How to achieve CPA Stability while scaling spending on TikTok

When you scale spending on TikTok, it is crucial to maintain a stable Cost Per Action (CPA). You can use the following guide to help you increase spending while keeping your CPA efficient and stable for ad groups targeting the following objectives: Traffic, Web Conversions, Lead Generation, Product Sales, and App Promotion.

How to scale with Target Cost per Result bidding

We recommend advertisers use Target Cost per Result bidding if they prioritize CPA stability and efficiency. Target Cost per Result's CPA controls help advertisers achieve CPAs that are equal to or around your target CPA (bid). Unlike Maximum Results bidding, these controls ensure that CPAs will remain efficient when you decide to scale investments on our platform.

• For New Ad Groups: When you create a new ad group in TikTok Ads Manager (TTAM), choose Target Cost per Result as your bid strategy by entering your target CPA in the bid input field under the Bidding and Optimization section.

• For Existing Target Cost per Result Ad Groups: Increase your budget. Target Cost per Result's controls will work to keep your actual CPA aligned with your target bid, even at higher spending levels.

• For Existing Maximum Results Ad Groups:

  • Prior to increasing budget: Switch your bid strategy to Target Cost per Result using the Hybrid Bidding feature, which allows advertisers to change bid strategies on active ad groups. When you switch to Target Cost per Result bidding, increase the budget to maintain CPA stability as you scale. Note: Hybrid Bidding does not currently support Product Sales (Shop) objective.

  • After experiencing CPA spikes: If your ad group has already experienced a CPA spike, we recommend that you switch your ad group from Maximum Results to Target Cost per Result using Hybrid Bidding instead of pausing/ending the ad group. This will allow you to retain engagement history for the ad group while optimizing delivery towards your target CPA.

Scale with Maximum Results bidding

Maximum Results is designed to maximize conversion volume within your budget but lacks cost controls, leading to potential CPA fluctuations when scaling.

• Instead of increasing the budget for an existing Maximum Results ad group, create additional ad groups with the same bid strategy. This increases the likelihood that your current ad group maintains its CPA while allowing you to scale by having multiple active ad groups.