TikTok campaigns start by choosing an objective that aligns with your advertising goals. Your objective determines the optimization options available for ad groups and ads, including placements, bidding strategies, and creative formats.
Objectives
| Objective | What it’s for |
|---|
| Reach | Show your ads to the maximum number of people |
| Traffic | Drive people to your website or app |
| Video Views | Get more people to watch your videos |
| Community Interaction | Increase engagement with your TikTok profile and content |
| Lead Generation | Collect leads through TikTok’s native lead forms |
| App Installs | Drive app downloads and installations |
| Conversions | Drive specific actions on your website or app |
| Product Sales | Promote products from your catalog and drive purchases |
TikTok also offers Smart+ campaigns, a fully automated campaign type that uses machine learning to optimize targeting, bidding, and creative. Smart+ campaigns simplify setup but offer less manual control.
Bid Strategies
| Strategy | Description |
|---|
| Lowest Cost | TikTok optimizes to get the most results at the lowest cost; no bid cap |
| Cost Cap | You set a target cost per result; TikTok aims to keep average cost at or below your cap |
| Bid Cap | You set a maximum bid; TikTok won’t bid higher than this amount |
Start with Lowest Cost to let TikTok’s algorithm find the most efficient delivery. Use Cost Cap or Bid Cap when you have specific cost targets based on your business metrics.
Budget Constraints
| Budget Type | Minimum | Maximum |
|---|
| Daily | $20 | $10,000,000 |
| Lifetime | $20 | $10,000,000 |
TikTok’s minimum daily budget (20)ishigherthanMeta(1) and Snapchat (5).WhentransferringcampaignsfromotherplatformstoTikTok,budgetsbelow20/day are automatically increased to meet this minimum. Campaign Types
TikTok offers several campaign types to match different advertising needs:
Standard Campaigns: Full manual control over targeting, bidding, and creative. Best for advertisers who want precise control over campaign settings.
Smart+ Campaigns: Automated campaigns that use TikTok’s machine learning to optimize all aspects of delivery. Best for advertisers who want simplified setup and automated optimization.
Spark Ads: Promote organic TikTok posts (your own or creator content) as ads. Spark Ads retain social engagement (likes, comments, shares) and feel more native to the platform.
Spark Ads require connecting to organic TikTok posts. You can promote your own posts or use creator content with their permission through TikTok’s Creator Marketplace.
Related Pages
