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Value-based Optimization (VBO) for web Conversion ads in TikTok Ads Manager helps you find the most relevant audience type that will likely generate a higher return on ad spend (ROAS). These best practices can help you promote a website using Value-based Optimization and make improvements to existing VBO for web campaigns.

Learn about Value-based Optimization for web.

Tips to set a reasonable Minimum ROAS bid

• Consider using the actual ROAS for the past 7 days for ads targeting the same market and optimizing towards the same optimization goal such as Complete Payment.

• Set a relatively low ROAS bid for the ad group to pass the learning phase faster.

• Use the Highest Value if you aren't sure what Minimum ROAS bid to set.

Tips to set an adequate budget

• Use 10 times the target Cost per Action (CPA) for Complete Payment as a daily budget.

• To use a lifetime budget, use 10 times the target CPA for Complete Payment * Campaign Duration.

• Set the same budget as your BAU (Business As Usual) ad groups if your target CPA for Complete Payment is too high. A very low budget will limit the exploration of the algorithm.

• Increase the budget gradually when the ROAS reaches your expectations, to continue expanding your reach.

Tips for adjusting before 20 conversions or within 3 days

• Adjustment within the learning phase may impact the campaign's ability to pass the learning phase.

• Wait for another 20 campaign conversions or one day after each adjustment.

• When editing campaign budget, control the change range within 50% each time.

• The more frequent or significant the adjustment, the more fluctuation should be expected.

Note: Results may fluctuate in the first few days. You should have strong indicators about the performance after 7 days.