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.
