Note: The following content is sourced from TikTok for Business and compiled by BigSpy.

Classification explanation

FMGG (Fast-Moving Consumer Goods): Beauty, personal care, baby products, food, and beverages.

Fashion: Clothing, accessories, shoes, bags, and jewelry.

3C Digital Products: Mobile phones and accessories, audio-visual equipment, home appliances, computers and accessories.

Lifestyle: Household cleaning, kitchenware, home decor, pet supplies, toys, and automotive accessories.

General Category: E-commerce platforms, general merchandise, and custom gifts.

Pre-Launch Preparation

1. Ad Structure Setup:

Create Ad Groups: Start by organizing your ad structure effectively.

• Fashion: Create 3-5 ad groups under one campaign, placing 3-5 creatives in each. For multi-category stores, separate the ads across different accounts.

• FMCG: Create 3-5 ad groups, each with one creative.

• 3C Digital Products: Create 2-3 ad groups, running 3-5 campaigns simultaneously within the same region.

• Lifestyle: Create 2-3 ad groups with 3-5 creatives in each.

Note: Avoid replicating ad settings exactly. Differentiate by audience, interests, and creativity.

2. Initial Budget Setup:

Fashion: For the first week, set a daily budget of $30 per ad group (at least 3x CPA). Once you have 20+ conversions, adjust the daily budget to at least 20x CPA.

• FMCG: Start with a daily budget of $30-50. After 20+ conversions, adjust to 20x CPA.

• 3C Digital Products: Begin with $20-50 daily, then scale to 5-10x actual CPA after stabilization.

• Lifestyle: Start with a daily budget of $20-30. After stabilization, increase to $30-$300, adjusting to 20-50x CPA.

• General Category: Begin with a daily budget of $20-50, scaling to $5-$500 after stabilization, adjusting to 5-10x CPA.

Important Note: Avoid setting daily budgets below $30 (Fashion, FMCG) or $20 (3C, Lifestyle, General) to prevent under-delivery.

3. Targeting Settings:

• Fashion: Use broad targeting for the first two weeks to avoid under-delivery during the cold start. Once CPA stabilizes, test specific interest combinations.

• FMCG: Similar to Fashion, use broad targeting initially, then test specific interests later.

• 3C Digital Products: Use broad targeting initially, narrowing down after stabilization.

• Lifestyle: Similar to Fashion, start broad and adjust after CPA stabilizes.

• General Category: Use broad targeting initially, then adjust based on performance.

4. Optimization Goals & Bidding Strategy:

Fashion:

• TikTok Shop: Use Maximum Delivery with a Cost Cap ratio of 7:3.

• Web: Use Maximum Delivery with a Cost Cap ratio of 9:1.

• Introduce Value-Based Optimization (VBO) later for cost stability.

FMCG:

• Start with VBO x Highest Value for rapid scaling. For strict cost control, use Purchase x Cost Cap.

3C Digital Products:

• Initially focus on Maximum Delivery, then integrate Cost Cap/VBO for stable ROI.

Lifestyle:

• Use Maximum Delivery initially, followed by Cost Cap/VBO for stable ROI.

General Category:

• Similar to Lifestyle, use Maximum Delivery first, then add Cost Cap/VBO for stability.

Mid-Campaign Optimization

Fashion:

• Extend the observation period to at least 7 days.

• Adjust the daily budget by no more than 50%, with no more than 3 adjustments per day.

• Ensure new ad groups are launched weekly.

FMCG:

• Similar to Fashion, with a focus on consistent creative refreshes.

3C Digital Products:

• Launch 2-3 new ad groups daily in the first week, increasing to 4-5 in the second week.

Lifestyle:

• Similar to 3C, maintain consistent creative refreshes and moderate budget adjustments.

General Category:

• Focus on maintaining stable daily costs and regularly refreshing creatives.

Creative Execution

Fashion:

• For TikTok Shop: Focus on pain points, product features, and brand validation.

• For Web: Highlight product sizing and features using real-person demos.

FMCG:

• Leverage influencer endorsements and emphasize product benefits.

3C Digital Products:

•  Use direct product displays and influencer testimonials to highlight functionality.

Lifestyle & General Category:

• Emphasize practical use and emotional appeal with locally tailored content.

By following these steps, you can build a strong foundation for your TikTok ads, optimize performance, and drive better results.