Business Help Center
Create an Ad
English
Bid Strategy-Standard Bid and Max Conversion
Bid strategies can affect both the way the system manages your daily spend and how your cost per result is calculated. Your choice of bidding strategy will help the system achieve your expected delivery outcomes. 

You will need to choose a Bidding Strategy when creating an oCPC ad group. Bid selection is done within the "Bidding & Optimization" section during ad creation.

Screen Shot 2020-05-11 at 6.20.05 PM.png

Currently, TikTok Ads Manager provides two main bidding strategies:
  • Standard Bid
  • Max Conversion

Standard Bid

When choosing "Standard Bid", you need to provide a bid price in addition to setting your budget during the ad group creation. 

With this bidding strategy, the system will prioritize controlling average cost per result around or lower than your bid. 

Because you are setting a bid price in order to control costs, your budget may not be completely used up, and your daily cost per result may fluctuate depending on other competitor's performance.

Here's a graph that shows the relationship between total spend and cost per result. Notice how your average cost per result is controlled around your bid, but your total spend may be less than your expected budget. 

image.png

Max Conversion 

(currently in Beta and only available for certain accounts)

Max Conversion (Without Bid)

When choosing "Max Conversion (without bid)", you need to set your budget during the ad group creation, but do not need to set a bid price.

With this bidding strategy, the system will adjust the bid in each auction in order to achieve the most results based on the budget you set.

Your daily cost per result may increase when your budget increases, and may decrease when the budget decreases. Your daily average cost per result may also fluctuate in response to changes in other competitor's performance. 

Here's a graph that shows the relationship between total spend and cost per result. Notice how there is no bid ceiling preventing your ads from being delivered, getting you as many results as possible until you hit your budget for total spend. 

image.png

Max Conversion (With Bid)

When choosing "Max Conversion (with bid)", you need to provide a bid price in addition to setting your budget during the ad group creation. 

With this bidding strategy, the system will adjust the bid in each auction during the ad delivery in order to achieve more results at as low of a cost per result as possible.

Your allocated budget will be used up as much as possible, and your daily spend and daily cost per result may fluctuate depending on other competitor's performance. Similar to "Max Conversion (without bid)", your daily cost per result may increase when your budget increases, and may decrease when the budget decreases.

If achieving the most results based on the budget you set, while maintaining a more narrow range for cost per result, is a top priority, we recommend using “Max Conversion (with bid)". 

Here's a graph that shows the relationship between total spend and cost per result. Notice how there is no bid ceiling preventing your ads from being delivered, getting you as many results as possible until you hit your budget for total spend. 

image.png

How budget setting affects the final cost per result?

When Max Conversion (with bid or without bid) is selected, the system will always prioritize looking for results that can be obtained with the lowest cost per result. 

When the advertiser sets a high budget or increases the budget, the system will look for higher cost results in order to meet the targeted budget, after all lower cost results have been obtained. Therefore, the average cost per result may become higher or increase. 

Likewise, when the advertiser sets a low budget or decreases the budget, the average cost per result may become lower or decrease, as the system will capture lower cost results first. 

Which should you choose?

You may choose the bidding strategy which best serves your budget and cost per result requirements. The table below shows the difference among the three bidding strategies:

Bidding StrategyRecommended UsageBudget SettingBid SettingDelivery Expectation
Standard Bid Priority is to control your cost per result, while using the entire budget to get as many results as possible is secondary.Your target budget.Your target cost per result.1. Daily spend may fluctuate.    
2. Daily cost per result will be stable, and the actual cost per result will be controlled around or lower than the bid provided by the advertiser.
Max Conversion
(Without Bid)
Priority is to ensure stability of your daily spend, while controlling cost per result is secondary.Your target budget, as this will affect your cost per result.No need to provide bid.1. Daily spend is stable.
2. Daily cost per result may fluctuate in response to the changes in competitive environment.
Max Conversion (With Bid)Willing to trade a higher cost per result for more spend, within a certain range. Your target budget, as this will affect your cost per result.Your target cost per result.1. Daily spend fluctuates within a certain range. 2. Daily cost per result fluctuates within a certain range.