How to Publish Ads from a TikTok E-Commerce Partner Platform
Last updated, September 2023

Before getting started: The ad creation function within the TikTok channel only supports a limited number of advertising objectives and ad creation tools.

For the entire ad creation experience, use TikTok Ads Manager to set up and manage campaigns. The following objectives are present only in TikTok Ads Manager:

  • Awareness objectives: Reach

  • Consideration objectives: Traffic, App install, Video views, and Community Interaction.

Once you set up the TikTok channel on your E-Commerce platform, you will be able to publish TikTok ads directly from your store. To get started, go to the TikTok channel dashboard and follow the instructions below.


  1. ​From the TikTok channel Overview page, locate the TikTok Marketing module and click Create a Campaign.

  2. ​From the Ad Creation page, enter a Campaign name and start building your campaign.

  3. ​Under Promotion Type, select if you are promoting a Single Product or a specific Website URL.

  • ​If you are promoting a Single Product, choose a product from your TikTok Catalog.

  • ​If you are promoting a Website, enter the website's URL.

4. ​Set up your Ad Creative, either upload a video from your device or create a video using our Smart Video Tool, which uses AI to create high-quality videos with just a few clicks.

5. ​To create a Smart Video, you will need to

  • ​Upload the media that you want to use in your video. If you selected Single Product as your Promotion Type, Smart Video will grab any images and videos synced to your product - but you are free to add more.

  • ​Arrange the media in the order that you want it to appear in your ad.

  • ​Enter a price or discounted price and product information.

  • ​Under Music, pick a video style. Choose from Dynamic or Peaceful.

6. ​From the Conversion Event module, select an Optimization event. This event will determine how ad delivery is optimized.

7. ​Define your Audience Targeting using Demographics and Interests. These selections will determine who sees your ad.

8. Lastly, set up your Schedule & Budget.

  • For Budget, choose a Daily Budget or a Lifetime Budget and then enter an amount. This selection will determine how much money your ad will spend each day or in total. Then select a date that you want to start delivering your ads. Check Run continuously to run your ad indefinitely after the scheduled start time. Or uncheck Run continuously to run your ad within a set date range.

  • ​For more information about how budgets are used, see About Budget.

9. Once you have completed all the required selections, click Submit.

10. If you have not set up a payment method on your ad account yet, click Finish set up to complete this step.

After setting up your payment method, your ad will go live - subject to TikTok ad approval.

10. ​After your ad is live, log in to your TikTok Ads Manager account to track its performance.

  • You will be able to see a summary of all ad performance on your Dashboard tab.

  • For a more in-depth look at performance, you can go to the Campaign tab to view the results of your campaigns, ad groups, and ads.

  • You can also go to the Reporting tab to export performance data.

Tips for your first campaign

  • ​Choose your hero product or your bestseller for your first campaign OR got an exciting product launch coming up? Focus on that!

  • ​Follow our creative best practices when creating your new video - see the next section for more information. We recommend refreshing your creative regularly for the best results.

  • ​Choose an upper funnel event such as “View Content” or “Add to Cart” so that your pixel can quickly learn how to look for high-intent users.

  • ​If you’re just getting started, we recommend keeping your targeting fairly broad. Let TikTok find users most likely to take action based on your optimization event.

  • ​The budget should be no less than $20 (for either daily or lifetime). Allocate a minimum of 50x your target CPA (cost per action) for the first week. This helps TikTok quickly learn more about users who will likely convert! TikTok will automatically find high-intent users at the lowest cost to you!

  • ​For example, 50 Conversions per week x $5 CPA = $250 lifetime budget for the week or ≈$36 daily budget.

Creative tips for your TikTok ads

  • Explore the top TikTok ads from around the world and find out what makes our audience engage on our Creative Center

  • ​Sound on! TikTok is always a sound-on experience - sound is not a secondary consideration. If you need help finding some music try using the TikTok app's Commercial Music Library or TikTok Ads Manager's creative tools.

  • ​Embrace the trends. Keep up with the collective headspace. 21% of the videos with the highest view-through rates leverage popular trends.

  • ​Keep it real. Stay authentic and keep them laughing. 47% of the videos with the highest view-through rates are emotionally appealing.

  • ​Content length 25% of best-performing videos are short and sweet - between 15-30 seconds.