Goal
To determine the right bid strategy for the right TikTok ads campaign
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SOP-235
How to determine bid strategy for Tiktok Ads campaign
Determine the right bidding and budget spending strategy for your Tiktok Ad campaigns
Type
SOPs · PDF
Execution time
10 – 20 minutes
Last updated
29 March 2024
Who does this
The business owner/manager or the person/agency digital marketer
Length
14 pages
Ideal outcome
To control your budget spending by A/B testing the delivery of your ads and the cost per result
Why it matters
Bidding strategies on TikTok are a crucial strategic element to efficiently spend your money based on your selling products and your available capital. Bidding too low can mean your ads are not getting delivered and bidding too high can be a losing business model. When you have all the different campaigns prepared, the optimal bidding strategy will help you achieve your campaign objective
Before you start
You will need to have a TikTok Ads Manager account before creating any TikTok ads campaign and setting up your bid at the ad group level. If you do not have one, please refer to SOP 229 (web version): How to set up a TikTok Ads Manager account
Key steps 15 steps
What is inside 21 headings
1 Environment setup 7
- Log in to your TikTok Ads Manager account. Hit “Log in with TikTok”.
- Create a new campaign. A campaign’s advertising objective or goal and ad group selections will determine the available bid strategy.
- Click “Custom mode” on your top right.
- Select “Use existing”.
- Choose a campaign by clicking on the box and selecting a campaign.
- Hit “Continue” to proceed.
- Go to “Ad Group” > “Bidding & Optimization”. This is only available in custom mode. A simplified mode is recommended for new users while a custom mode is recommended for advanced users who would like to A/B test their bidding strategies. To do bid testing, go to “[Custom Mode] A/B test your bidding strategies”.
2 The overview of bidding strategies
3 The bid strategy for TikTok brand awareness campaign
4 The bid strategy for TikTok lead generation campaign
5 The bid strategy for TikTok sales conversion campaign
6 [Custom Mode] A/B test your bidding strategies 8
- Log in to your TikTok Ads Manager account. Hit “Log in with TikTok”.
- Create a new campaign or select an existing campaign.
- Click “Custom mode”.
- Next, confirm that you will be switching from simplified to custom mode.
- Under “Campaign”, go to “Settings” and switch on “Create split test”.
- Choose a “Variable” to test and “Key Metric” the under “Split test” > “Setup”. Your Key Metric is what the system will use to compare the two ad groups and determine a winner. Set a high enough daily budget so that the testing power is sufficient.
- Set up your “Split test settings” under “Split test”. Fill out all the details under “Demographics”, “Audience”, “Interests& Behaviors”, “Device”, and “Targeting expansion”. Ensure to set the ad group run dates to 7 days minimum so that the system has enough time to collect a significant sample.
- Click “Complete”.
The document 14 pages
The file is locked
It comes with the SOP Library.
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