About the Product Sales advertising objective

Last updated: September 2024

Product Sales is an advertising campaign objective to promote products from your product catalog or your TikTok Shop.

Note: You do not need to create a catalog or Pixel to use Product Sales for TikTok Shop. Product Sales for TikTok Shop is available for advertisers registered in the United States, the United Kingdom, China, Vietnam, Indonesia, Malaysia, Philippines, Singapore, and Thailand.

Available ad formats for the Product Sales objective

Video Shopping Ads: Add shopping options to your TikTok videos and advertise your products.
LIVE Shopping Ads: Add shopping options to your LIVE videos and advertiser your livestreams.
Product Shopping Ads: Create ads for your products using images and info from your Product Details Page.

Available Optimization Goals for the Product Sales objective

When you create ads using the Product Sales objective, you can choose an Optimization Goal to tailor your bidding and budget strategy.

For lower funnel optimization: Gross revenue, Purchase
For mid-funnel optimization: Initiate Checkout, Product Click in Live
For upper funnel optimization: Viewer Retention, Clicks

Product Click in Live and Viewer Retention (stayed more than 10 seconds live) are supported by LIVE Shopping Ads. You can also use Shop Activity audiences in your Product Sales campaigns to re-engage your existing and interested customers, gain new customers, and increase your return on ad investment.

Available metrics for the Product Sales objective

	Video Shopping Ads with Shop or Showcase	LIVE Shopping Ads
Placement	TikTok, including onsite shopping placements.	TikTok, including onsite shopping placements.
Format	In-feed Video Use TikTok Post Upload Video	In-feed LIVE In-feed Video landing to LIVE Use TikTok post Upload Video
Measurement Event	TikTok Shop or Showcase	TikTok Shop or Showcase
Promotion Type	Video	LIVE
Optimization Goal	Click Initiative Checkout Purchase Gross revenue	Click Viewer Retention Product Click in LIVE Initiate Checkout Purchase Gross Revenue
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 oCP on Initiate Checkout and Purchase and Gross revenue	CPC on Click oCPM on Viewer Retention, Product Click in LIVE, Initiate Checkout, Purchase & Gross revenue
Bidding Method	Maximum Delivery Cost cap (standard or accelerated delivery) Highest Gross revenue Minimum ROAS	Maximum Delivery Cost cap (standard or accelerated delivery) Highest Gross revenue Minimum ROAS
Reporting Metrics	Shop metrics Product Page Views (Shop) Adds to Cart (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

Features

When you use TikTok Shop with the Product Sales objective, you benefit from the following performance features:

Video Shopping Ads optimized for shop conversions
Product Anchor Link ads optimized for shop conversions
Spark ads optimized for shop conversions
Ads to livestreams (in-feed live, video-to-live)
Ads which display your product listings without requiring additional content creation
Automated tracking and measurement of shop conversions
Full funnel optimization (ROAS, Gross Revenue, Purchase, Initiate Checkout, Viewer Retention, Click)
Ads in search and shop tab
Dynamic placements across relevant surfaces
Broad Automated Targeting, Retargeting
Campaign reporting
Product level reporting

Use cases

At the Campaign Level:

Select your Product Source at the campaign level. Choose TikTok Shop to run Video Shopping Ads (for TikTok Shop) or Live Shopping Ads, before selecting the ad type.

At the Ad Group Level:

Specify where to use Video Shopping Ads or LIVE Shopping Ads as the ads type.
- For Video Shopping Ads, select between TikTok Shop or Showcase product source details. TikTok Shop requires you to have access to both the shop and the TikTok Account, while Showcase only requires you to have access to the TikTok Account. Learn more about getting started with Video Shopping Ads or how to get Showcase permission.
- For LIVE Shopping Ads, select your identity and the TikTok profile from which the livestream will be broadcast. Learn more about how to get started with LIVE Shopping ads.

At the Ad Level:

For Video Shopping Ads, choose a video as your ad creative. You can use an existing TikTok Post, or upload a video to TikTok Ads Manager. If you use an existing TikTok Post, it is not required that the post has a product link. If it does have a product link, it is not required that the product link matches the product selected in the ad. Product Anchor Link will be the default call-to-action, and supports both Single and Multi Product Anchor Link (up to 20 products). Learn more about considerations for Video Shopping Ads.
For LIVE Shopping Ads, choose between real-time LIVE content as creative or a single video as creative. You can create additional ads with different single videos as creative.

Troubleshoot the Product Sales objective

You may not be able to see the Product Sales objective with the TikTok Shop product source. First, you must connect the TikTok Shop to the Ad Account through either of the following ways: