikTok Shop or Catalog. Previously, you would have to create separate campaigns using the Shop purchases or Catalog sales advertising objectives.

TikTok Shop or Catalog GIF

For Video Shopping Ads using a TikTok Shop as your Product source, you will select your TikTok Shop or Showcase at the ad group level.

Video Shopping Ads JPG

For LIVE Shopping Ads, you only have to select the identity used to run LIVE.

LIVE Shopping Ads GIF

With Product sales, when you create Video Shopping ads using a TikTok Shop or Catalog as your Product source, you will now select your Product(s) or Product Set at the ad level instead of the ad group level.

Product sales GIF

Note: For LIVE Shopping Ads, you do not select any products when creating your ads on TikTok Ads Manager since you must add them when going live from the TikTok app.


We have also changed the interface for adding specific products to your ads. This only impacts the user interface and does not impact any part of the product selection process.


When you select a Catalog as the Product source and a Website as your Promotion type, you will have access to Dynamic Destination. You can leverage the Dynamic Destination feature to help optimize ad delivery for your Video Shopping Ads. When Dynamic Destination is enabled, your audience will be directed to your landing page or a TikTok Instant Page, depending on what is most likely to generate the best results for your business.

Dynamic Destination JPG

Note: Dynamic Destination is currently only available to the website and TikTok Shop advertisers.


For LIVE Shopping Ads and Video Shopping Ads where the Product source is a TikTok Shop, we have updated the look of the Optimization goal module. Now, you will select your ad group's optimization goal from a drop-down menu. You can optimize for Gross revenue, Purchases, Initiate Checkouts, Product Clicks in LIVE, Viewer Retention, and Clicks. You can use Lowest Cost, Cost Cap, Highest Gross revenue, and Minimum ROAS.

LIVE Shopping Ads and Video Shopping Ads  JPG

Impact on ad delivery and in-flight campaigns

The updates to our suite of advertising objectives will not impact the delivery of any in-flight or future campaigns. You will be able to freely publish, edit, and copy campaigns that use the older version of our advertising objectives.


Impact to bulk import and export

You will be unable to use the bulk import feature to create or edit ads that use the Product Sales objective until these objectives are fully rolled out to all users. Similarly, you will be unable to bulk export ads that use these objectives.


Ad group settings supported by Product Sales


Video Shopping Ads With Catalog

Video Shopping Ads With TikTok Shop

LIVE Shopping Ads

Placement

TikTok and Pangle

TikTok

TikTok

Format

In-feed Video (TikTok) or 3rd party apps (Pangle)

- In-feed Video:

- Use TikTok post

- Upload video

- In-feed LIVE

- In-feed Video landing to LIVE

-Use TikTok post

-Upload video

Measurement Event

App or Website conversions

TikTok Shop or Showcase

TikTok Shop or Showcase

Promotion Type

App or Website

Video

LIVE

Optimization Goal

- Click

- Install

- Web or App events

- Click

- Initiate Checkout

- Purchase

- Gross revenue

- Click

- Viewer Retention

- Product Click in LIVE

- Initiate Checkout

- Purchase

- Gross revenue

Targeting

- Manual targeting (prospecting or retargeting)

- Retargeting is currently available for App only.

- Location, Gender, Age, Languages, Interests & Behavioral targeting

- Manual targeting (prospecting or retargeting)

- Location, Gender, Age, Languages, Interests & Behaviors targeting

- Automatic targeting

- Manual targeting (prospecting or retargeting)

- Location, Gender, Age, Languages, Interests & Behaviors targeting

- Automatic targeting

Billing Events

- CPC on Click

- oCPM

- CPC on Click

- oCPM on Initiate Checkout and Purchase, and Gross revenue

- CPC on Click

- oCPM on Viewer Retention, Product Click in LIVE, Initiate Checkout, Purchase, and Gross revenue

Bidding Method

- Lowest cost

- Cost cap

- Lowest cost

- Cost cap (standard or accelerated delivery)

-Highest Gross revenue

- Minimum ROAS

- Lowest cost

- Cost cap (standard or accelerated delivery)

- Highest Gross revenue

- Minimum ROAS

Reporting Metrics

Basic metrics

- Cost

- Reach

- Impressions

- Clicks

- CTR

- CVR

- CPA


Video metrics

- Video Views

- 6-Sec Video Views


Page Event

- Event conversions

- Event ROAS

Shop metrics

- Product Page Views (Shop)

- Adds To Cart (Shop)

- Checkouts Initiated (Shop)

- Purchases (Shop)

- ROAS (Shop)

- Gross Revenue (Shop)


Video metrics

- Video Views

- 6-Sec Video Views

- Average Watch Time


Basic metrics

- Cost

- Reach

- Impressions

- Clicks

- CTR


Audience insights

- Age & Gender

- Location

- Interest & Behavior

- Device

- Custom Audience

Shop metrics

- Product Page Views (Shop)

- Adds To Cart (Shop)

- Checkouts Initiated (Shop)

- Purchases (Shop)

- ROAS (Shop)

- Gross Revenue (Shop)


LIVE metrics

- LIVE Views

- LIVE Unique Views

- Effective LIVE Views

- LIVE Product Clicks


Video metrics (when using In-feed Video landing to LIVE)

- Video Views

- 6-Sec Video Views

- Average Watch Time


Basic metrics

- Cost

- Reach

- Impressions

- Clicks

- CTR


Audience insights

- Age & Gender

- Location

- Interest & Behavior

- Device

- Custom Audience


Content