The Three-Tier Hierarchy
Campaign Level
The campaign is the top level where you define your advertising objective and budget strategy.What You Set at Campaign Level
| Setting | Description |
|---|---|
| Objective | What you want to achieve (Awareness, Consideration, Conversion) |
| Campaign Budget | Optional campaign-level budget that’s distributed across ad groups |
| Budget Optimization | Whether TikTok automatically distributes budget across ad groups |
| Special Ad Category | Required for Credit, Employment, Housing, or Political ads |
The objective you choose at the campaign level determines which optimization goals and features are available in your ad groups. You cannot change the objective after publishing.
Campaign Budget Options
You can set budgets at either the campaign level or ad group level:- Campaign Budget Optimization: Set one budget for the campaign, and TikTok automatically distributes it across ad groups based on performance
- Ad Group Budgets: Set individual budgets for each ad group, giving you more control over spending
Ad Group Level
The ad group is where you define your audience, placements, and optimization strategy.What You Set at Ad Group Level
| Setting | Description |
|---|---|
| Targeting | Who sees your ads (age, gender, location, interests, custom audiences) |
| Placements | Where ads appear (TikTok, Pangle, Global App Bundle) |
| Optimization Goal | What TikTok optimizes for (clicks, conversions, reach, video views, etc.) |
| Budget | Daily or lifetime budget (if not using Campaign Budget Optimization) |
| Schedule | When your ads run (start date, end date, dayparting) |
| Bidding Strategy | How TikTok optimizes your bids (Lowest Cost, Cost Cap, Bid Cap) |
| Conversion Location | Where conversions happen (website, app, TikTok profile) |
Ad Group Budget Options
If you’re not using Campaign Budget Optimization, you can set:- Daily Budget: Amount to spend per day (minimum $20)
- Lifetime Budget: Total amount to spend over the ad group’s lifetime (minimum $20)
Ad Group Inheritance
Ad Level
The ad is where you define your creative content — the actual videos, images, text, and call-to-action that people see.What You Set at Ad Level
| Setting | Description |
|---|---|
| Creative | Videos or images from your media library |
| Ad Text | Main ad copy that appears with your creative |
| Call-to-Action | Button text (Learn More, Shop Now, Sign Up, Download, etc.) |
| Destination | Where people go when they click (website URL, app, TikTok profile) |
| Display Name | Name shown on the ad |
| Identity | TikTok account or profile associated with the ad |
Ad Formats
TikTok supports several ad formats:| Format | Description | Best For |
|---|---|---|
| Single Video | One video with text | Most campaigns, storytelling |
| Single Image | One image with text | Simple messages, static content |
| Carousel | Multiple images users can swipe through | Showcasing multiple products or features |
| Spark Ads | Boost organic TikTok posts | Leveraging existing content, authenticity |
| Collection Ads | Video with product catalog | E-commerce, product discovery |
Hierarchy Rules and Constraints
Understanding the rules that govern TikTok’s hierarchy helps you avoid validation errors:Parent-Child Relationships
- Every ad group must have exactly one parent campaign
- Every ad must have exactly one parent ad group
- A campaign can have multiple ad groups
- An ad group can have multiple ads
Inheritance Rules
- Ad groups inherit the objective from their parent campaign
- Ads inherit targeting and placements from their parent ad group
- Budget optimization flows from campaign to ad groups (if using Campaign Budget Optimization)
Validation Constraints
Building Campaign Structure in Whathead
In the Campaign Builder canvas, you create this hierarchy visually:Add Campaign Node
Click the + button and select Campaign to create a campaign node. Configure the objective and budget strategy.
Add Ad Group Nodes
Click the + button below the campaign and select Ad Group. Connect it to the campaign node. Configure targeting and optimization.
Add Ad Nodes
Click the + button below an ad group and select Ad. Connect it to the ad group node. Add creative and copy.
Structure Examples
Simple Campaign
A single campaign with one ad group and two ads testing different video creatives.Multi-Audience Campaign
One campaign with multiple ad groups targeting different age groups, each with tailored creative.Complex Testing Structure
Testing different audiences (ad groups) and different creatives (ads) to find the best combination.Best Practices
- Start simple: Begin with one campaign, one ad group, and 2-3 ads to test creative variations
- Use Campaign Budget Optimization: Let TikTok optimize budget distribution across ad groups for better performance
- Prioritize video: TikTok is a video-first platform — video ads typically outperform static images
- Test systematically: Change one variable at a time (audience OR creative, not both) to understand what works
- Monitor ad group performance: Pause underperforming ad groups and scale winners
- Keep structure organized: Use clear naming conventions for campaigns, ad groups, and ads
- Use vertical video: 9:16 aspect ratio performs best on TikTok’s mobile-first platform